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Complete Marketing Strategy of Claro – In-depth Study

by | Case Studies | 0 comments

In a previous article, we learned about the detailed marketing strategy of Reliance. In this blog, we are going to elaborate on the marketing strategy of Claro – A Mexico-based telecom company. 

Claro’s corporate headquarters are located in Mexico City. Claro is a subsidiary of telecom giant América móvil. The goal of Claro is to improve communication, information technology, and worldwide connectivity. 

Marketing is a part of a company’s DNA that can either make it or break it, as users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will learn the overall marketing strategy of Claro towards the end of this blog. Before we begin our deep dive into the marketing strategy of Claro, let us start by learning the company’s story, target audience and digital presence.

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About Claro – Company Overview 

Claro is a Brazilian Mexican company with its headquarters in Mexico. It is a large telecommunication group that focuses on increasing global connectivity around the world. The company is expanded to 18 countries in America and 7 countries in Europe, becoming the largest Telecommunications company worldwide in terms of total access lines and the second largest in the world in mobile subscribers, excluding China and India.

The company has increased its power all around the globe by providing fabulous services to its customers. People prefer Claro as they have maintained the trust for several years. Claro is expanded in other areas such as Uno tv, Marca Claro, Claro sports, Claro music, and Claro video. As of 2012, the provider has over 276 million active mobile telephony connections and a mobile penetration of over 130%. In almost every country Claro provides valuable services to its customers. It is successful in creating a global impact on all its consumers.

Quick Stats on Claro
CEO Manola Ayala
CMO Camila Casale
Area Served North & South America (Latin America)
Industry Wireless Service
Market Share/ Revenue $231 Million Annual
Vision Offering outstanding wireless services
Tagline “Yo soy Claro, y me gusto.”

 


Marketing Strategy of Claro

Let’s find out more about Claro’s marketing approach! And how Claro conducts its marketing strategy, and much more. 

Segmentation, Targeting, and Positioning

Claro uses a variety of campaigns to primarily target people in the 17 to 25 age range and seniors as well.  It also targets the mass category of low-income young urban social people. From elites to non-elites, Airtel supports everyone through its business and financial programs.

With Claro video, Claro music, Claro sports, Marca Claro, and Uno TV, Claro has joined the world of entertainment and information and is prepared to compete with the finest in the world with material as iconic as the Olympic Games.

Claro exceeds consumer expectations and positions itself as the prime aggregator for all digital entertainment. From providing telecommunication services to T.V boxes, Internet, and wireless services. Delivering a cutting-edge and innovative service that not only gives customers a centralized, aggregated offering that offers the features consumers demand, but also optimizes Claro’s content and connects users with other major service providers.


Marketing Campaigns

Marketing Strategy of Claro - Campaign 1
Campaign title-  ‘Personal self-care published in April 2021.

Personal self-care is still a major problem in the world and with COVID-19’s guidelines, they wanted to create awareness among people. Claro Colombia wants people to maintain this topic as current and relevant as the use of reCAPTCHA.

Marketing Strategy of Claro - Campaign 2
Campaign title- ‘No Inturruptions’ published in July 2020.

This professional campaign titled ‘No interruptions’ was published in Ecuador in July 2020. It was created for the brand: Claro. This Print medium campaign is related to the Electronics, Technology industry and contains 5 media assets.

Marketing Strategy of Claro - Campaign 3
Campaign title- ‘Signs of Progress ’ published in May 2015.

Claro, in Latin America, gave off its most valuable outdoor advertising space—dish antennas with its logo—to rural housewives in Central America who had no other source of income.

Housewives’ rural startups were made by changing their dish antennas into billboards for their new enterprises based on their preferred household activities after working with local artists and families.


Social Media Marketing

Marketing Strategy of Claro - Social Media

Claro is active in different regions they are mostly active on Facebook with whopping 4,582,277 followers. Most of the content on Facebook is shared by many people. On Instagram, the posts are doing great with most engagements on  #PlanFiestasPatrias mostly used for upcoming promotions and ongoing shows. 


SEO Strategies

Marketing Strategy of Claro - SEO

As per SEO ranking, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that claro.com has 22,576 organic keywords and it’s considered as good. This indicates that Claro’s digital marketing is getting a significant amount of insights.

Also, the organic monthly traffic is around 319,097 which is good. Claro must therefore continue to work hard to keep the brand rising in the Google organic SERP results while making modifications to its SEO techniques.


Influencer Marketing

Claro collaborated with top influencers from music artists like Jaze to famous personalities like Checo Perez from the F1 race and its tie-up with soccer players for the promotion of the FIFA world cup Qatar 2022 came as a surprise for its subscribers.

Claro has been announced as a Regional Supporter of the Qatar 2022 FIFA World Cup. South American countries covered by the agreement include Argentina, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, and Uruguay. It applies to both fixed-line and wireless telecommunication services as well as wireless communications end-user services.

Marketing Strategy of Claro Influencer

And, interestingly, claro is tapping into gaming platforms like twitch unlike its competitors Netflix and Hulu.

 

Mobile App

Claro offers different services to its users following are the apps

Marketing Strategy of Claro - Mobile App

The most straightforward and practical method to manage your plan, with a number of services intended to simplify daily tasks without using up your internet franchise.

– Manage your data package and usage information as necessary.
– View information about your plan, balance, payment method, and grace period, among other advantages.
– Access the barcode on your comprehensive invoice and download it for sharing.
– Make the most of the chance by setting up your digital invoice to be sent to you via email.
– Turn on an automatic debit to enjoy greater convenience.
– A client who can pay open invoices over time.
– Manage all of your phone numbers from a single login.

You can make inquiries, purchases, and payments via the app mi Claro from any location.

You can perform many of the tasks that you would typically perform in App Mi Claro’s face-to-face channels, but without waiting in lines, wasting time, and from any location. The best part is that if you use it from a Claro line, using it won’t take any data from your plan.

Ecommerce Strategies

Claro has its dedicated e-commerce site for each of its segments here we’ll take a look at their website:

Besides the website, they also have their app on the play store following apps:

  • Mi Claro helps you enquire and keep track of payments and purchases of Claro’s products and services. 10,000,000+ downloads.
  • Claro TV for the best quality TV streaming for its customers. 500,000+ downloads.

Marketing Strategy of Claro - E-com


Content Marketing Strategies

On social media, Claro is quite active. Their newest launches, services, collaboration campaigns, etc. are all featured on their social media handles. Facebook or Instagram are the only sources for posting content.

This concludes our in-depth study of Claro’s marketing plan. Let’s sum up everything we’ve learned here.

 

This ends with an elaborative marketing strategy of Claro. Let us conclude our learning below from the marketing strategy of Claro.

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Conclusion – What’s unique about Claro’s marketing?

Claro is a reputable communications firm with a sizable number of associates. We learned about Claro from the marketing strategy research of the company. The business maintains its customer base successfully and has a strong brand profile. 

However, Claro faces challenges with the cost of its affordable devices. Its pricing appears to be a little on the expensive side, so Claro’s rivals appeared to have an advantage. To keep its position as the leading telecom service, they need ongoing promotion and product innovation, which accounts for the majority of the brand’s costs. Due to its reliance on the Latin American market, it does not generate enough income from outside. 

The fact that they are gravitating more and more toward the online form is one of their biggest prospects. It is essential in the current environment. One must place greater emphasis on the digital component in order to compete in the market and go worldwide.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Claro has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Claro check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Claro, and do share your thoughts on this case study marketing strategy of Claro in the comments section below.

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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