Complete Marketing Strategy Of Movistar – A Detailed Analysis

Updated on: Sep 18, 2022
Marketing Strategy Of Movistar - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In this blog, we will learn about the marketing strategy of In our past article, we had done the SWOT analysis of Telia. In this article, we will see the marketing strategy of Movistar, a telecom organisation.

Movistar was founded in 1995 and is owned by Telefónica S.A., one of the world’s largest telecommunications companies. So ever thought of, how this company became so huge? It happened through its brand awareness over large masses. And brand awareness is a part of marketing.

The company is a market leader in Spain due to its efficient services and strong visibility. In today’s world digital marketing is very important to create a brand image, if you want to learn more about digital marketing and its different attributes do check out Free Digital Marketing Masterclass by Karan Shah the founder and CEO of IIDE.

Movistar, but before that let’s know about the company.

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About Movistar

Marketing Strategy Of Movistar - Movistar BillBoard
(Movistar, Source: Halberd Bastion)

Movistar is a Spanish telecommunications company that provides fixed and mobile telephone as well as broadband services to its customers. It is a subsidiary company of Telefonico. It has operations in Spain as well as several other Latin American nations like Mexico, Chile, and Argentina. 

With 22 million users and a 41.58 per cent market share, the business is Spain’s largest carrier.

Quick Stats on Movistar
CEO José María Álvarez-Pallete López
CMO Juan Pablo Molinero
Area Served Spain and Latin America
Industry Telecommunication
Market Share/ Revenue 14.5 billion euros in 2021
Vision N/A
Tagline Make our world more human, connecting people’s lives.


Marketing Strategy of Movistar

Segmentation, Targeting, and  Positioning 


Based on factors such as gender, age, occupation, marital status, income, etc., demographic segmentation.

Geographic segmentation: depending on the place of residency (country, state, or city). Local enterprises might even be divided up by particular counties or municipalities. Based on preferred technology, software, and mobile devices, do technographic segmentation. Based on individual attitudes, values, interests, or personality traits, psychographic segmentation.


Movistar is Spain’s digital enabler of telecommunications services.

Movistar targets landline and fixed infrastructure, mobile and data services users, Movistar broadband plans users, and landline packages Movistar users, Movistar mobile, these are all the products the Movistar launched and also they target the Movistar other services like Fixed-line internet, mobile internet, fixed-line, and mobile telephony, IP television uses always. 

Other than the Mobile telephone, Landline telephone, communication through fibre optics, digital television and IT services.  British Telecommunication has also ventured into the business of consultancy and business solutions in order to capture different markets. 


It is a leading telecommunication provider in Spain. It is Spain’s largest telecommunications company, providing Mobile phones, TV, high-speed and wireless Internet, and residential Home phone services.

Market Position: Movistar has a dominant market position being the leading network provider in Spain. Since its beginning, the company’s growth has enabled it to generate new revenue and diversify the economic cycle risk in the areas it serves.

Marketing Campaigns

Marketing Strategy Of Movistar - Campaign 1

4 years ago, Pedro Gallese, Peru’s National Team goalkeeper was insulted by an Argentine player. 

The insult was heard by everyone in the nation because the players were next to the microphone on the field. Although, at that time there was no response.

But on Mother’s Day a professional campaign titled ‘Unconditional Mom’ by Movistar in which Mrs Tatiana Quiroz, mother of the player, conveyed a message that the love of a mother, who cares for and defends, is above all unconditional.

Marketing Strategy Of Movistar - Campaign 2

When we lock ourselves up looking at our phones, we miss out on so many things. Moments that we won’t remember, talks that’ll never come, a life that keeps moving. We lock ourselves up so much that we basically lose the freedom to move and we “get” behind bars.

This is exactly why the campaign titled ‘Escape from your phone was published in Mexico in May 2021. It was created for the brand: Movistar.

Social Media Marketing

The company has been found on all Websites 

Facebook: 2 million
Instagram: 29.5k followers
LinkedIn: 60k followers
Twitter: 10k Followers

Most followers are there on Facebook. However, this does not signify a different strategy, but rather just the time spent on a particular platform. 

Movistar has a very well-organised posting routine which makes sure that each Social media platform gets equal attention. 

Movistar has ensured that its social media footprint grows every day. Posts related to telecommunications, web series promotions, and promotional videos spread access to all forms of media and attract a lot of eyeballs. The company can be found everywhere from Linkedin to Instagram to Twitter and Youtube.                                               

SEO Strategies

The keywords search of SEO strategy is good for Movistar it has high 

Marketing Strategy Of Movistar - SEO

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As one can see, has 90k+ organic keywords, which itself is considered excellent. That means Movistar’s digital marketing strategies are gaining a lot of traction and are working well.

Furthermore, the monthly traffic is approximately 1.4M, which is an excellent figure. As a result, Movistar has clearly made efforts to optimise its search engine results and is reaping the benefits effectively, as evidenced by the numbers.

Influencer Marketing

Movistar and Disney: strategic allies in offering the best entertainment. The two leading brands in the entertainment industry have joined forces in order to launch Movistar Disney.

This Marketing Strategy element reflects the solution to the customers’ needs. Movistar should develop unique product designs, names, and features to stand out in the competitive market.

Movistar (Spanish pronunciation: [moβisˈtaɾ]) is a major telecommunications provider owned by Telefónica, operating in Spain and Hispanic American countries.[1] It is the largest provider of landline, broadband, mobile services, and pay television (Movistar+) in Spain.

Ecommerce Strategies

In the eCommerce strategies, the brand called Movistar has an online platform for customers to explore Movistar offerings and products that they can buy online. They have their own website and The Movistar company sells electronic devices, mobile phones, internet packages, TV packages etc. and more.

Content Marketing Strategies 

Their content marketing strategies talk about – 

Movistar Tv
Movistar Wifi
Movistar Mobile
Web Series promotions
Movistar On Demand            

When it comes to marketing strategies. Movistar keeps it simple yet effective. As discussed in this article, the emphasis is on the employees and the customers when it comes to marketing. 

A major benefit of this structure is the variance of people they can use ranging from different demography, economic backgrounds, race etc. There is no reliance on only one celebrity.  

Movistar also keeps its content interactive, giving a personal vibe to its client base. Informational content is also a major boost to their imprint as more and more people refer to each other and help them build a community.


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

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Conclusion – What’s Unique in Movistar Marketing?

One of the industry’s top providers of ICT solutions and services, Movistar Company has a solid track record as a network expert. It is one of the greatest French mobile communications businesses, serving millions of people around the country.

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 Movistar 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 Movistar check out our IIDE Knowledge portal for more fascinating case studies.

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

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Aditya Shastri

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]


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