Estratégias do composto de comunicação de marketing em empresas de telefonia móvel: o caso mcel

Abstract

This work deals with the mix of marketing communication in mobile telephony companies and presents a case study of one of the operators in the field, in the market, Mcel. Its purpose is to analyze the extent to which investments in communication can influence its business volume and client portfolio, despite the existence of other factors. After analyzing the data collected, it was found that during the period under analysis (2003-2007), the company used all elements of the promotional mix (advertising, sales promotion, direct marketing, sales force and public relations) to communicate to your target audience. Likewise, it used all means of communication, according to Pires' (1991) approach, as well as both types of communication (product and institutional). During the period under review, there was a gradual growth in the customer base, as well as in the turnover, albeit for the latter, at a decreasing rate. There is a perfect positive correlation between spending on communication and turnover. Mcel has prepared a budget for communication expenses. For its establishment, it resorts to the “objectives and means” reasoning. Investment in communication has also evolved and the main reasons for this are the development of competition, innovation marketing and media offer. This operator has developed several communication strategies. Each is designed to meet specific goals at the time. Its targets have been the general public and its customers in particular. Its customer base is made up of pre- and post-paid customers. (TRADUÇÃO NOSSA)