Design of a Promotional Plan for Comteco's Fiber Optics to Construction Market in the City of Cochabamba

Abstract

Cochabamba Telecommunications Cooperative Ltda. "COMTECO" is the leader in the provision of fixed telephony services, Internet and cable television in the city of Cochabamba. In 2012, the company launches a new technology to Bolivia called FTTH (Fiber to the home) as a mean for providing the above services, with greater capacity in terms of Internet speed, especially. In the absence of a communication plan for productmarket, little specific communicative actions and uncertainty about market attitudes, it was decided to conduct a quantitative research that determined the perception and idea acceptance of the product that building market has reached the stage of introduction. Based on this information and diagnosis of market and product, the design of an efficient and appropriate promotional plan to market the construction of Cercado buildings and condominiums contributing to the cornmunication process and product marketing "Fiber optics" was proposed to COMTECO in its introduction stage.