Posicionando las buenas ideas: Comité Intergremial del Valle del Cauca, CIV: estudio de caso

Abstract

Based on a branding issue, the topics treated about the problems that the Comité Intergremial of the Valle del Cauca has had in their initiative to develop efficiently the Economic Dialogues, which has arisen as a space for public debate and analysis of key issues of regional economy. Difficulties in attracting union support, lack of financial and human resources, stiffness in the format of the sessions and almost no orientation to marketing, are some of the situations that motivate the development of proposals for concrete actions, which have been designed on the theoretical structure of the Marketing Mix and as a priority pretend to effectively communicate the value proposition to the even fully identified target audience: labor leaders, universities with faculties of economy and the large base of business and government executives. Each of these types of clients with specific characteristics and motivations.With this difficulties the background encountered and the analysis of potential development of the Economic Dialogues, actions are proposed that initially do not require large financial resources but certainly do of a clear policy-oriented will execute them and take the initiative as a product with requirements that seek to guarantee its permanence.