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Ítem Posicionando las buenas ideas: Comité Intergremial del Valle del Cauca, CIV: estudio de caso(Universidad Icesi, 2011-04-01) Benedetti Vela, Johnny Fernando; González Sánchez, Juan Manuel; AsesorBased 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.Ítem La compra de pintura por parte del maestro de obra: elementos cognitivos, afectivos, conductuales y de entorno(Universidad Icesi, 2011-01-01) González Herrera, Carlos Fernando; Borrero Caldas, Silvio; AsesorDespite its strong positioning, the brand Pintuco has lost market share in Colombia during recent years. This work offers elements to improve this situation through the strengthening of the painters’ loyalty to Pintuco, given their role as influence factor throughout the entire process of paint purchase. The painters are a major influence in this process, and usually recommend and purchase materials themselves. The aim of this study is to identify factors that influence the purchasing behavior of this consumer group through the study of his motivations and relationship with paint at a cognitive, affective, behavioral and environmental level, using techniques such as Zaltman metaphor elicitation technique, the means-end chain technique and ethnographic observation. It was found that the painter sees himself as an artist and an expert relying on materials like paint for high quality work; it was also found that he wants to share his knowledge with their colleagues and assistants. The core values associated with painting and paint work were identified, such as the recognition by customers, credibility, and stability generated to the painter’s family through the pursuit of more customers. It was also found that, despite not being mentioned as a factor during the interviews, there is a high interest in the price at the point of sale. Three strategies are proposed to build loyalty to the group of painters leveraged on their expertise and desire for recognition, family stability and credibility: the Pintuco Painter’s School, the Recommended Pintuco Painter, and the Pintuco Certified Point of Sales.Ítem Posicionamiento de marca de un commodity en Colombia(Universidad Icesi, 2011-05-29) Montesdeoca Victoria, Juan Carlos; Gudziol Vidal, Juan Antonio; AsesorRESUMEN: Con la mayor participación del mercado de un 33% en azúcar empaquetada (Nielsen, 2009) y una recordación de marca o TOM muy bajo (9 puntos ) , obligan a Riopaila Castilla S.A compañía ha replantear estrategias y revisar herramientas que permitan mantener el liderazgo en la participación en el mercado de la producción y comercialización de azúcar, pero mejorando la recordación de marca bajo el supuesto de que si se piensa en Colombia en azúcar , se piense en azúcar Riopaila . El informe de ventas de enero de 2010 reflejo una disminución de 3 puntos (Nielsen, 2009) ,lo que preocupa a la compañía y manifiesta interés en lograr que esa mayor participación en el mercado de empaquetados vaya relacionada con el posicionamiento de una marca de un commodity como el azúcar. Primeramente se revisaran los antecedentes generales del mercado en sector azucarero nacional e internacional dado la incursión de la compañía en el sector de la exportación de azúcar, para luego esbozar un marco teórico referencial, que permitió realizar una planeación estratégica encaminada exclusivamente suplir los intereses de la compañía , antes mencionados y un plan de mercadeo, que se ejecutó en cuatro principales ciudades de Colombia , en los canales donde se tiene presencia exitosa y que conto con la elaboración de los respectivos estudios que permitieron el desarrollo de diferentes tácticas y cuya implementación arrojo datos reales del impacto de las mismas. Esta tarea se acompaño de la metodología de Estudio de Casos, dado que es en esencia una experiencia real y reciente. Finalmente se describen los resultados y algunas conclusiones, que permiten el rediseño de la estrategia y la detección de oportunidades que permitan el posicionamiento en el mercado del azúcar. En estudios anteriores en la compañía, se visualizo la influencia en la atracción de talento humano en Riopaila Castilla, como un elemento a tener en cuenta en el posicionamiento de marca, lo que va en la vía del objetivo de este trabajo, pero esto no se tuvo en cuenta en este estudio que solo reviso las potencialidades del productoÍtem Además de hacer las cosas bien, Carvajal marca la diferencia: nuevo posicionamiento de marca, como símbolo de transformación organizacional.(Universidad Icesi, 2012-11-01) Rengifo Mera, Mónica; Manfredi, Luciana Carla; AsesorSome years ago, Carvajal Organization SA realized that the company needs to transform its organizational strategy, in order to become a highly competitive 23 company in a demanding environment, and, in his way, attract new investors, and conquer and retain talent, and position itself as a multinational conglomerate capable of generating value for its shareholders. This, would implicate to redefine the existing businesses and guarantee their profitability in the different geographies. Considering this new organizational strategy, the company redefined Carvajal´s entire brand architecture and those one of their companies, ensuring that this new composition and promise of value could reflect the transformation of the organization and could strengthen its position in the global market. Consequently, Carvajal designed a new organizational philosophy, with three brand attributes: Commitment to results, Proximity to customers, and Sustainability, that support its new brand positioning: Carvajal makes a difference.Ítem Diagnóstico situacional y propuesta de mezcla de mercadeo para la Empresa Inoxidable Santacruz(Universidad Icesi, 2012-10-01) Ríos, Juan Carlos; Borrero Caldas, Silvio; AsesorThis project responds to the interest of Inoxidable Santacruz’s owner in gaining market share and becoming a major player in the local industry of stainless steel products and services. To do so, this project presents a diagnosis of the current context, a corresponding situational analysis, to subsequently propose a marketing mix, that provides strategic focus, improves market share, and strengthens the firm’s competitive position.Ítem Aplicación de una metodología en el diseño de un plan de mercadeo para el relanzamiento de una camioneta de gama alta en el mercado colombiano(Universidad Icesi, 2013-11-01) Aguas González, Diego Andrés; Puente Castro, Raquel; AsesoraThis document contains the design of a marketing plan for the re-launching of a Sport Utility Vehicle in the Colombian market. This Sport Utility Vehicle, in the last years has shown a loss of competitiveness in the market segment where they compete which necessitates the reformulation of marketing segmentation, target and positioning strategy. Through the analysis carried out under the methodology of the 5 c's of marketing it is concluded the need to reposition the Sport Utility Vehicle in the Colombian market by redesigning the Marketing Mix to obtain a greater volume of sales and profitability.