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Transcript of Corporate Communication
Are Big Marijuana Brands on the Horizon?
Monday, April 3, 2017
MARKETING & COMMUNICATION FOR CONTROVERSIAL PRODUCTS
What is Controversial?
Thank You For Your Attention
"Products, services or concepts that for reasons of delicacy, decency, morality or even fear, tend to elicit reactions of distaste, disgust, offense, or outrage when mentioned or openly presented."
Wilson & West (1981)
Why Is Marijuana Controversial?
In China, marijuana's healing properties were discovered
Marketing & Communication Strategies for the Marijuana Industry
Marijuana Marketing Laws
Keep It Local
The 70% Rule
No Explicit Advertising
Federal & State
Choose a single Market Segment
"Pot. Dope. Weed. Grass. Wacky Tabacky. Green. Ganja. Herb. Reefer. Chronic. Sticky Icky. Getting High. Get baked."
Navigating Through Marijuana Marketing Laws
Ist Ever Marijuana Print Advertisement -
New York Times
Branding bridges the gap between the provider and the receiver;
between authority and freedom. It is about trust and dialogue.
Corporate social responsibility: RISE UP
The first American marijuana law is established which mandates all farmers to grow marijuana plants
U.S. Congress passes a law which puts severe restrictions on marijuana
Eleven states decriminalize marijuana and reduce penalties & President Carter calls for the decriminalization of marijuana
Prop 215 passes, California becomes the first state to legalize marijuana for medical use
Alcohol & Tobacco
Proof of Concept
Marijuana Marketing & Communication
Changing their Perceptions'
Marijuana Industry Forecast
The recommendations for
-branding the Marijuana Industry
Social Media Platforms
Lack of concentration
Individual & social problems
Association with success
Association with glamour
Be Transparent & Credible
Cannabis & Marijuana
To realize in the world the many benefits of
, for the
:A better world, one united by
Marijuana & Emotional Branding
Emphasize on the
(g) that unifies the marijuana users
They All Share A Bong!
What Do They All Share
First Lady Reagan unveils her "Just Say No" anti-drug campaign & President Reagan issues Anti Drug Abuse Act
The New York Academy of Medicine releases a report that marijuana does not cause insanity or violence, nor does it cause addiction or, lead to the use of heavier drugs
Colorado and Washington state become the first two states to legalize marijuana for recreational use
"The Stoner Stigma"
Marijuana Industry Statistics
$7.1B is the estimated size of the legal U.S. marijuana industry (2016)
Consumers spent $6.7 billion on legal cannabis products (2016)
The Marijuana Case
The dried leaves and female flowers of the hemp plant, used in cigarette form as a narcotic or hallucinogen which comes from a tall plant (Cannabis) with a stiff upright stem, divided serrated leaves, and glandular hairs. It is used to produce hemp fibre and as a psychotropic drug.
Marijuana Industry Categories
Source: Forbes, IBIS World, United Nations
209 million users of Marijuana
4% of total population
Industry revenue is estimated to increase at an annualized rate of 33.5% to $15.0 billion over the five years to 2021. (IBISWorld)
Source Huffington Post