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Corporate Communication

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by

Nicole Woodward

on 5 June 2017

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Transcript of Corporate Communication

MEET THE TEAM
Are Big Marijuana Brands on the Horizon?
$4.20
Monday, April 3, 2017
Corporate Com.
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)

FOUR-TWENTY CHRONICLES
CONCLUSIONS
Our Communi
Canna
Concept
Why Is Marijuana Controversial?
2700 B.C.
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
Redefining Marijuana
Choose a single Market Segment
"Pot. Dope. Weed. Grass. Wacky Tabacky. Green. Ganja. Herb. Reefer. Chronic. Sticky Icky. Getting High. Get baked."
Recreational
Medical
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.

-Marc Gobè
Corporate social responsibility: RISE UP
1619
The first American marijuana law is established which mandates all farmers to grow marijuana plants

1937
U.S. Congress passes a law which puts severe restrictions on marijuana
1972-1977
Eleven states decriminalize marijuana and reduce penalties & President Carter calls for the decriminalization of marijuana
1996
Prop 215 passes, California becomes the first state to legalize marijuana for medical use
Alcohol & Tobacco
Proof of Concept
Old Perception
New Perception
Strategies
Marijuana Events
Industry Conventions
Marijuana Marketing & Communication
Challenge
Changing their Perceptions'
Marijuana Industry Forecast
The recommendations for
Re
-branding the Marijuana Industry
Social Media Platforms
Trade Shows
Sponsored Events
Laziness
Lack of concentration
Individual & social problems
Classy
Distinguished
Glamorous
Association with success

Sociable
Fashionable
More accepted
Less accepted
Sociable
Glamorous
Association with glamour
Educate People
Safety
Quality
Be Transparent & Credible
1st Billboard
Cannabis & Marijuana

Mission:"
To realize in the world the many benefits of
cannabis
, for the
mind
, the
body

and the
spirit
.”


Vision
:A better world, one united by
love
,
respect
, and
social justice
.”
Use Existing
Create new
Marijuana & Emotional Branding
Emphasize on the
bond
(g) that unifies the marijuana users
They All Share A Bong!
What Do They All Share
?
RECOMMENDATIONS
1981-1986
First Lady Reagan unveils her "Just Say No" anti-drug campaign & President Reagan issues Anti Drug Abuse Act
1944
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
2012
Colorado and Washington state become the first two states to legalize marijuana for recreational use
Today's Perception
Dirty Hippies?
Stupid?
Unproductive?
Dangerous?
Delinquents?
"The Stoner Stigma"
Addictive?
Low lifes?
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
Marijuana -
noun
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
Medical Marijuana
Recreational Marijuana
Source: Forbes, IBIS World, United Nations
209 million users of Marijuana
4% of total population
(worldwide)
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
Full transcript