1. WIL PROJECT
The Green Growth Case Study
Group 6
Program: MMPT
Project code: CPL-5559-MMPT-0096-0041R01-V2
Submitted by:
Gagandeep Kaur
JASWINDER SINGH
Riddhi Pravinbhai Joshi
SUKHWINDER KAUR
- C0772352
- C0777279
- C0777664
- C0773742
Submitted to: Khyati Nagar
Submission date: 08/13/2021
(“Collaborate & Create Amazing Graphic Design for Free,” n.d
2. Inroduction
(“Canopy Growth Poised To Dominate The Canadian Marijuana Market (NASDAQ:CGC) | Seeking Alpha,” n.d.)
Project code: CPL-5559-MMPT-0096-0041R01-V2
3. Launching
The Product
The s t e p s to l a u n c h i n g the product:
Meeting users’ needs.
Know the market competitors
Focus on the feedback
Build anticipation by pre-marketing
Know the target marketing
(“Collaborate & Create Amazing Graphic Design for Free,” n.d
Project code: CPL-5559-MMPT-0096-0041R01-V2
4. Marketing
Plan
Setting social media marketing goals
Selecting appropriate social media platforms
Developing content
Developing social media content calendar
Leverage social media tools
Monitor and optimize the platforms
(“14
Data-Backed
Cannabis
Marketing
Tips
to
Take
Your
Brand
Higher,”
n.d.)
Project code: CPL-5559-MMPT-0096-0041R01-V2
5. Marketing
O bjectives
W h a t W e S t a n d F o r
Using selective distribution channels
Increase brand awareness.
Content marketing strategy
chieve First mover advantages like building network size, building switching costs
for its existing medicinal cannabis customers, and shaping consumer preferences.
Achieve a recurring customer base
Leverage influencer marketers
M/O
Project code: CPL-5559-MMPT-0096-0041R01-V2
6. Marketing Mix
O f f e r i n g a wide r a n g e o f Pr o d u c t s
Us in g on l in e bl og s , w ebs it es , c on t en t ma r k et in g
f o r Promotion.
Conduction t r a d e s h o w s and c on v e n tion s in
dif f er en t Pl a c es a n d pr omot es on l in e s a l es t o
r e a c h a l a r g e number o f c u stom e r s.
Ch an g e ab l e Pricing S t r a t e g y.
(“Collaborate & Create Amazing Graphic Design for Free,” n.d
Project code: CPL-5559-MMPT-0096-0041R01-V2
8. Evaluating Sales Strategy And The Viability
Of Marketing A Product Or Service In A
Global Market
Project code: CPL-5559-MMPT-0096-0041R01-V2
9. Primary and Secondary Research
Methods
* Q u e s t i o n e r
* Paper-based p o l l s
* S u r v e y o n t h e i n t e r n e t
i n t e r v i e w
Primary R e s e a r c h
Focus g r o u p s
O b s e r v a t i o n
S u r v e y
Secondary R e s e a r c h
I n t e r n a l i n f o r m a t i o n
E x t e r n a l i n f o r m a t i o n
* Total m a r k e t size
* M a r k e t c h a r a c t e r i s t i c s
* Competitor p r o d u c t s a n d prices
* Competitor promotion al s t r a t e g i e s
* Competitor d i s t r i b u t i o n methods
* The m a r k e t size o f c a n n a b i s
(“Collaborate & Create Amazing Graphic Design for Free,” n.d
Project code: CPL-5559-MMPT-0096-0041R01-V2
11. Customer Relationship
Management
The f o l l o w i n g a r e t h e t op f i v e CRM
s o f t w a r e w h i c h t h e Green G r o w t h Corp.
c an use f o r i t s business:
Baker
Spring big
Web j o i n t
Soros
Pipeline deals
(“Three Reasons Marketers Use CRM Systems fo r Marketing Metrics - Business 2 Community,” n.d.)
Project code: CPL-5559-MMPT-0096-0041R01-V2
12. Get m o r e l eads
I nc r eas e n u m b e r o f
c u s t o m e r s
I nc r eas e c u s t o m e r
s a t i s f a c t i o n
I nc r eas e sales a n d
r e t u r n o n i n v e s t m e n t
Uses of
CRM
Customer R e l a t i o n s h i p
Management w i l l h e l p
Green G r o w t h Corp. t o
Project code: CPL-5559-MMPT-0096-0041R01-V2
(“Collaborate & Create Amazing Graphic Design for Free,” n.d
13. Sales Management Techniques
(“15 Pr o v e n Techniques t o Improve Customer Experience (CX),”
n.d.)
(“Timely Service, Fast Delivery, Time Period, S t o p w a t c h I n Motion, V e c t o r Icon Stock
V e c t o r - I l l u s t r a t i o n o f Flying, Flat: 101526365,” n.d.)
Project code: CPL-5559-MMPT-0096-0041R01-V2
14. Marketing
Management
Techniques
SEO For Cannabis B r a n d M a r k e t i n g
Website a n d blogs
Social media
C o l l a b o r a t i o n
Bi l l boar d
Project code: CPL-5559-MMPT-0096-0041R01-V2
15. Human
Resource
Management
Plan
D E T E R M IN E H U M A N
R E S O U R C E N E E D S .
D E T E R M I N E
C O M P E N S A T IO N
D E T E R M IN E R E C R U IT M E N T
S T R A T E G Y
• A P P R A I S E P E R F O R M A N C E
D E V E L O P T R A IN IN G P L A N S
(“Collaborate & Create Amazing Graphic Design for Free,” n.d
Project code: CPL-5559-MMPT-0096-0041R01-V2
16. D i f f i c u l t y t o e n s u r e s m o o th
c o m m u n i c a ti o n
D i f f i c u l t y i n developing
s t r o n g social t i e s
D i f f i c u l t t o e s t a b l i s h team
s t r u c t u r e a n d processes
Leadership
Challenges
(“Collaborate & Create Amazing Graphic Design for Free,” n.d.
Project code: CPL-5559-MMPT-0096-0041R01-V2
17. USAGE OF TECHNOLOGY
ADJUSTING
COMMUNICATION NORMS
PROM OTI N G TEAM COH ESI ON
ESTABLISHING TRUST
PROMOTING GLOBAL
M I N DSET AN D CULTURAL
SENSITIVITY
PROMOTING INDIVIDUAL
DEVELOPM EN T AN D TEAM
PERFORMANCE
Managing
Geographically
Dispersed
Teams
Project code: CPL-5559-MMPT-0096-0041R01-V2
18. Communication Plan
MODE OF COMMUNICATION CHANNELS OF COMMUNICATION
DIGITA L VIDE O CONF E RE NCE E MA IL S
FREQUENCY OF COMMUNICATION
FORTNIGHTLY
Project code: CPL-5559-MMPT-0096-0041R01-V2
19. Managing
Customer
Value
G R E E N G R O W T H C O R P O R A T I O N C A N M A N A G E C U S T O M E R
P R O D U C T M A R G I N S B Y
R e g u l a r l y r e p r i c i n g p r o d u c t s
T r y in g t o r e d u c e c u s t o m e r costs by i m p l e m e n t i n g
technology.
I T C A N I M P R O V E C U S T O M E R L I F E T I M E V A L U E B Y
·Offering v a l u e p o i n t s o r d i s c o u n t s f o r e v e r y p u r c h a s e
made.
·Increasing c u s t o m e r s a t is f a c t io n .
I T S H O U L D C A P T U R E A N D U S E C U S T O M E R D A T A
E F F E C T I V E L Y.
Green G r o w t h C o r p o r a t i o n can manage c u s t o m e r impact by
I n c r e a s i n g r e f e r r a l s .
Pursue i n f l u e n t i a l customers.
Increase c u s t o m e r p a r t i c i p a t i o n (Epstein & Yuthas, 2007).
Project code: CPL-5559-MMPT-0096-0041R01-V2
20. Conclusion
R e c r e a t i o n a l m a r k e t i n g a f t e r l e g a l i z a t i o n is d i f f i c u l t because o f p r o m o t i o n r e s t r i c t i o n s .
Green G r o w t h C o r p o r a t i o n has t h e a b i l i t y t o become p r e m i e r d i s t r i b u t o r o f c o n s u m e r - o r i e n t e d cannabi s p r o d u c t s a n d
i t c a n u t i l i z e t h i s p o t e n t i a l t o become Canada’s p r e m i e r d i s t r i b u t o r o f c o n s u m e r o r i e n t e d cannabi s p r o d u c t s w h e n i t is
l e g a l i z e d i n O n t a r i o f o r c o m m e r c i a l use i n 2018 by u s i n g c o r r e c t m a r k e t i n g techniques.
Di g i t a l m a r k e t i n g w i t h emphasis o n c o n t e n t m a r k e t i n g s h o u l d be t h e m a r k e t i n g s t r a t e g y o f Green G r o w t h Corporation.
A b u l k a m o u n t o f company’s m a r k e t i n g budget s h o u l d be a l l o c a t e d t o c o n t e n t m a r k e t i n g .
I t s h o u l d c o n t i n u o u s l y e v a l u a t e i t s m a r k e t i n g s t r a t e g y u s i n g p r i m a r y r e s e a r c h methods l i k e s u r v e y s a n d secondary
r e s e a r c h methods.
I t s h o u l d p l a n i t s sales management gi vi ng i m p o r t a n c e t o e n h a n c i n g c u s t o m e r experience.
I t s h o u l d p l a n i t s h u m a n r e s o u r c e management a n d c o m m u n i c a t i o n management i n c l u d i n g t h e measures r e q u i r e d t o
manage g e o g r a p h i c a l l y dispersed teams.
I t s h o u l d use Customer r e l a t i o n s h i p management t o o l s t o e v a l u a t e a n d i m p r o v e c u s t o m e r s a t i s f a c t i o n .
Project code: CPL-5559-MMPT-0096-0041R01-V2
