Page 10 - Shango Case Study

Strategic Marketing cont’d.
Oregon’s rapidly developing and ever-changing regulations also put strict limitations on cannabis marketing, including:
• The types of marketing tactics that could be used
• The types of media that could be used
° Planning for approved media did not guarantee placement.
° Many important media outlets refused to accept cannabis advertising.
• The location of such media and their proximity to children. • Products and packaging that could be attractive to children.
The Company
• Exterior store branding, signage and advertising.
Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator,
• And many more.
processor, distributor and retailer of premium cannabis products based in Portland, Oregon.
It is also an emerging leader in the exploding American Cannabis Industry.
This, in addition to a totally unpredictable business and competitive environment, meant that
Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in BRAND could not proactively develop any coherent marketing strategies. All planning would
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BRAND embraced this challenge and began creating a fully integrated, phased strategic Shango is commited to:
marketing plan that would eventually be used as a template for launching and growing
RMC operations in all subsequent state markets. This modular plan would be dynamic and • Rede ning cannabis as a positive and respected addition to the nationwide marketplace.
customizable to meet the individual requirement of each new state.
• Changing how millions of Americans responsibly purchase, use and enjoy cannabis. We also developed and produced RMC’s Information Memorandum. This high pro le
document became the company’s initial calling card to venture capital sources seeking
• Transforming the production and sale of cannabis products into a prosperous business, as investments in the Cannabis Industry, as well as to legislators and regulators vetting the
well as a pro table investment.
company for application and/or licensing approval.
• Creating America’s rst and nest national cannabis brand.
Define. Differentiate. Dramatize.
2017 | brand | confidential | 81