Page 13 - Shango Case Study

Strategic Marketing cont’d.
However, as RMC and its nancial and legal advisors developed the company’s corporate structure and analyzed the complex realities of the emerging political and industry battle eld, it became clear that RMC would have to create wholly-owned subsidiaries for its cultivation, wholesale and retail operations in order to satisfy various arcane government ownership and licensing requirements. RMC would have to become a parent/holding company and could no longer be the consumer-facing wholesale and retail cannabis brand.
A new brand needed to be created that had no direct ties to RMC. This meant that BRAND needed to conduct a second, abbreviated SDS to develop the attributes, Core Identity and
The Company
name for this new brand. After weeks of conference calls, discussions, ideation, development
and testing, BRAND debuted the new brand and the new name for cannabis in America Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator,
processor, distributor and retailer of premium cannabis products based in Portland, Oregon.
RMC operations in all subsequent state markets. This modular plan would be dynamic and
It is also an emerging leader in the exploding American Cannabis Industry. customizable to meet the individual requirement of each new state.
Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in We also developed and produced RMC’s Information Memorandum. This high pro le
the greater Portland area. The company is poised to enter new markets for cannabis opening in document became the company’s initial calling card to venture capital sources seeking
Alaska, Arizona, California, Hawaii and Nevada. It is also planning to extend its presence across investments in the Cannabis Industry, as well as to legislators and regulators vetting the
the country as other states legalize recreational and/or medicinal cannabis. company for application and/or licensing approval.
Shango is commited to:
• Rede ning cannabis as a positive and respected addition to the nationwide marketplace.
• Changing how millions of Americans responsibly purchase, use and enjoy cannabis.
• Transforming the production and sale of cannabis products into a prosperous business, as well as a pro table investment.
• Creating America’s rst and nest national cannabis brand.
BRAND also created new core belief and value systems, as well as a new Brand Personality for
Shango, all emanating from its unique Brand DNA. • Distinctive / Adventurous / Satisfying
Once again, all marketing strategies and tactical implementations, all company business policies and practices, and all customer experiences and relationships had to be based on and result in these three powerful outcomes.
Define. Differentiate. Dramatize. 22001177| |bbraranndd| |ccoonnfifdideenntitaial l| |11