Page 7 - Shango Case Study

Strategic Business and Brand Development cont’d.
2. Conceptualize RMC’s basic business, nancial and operational structures, as well as its positioning to the capital markets, government and the industry:
• Outline components of the RMC business plan
The Company
• Outline nancial pro forma requirements
Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator,
processor, distributor and retailer of premium cannabis products based in Portland, Oregon. 3. Brainstorm potential business, government, marketing and sales strategies.
It is also an emerging leader in the exploding American Cannabis Industry.
4. Develop the RMC Core Brand Identity.
Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in
the• gTrehaistebrePgoarntlawnidthairdeean. tTifhyeincgoimndpuasntyry,iscpoomispeadnyt,opernotdeurcnteawndmbaraknedtspfoerscoananlaitbyi“saotptreibnuintegsi”n
Alaska, Arizona, California, Hawaii and Nevada. It is also planning to extend its presence across • These attributes yielded:
the country as other states legalize recreational and/or medicinal cannabis.
° The Brand DNA – three essential words that are manifest in spirit and in substance
in every aspect of the company, from the broadest strategic concept to the smallest Shango is commited to:
tactical application.
• Rede ning ca§nPnasbsiisoans/aInpnoosvitaivtieonan/dErxecsepllecntceed addition to the nationwide marketplace.
° The mission and vision of the company.
• Changing how millions of Americans responsibly purchase, use and enjoy cannabis.
° The company’s “Core Beliefs,” including:
• Transforming§thTeheprcodmupctaionyn and psaroledoucf tcavanlnuaebpisropprodsiuticotsnsin. to a prosperous business, as well as a pro table investment.
§ The company’s value system that drives all decision making. • These were later developed into the RMC “Brand Personality.”
• Creating America’s rst and nest national cannabis brand.
° This is the brand’s heart, soul, body and voice that relates to and interacts with
consumers, the marketplace, investors and the nancial markets, the industry and the Media.
§ It is evident in the company logo and positioning, in every communication and in how the company conducts business every day.
Define. Differentiate. Dramatize.
2017 | brand | confidential | 51