Page 9 - Shango Case Study

Strategic Marketing cont’d.
• Product display areas with unique “ ower snifters” for sampling each ower strain’s aroma.
• Dedicated islands for cannabis accessories and RMC-branded merchandise.
• Gorgeous National Geographic-quality photographs of RMC’s superb ower and concentrate products.
§ All of these features and more were eventually realized in the nal store designs.
§ These designs set new standards for the Cannabis Industry and perhaps the The Company
entire retail industry.
Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator,
processor, distributor and retailer of premium cannabis products based in Portland, Oregon. Developing RMC’s marketing strategies was a challenge. Cannabis sales were legal in three
It is also an emerging leader in the exploding American Cannabis Industry.
states – Colorado, California and Washington. Colorado was already well-penetrated with
budding cannabis businesses. Launching RMC in California was deemed a cost-prohibitive, Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in
logistical nightmare. And the rapidly changing regulatory and competitive environment in
the greater Portland area. The company is poised to enter new markets for cannabis opening in Washington was too complicated to predict.
Alaska, Arizona, California, Hawaii and Nevada. It is also planning to extend its presence across
While many states were considering legalizing medical cannabis, there was no way to the country as other states legalize recreational and/or medicinal cannabis.
determine exactly which state market would open next. RMC and BRAND selected Oregon, bShuat nthgios disidconmotmsiotelvdetaon: y problems.
• Rede ning cannabis as a positive and respected addition to the nationwide marketplace.
• Each prospective cannabis company had to undergo an intensive vetting process in order to
even apply for licensing and permits required to grow, process and sell cannabis products. • Changing how millions of Americans responsibly purchase, use and enjoy cannabis.
° There was no guarantee that a company would be allowed to apply, let alone be
approved to do business in Oregon.
• Transforming the production and sale of cannabis products into a prosperous business, as
well as Oa nplryoa tlaimblieteidnvneusmtmbenr to. f licenses would initially be granted. °
° Obtaining a license was no guarantee of obtaining other permits to conduct business.
• Creating America’s rst and nest national cannabis brand.
• Federal and state laws prohibited the transportation of cannabis seeds, plants and products across state lines.
° RMC was to be an integrated cannabis company, growing, processing and selling its own products.
° The company would have to build, license and permit dedicated cultivation and processing facilities in Oregon, as well as in each subsequent state market.
No marketing strategies or tactics could be implemented until RMC was certain it could actually do business in Oregon, build its cultivation, processing and retail facilities, and deliver products to its stores and wholesale clients.
Define. Differentiate. Dramatize. 2017 | brand | confidential | 17