Guidelines For The Marketing Plan Paper The Marketing Plan paper lays out your \
ID: 357865 • Letter: G
Question
Guidelines For The Marketing Plan Paper The Marketing Plan paper lays out your "go to market" strategy, using the 4-p's of marketing: product, price, place and promotion The content of the Marketing Plan should include: vI. Marketing Plan a. Target Market Definition i. Beachhead market (who and why) i. Demographics i. Size (population) b. Product Strategy c. Pricing Strategy d. Channels of Distribution e. Branding Strategy t. Promotions and Advertising g. Press Release (see the press release template)Explanation / Answer
The product is Cannabis. As it is a controversial product many states have made growth and distribution of this product under strict guidelines. So while drafting strategies it is important to keep the state guidelines in your case California's guidelines on Cannabis distribution. Based on your query, you may follow and discuss the following channel of distribution and product strategy with the group.
Channel of Distribution
Assumption
The business is legal under state law, has acquired the necessary license and taken the required steps to comply with rules and regulations regarding for registration, taxation and distribution.
It is established that -
-The distribution is business to business within the state of California.
-The nature of distribution would be based on bulk orders.
-The business already has its own fleet of trucks.
A self-delivery system would be ideal in such a scenario. It will give a greater control over security in the delivery of the product to the right client. Such a distribution model will help in maintain brand reputation through timely deliveries. Additionally, this will ensure maintaining consistency and quality of the product’s potency and taste.
Other option would be a third party cannabis product distributor, however, that has its limitations as the business will have limited control over quality and efficiency of the delivery, which could negatively affect the brand. Since the business already has its own fleet of trucks all needs to be done is apply for licenses and permits specific to the distribution of cannabis.
Product strategy
Educate not advertise
Educate people on cannabis health aspects. Yes, rather than hard selling, create a strategy that educates businesses about the product, the demand will rise on its own. Also being the educator makes you the expert in the business. Such service helps in building long-term growth and demand for the product and as well as the brand.
2. Feedback
As it is B2B and the cannabis market is highly regulated so there are limited legitimate businesses who buy this product. It is important to maintain good terms with existing and potential clients. Feedback plays an important role. Addressing them not only ensure client satisfaction but retaining image and value. However, in a growing competitive market, it is advisable to have proactive strategies than reactive.
3. Reach your target clients
In all B2B models, it's highly recommended to reach your target clients. Identify them and deploy product awareness on the platforms where your ideal market can find it. Facebook page, linked in, a website with appropriate SEO keywords that will drive relevant traffic to your page.
SMS, e-mail
In such a business, Email and SMS campaigns are a proven to be effective. It will be direct to the target audience, which creates ideal opportunity to interact with a potential client.
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