Imagine it is now 2021 and the NZ Government's Cannabis Referendum has legalised marijuana but has altered the regulations to allow the production and sale of edibles and infused water-based products https://www.referendums.govt.nz/cannabis/summary.html.

You are immediately approached and starting working with, USA based Tarukino Inc (now sold to Sorsetech.com ) who have patented a way to infuse THC cannabis oil into water based products.

The first thing you do is run some simple calculations on costs, breakeven and promotion. (See your separate homework sheet).

You are excited because there is one thing to sell cannabis brownies, but just imagine selling a THC drink next to beer and wine in the local liquor store!

Therefore, you immediately decide to mimic the successful marketing campaign run by Flow Kana in California to market your new product, and educate the New Zealand people about the sensible consumption of edibles.

What Flow Kana did

Taking cues from the craft beer scene's emphasis on small-batch, locally sourced products, Flow Kana executed what was billed as the cannabis industry's first multi-channel marketing campaign in 2016.

Self-described as the "first sustainable, sun-grown cannabis brand," Flow Kana's omnichannel campaign titled "The California Way" was found online, in local newspapers, and on billboards, bus exteriors, and bus shelters and the like.

Question 1

Describe the various media and physical touchpoints where potential Flow Kana customers might encounter messages about the Flow Kana brand overall, including their 'The California Way' campaign?

Question 2.

Discuss which tools were used to implement the"push"strategy (Textbook 7 edition page 349-350) and which tools for the"pull"strategy used by Flow Kana during the overall launch of 'The California Way' campaign.

Question 3

Sales promotions are often designed to generate short-term sales or temporary brand switching, as well as hopefully enhancing customer brand involvement. Think about the possible reasons a brand like Flow Kana would use sales promotions.

Outline one (imaginary) specific consumer sales promotion objective (Textbook 7 edition page 393), then describe which consumer promotion tool (Textbook 7 edition page 394-397) you would use to achieve this objective.

Question 4

By referring to the case study and (separate video file in Stream),explain how the Colorado Government is being socially responsible in ways that meet the present needs of its residents.