This shows how we segment our target market as Baby Boomers and the marketing mix we use to cater to our target audience. We analyzed the customer behavior in terms of customer profile, hobbies and media behaviors, and industry trend of cannabis oil. After segmenting the market, we recommended a strategic plan in terms of distributing, pricing, and promotion for Hmbldt.

1. Hmbldt Relief
Vape Pen
Michele Kroll, Yiting Liu
Tobias Pedersen, & Mike Thompson

2. The Product
● The relief pen is a safe, non-addictive alternative to
opioid painkillers utilizing a CBD-rich formula in a sleek
vaporizing pen
● Easy to use, just breathe in gently for three seconds
and a slight vibration is felt, giving off a consistent
dosage
● With pen sizes ranging from 50 to 200 dosages, the
relief pen offers daily pain relief up to three times a day,
without any intoxicating side effects.

3. Target Market
● Baby Boomers aged 53-71
● Currently suffer from chronic pain
● Prefer a safe and effective alternative to narcotic medication
● Legal in all 50 U.S. states

4. Customer Profile - Health and Wellness
● 72% search online for wellness information (U.S. News, 2015)
● 67% consider exercising a priority for their health (U.S. News, 2015)
● 41% spending on personal care (Mintel, 2016)

5. Customer Profile - Hobbies

6. Customer Profile Example #1
Diane - 65 years old Chronic pain history: 10 years
Symptoms: Consistent stiffness in the lower back
and knees
Medical history: Used products like Oxymorphone,
a narcotic medicine for long term chronic pain
Hobbies:
● Watching TV 6 hours per day on average
● Following health and wellness related channels

7. Customer Profile Example #2
Sam - 70 years old Chronic pain history: 15 years
Symptoms: Soreness and tightness around neck,
muscle, and bones
Medical history: Used Oxycodone oral, a narcotic
medicine for moderate to severe pain treatment.
Hobbies:
● Watching TV 7 hours per day on average
● Reading health and wellness related magazines

8. Communication & Media Behavior
● Huge consumers of traditional mass media
● More likely to choose television as primary
media source
● More likely to read newspapers and
magazines
● Facebook is the preferred social media site

9. Media Behavior

10. Positioning Statement
To Baby Boomers who suffer chronic
pain, Hmbldt Relief Vape Pen is a
safe and effective alternative remedy
to ease mild to moderate pain
without affecting mood or behavior.

11. Marketing Mix - Physical Distribution
● Working to partner with large retailers such as
Walgreens and CVS initially to resonate as a
health product
● Eventual spread through health and wellness
centers, grocers, and even medical practices such
as chiropractors

12. Marketing Mix - Online Distribution
Three Pronged Approach
1. Easy ordering process (rapid, free shipping)
2. Establishing membership (recurring sales)
3. Organic brand awareness growth through online
forum for those suffering from chronic pain

13. Marketing Mix - Price
50 dose pen - $25.99
200 dose pen - $99.99
● Health being worth the money
● Adverse effect of over-discounting
● Competitive pricing (CBD market)
● Free shipping
● Discounts for members
● Recycling discounts

14. Marketing Mix - Promotion
Advertising Campaign That Targets:
● Television
● Print (newspapers and magazines)
● Facebook
Brand Ambassadors:
● Oprah Winfrey
● George Clooney
● Meryl Streep

15. Questions?