The document outlines the marketing plan for Green Growth Corporation to become the premier distributor of consumer-oriented cannabis products in Canada. The plan includes launching the product, developing a marketing strategy using social media and content marketing, conducting primary and secondary research, implementing a customer relationship management system, managing sales and human resources, and focusing on digital marketing with an emphasis on content marketing. The conclusion recommends evaluating the marketing strategy continuously and enhancing the customer experience to help Green Growth Corporation succeed in the legal cannabis market.

1. WIL PROJECT
The Green Growth Case Study
Program: MMPT
Project code: CPL-5559-MMPT-0096-0041R01-V2
Submitted by:
Gagandeep Kaur
JASWINDER SINGH
Riddhi Pravinbhai Joshi
SUKHWINDER KAUR
- C0772352
- C0777279
- C0777664
- C0773742
Submitted to: Khyati Nagar
Submission date: 08/13/2021

2. Inroduction
( “ C a n o p y Growth Po i s e d To D o m i n a t e T h e C a n a d i a n M a r i j u a n a M a r k e t (NASDAQ:CGC) |S e e k i n g Alpha,” n.d.)

3. Launching
The Product
The s t e p s to l a u n c h i n g the product:
Meeting users’ needs.
Know the market competitors
Focus on the feedback
Build anticipation by pre-marketing
Know the target marketing

4. Marketing
Plan
Setting social media marketing goals
Selecting appropriate social media platforms
Developing content
Developing social media content calendar
Leverage social media tools
Monitor and optimize the platforms
(“14
Data-Backed
Cannabis
Marketing
Tips
to
Take
Your
Brand
Higher,”
n.d.)

5. Marketing
O bjectives
W h a t W e S t a n d F o r
Using selective distribution channels
Increase brand awareness.
Content marketing strategy
chieve First mover advantages like building network size, building switching costs
for its existing medicinal cannabis customers, and shaping consumer preferences.
Achieve a recurring customer base
Leverage influencer marketers
M/O

6. Marketing Mix
O f f e r i n g a wide r a n g e o f Pr o d u c t s
Us in g on l in e bl og s , w ebs it es , c on t en t ma r k et in g
f o r Promotion.
Conduction t r a d e s h o w s and c on v e n tion s in
dif f er en t Pl a c es a n d pr omot es on l in e s a l es t o
r e a c h a l a r g e number o f c u stom e r s.
Ch an g e ab l e Pricing S t r a t e g y.

7. Marketing Budget

8. Evaluating Sales Strategy And The Viability
Of Marketing A Product Or Service In A
Global Market

9. Primary and Secondary Research
Methods
* Q u e s t i o n e r
* Paper-based p o l l s
* S u r v e y o n t h e i n t e r n e t
i n t e r v i e w
Primary R e s e a r c h
Focus g r o u p s
O b s e r v a t i o n
S u r v e y
Secondary R e s e a r c h
I n t e r n a l i n f o r m a t i o n
E x t e r n a l i n f o r m a t i o n
* Total m a r k e t size
* M a r k e t c h a r a c t e r i s t i c s
* Competitor p r o d u c t s a n d prices
* Competitor promotion al s t r a t e g i e s
* Competitor d i s t r i b u t i o n methods
* The m a r k e t size o f c a n n a b i s

10. Secondary
Research Outcomes

11. Customer Relationship
Management
The f o l l o w i n g a r e t h e t op f i v e CRM
s o f t w a r e w h i c h t h e Green G r o w t h Corp.
c an use f o r i t s business:
Baker
Spring big
Web j o i n t
Soros
Pipeline deals
(“Three Reasons Marketers Use CRM Systems fo r Marketing Metrics - Business 2 Community,” n.d.)

12. Get m o r e l eads
I nc r eas e n u m b e r o f
c u s t o m e r s
I nc r eas e c u s t o m e r
s a t i s f a c t i o n
I nc r eas e sales a n d
r e t u r n o n i n v e s t m e n t
Uses of
CRM
Customer R e l a t i o n s h i p
Management w i l l h e l p
Green G r o w t h Corp. t o

13. Sales Management Techniques
(“15 Pr o v e n Techniques t o Improve Customer Experience (CX),”
n.d.)
(“Timely Service, Fast Delivery, Time Period, S t o p w a t c h I n Motion, V e c t o r Icon Stock
V e c t o r - I l l u s t r a t i o n o f Flying, Flat: 101526365,” n.d.)

14. Marketing
Management
Techniques
SEO For Cannabis B r a n d M a r k e t i n g
Website a n d blogs
Social media
C o l l a b o r a t i o n
Bi l l boar d

15. Human
Resource
Management
Plan
D E T E R M IN E H U M A N
R E S O U R C E N E E D S .
D E T E R M I N E
C O M P E N S A T IO N
D E T E R M IN E R E C R U IT M E N T
S T R A T E G Y
• A P P R A I S E P E R F O R M A N C E
D E V E L O P T R A IN IN G P L A N S

16. D i f f i c u l t y t o e n s u r e s m o o th
c o m m u n i c a ti o n
D i f f i c u l t y i n developing
s t r o n g social t i e s
D i f f i c u l t t o e s t a b l i s h team
s t r u c t u r e a n d processes
Leadership
Challenges

17. USAGE OF TECHNOLOGY
ADJUSTING
COMMUNICATION NORMS
PROM OTI N G TEAM COH ESI ON
ESTABLISHING TRUST
PROMOTING GLOBAL
M I N DSET AN D CULTURAL
SENSITIVITY
PROMOTING INDIVIDUAL
DEVELOPM EN T AN D TEAM
PERFORMANCE
Managing
Geographically
Dispersed
Teams

18. Communication Plan
MODE OF COMMUNICATION CHANNELS OF COMMUNICATION
DIGITA L VIDE O CONF E RE NCE E MA IL S
FREQUENCY OF COMMUNICATION
FORTNIGHTLY

19. Managing
Customer
Value
G R E E N G R O W T H C O R P O R A T I O N C A N M A N A G E C U S T O M E R
P R O D U C T M A R G I N S B Y
R e g u l a r l y r e p r i c i n g p r o d u c t s
T r y in g t o r e d u c e c u s t o m e r costs by i m p l e m e n t i n g
technology.
I T C A N I M P R O V E C U S T O M E R L I F E T I M E V A L U E B Y
·Offering v a l u e p o i n t s o r d i s c o u n t s f o r e v e r y p u r c h a s e
made.
·Increasing c u s t o m e r s a t is f a c t io n .
I T S H O U L D C A P T U R E A N D U S E C U S T O M E R D A T A
E F F E C T I V E L Y.
Green G r o w t h C o r p o r a t i o n can manage c u s t o m e r impact by
I n c r e a s i n g r e f e r r a l s .
Pursue i n f l u e n t i a l customers.
Increase c u s t o m e r p a r t i c i p a t i o n (Epstein & Yuthas, 2007).

20. Conclusion
R e c r e a t i o n a l m a r k e t i n g a f t e r l e g a l i z a t i o n is d i f f i c u l t because o f p r o m o t i o n r e s t r i c t i o n s .
Green G r o w t h C o r p o r a t i o n has t h e a b i l i t y t o become p r e m i e r d i s t r i b u t o r o f c o n s u m e r - o r i e n t e d cannabi s p r o d u c t s a n d
i t c a n u t i l i z e t h i s p o t e n t i a l t o become Canada’s p r e m i e r d i s t r i b u t o r o f c o n s u m e r o r i e n t e d cannabi s p r o d u c t s w h e n i t is
l e g a l i z e d i n O n t a r i o f o r c o m m e r c i a l use i n 2018 by u s i n g c o r r e c t m a r k e t i n g techniques.
Di g i t a l m a r k e t i n g w i t h emphasis o n c o n t e n t m a r k e t i n g s h o u l d be t h e m a r k e t i n g s t r a t e g y o f Green G r o w t h Corporation.
A b u l k a m o u n t o f company’s m a r k e t i n g budget s h o u l d be a l l o c a t e d t o c o n t e n t m a r k e t i n g .
I t s h o u l d c o n t i n u o u s l y e v a l u a t e i t s m a r k e t i n g s t r a t e g y u s i n g p r i m a r y r e s e a r c h methods l i k e s u r v e y s a n d secondary
r e s e a r c h methods.
I t s h o u l d p l a n i t s sales management gi vi ng i m p o r t a n c e t o e n h a n c i n g c u s t o m e r experience.
I t s h o u l d p l a n i t s h u m a n r e s o u r c e management a n d c o m m u n i c a t i o n management i n c l u d i n g t h e measures r e q u i r e d t o
manage g e o g r a p h i c a l l y dispersed teams.
I t s h o u l d use Customer r e l a t i o n s h i p management t o o l s t o e v a l u a t e a n d i m p r o v e c u s t o m e r s a t i s f a c t i o n .

21. Thank You