This past week NPR featured some very interesting articles about the marijuana movement. This fall, California voters will consider a ballot measure to legalize pot sales for anyone older than 21. Whether you believe legalization of marijuana is a good idea or not, this interesting series does explore the ramifications of legalization and also includes some interesting marketing queries. According to the story, California Pot Movement Adopts Glossier Approach, marijuana is increasingly being marketed with varietal names such as Super Diesel and Blue Dreams. Descriptors used to describe the varietals were reminiscent of those often used to describe wine, for example, “lush and spicy”.
In this segment, Frank Lucido, Berkley family physician and advocate of medical marijuana, states, “I see a lot of people positioning themselves to be the next Seagram’s. Just as before Prohibition fell, a lot of people selling alcohol illegally were trying to get the market share that they either already had or would get.”
Currently there is no state consumer protection for a customer who shops at marijuana dispensaries so quality has become a concern. One marijuana dispensary sent inventory samples to a chemistry lab founded by two former growers. Along with THC, the psychoactive substance in pot, researchers also detected a compound called CBD. This substance is believed to stimulate appetite and ease pain without the high. It was also noted that CBD was almost bred out of marijuana sold in California. The article added that this “diet pot” may have the side effect of calming critics as they enter a tough legalization campaign in the fall. I thought it was interesting that they referred to it as “diet pot” when the substance actually is used to stimulate appetite.
Listen to the reports and consider the story from a marketing perspective. How does this compare to prohibition of alcohol? How were some of the early alcoholic beverages marketed? Consider the four Ps – Product, Price, Place and Production and don’t forget the customer. What marketing recommendations would you make to this industry?
Often with product comes customer service. More from NPR on a Pot Delivery Service
One Response
-
stephenmkelly Says:
Nice find Lynn, and great questions. I’m not sure if this situation is very comparable to prohibition. At the time of prohibition the drinking of alcohol had been afforded a comfortable level of social acceptance for some time. I don’t think the same can be said of marijuana smoking.
I think the one marketing recommendation I would make to this industry would be this: PLAY BY THE RULES! And I don’t mean the codified rules as set out by state and federal government (although those are important too), I mean the rules set out by the citizens of this society who currently run the show, and incidentally, have millions of teenagers under their parentage.
Indeed, parents of teens have a lot of power and they will organize to hammer this movement in many parts of the country. Marketing should focus on them – and I’m not certain that comparing marijuana to fine wines or spices is going to do even a bit of good toward this end. Most marijuana smokers I’ve known have been beer drinkers, not wine drinkers.
