Customeer profile development to support a First-to-Market strategy of Innovative CBD(cannabidiol) products

客户档案开发以支持创新 CBD（大麻二酚）产品的率先上市战略

• 批准号: 549044-2019
• 负责人: Dietze, Beverlie
• 金额: $ 1.72万
• 依托单位: Okanagan College
• 依托单位国家: 加拿大
• 项目类别: Applied Research and Development Grants - Level 1
• 财政年份: 2019
• 资助国家: 加拿大
• 起止时间: 2019-01-01 至 2020-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=679496
• 关键词: Customeer; profile; development; support; First

EastWest Bioscience (EWB) is a vertically integrated wellness company with the infrastructure to become a global giant in the hemp consumer health market. With the legalization of CBD in Canada, they have already expanded their business activities into the United States and anticipate that CBD from hemp will be allowed in Health Food Stores in the Canadian market in the near future. EWB has established an extensive distribution network but it still struggles to generate the sales volumes it requires to generate positive cash flows. It hasworked with its distributors on in-house retail promotions and discounts to stimulate sales. However, in order to increase sales volumes, national advertising and marketing is required to build its reputation with a larger customer base. EWB's long term vision is to have a suite of products that include CBD and it is expected that its marketing and sales penetration will be much more easily achieved with these products. EWB is seeking to partner with Okanagan College to develop 5-6 key customer profiles ranging from single mothers to retirees, tosupport its First-to-Market sales strategy. Profiling provides customer descriptions based on a set of attributes that share demographic, geographic, psychographic and behavioral characteristics. These insights will helpEWB understand what their customers are interested in, and will be able to communicate with them moreeffectively. Results from this applied research will help EWB understand who their best customers are so they can develop a strategy to optimize their marketing budget and improve their return on investment. A successfulproject will help EWB grow its business by introducing new products to its customers, meet increasing demandfrom prospective customers and improve standards for the CBD industry across Canada and internationally.

Eastwest Bioscience（EWB）是一家垂直整合的健康公司，具有基础设施，成为大麻消费者健康市场的全球巨头。随着加拿大CBD的合法化，他们已经将其业务活动扩展到美国，并预计将在不久的将来的加拿大市场的保健食品商店中允许大麻的CBD。 EWB已经建立了一个广泛的分销网络，但它仍然难以产生产生正现金流量所需的销售量。它与其分销商一起进行了内部零售促销和折扣，以刺激销售。但是，为了增加销售量，国家广告和营销需要在更大的客户群中建立声誉。 EWB的长期愿景是拥有一套包括CBD在内的产品，预计这些产品的营销和销售渗透将更容易实现。 EWB正在寻求与Okanagan College合作，以开发从单身母亲到退休人员的5-6个关键客户概况，Tosupport的第一到市场销售策略。分析根据共享人口统计学，地理，心理和行为特征的一组属性提供客户描述。这些见解将帮助ewb了解客户感兴趣的内容，并能够更有效地与他们进行沟通。这项应用研究的结果将帮助EWB了解谁是最好的客户，以便他们可以制定一项策略来优化营销预算并提高投资回报率。成功的项目将通过向客户引入新产品，满足潜在客户的需求量增加并提高加拿大和国际CBD行业的标准来帮助EWB发展其业务。