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，拥有成为大麻消费者健康市场全球巨头的基础设施。随着CBD在加拿大的合法化，他们已经将业务活动扩展到美国，并预计大麻CBD将在不久的将来被允许进入加拿大市场的健康食品商店。EWB已经建立了一个广泛的分销网络，但它仍然难以产生所需的销售量，以产生积极的现金流。它与经销商合作，在内部进行零售促销和折扣，以刺激销售。然而，为了增加销售量，需要在全国范围内进行广告和营销，以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学院合作，开发5-6个关键客户档案，从单身母亲到退休人员，以支持其第一次进入市场的销售战略。分析提供基于一组属性的客户描述，这些属性共享人口统计、地理、心理和行为特征。这些见解将帮助EWB了解他们的客户感兴趣的是什么，并将能够更有效地与他们沟通。这项应用研究的结果将帮助EWB了解他们最好的客户是谁，以便他们能够制定策略来优化他们的营销预算并提高投资回报率。一个成功的项目将帮助EWB通过向客户介绍新产品来发展业务，满足潜在客户日益增长的需求，并提高加拿大和国际CBD行业的标准。