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

EastWest Bioscience （EWB）是一家垂直整合的健康公司，其基础设施将成为大麻消费健康市场的全球巨头。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，并预计在不久的将来，大麻中的CBD将被允许在加拿大市场的健康食品商店中销售。EWB已经建立了一个广泛的分销网络，但它仍难以达到产生正现金流所需的销量。为了刺激销售，该公司与经销商合作开展内部零售促销和折扣活动。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含CBD的产品，预计这些产品将更容易实现其营销和销售渗透。EWB正寻求与奥肯那根学院合作，开发5-6个主要客户，从单身母亲到退休人员，以支持其率先进入市场的销售战略。概要分析基于一组共享人口统计、地理、心理和行为特征的属性提供客户描述。这些见解将帮助pewb了解他们的客户感兴趣的是什么，并能够更有效地与他们沟通。这项应用研究的结果将帮助EWB了解他们的最佳客户是谁，这样他们就可以制定策略来优化他们的营销预算，提高他们的投资回报。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，并提高加拿大乃至全球CBD行业的标准。

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.