CANOPY GROWTH 2022

アブストラクト

After decades of prohibition and stigmatisation in the United States, the medical and recreational cannabis industry started to develop quickly in 2019, and the biggest cannabis-related company in North America, Canopy Growth, wanted to capture part of this developing market. Canopy Growth's primary income source was recreational cannabis products. Still, a deacceleration in the growth of recreational cannabis users hurt the company's income and posed the need to explore other kinds of products. To leverage the contraction in the recreational market Canopy Growth brought in Martha Stewart, American celebrity and as America's domestic doyenne on board to help them developing and positioning a broad new line of product offerings across different categories. The fanbase of Martha Stewart is characterised as "engaged fans who are "doers," big spenders, and highly influential; In fact, her fanbase is 10% more likely than the U.S. average to influence others' purchase decisions. 98% of her fanbase consider Martha Stewart a trusted source for great ideas. In September 2020, Martha launched her new line of products under the moniker "Martha Stewart CBD”. Created with a collaboration of Canopy Growth, Martha Stewart CBD includes supplements/wellness products such as wellness gummies, softgels and oil drops that feature flavours inspired by many of Martha's most popular recipes. There seems to be many moving parts in the cannabis industry, and this seemed to stir doubts in CEO David Klein about the future of the partnership. Could really Martha Stewart leverage the scenario for Canopy Growth in the long term in terms of market segments? Could other strategies have worked better? Would the partnership be relevant after the recreational market rebounded? These were some of the questions looming in the mind of C.E.O. David Klein.

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