Nabbis by Hempcare. Plan estratégico de marketing

Abstract

The different uses that have been given to cannabis, which include the creation of medicinal, cosmetic and beauty products, have driven significant growth in this industry. This is how Nabbis was born in 2020, a Colombian venture with an offer of 12 CBD-based dermo cosmetic products. Therefore, from our marketing consultancy we propose to work with this company which belongs to the cannabis market, one with a lot of potential that has a tendency to increase its growth. As a matter of fact, between years 2019 and 2020 the market rose from US$45,000 million to US$67,000 million in sales, and by 2024 it is projected to exceed $100,000 million dollars in economic benefits. (La República, 2021). Consequently, the present case of study looks for the execution of a diagnosis of the opportunities for brand improvement, proposing later a marketing strategy that takes into account the existing company’s resources and limitations related to its positioning, regulatory restrictions, and the content of the communication channels. Next, it looks for presenting an action plan that allows the company to increase the brand awareness and boost their sales in the medium and long term. The analysis strategies used are based on interviews with clients and partners, development of surveys, and information in general related to Nabbis, allowing the implementation proposal to be in accordance with the business projections and what they expect for the future.