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Martha Stewart Cannabis: Overcoming Obstacles

Matthew Wilson

Product #:W25155
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:United States, 2020
Details:Case (PDF) • 9 pages • 2021-09-01

Subjects:

Sales and marketingMarketingStrategy

Geography:

North AmericaUnited States
Your Price:$9.71

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In 2020, the legal cannabis industry in the United States was emerging. One large player in the nascent industry was Canopy Growth Corporation (Canopy Growth), a cannabinoid company based in Smiths Falls, Ontario, that grew cannabis and managed a range of cannabis-related brands. In September 2020, Canopy Growth announced a partnership with Martha Stewart that entailed the development of a mix of cannabis edibles and oils for wellness sold under the name Martha Stewart CBD. Although the legal cannabis industry held tremendous promise, there were a wide range of unique challenges associated with selling cannabis products, including regulatory and policy issues, stigmas associated with illegal cannabis, and other more typical issues associated with selling new products such as the need for consumer education. The partners would need to consider how consumers would respond to the Martha Stewart CBD offerings, what specific obstacles they would have to overcome, and what market segment(s) and products they should prioritize.

Learning Objectives

This case is a useful tool to discuss the cannabis industry, new products, or business/marketing strategy in general. It is suitable for use as part of undergraduate or graduate courses in introduction to marketing, marketing strategy, consumer behaviour, new product management, or strategy. It could also be used as part of a module on public policy, ethics, promotion, or personal brands. After working through the case and assignment questions, students will be able to do the following:
  • Evaluate the impact of the history of cannabis prohibition on the nature of cannabis products and the legal cannabis industry.
  • Assess the potential impact of Martha Stewart on de-stigmatizing cannabis offerings.
  • Assess the positioning strategy for Martha Stewart CBD products.
  • Identify recommendations for brand partnerships for Canopy Growth.
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Case Study: Martha Stewart Cannabis: Overcoming Obstacles (English version) | Ivey Publishing