Market communication about recreational cannabis - A hypothetical communication strategy for Curaleaf in Denmark
Author
Stisen, Sarah Theilgaard Toft
Term
4. term
Publication year
2022
Submitted on
2022-05-31
Pages
73
Abstract
This thesis examines how an American cannabis company such as Curaleaf could design a strategic market communication approach in Denmark if recreational cannabis were legalized. The aim is to develop a suggested communication plan that maps opportunities and constraints in the Danish context. The study combines an online survey of Danes about attitudes, knowledge, consumption patterns, and preferences for cannabis-related communication with a netnographic analysis of Curaleaf’s Instagram to identify current messaging and audience responses in the U.S. market. Survey results indicate that most respondents do not personally use cannabis but are not necessarily opposed to legalization or brand communication, provided it is contained and not displayed in public; many also view cannabis as a dangerous substance and are only partly aware of potential benefits. The netnography shows Curaleaf emphasizes community and social engagement, which is positively received by followers. Based on these insights, the thesis proposes a localized, incremental communication strategy for Denmark that adapts selected U.S. tactics to cultural and social differences; it recommends introducing the product in a simple, educational manner and testing multiple approaches. As the scenario is hypothetical, the recommendations are exploratory.
Dette speciale undersøger, hvordan en amerikansk cannabisvirksomhed som Curaleaf kan udforme en strategisk markeds- og kommunikationsindsats i Danmark, hvis rekreativ cannabis blev legaliseret. Formålet er at udvikle et foreslået kommunikationsoplæg, der kortlægger muligheder og begrænsninger i en dansk kontekst. Undersøgelsen kombinerer en online spørgeskemaundersøgelse blandt danskere om holdninger, viden, forbrugsmønstre og præferencer for kommunikation om cannabis, med en netnografisk analyse af Curaleafs Instagram-kanal for at afdække virksomhedens nuværende budskaber og publikumsreaktioner på det amerikanske marked. Spørgeskemaet indikerer, at de fleste respondenter ikke selv bruger cannabis, men ikke nødvendigvis er imod legalisering eller kommunikation om cannabis, forudsat at den foregår afgrænset og ikke i det offentlige rum; samtidig opfatter mange cannabis som et farligt stof og kender kun i begrænset omfang til mulige fordele. Netnografien viser, at Curaleaf fremhæver fællesskab og samfundsengagement, hvilket modtages positivt blandt deres følgere. På den baggrund foreslås en lokaliseret, trinvis kommunikationsstrategi for Danmark, hvor enkelte greb fra USA kan genbruges, men tilpasses kulturelle og sociale forskelle; der anbefales at introducere produktet enkelt og oplysende samt at teste flere tilgange. Da scenariet er hypotetisk, bør anbefalingerne betragtes som eksplorative.
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