Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market

Tetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil, the firm was operating within the rapidly changing global marijuana industry—essentially, uncharted waters. Given that the firm’s new drugs were about to receive government approval, the firm had to determine how to build its brand.

This case is suitable for use in upper-year undergraduate- and graduate-level courses on entrepreneurship, strategy and marketing. In upper-year undergraduate courses on entrepreneurship, or strategy the emphasis is on understanding the growth difficulties of a start-up in a controversial and rapidly evolving industry. When used in upper-year undergraduate marketing courses such as advertising, promotion, marketing communications, or a capstone course, the case can facilitate a comprehensive discussion relating to the learning objectives. When used in marketing courses at the graduate level, the case would be suitable for facilitating detailed discussions focused on brands, brand building, positioning, and associated aspects of social influence. After working through the case and assignment questions, students will be able to<ul><li>Understand the challenges of building a corporate brand for a firm whose core competencies have changed numerous times since inception.</li><li> Understand the complexity and scope of accurately defining and building a brand within a rapidly evolving competitive landscape.</li><li>Discuss the difficulties of branding in a changing regulatory environment characterized by extensive government control and in an industry that bears a social stigma.</li><li>Assess the strengths and deficiencies of a company’s marketing efforts, and make recommendations to strengthen the firm’s brand-building strategy.</li><li>Reinforce understanding of basic marketing concepts such as branding, brand statement, brand positioning, and brand building.</li></ul>

• Marijuana, Start-up, Pharmaceutical