Creación del plan de comunicación para el emprendimiento militante Leona Edibles

Abstract

Leona Edibles, startup focus on creating treats with Cannabis extracts, with export quality, generating pleasant sensory experiences it’s the object on this study. This iniciative It’s born from the need to consolidate an educational brand, that brings information about the cannabis culture to consumers. Promoting the social decriminalization, conscious and responsible consumption of cannabis also taking a stand against different social issues. The company is inspired by people and national identity. Seeks for social impact, designed to satisfy cannabis users, and people who wish to improve their quality of life through the medicinal benefits of the Cannabis Sativa. This paper elaborates a communication plan for the company Leona Edibles. On first stage, it diagnoses based on the results of a SWOT table. The information was collected through deep interviews with the managers of the company: Nicolás Pérez, Jaime Guzmán and María Gracia Guzmán. Also the company's current communication management and activities were analyzed on this paper. "Communication for another development" way of thought is used for this study. This way criticizes the traditional currents that see communication only as an instrument and not as a tool for the profound change of citizens, political and social sectors. The methodological approach responds to the “social critical” paradigm. The study uses a qualitative methodology and two data collection techniques are applied to collect information. A documentary review and in-depth interviews. With these techniques, deep structures (what is below the surface) can be seen. These conversations contemplate a framework of verbal and non-verbal communication where the interaction is important. They are made of structured and unstructured questions trying to provide space for spontaneity. Communication strategies are proposed to achieve the successful positioning of the brand. Understanding the business culture, problems and needs. Experiences, mistakes, and success stories can serve as a guide for other endeavors.