There is no question that steam sticks hold a firm position as the premier cannabis delivery product, especially with younger consumers, particularly in California. Vape pens make up almost a quarter of all cannabis sales in the state. The spectacular growth began in 2018 and has continued on a bold course over the past year. This is likely to remain the case for the foreseeable future. But that doesn’t mean that the market is saturated; far from it. Vapes are good business, and the classic techniques for selling well make the difference between those who take a modest piece of cake and those who take three times the size of serving.
Let’s take a look at a current version of the product The parent company ((Jay-ZPet project): Fun Uncle Cruisers. As we shall see, they take two key elements out of the consumer goods game book.
Fun uncle cruiser are the company’s first offering of full-gram vape cartridges, available in five popular flavors at an MSRP of $ 25. Yes, you read that right and we are going to discuss the implications in a moment. Cruisers are clearly geared towards the recent legal consumer market, and this impulsive, less predictable sector requires creative thinking.
Here are some observations on how the parent company positions the product as a disruptor.
The first directive in the CPG playbook reads: “Build relationships with mass retailers who provide beneficial access for consumers.” The parent company has a distinct advantage over the competition: TPC is a holding company made up of a number of merged industry leaders.
The company sells the product exclusively through its Caliva division, a dominant cannabis operator in a state in California. Caliva already has a faithful walkable flow of traffic and also takes online orders for pickup and delivery. It also supplies retailers and claims to serve roughly half of California’s population overall. That’s a massive, measurable benefit in such a large and fragmented market, and it’s not a bad way to get your product out there.
“Design operating models for consistent execution and cost reduction.” The dynamics are circular. There has to be a closely guarded secret here, but cost cuts apparently allow The Parent Company to bring their MSRP down to $ 25 (about $ 12.50 wholesale), and the resulting volume allows the company to hold on to the rock bottom price. With the industry’s best-selling vape pens priced between $ 40 and $ 55, cruisers are seen as an “opportunity” for younger consumers willing to vape but with less disposable income and happily almost half of what they expected Pay a price to satisfy their curiosity.
Nevertheless, cruisers do not present themselves as low-end or newbie products. The distillation team sources flowers from more than 500 growers, and the dose is a full gram. While some competitors offer low-cost products, they usually come with a correspondingly miniaturized or lower dose of cannabis.
That is not the case here. According to a company announcement, the cans use “a full-spectrum distillate that tests over 80 percent THC, making it an exceptional value for quality and taste.” Yes, the possibility of “same value, lower price” sounds too good to be to be true. Therefore, look for reviews to confirm or refute the quality claims. But vape pen prices have come down in recent years, and this move promises to bring that number down even further.
The product design dates back to the retro 1970s and is reminiscent of the beginnings of weed culture. It includes popular varieties like Berry ice cream, Strawberry cough, Lemon Jackand the well-known SFV OG and GG4. These are specific to TPC’s pens that match what its competitors have to offer, but not match the company’s dominant flower and pre-roll offerings. One can only assume that TPC is trying to customize the pens, though that tactic costs them the lost cross-selling opportunities when it comes to those looking for the familiar.
Where are these new products not a leap forward? Innovation. As a classic distillate product with the standard 510 thread cartridge, there is nothing that could get the imaginative hardware or type of basic experience going. For $ 25, most consumers won’t complain loudly, but it’s certainly a missed opportunity to buzz past the low price.
Will other brands start competing for price to hit this low-end range, and possibly increase volume enough to maintain profit levels for both manufacturers and retailers? In other words, is this pricing model an industry-wide disruption as opposed to just the bottom line of TPC? And if the company is suddenly competing for low prices for a product that is inappropriately classified as “Premium”, do cruisers have to innovate or expand the product line to maintain their lead?
I’m pretty confident the parent company will find out. Like a real fun uncle, it will be fascinating to watch.
Cy Scott is co-founder and managing director of Headset Inc.Convert retail data into real-time insights into the cannabis market. In his weekly blog he offers industry analysis and insights into innovative brands. Cannabis packaged goods. Prior to founding Headset, Scott was a co-founder Leafly and helped make the website the world’s leading source of information on cannabis. Along with his work at Headset, Scott started a monthly cannabis tech meeting attended by cannabis entrepreneurs and technology developers that has expanded to several regions in the United States. His favorite variety is Tangie.