Think about price

Liera — Gold Leaf Gardens

The Cannagar product invents it’s own category of high end weed.

What makes this product so expensive are three things: the innovation, the presentation, the potential demand supply relationship and price segmenting.

INNOVATION

In 1957, Rolex did the same thing with “Jubilee”, high-end watch made with gold and steel. A new technique for making steel made it easier to distribute, high dependability, functionality and hygiene, which made the watch stand out.

Liera, high-end weed cigar company, does the same thing but with rare technique utilized in its brand, like gold leaf, THCA diamonds, edible gold, and aged weed.

PRESENTATION

To begin, the name of the company, Liera, the tag line, a premium cannabis cigar, gives marketplace confidence.

The company name Liera is actually a palindrome, the owners name Ariel backwards but it sounds like Lira, European currency, giving the brand a cultural vibe.

Each product presented in either a wood cigar case, gold-leaf wrap, or glass case which elevated the cigar brand to an art form.

Materials used from farmers who “create their own soil” to the techniques in making the product add to the presentation.

DEMAND SUPPLY RELATIONSHIP

In 1926, the De Beers Group controlled the distribution and limited the supply and increased demand for diamonds until the 1950s. The group cornered the market through the control of the supply chain, distribution and authority which Liera is attempting.

The Liera company controls its high-end quality product which few or little competitors produce, have expertise which make them an authority and limit supply.

As the class levels go up the inventory goes down, increasing demand for the product. The company release some products in small batches, limited numbers and as requested.

PRICE SEGMENTS

The company conscious or not has develop three price segmentation low middle and high.

On the lower end, “Carillo” for $120 and $420 for the “Corona” both have characteristics about time, how long it burns.

The middle class product, “The Ambassador” sells for 3600 and has a limited release keeping the product highly coveted and stirring up the price and elevating the lower brand higher.

El dorado, a higher-middle class product, sells for $11,000 and has edible gold, is used as a decoy to increase the sales of the Ambassador and the lower-end products.

The premium or high-end product, dives into technique and materials.

The unique technique in the making of the product gives the product its allure and the specific use of certain strains adds the craftsmanship to the brand.

The knowledge of quality commodities used and inventions of new techniques make the company an authoritative presence which gives the market confidence in the brand, increasing prestige.

A well executed product that has authority class, technique, quality materials, control of demand and proper presentation makes a premium product that people will pay for.