Read the Chapter Case Study entitled “From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?” from Chapter- 11 “Product, Branding and Packaging decisions” Page: – 358 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:
Assignment Question(s):
Visit the company website (https://www.birkenstockusa.com/) and identify and describe the different product lines that it markets. (1.5 Marks, Minimum 150 Words)
Review the different product categories in each of the company’s product lines. Which has the greatest depth? Which has the least? (1.5 Marks, Minimum 150 Words)
How has the company positioned its brand? How does it go about communicating its position? Explain. (2 Marks, Minimum 400 Words)
Note:Support your Answers with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles.
Answer:
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Important Notes :
Attachment is in the attachment, the solution is required to have no similarity ratio.
The assignment must be completed within one or two days as a maximum.
add at least 3 references.APA style. 1 (The reference must be added in the text, the author’s name and the date) and 2 The reference should also be added at the end)
Attachment is in the attachment, the solution is required to have no similarity ratio.
add at least 3 references.APA style. 1 (The reference must be added in the text, the author’s name and the date) and 2 The reference should also be added at the end)
Answer preview
Optimisation (SEO), Opt-in Newsletters, where the registrants get discount vouchers for products. Also, blogs containing Birkenstories and user-generated content through social media platforms like Facebook, LinkedIn, and Instagram have been strategic in marketing. Brand films have played a fundamental role in communicating the company’s position in different markets in Europe. Significantly, brand awareness is a critical factor in Birkenstock. Duralia (2018) explains that the use of creative communication approaches, such as developing marketing content in different languages, as seen in Birkenstock’s marketing, has promoted awareness. As a result, the company’s product sales have increased from 40% to 50% (Grewal & Levy, 2020). This progress had helped the company project a sale of approximately 20 million pairs of shoes by the end of 2020. Overall, these outcomes show that the marketing techniques that the company has been implementing to sell the brand are sustainable in promoting organizational success.
