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.
- Review the different product categories in each of the company's product lines. Which has the greatest depth? Which has the least?
- How has the company positioned its brand? How does it go about communicating its position? Explain.
Sample Solution