Birkenstock Case Study: Product Lines and Brand Positioning Insights

1 Birkenstock Case Study Name Institution

2 Birkenstock Case study Question one Birkenstock deals in a few product lines, and each product line has a minimal style change. The company’s sandals have different styles and have many colors, but their look is the same as the sole’s two options: regular and soft. Papillio model has a retro look and plateau shoes with exciting patterns and a metallic finish. This product brand has a chameleon-like fashion, and its heels range from 2cm to 4cm in thickness. The Betula model encompasses simple sandals and clogs whose materials are durable. Betula product brand gives comfort where individuals can use the shoes for leisure and everyday activities. From these descriptions, the company has various product lines, which improves its marketability. Diverse product lines in a company attract different sets of customers because they satisfy different needs and tastes (Grewal & Levy, 2020). Question two In Birkenstock, sandals have the most significant depth. The company deals in different kinds of sandals, which take different shapes to cut across different cultures. For example, the company has sandals from a German manufacturer that take the German culture’s shape. Specializing in product depth is crucial because it explains and determines a company’s creativity in handling various products (Lovelock & Gummesson, 2004). Consequently, product depth is essential when a company intends to win a large market. For example, if certain products are in fashion, and most customers are demanding them, a company can offer different product styles for higher sales. Product depth enables a company to accrue huge sales during various seasons (Lovelock & Gummesson, 2004). The selection of Velcro shoes in the company

3 from the case study and its website shows that this product has the least depth. The product has the least depth in the company because it has little demand. Question three The company’s brand positioning is to value the comfort of its customers. In one of the events, the company’s CEO illustrated that the company does not want to be part of the fashion industry but wants to host a nice party. His statements meant that the company wants to produce products that will make customers feel comfortable using their products. Consequently, Birkenstock aligns itself with some of the world’s best design, art, architecture, and some of the high-profile retailers. An effective brand positioning aims to focus and maximize customers’ relevancy for competitive advantage (Heslop & Nadeau, 2010). It means that a business organization has to maintain its relevance by maintaining high quality. The company also seeks approval from some fashion leaders, which has made famous people name drop the brand. Lastly, the company positioned its brand as a premium-quality brand designed with a European craftsmanship’s heritage. This heritage design attracted many customers aligned with the European craftsmanship culture. The company goes about communicating in position through media channels. Media channels are social media and news media. From the case study, popular magazines that feature interviews with some of the trendy celebrities talk good about the product’s good quality, contributing to its communication. Instagram and its website also provide some of the best quality products that the company offers. Social media use in communicating product positioning is one of the best strategies because it reaches many customers.

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4 References Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management . Education Publishing. Grewal, D., & Levy, M. (2020). Marketing. International Journal Of Marketing (7th edition. Heslop, L. A., & Nadeau, J. (2010). Branding MBA programs: The use of target market desired outcomes for effective brand positioning. Journal of Marketing for Higher Education , 20 (1), 85-117. Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of service research , 7 (1), 20-41.

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