College of Administrative and Financial Sciences

Assignment- 3
Marketing Management (MGT201)
Due Date: 28/11/2020 @ 23:59

Course Name: Marketing Management Student’s Name:

Course Code: MGT201 Student’s ID Number:
st
Semester: 1 CRN:
Academic Year:2020-21, Semester-1st

For Instructor’s Use only

Instructor’s Name:
Students’ Grade: Marks Obtained/Out of 5 Level of Marks: High/Middle/Low

Instructions – PLEASE READ THEM CAREFULLY

 The Assignment must be submitted on Blackboard (WORD format only) via
allocated folder.
 Assignments submitted through email will not be accepted.
 Students are advised to make their work clear and well presented, marks may be
reduced for poor presentation. This includes filling your information on the cover
page.
 Students must mention question number clearly in their answer.
 Late submission will NOT be accepted.
 Avoid plagiarism, the work should be in your own words, copying from students
or other resources without proper referencing will result in ZERO marks. No
exceptions.
  All answered must be typed using Times New Roman (size 12, double-spaced)
font. No pictures containing text will be accepted and will be considered
plagiarism).
 Submissions without this cover page will NOT be accepted.

Leaning Outcomes:
1. Ability to carry out objective and scientific analysis of consumers’ needs and
wants (Lo 2.3)
2. Ability to collect, evaluate and synthesize consumer’s data to make objective and
informed marketing decisions (Lo 2.7)
3. Ability to deliver and communicate marketing messages in coherent and
professional manner (Lo 4.4)

Case Study
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):
1. 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)
2. 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)
3. How has the company positioned its brand? How does it go about communicating
its position? Explain. (2 Marks, Minimum 250 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:
1. Upon checking on the company’s website I have Identified that Birkenstock has an

assortment of footwear styles and alternatives, going from practical to trendy. The

Birkenstock gives agreeable footwear to all seasons. The company has practical

experience in footwear and markets distinctive shoe choices for men, ladies, kids, and for

experts in fields as different as medication to culinary to planting. It additionally has

coordinating shoe alternatives for moms and children. Furthermore, it additionally

showcases various frills, for example, scarves, belts, socks, curve upholds, and so on

which praise singular styles. It ministers blessing boxes relying upon the client and the

season. The organization likewise offers a scope of value skincare items for all skin

types. The organization site additionally offers a magazine that furnishes clients with

style motivations. The product offering of Birkenstock is isolated into Men, Women,

children, and experts and has a wide combination of items for each line. The following is

the detail of every product offering:

For Men, Birkenstock has been a pioneer in assembling men's footwear and extras and

has reliably been highlighted as a top worldwide brand in the men fragment. The

organization offers items like men's shoes, women's shoes, and extras. Every product

offering has a wide combination of models to look over and the brand orders a huge

premium on the lookout.

For Ladies, each year Birkenstock comes out with a new ladies' assortment of footwear

which is viewed as overly agreeable. The product offering incorporates shoes, shoes, and

ladies’ adornments. Late design patterns have indicated ladies moving their footwear
inclinations from high mend, awkward shoes to the profoundly agreeable Birkenstock

footwear.

For the Children, the brand has as of late began fabricating a product offering explicit to

kids and has contributions going from young lady's shoes to kid's shoes.

2. In checking the product categories in each of Birkenstock’s product line the depth of

the company’s product class is characterized as the various kinds of models and various

assortments accessible in every product offering. Birkenstock has built up a critical

profundity of the item in every one of the product offerings. The organization has put

essentially in the plan and innovation and has built up some out of the container plan

thoughts for footwear. Ladies shoes are the item class that offers the most elevated

measure of profundity and has 8 unique plans accessible for the clients. Each plan has its

tones and size and together they offer a wide reach in the lady’s shoe area. Children area

has the most reduced profundity and every product offering for kids only has 18 Items.

3. While Birkenstock keeps on tweaking its styles to reflect current designs, the maker

hasn't wandered from its center mission- - creating shoes for comfort. Each shoe is as yet

made in Germany and accompanies the mark foot bed. In the recent years, the

organization has been acquainting new styles with make its footwear range look not so

much muscular but rather more fashionable. Configuration groups situated in the U.S.

also, Cologne, Germany, watch the business sectors in New York City, Los Angeles, and

London near envision what clients will need in a half year. In spite of the trendy

redesigns, the accentuation on comfort has not changed. The organization trusts in the
platitude that a brand isn't simply style however something past design. It is about

feeling. The organization has had the option to keep up its enthusiastic allure as well as

rather it has had the option to enter the market and new age clients with its passionate

allure. 244 years of heritage makes the brand an absolute necessity to have footwear item

in metropolitan client's design assortment. The brand had from that point forward

extended to nations across Europe and North America and has kept up its situating of

straightforward plan, agreeable items, and tastefully engaging. The organization has

remembered the wellbeing and health of the client for its situating. It has gone for the

item expansion technique and has created skincare items and health beddings. The

organization follows over the line correspondence and beneath the line correspondence

exercises to impart its brands. The brand has been obvious in significant wellbeing

courses over the globe. In spite of the fact that the brand doesn't trust in VIP notice, it has

centered and put vigorously in the computerized advertising effort and has profited by it

in type of high online requests. The organization has a presence on significant online

business stages and furthermore sells items through its site. The company has a presence

on major e-commerce platforms and also sells products through its website.
 References

Brianna Beitzel Follow. “Birkenstock Bed Media Campaign.” SlideShare, 12 June 2017,
www.slideshare.net/BriannaBeitzel/birkenstock-bed-media-campaign.

Cheng, Michelle. “How This 244-Year-Old Company Made 'Ugly' Shoes Popular and
Stylish.” Inc.com, Inc., 27 July 2018, www.inc.com/michelle-cheng/innovate-
summer-products-birkenstock-244-year-brand.html.

STRATEGIC DEVELOPMENT OF THE JAPAN BUSINESS. (2017, November 29).

Retrieved from https://www.birkenstock-group.com/de/en/detail-
press/newsroom/strategic-development-of-the-japan-business/

Suhrawardi, R. (2017, September 11). 242 Years Later, Birkenstock Is Still Ruling The
Shoe Game. Retrieved from
https://www.forbes.com/sites/rebeccasuhrawardi/2017/09/08/242-years-later-
birkenstock-is-still-ruling-the-shoe-game/?sh=7bc2decec281

Twin, A. (2020, August 29). Understanding How Companies Use Product Lines.
Retrieved from https://www.investopedia.com/terms/p/product-line.asp