From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?
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)
Answer preview:
word limit:611