From the Counterculture to the Runway

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

Sample Solution

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