Marketing mix of BirkenstockProduct in the Marketing Mix of Birkenstock:Birkenstock is a globalheadquarters, production, and logistics all through the German footwearmanufacturing organization. Birkenstock is produced using high-quality itemsthat promote and keep up the natural functions of the feet. Not at all likemost stylish fashion shoes in the market, Birkenstock does not concentrate onthe appearance of the design, Birkenstock offers practicality regardingwellbeing, protection, and functionality.
In Birkenstock, they utilize thehighest quality leather as well as textile materials to keep the wearer’s feetwarm and dry. They also consider customers who searching for animal-freeproducts by offering their proprietary synthetic material Birko-Flor®.Birko-Flor® is produced utilizing the best materials that are gentle on theskin, tear-proof and simple to look after. Moreover, Birkenstock hasadditionally made an extensive variety of footwear, these footwears are in suchbrands as BIRKENSTOCK, Papillio, and Betula. These brands have a similar stateof shaped, natural cork and latex footbed design, but different in thematerials and style decided for the uppers. Other than that, Birkenstock shoesincorporate a molded cork and rubber hybrid footbed. Their footbed is made ofnatural cork, natural latex, jute, and suede, which is used as the top layer.These are high-quality and renewable natural materials derived frommaintainable sources.
They are joined together during the production process.Furthermore, their technology footbed resembles a flexible foam mattress thatstructures the wearer’s feet conveniently to fit the shape of the wearer’sfoot. Place in the Marketing Mix of Birkenstock:Birkenstock sells its shoeproducts through a large number of outlets worldwide. Birkenstock has opened 11branches in Malaysia. These branches act as retail stores, while manufacturingof Birkenstock takes place in its manufacturing facilities in Germany.Furthermore, Birkenstock is using the retail distribution strategy such asexclusive distribution, which is the use of only single retail store in a givengeographic.
Nickels, W.G., McHugh, J.M. & McHugh, S.
M. (2016).Understanding Business (11th ed.). Other than that, customers also can purchaseBirkenstock through the Birkenstock’s official online store or Malaysia basedBirkenstock online store. Thus, the supply chain of Birkenstock is:1.
Manufacturing> Birkenstock outlets > Ultimate customers2. Manufacturing> Birkenstock’s official online store > Ultimate customers Promotion in the Marketing Mix of Birkenstock:Birkenstock has always believedthat their high-quality materials, their comfortable footbed and the simpleprinciples of the health and wellness become a strong market policy to promotetheir brand name in the international market as well as in Malaysia market.Therefore, Birkenstock has not done a lot of marketing. Other than that,Birkenstock practices an environmentally friendly business strategy to attractthe customers. They utilize the environmentally friendly cork and rubber withthe use of solvent-free adhesives. Moreover, Birkenstock has begun to payattention to the reduction in the use of energy consumption and reducing carbonemissions, but it seems that some of its proposed processes have not beenimplemented.
Although these efforts are brilliant, exact goals and clearreports will improve the company’s score in this category. Price in the Marketing Mix of Birkenstock:Birkenstock’s products usuallyhave a higher price due to their high quality of materials in producing theproducts. Moreover, their targeted market is upper-middle-class consumers,which can afford the price of their products. Other than that, their pricerepresents their brand reputation, their higher prices of products show thattheir products are high branded.