Marketing mix of Birkenstock
Product in the Marketing Mix of Birkenstock:
Birkenhead is a global headquarters, production and logistics all through the German footwear manufacturing organization. Birkenstock has been made of high-quality items that promote and keep up the natural functions of the feet. Not at all like most stylist fashion shoes in the market, Birkenstock does not concentrate on the appearance of the design, Birkenstock offers practicality regarding wellbeing, protection and functionality. In Birkenstock, they utilize the highest quality leather as well as textile materials to keep the wearer’s feet warm and dry. They also consider customers who searching for animal-free products by offering their proprietary synthetic material Birko-Flor®. Birko-Flor® is produced utilizing the best materials that are gentle on the skin, tear-proof and simple to look after. Moreover, Birkenstock has additionally made an extensive variety of footwear, these footwears are in such brands as BIRKENSTOCK, Papillio and Betula under. These brands have a similar state of shaped, natural cork and latex footbed design, but different in the materials and style decided for the uppers. Other than that, Birkenstock shoes incorporate a moulded cork and rubber hybrid footbed. Their footbed are made of natural cork, natural latex, jute and suede, which is used as the top layer. These are high-quality and renewable natural materials derived from maintainable sources. They are joined together during the production process. Futhermore, their technology footbed resembles a flexible foam mattress that structures the wearer’s feet conveniently to fit the shape of the wearer’s foot.
Place in the Marketing Mix of Birkenstock:
Birkenstock sells its shoes products through a large number of outlets worldwide. Birkenstock has opened 11 branches in Malaysia. These branches are act as a retail stores, while manufacturing of Birkenstock takes place in its manufacturing facilities in Germany. Furthermore, Birkenstock is using the retail distribution strategy such as exclusive distribution, which is the use of only single retail store in a given geographic. Nickels, W.G., McHugh, J.M. & McHugh, S.M. (2016). Understanding Business (11th ed.). Other than that, customers also can purchase Birkenstock through the Birkenstock’s official online store or Malaysia based Birkenstock online store. Thus, the supply chain of Birkenstock is:
1. Manufacturing > Birkenstock outlets > Ultimate customers
2. Manufacturing > Birkenstock’s official online store > Ultimate customers
Promotion in the Marketing Mix of Birkenstock:
Birkenstock have always believed that their high quality materials, their comfortable footbed and the simple principles of the health and wellness become a strong market policy to promote their 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 attract the customers. They utilise the environmentally friendly cork and rubber with the use of solvent-free adhesives. Moreover, Birkenstock has begun to pay attention on reduction in the use of energy consumption and reducing carbon emissions, but it seems that some of its proposed processes has not been implemented. Although these efforts are brilliant, exact goals and clear reports will improve the company’s score in this category.
Price in the Marketing Mix of Birkenstock:
Birkenstock’s products usually have a higher price due to their high quality of materials in producing the products. Moreover, their targeted market is upper middle class consumers, which can afford the price of their products. Other than that, their price represents their brand reputation, their higher prices of products show that their products are high branded.