overmatch less than 20%
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:
- 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)
- 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)
- 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.