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 one retail outlet in a given geographic. 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 using the environmentally friendly cork and rubber with the use of solvent-free adhesives. The company has also made efforts to promote sustainability through its award winning retail store design and packaging. Moreover, Birkenstock has begun to focus on decreasing energy consumption and reducing carbon emissions, but it seems that some of its proposed processes are yet to be implemented. While these efforts are wonderful, precise targets and clear reports would 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.