Marketing Management
Student Name
Institutional Affiliation
Date
Brickstock Marketing Strategy
Question 1. Identify and describe the different product lines that Brikstock markets.
Brickstock is not only known because of the comfortable shoes they sell; they also have a good reputation from celebrities who buy their commodities. They provide shoes that are super comfortable for the feet. The shoes match different shapes and sizes of the feet; also, they are found in varieties. However, the shoes are made from different materials, different insoles sizes as well as shades. Brickstock stocks shoes and other products for women, men and children moreover they are of different kinds, for example, stylish sandals, slippers, shoes other products like shoe care, hand and foot care products, belts and socks and many other. Brickstock sells these products at different prices and according to their sizes, materials, and the quality of artifacts used to make them. The shoes can either be high or low, boots, sneakers, or lace-up. Sandals can either be wedge and platform, waterproof, one-strap, two-strap, multi-strap, and back or ankle-strap.
Question 2. Review the different product categories in each of the company product lines.
Which has the greatest depth? Which has the least?
The company has concentrated much on women in terms of product lines. Therefore, women have the greatest depth compared to men and kids products. More information is conveyed on the website concerning the women’s products; they explain when the women should wear their products, why the women’s shoes are found in different widths, how to combine the shoes, and much more. More importantly, they provide instructors to teach women how to combine their fashion and shoes. They ensure that women have dressed according to their events or occasions. These activities include leisure, everyday wear, and office wear. The company concentrates on shoes that are forever stylish in appearance, comfy, and up-to-date, making the women benefit more than men and kids. Information about who wears their products is directed to women only. Young, stylish, and enthusiastic women love their products because they are smart and visible when combining with any outfit. The men and kids have the least depth in product lines. The only information provided is where they can find their shoes varies and colors available.
Question 3. How has the company positioned its brand? How does it go about communicating its position? Explain.
The company has successfully positioned its brand (Grewal & Roggeveen, 2020). The company explains that the products they use come from animal products, making its products sustainable. They also made a video for their customers, explaining how they obtain and manufacture their materials (Yayuk & Putra, 2020). The use of celebrities to advertise their brand story has made the company’s marketing strategy successful. The process has made Brickenstock rank among the top five footwear brands worldwide. Because fake shoes are on the rise, the company websites enforce product sources and cogs. Their advanced marketing and sales skills have enabled the company’s shops and online platforms to meet their customers’ expectations; their products are made available in all of their outlets, from local retailers to supermarkets. The company manages its digital business from its e-shops and prominent market places from Europe. However, the company has positioned its brand through creative collaborations with music artists, fashion icons Rick Owens and Royal Manufacture of Porcelain, one of Germany’s oldest companies. The company has also created a box used to tour the artist’s local partners and clients to many cities. This concept has increased and attracted many customers and supporters and created stronger connections with other top retail associates and fashion artists. The Birkenstock box concept has led to the creation of gigs where their customer finds fun and happiness. The gigs are recorded on social media platforms, leading to increased followers (Schweiger et al., 2020). Special albums and limited copies are posted on their website. Additionally, the box encourages communication between artists, customers, and retailers.
References
Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.
Yayuk, Y. Y., & Putra, M. G. (2020). The Effect of Brand Associations and Brand Awareness on the Decision to Buy a Sim Card. Ilomata International Journal of Management, 1(2), 72-77.
Schweiger, E., Grewal, D., Roggeveen, A. L., & Beitelspacher, L. S. (2020). Managing the luxury shopping experience: implications for retail channels. In Research Handbook on Luxury Branding. Edward Elgar Publishing.