A complete media plans book for Birkenstock Beds

1. By Brianna Beitzel, Madeleine Jordan,
Sarah Debs, Chelsea Lamb, Jon Ruhrold,
Media Plansbook for
Birkenstock Beds

2. TABLE OF CONTENTS
2
Category & Brand History…………………………………….
Product Distribution……………………………………………….
Competitive Analysis……………………………………………..
Primary Target Audience………………………………………
Secondary Target Audience…………………………………
Media Objectives and Strategy……………………………
Earned, Owned, Paid, Shared………………………………
Objectives & Proposed Budget…………………………..
Magazines………………………………………………………………….
Radio…………………………………………………………………………..
Out of Home…………………………………………………………….
Integrated Brand Promotions……………………………..
In-Store Promotions……………………………………………….
Social Media………………………………………………………………
Television & Video……………………………………………………
Digital………………………………………………………………………….
Media Flowchart………………………………………………………
Actual Budget………………………………………………………….
Summary……………………………………………………………………
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5
6
7
9
11
12
13
14
15
16
17
18
19
20
21
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24
25

3. Company Background
Birkenstock is a shoe manufacturing company headquartered in Neustadt,
Germany. The company is known for making sandals and other shoes notable
for their contoured cork and rubber footbeds, which conform to the shape of
their wearers' feet.
The Birkenstock brand dates back to 1774 when Johann Adam Birkenstock was
a shoemaker in Germany. His profession was passed down for generations and
in 1896 Johann’s great-great-grandson Konrad Birkenstock got the idea to
make and sell flexible footbed inserts. Based on the cast of a healthy foot in the
sand, Konrad then invented the footbed in 1902. Focusing on comfort, a version
of this footbed still exists in the shoes that Birkenstock makes today.
Throughout the twentieth century, Birkenstock continued to launch new
products and in 1966 the brand entered the U.S. market. Since then, Birkenstock
has set global standards in environmental awareness and reduced its energy
consumption by 90%. While the company has almost always focused on shoes,
in January of 2017 Birkenstock brought “sleep systems” to their product line.
These systems are called Birkenstock Beds and are not yet available for
purchase in the United States.
CATEGORY AND BRAND HISTORY
Historical Sales and Market Share
Birkenstock Beds have not launched yet so there is no
information available in regards to their sales or market
share. Until now, the Birkenstock brand has really only had a
presence in the footwear market. In this market in 2014, the
company sold 14 million pairs of shoes.
For nearly a century now, Birkenstock’s presence in the
footwear market has almost always had a focus on foot
comfort. Since the 1930s, Birkenstock has created
orthopedic footbeds by studying the anatomy of the foot
and using natural materials and shape to stabilize it.
Recently, the company expanded this focus to include the
entire musculoskeletal system. It is this switch to total body
comfort that has made Birkenstock Beds possible. The brand
itself puts it in these terms:
"The Birkenstock principles for walking
and standing are now being applied to
lying and sleeping comfort."
3

4.
For Birkenstock Shoes
Birkenstock launched a campaign in 2010 that
targeted a very wide range of consumers. The
campaign featured limited copy that spoke to
a wide range of consumer ages, from 15-year-
olds to 60-year-olds. That year the marketing
budget for Birkenstock was $2 million.
In 2014 Birkenstock shoes was relying heavily
on in-store advertising. Tifani Vernon-Yanyali,
For Birkenstock Beds
Promotional efforts for Birkenstock Beds have been very limited.
Worldwide, the company has only promoted it’s new products
through events and public relations. The product line was
introduced in January 2017 at the IMM Cologne Furniture Fair.
Following the fair the company made use of the media, specifically
articles in newspapers and magazines, to take what they introduced
in Cologne and share it with a wider audience. Thus far, no
advertising or paid promotions have been used in the United States.
As a result of this, there is no information available on the
company’s marketing budget for Birkenstock Beds.
Past Promotional Themes and Budgets
the U.S. director for creative services at Birkenstock reports that
the company spends a large portion of their marketing budget on
installing Birkenstock images in mom-and-pop shoe stores across
the country where Birkenstock shoes are already sold.
Trends in the Market
There are specific trends that currently affect the bedding market.
Birkenstock Beds should be aware of these trends in order to make
the best of their advertising efforts.
Boxed Beds
The bed-in-a-box movement has been made possible through start-
ups. This movement challenges the traditional market by defining
itself through e-commerce. Companies like Tuft & Needle, Modway,
Therapedic, and Gold Bond all offer innovative bedding products that
are delivered right to your door.
Expansion of Luxury
The product category is shifting to include more premium and luxury
products. With today’s higher rates of affluent customers with high
discretionary incomes, there are many individuals seeking well-made,
high-quality products that are built to last.
Cool Sleep
Temperature regulation has been a part of this market for several
years and it still is today. It is expected that customers will still be
seeking cooling features for years to come.
Political and Legal Factors
The economy has a major effect on the furniture industry. When the
economy is doing well, people are more willing to invest in furniture
as well as better quality furniture as they have more money for such
investments. With the end of the recession and the improvement of
the United States economy, consumer spending in furniture and
bedding has been steadily increasing.
There is also legal pressure for companies in the furniture industry to
be environmentally-friendly. Consumers are much more
environmentally aware and educated about how their purchases
affect the environment and the government regulates the
manufacturing of furniture. Specifically, the Furniture Manufacturing
Sector of the United States Environmental Protection Agency (EPA)
has established laws and standards that furniture manufacturers must
adhere to.
4

5. How the Brand is Sold
The Birkenstock brand is currently known
as a luxury brand. Along with their current
shoe line, their beds will be known as
luxury as well. It is anticipated that the bed
will be sold in the stores only and not
online. Being sold in store only will help
with consumer relationships by setting up
the bed for the consumer with being more
personal. In store only will make it more of
a luxury item.
PRODUCT DISTRIBUTION
Purchasing Process
The consumer is projected to have to go to
the physical store, which the Birkenstock
beds will be sold. They will have to
purchase the bed at the store but will be
visible online. Stores that will be considered
having Birkenstock beds are nationally
recognized stores: Haverty’s, Pier 1,
Williams-Sonoma, Ethan Allen, Bassett
Home Furnishings, Ashley Furniture.
Issues with Distribution
The main challenge and issue pertaining to distribution would be the fact more and more people are wanted to purchase items online
instead of going to the physical store. But, with the stores selected being all nationally recognized brands, there should not be an issue.
5

6. 6
Features Strengths Weaknesses
• E-commerce, not sold in stores
• The Classic Luxury Innerspring(queen)-
$999
• Price ranging from Twin($600) to Cal King
($1400)
• Comes up first on Google for high end beds
• Offers informational brochures
• 1042 reviews
• 3 different types of comfort levels
• 120 night free trial
• Made in the USA
• Eco-responsible materials and construction
• The patented "Spinal Zone' sleep technology that will
help reduce back pain and stiffness through an active
wire support in the center third of our mattress.
• Delivered and installed in home
• 3 different types of beds for comfort:firm, luxury firm,
and soft
• No sales tax
• Sells mattress and foundation
• Not high brand
awareness
• Not sold in stores
• Queen beds range from $1800 to $4800
depending on the soft/firmness of bed
• Prices range from Twin($1300) to Split Cal
King ($8600)
• Free 5-7 delivery and 90 night trial
• Mattresses have 10 year warranty
• Sold online and also lots of different type of
stores
• Smart climate and cooling system
• Variety of products, from beds, pillows, bedding
sheets, comfort travel products, slippers, etc
• High brand awareness
• Offer payment plans
• “the most highly recommended bed in America™
• Expensive
• Queens range from $900 to $4900
• Price ranges from cheapest Twin is $500
and most expensive Cal King is $5600
• E commerce and have their own stores
throughout the county
• Sleep IQ technology
• Adjustable beds
• 25 year warranty and 100 night trial
• They sell the “store experience”
• Large variety of different types of mattresses
• An adjustable bed
• Offers kids beds
• Variety of products, from mattresses, furniture, bed
accessories, and pads, etc.
• Many of their own stores
• Expensive
• Queen-$600
• 100 night trial and 10 year warranty
• Free 2-5 day shipping
• Mainly e-commerce, with 3 stores in west
• Over 43000 reviews
• Prices ranging from twin ($350) to Cal
King(750)
• Queen-$600
• 100 night trial and 10 year warranty
• Free 2-5 day shipping
• Mainly e-commerce, with 3 stores in west
• Over 43000 reviews
• Prices ranging from twin ($350) to Cal King(750)
• Product line is
not a full bedding
system
• Not sold in stores
COMPETITIVE ANALYSIS

7. PRIMARY TARGET AUDIENCE
Men and women, ages 30-55, with kids, high household income
Demographics
• Men and women ages 30-55
• Median household income of $90,000-
$100,000+ (with disposable income)
• Double income households with kids
• Traditional and nontraditional families
• Live in upscale, urban, suburban areas
• A majority are a part of Generation X
• 80% of segment has been married
• Ethnically diverse individuals
• College and graduate degrees
• Expensive homes and professional jobs
As members of
Generation X and
Baby Boomers, this
group is a large high
earning and high
spending market. This
group is approaching
their peak earning
years, leaving enough
money for more high
involvement
purchases and
disposable income.
Psychographics
• Achievers from VALS Survey
• Have a family-first attitude
• Committed to their family and job,
• Are goal-oriented and hardworking, and
fully scheduled
• Stay up-to-date on newest technology
• Are digital-savvy
• Focused on their overall health and
their financial situation
Nielsen Prizm Segment
Fast-Track Families
With their upscale incomes, numerous
children, and spacious homes, Fast-
Track Families are in their primeT
acquisition years. These middle-aged
parents have the disposable income
and educated sensibility to want the
best for their children. They buy the
latest technology such as: new
computers, DVD players, home theater
systems, and video games. They take
advantage of their rustic locales by
camping, boating, and fishing. This
segment is more likely to order from
gap.com, vacation at the beach, read
National Geographic Kids, watch Grey's
Anatomy and drive a GMC Yukon XL
Flex Fuel.
7

8. Lifestyle
• Family-oriented and family-centered lifestyles
• Very focused on their career in order to provide for their family and
take care of finances
• Seek to maintain a strong work/life balance
• Have an increased concern for their health and spend time being
active and being outside
Geographics
• Centered in areas with highest household income
• Additional focus in the west/southwest region of the United States
• Suburban and metropolitan areas
• Seattle-Tacoma, Portland, San Francisco-Oakland-San Jose , Los
Angeles, San Diego, Denver, Salt Lake City, New York, Boston
(Manchester), Baltimore, Pittsburgh, Hartford & New Haven DMAs
Media Usage and Sales Periods
• Primarily consumes content through television, magazines,
online, radio and streaming services.
• This segment has the highest social media consumption for
Facebook, YouTube, and Twitter.
• TV tastes leans towards cable networks targeted to children and
teenagers like Disney and Sprout
• The women of this segment watch HGTV, FX, USA and Bravo
• The men of this segment watch ESPN, History Channel, Spike
and MLB Network
• Readers of Car Craft, Boating, FamilyFun, FitPregnancy, InStyle,
Low Rider, Natural History, Shape and US Airways
• Responds best to sponsored content and promotional deals with
coupons
• Make purchases through out year but more so in August-
September and also on holidays such as Memorial and Labor day
Product Usage
• This segment is 33% of those buying furniture and bedding
• 37% of their income is spent in this category
• Prefer online shopping
• Extensive research before making purchase decision
• Very high brand loyalty
• Prefer to make purchases on luxury and premium products
• Number one buyer of outdoor conversation groups, area rugs,
motion sofas, mattresses and stationary chairs.
Generational Spending by Household Income 8

9. SECONDARY TARGET AUDIENCE
Single working females ages 25-34 with no children
Demographics
• Females ages 25-34
• Single with no children
• Professional/semi-professional fields
• Annual income of $50,000-$99,999
• Highly educated with nearly all of
segment having a bachelor’s degree
• Some already have or are pursuing a
graduate level degree
• Mostly Caucasian, African-American,
and Asian-American
• Most of this segment rents
apartment space rather than owning
a house
Psychographics
• Goal-oriented and hardworking
• Value success and money
• Career-oriented
• Proud of their recently acquired
status and wealth
• Interested in getting married in the
future but not right now due to their
careers
• Care about social issues and living in
an environmentally-friendly way
60% of this segment live
in apartments. This is
relevant given that it is
more difficult to make
changes to a rental space
than it is to one that is
owned. Birkenstock will
have to make the product
simple to deliver and
install in order to best
serve this segment.
Nielsen Prizm Segment
Up-and-Comers
Prizm segmentation classifies the secondary
target segment as “Up-and-Comers.” These
are individuals who are facing a lifetime of
success and upward mobility that is built
upon hard earned achievements due to
long-term commitment to higher education.
Nielsen notes that individuals in this
segment are highly likely to travel, both
permanently, for work trips, or for vacation.
One of the most common destinations for
travel within this segment is South America.
The segment enjoys light-hearted programs
like the television show South Park, but uses
multiple screens at once when consuming
digital media. They also read upscale
magazines like Elle and Elite Traveler. Their
actions are centered around bettering
themselves in order to further succeed
professionally and personally.
9

10. Lifestyle
• Primarily devoted to themselves and their occupations or
education
• Highly-skilled and working most of their time
• Are at work or school during regular hours
• Enjoy participating in athletic activities, going to bars or
nightclubs, and engaging with a diverse set of technologies in their
free time
Geographics
• This target is primarily located in second-tier cities
• Cities such as Indianapolis, Portland and Louisville
• These cities offer a wide variety of occupational and entertainment
options, while not being overcrowded
• Allow the individual to have the resources they want while still
feeling like they are an important part of the area.
Media Usage and Sales Periods
• Highly active on social media, especially on visually-based
platforms
• Index highly for usage of Pinterest, Instagram, and Snapchat
• Access these social media on their mobile devices but also use
traditional media as well such as radio programming during
commutes
• Watch Bravo, E!, Lifetime, and more on television but uses a
second screen while doing so, usually a phone, laptop or tablet
• This multitasking frequently involves checking social media,
perusing websites like Buzzfeed, or doing online shopping
• Frequently purchase magazines about fashion and home decor like
Vogue, Elle, or Veranda
• When members of the segment make purchases it is based both
off of the product and their professional pay cycle.
• This target makes purchases 16% more frequently than less
affluent segments in the bedding category.
• Make purchases throughout the year as the need for bedding
arises, but do so especially in August - October
• Memorial Day and Labor Day are highly important and frequent
times for bed purchases, as many retailers have sales then
• Are influenced by promotions and deals
Product Usage
• Segment is part of highest indexing group in furniture sales
• This generation accounted for 37% of all households purchasing
bedding and furniture in 2014, with a total of $27 billion spent
• Prefer furniture that is indicative of their personality
• Would prefer a lower quality piece that has an interesting story
attached to it than a traditional, uninspired, one that is better-
made.
• Do not desire to spend a long amount of time setting up or
transporting furniture
• This segment is constantly purchasing furniture due to the fact
that they are highly mobile
10

11. MEDIA OBJECTIVES AND STRATEGY
Primary: Generation X and Baby Boomers
30-53 college educated, combined income of
$100,000+, children—Secondary: Single
women, income of $60,000+, no kids, 25-35
Target geographic areas that have the
highest concentration of our target and with
the areas Birkenstock beds are sold
Reach 50% of the target audience with an
average frequency of 7.
Maintaining an advertising campaign that
reaches the target all year, with heavy-up
during peak buying periods.
To deliver advertising throughout the year
with increased exposure during March,
April, May/September, October, November-
months.
To position the product in a way that
emphasizes qualities that set it apart from
its competitors.
Use the 20 million dollar budget that will
allow for maximum target reach.
Specifically target Generation X and baby boomers that are
both busy, on-the-go workers and frequent users of technology
through social media, interactive apps, in-store signage, and
even traditional routes, TV and print magazines.
Nationally recognized campaign with heavy up in DMAs located
on the east and west coast. Specifically: Seattle-Tacoma,
Portland, San Francisco-Oakland-San Jose , Los Angeles, San
Diego, Denver, Salt Lake City, New York, Boston (Manchester),
Baltimore, Pittsburgh, Hartford & New Haven
Utilizing a variety of media, television, magazines, newspapers,
to maximize the efforts of reaching the target audience at the
desired frequency.
Use heavy-up efforts during the March, April, May/September,
October, November-- season while still keeping consistent media
presence through June, July, August/December, January,
February months.
Use creative and unique themes/messages to draw interest to
the benefits Birkenstock beds.
20 million dollar budget will be distributed evenly within all the
mediums used
Use a pulsing schedule with continuous advertising among a
majority of media, then heavy-up during peak periods on the
Internet and TV.
Objective Strategy
Target Market
Geographic
Reach and
Frequency
Scheduling
Seasonality
Creative
Constraints
Budget
11

12. EARNED, OWNED, PAID & SHARED
Social Media
Word-of-mouth
In-Store
Digital
Video
IBP
In-App
Mobile
Online
Social Media
TV
Video
Radio
OOH
Magazines
Mobile
Social Media
Website
Video
Streaming
IBP
Social Media
IBP
In-App
In-Store
Digital
Streaming
Video
EARNED OWNED
PAID SHARED
12

13. Business Objectives
OBJECTIVES & PROPOSED BUDGET
1. Introduce Birkenstock
Beds to the American
market
2. Attain 50% awareness of
the product by the target
by the end of the
campaign
3. Attain 2% market share
among high-end bedding
system sales during the
campaign year
5%
9%
9%
9%
9%
10% 14%
14%
23%
Video
Magazines
Digital
Contingency
OOH
IBP
In-Store
Radio
Social Media
Video
Magazines
Digital
Out of Home
In-Store
Radio
Social Media
Contingency
$4,500,000
$2,700,000
$2,700,000
$1,800,000
$1,800,000
$1,800,000
$900,000
$2,000,000
Proposed Budget
$20M
total budgetAugust 2017 - July 2018
Campaign Duration
13

14. MAGAZINES
Magazines will allow Birkenstock beds to run ads
nationally while segmenting to our specific target
market, with an equal focus on our primary and
secondary audiences. These segments include: parents,
environment/outdoor hiking and camping , women, and
home and garden, etc. These segments will focus on
higher income men and women with children and single
young women. The magazines of focus are Better Homes
and Gardens, Backpacker, National Geographic, Elle,
Veranda and Real Simple. These magazines will have
two-four inserts that will be placed at the beginning of
the campaign and at times when bed/mattress
purchasing increases.
Magazine Rationale Total Magazine Cost: $2,947,860
14

15. TRADITIONAL AND DIGITAL RADIO
As mentioned in the OOH section, the target audience of our campaign frequently
commutes to and from work. As identified in our situation analysis, the primary
target often listens to radio while doing this. This radio includes both traditional and
streaming. With traditional radio we are targeting the top two DMAs of Los Angeles
and New York. In order to catch the target audience during their morning commute,
all traditional ads are placed in the 6A-10A day-part. Because Birkenstock Beds is a
new product, there is a focus on frequency for traditional radio. In addition to
traditional radio, we will advertise on Pandora. The use of digital visual banners,
audio ads, and video ads will resonate with our secondary target audience and
some of our primary as well.
Radio Rationale Total Radio Cost: $1,613,536
Traditional Radio
Digital Radio
15

16. OUT OF HOME
The Birkenstock bed target audience are individuals who frequently commute to
and from work. Billboards, the main focus of our out-of-home strategy, will be
placed in our main target DMAs of Seattle-Tacoma, Portland, San Francisco-
Oakland-San Jose, Los Angeles, San Diego, Denver and Salt Lake City. In the east,
New York, Boston (Manchester), Baltimore, Pittsburgh and Hartford & New Haven.
With that being said, They will be placed in high traffic areas going into and out of
the cities and serve to reach both our primary and secondary audiences during the
peak periods of our schedule. The impression levels of billboards can vary greatly
depending on location, but these are select locations that will create optimal reach
for the primary and secondary audiences.
Out of Home Rationale Total OOH Cost: $1,752,045
16

17. INTEGRATED BRAND PROMOTIONS
Sponsored blogs and articles will be used in order to provide information
about the product both before and soon after the bed’s release. These
promotions will focus on the unique selling points of the Birkenstock Bed. In
order to change consumer behavior to purchase this new product, emphasis
must be placed on assuring that the target is aware of and comprehends
why it is a superior bedding option to existing offerings. This will be
supported by product placement partnerships in July - October. Product
placement will highlight the bed in a natural setting and allow for the
product to benefit from various television programs’ prestige. Finally, a large
World Sleep Day event will be held in Los Angeles to create an opportunity
for viral buzz as well as one to build brand loyalty among high lifetime value
customers.
IBP Rationale Total IBP Cost: $1,930,000
17

18. IN-STORE PROMOTIONS
In-store promotions will allow
Birkenstock to target potential
consumers at the point of purchase. Both
furniture stores and stores that sell shoes
will feature special Birkenstock displays.
Shoe stores will be chosen based off of
chains that index highly for target
consumer purchases. Furniture stores will
be highly important as the product is not
being sold online. The most organic
exposure to the Birkenstock Bed
generated from the campaign will be due
to these in-store impressions. Shoe stores
will serve a secondary role, as
Birkenstock’s loyal customer base will be
among the most likely individuals to
purchase the new product taking careful
advantage of their natural buying habits
will be key. Converting shoe customers
into bed customers will allow the product
to succeed early within its life cycle.
In-Store Rationale Total In-Store Cost: $1,815,000
18

19. SOCIAL MEDIA
The Birkenstock campaign will utilize Facebook,
Pinterest, Snapchat and Instagram to reach both of the
target markets. The sponsored ads on the social media
sites viewed via mobile, tablet, or desktop will lead the
consumer to either the Birkenstock website. The social
media strategy will increase brand awareness and
consumer engagement with Birkenstock beds.
Social Media Rationale Total Social Media Cost: $720,000
19

20. TELEVISION & VIDEO
For this media campaign, there will be 30-second commercial
advertisements placed on 4 different network and cable television channels,
including HGTV, CBS, The CW, and Bravo. These channels and shows are
frequently viewed by both the primary and secondary target audiences. The
spots will air during primetime dayparts, such as times between 6pm-12am,
when both targets are typically watching television.
Traditional Television Rationale Total Television Cost: $5,039,961
Within the last year, there was an 81% increase in the
number of connected TV users
and that number is expected to continue to grow. This
campaign will be sponsoring television shows that
best suits both the primary and secondary target
audiences before the program starts on Hulu.
Hulu Rationale
20

21. DIGITAL AND IN-APP
Digital tactics create brand loyalty among the consumer. There will
be advertisements in applications for the consumer to engage
with on their mobile and tablet. The in-app advertisements will
direct the consumers to the Birkenstock website.
Digital Rationale Total Digital Cost: $3,180,000
21

22. MEDIAFLOWCHART
22

23. TOTAL:$20,998,402
23

24. Proposed Actual Difference in $ Difference in %
Video $4,500,000 $5,039,961 -$539,961 112.00%
Magazine $2,700,000 $2,947,860 -$247,860 109.18%
Digital $2,700,000 $3,180,000 -$480,000 117.78%
OOH $1,800,000 $1,752,045 $47,955 97.34%
In-Store $1,800,000 $1,930,000 -$130,000 107.22%
Radio $1,800,000 $1,815,000 -$15,000 100.83%
Social Media $900,000 $720,000 $180,000 80%
Total $20,000,000 20,998,402 -$998,402 104.99%
3%
8%
9%
9%
8%
10% 15%
14%
24%
Video
Magazines
Digital
Contingency
OOH
IBP
In-Store
Radio
Social Media
$5,039,961
$2,947,860
$3,180,000
$1,752,045
$1,930,000
$1,815,000
$1,613,536
$720,000
$2,000,000
Video
Magazines
Digital
Out of Home
In-Store
Radio
Social Media
Contingency
ACTUAL SPENDING
24

25. EVALUATION & RECOMMENDATIONS
Birkenstock will perform a pre-campaign social media analysis of Birkenstock’s presence on various social media platforms. A post-
campaign analysis using social media analytics and GRP’s will be conducted to measure growth in followers, page likes, impressions and
engagement among earned, paid and shared media on Birkenstock’s Facebook, Instagram, Snapchat and Pinterest accounts. Google
analytics and CTR (click through rates) will measure the effectiveness of Birkenstock’s online advertisements by measuring online ad-
generated traffic numbers, increases in website traffic and increase in average time on page. Facebook analytics and Hootsuite social media
analytics will be utilized to measure growth of followers, impressions, shares, likes, and overall engagement with online content and social
media posts throughout the campaign. This will allow the social media team to adapt the strategy throughout the campaign to maximize
exposure and engagement with the campaign budget.
Evaluation
1. Online Bed Buying
While Birkenstock Bed’s will most likely only be sold in stores, selling also online might be a good
idea. Since all the competitors sell their bedding online, Birkenstocks would lose out on a large
market if they strictly sticked to in store selling. The company could offer online buying, and
delivery, which would include a Birkenstock worker to deliver and set up the beds inside the
2. Offering Trial and Warranty
As executed by Birkenstock Bed’s competitors, offering 90 day trial and 10 year warranty for the
new bed is a great recommendation in order to compete with strong competitors. Having a trial and
warranty will allow the consumer to test out to bed and see if it fits to their wants and needs.
Additionally, for any damages or malfunctions, a warranty is a great way to ensure the customer will
receive the best quality product, and if not, it will be replaced. These tactics will help Birkenstock
Beds keep up with strong competitors.
3. Slippers
Creating a line of Birkenstock slippers would be a natural way to connect the main product line with
the brand’s new offering. This cross-promotion between footwear and bedding will form a natural
connection in the consumers’ minds. This will decrease the likelihood that the brand extension will
be rejected. Additionally, the production of Birkenstock Slippers could allow for easier product
development in the future. If the slippers are successful, it would be feasible for the brand to create
robes, pillows, or other similar products.
Recommendations
Sources
25
Birkenstock Website
Bloomberg News
Footwear News
Forbes Magazine
The Khaleej Times
Book by
Brianna Beitzel
Madeleine Jordan
Sarah Debs
Chelsea Lamb
Jon Ruhrold