This is the only picture of me in Doc Martens. The picture could've been better but here you go!

Latest News (Two New Stores)

First Dr. Martens set its sights on Philadelphia and now another British retailer has laid claim to some space along Rittenhouse Row.

Jack Wills leased 6,800 square feet at 1617 Walnut St., which most recently had been occupied by Jennifer Convertibles. Jack Wills has both men’s and women’s apparel that appeals to the university and preppy crowd. It plans to open before the end of 2011.

The Philadelphia store will be the fourth for Jack Wills in the United States. Metro Commercial Real Estate represented the landlord while Madison Retail Group and Michael Salove Co. represented Jack Wills. Dr. Martens is opening a store in 3,800 square feet this fall at 1710 Walnut St. on Rittenhouse Row.

Doc Marten also has a brand new store at Wheelock Place in Singapore. The store (picture), which opened last month, is the second in Singapore. Its first standalone outlet opened at Orchard Central in 2009. Singapore general manager Ian Tan describes as "Old British grandeur" - the Wheelock Place store offers an assortment of products that will enable Dr Martens enthusiasts to kit themselves out in the brand from head to toe. Besides carrying a comprehensive range of the label's famous tough-as-nails footwear, the new 900-sq-ft store will be the first in South-east Asia to house the new apparel and bag ranges by Dr Martens. Brand new collection of the brand's new collection of satchels. They might not be what a hardcore punk would wear, but as Tan said: "The brand has a very diverse audience, from children to more mature customers who grew up with the brand. But all Dr Martens customers are individuals with a sense of originality and distinct style."

Ch 7. Business Marketing

Today, Doc Martens is mainly a consumer product. Before it can be termed as a business product. Back in the 80's and 90's, Doctor Marten served factory workers who needed durable shoes in varying weathers. It was seen on every worker's feet in almost every factor. Now, Doctor Martens have very devoted consumers who purchase the products for personal uses. Doc Marten values their relationship with their customers They practice relationship marketing, it's a strategy that entails seeking and establishing ongoing partnerships with customers. Since competition has become even more fierce, Doc Marten realizes that this is a crucial strategy in their success. Although new potential consumers are always targeted as well, loyal customers are much more profitable. 

Doctor Martens can also be termed as a business product very loosely because they can be used in manufacturing other products and can aid the normal operations of an organization. For example, let's say Free People (which is a clothing company) needed a fresh look for a coming season that can guarantee success. For Free People, their new look is a product in itself. Therefore, if Doctor Martens was included in the wardrobe of this image, then Doc Marten is essentially being used to manufacture this new product in Free People. Get it? It can also aid the normal operations of an organization by amping up the hype of this new organization. For example, Natasha is an extremely loyal consumer of Doc Martens but has never liked the Gucci. So say Gucci decides that they will include Doc Martens in their new ads, Natasha will immediately have a less biased view on Gucci and become more curious about Gucci as well. She will possibly even decide that Gucci is worth it if they are using the Doc Martens, the brand she loves so much and feel a connection with Gucci.

This is from Nicki Minaj's new video Super Bass. They're wearing Doc Martens! Hype! (The heels are Versace though.)

Ch.8 Segmenting and Targeting Markets

Doc Marten manufactures and designs quality boots. Doc Martens used to only exist in Britain but has recently opened up it's branches in other countries and their biggest market is in America. Although America is 65% of Doc Marten's current equity, they are targeting people in their own country for safety and security reasons. Their target market description is still the same.

Their main target markets are teenagers to young adults. These potential consumers range from the ages of 13 to 25, both male and female. Doc Marten knows that their consumers do not make 6 budget incomes and that some are still in school therefore their prices are somewhat affordable. They also target to people of certain professions such as writers, painters, musicians and fashion designers. Doc Marten targets individuals who see themselves as unique and fashionable instead of the generic mainstream fashion culture. They cater to people want boots not just made of quality and great design but also with history and reputation. Doc Martens also cater to college students who are broke and can only invest in their items therefore making Doc Martens an excellent candidate. Doctor Marten targets loyal customers as well. They have their advertisements online and in ads. Although Doc Martens has a specific target market, people of all ages and countries love this brand. The Pope and His Holiness are two of it's loyal consumers as well.

Ch.11 Developing and Managing Products

Dr. Martens does not have new products as frequently as a clothing store but when they do, it is widely known. When a new product emerges, it is advertised in both retail stores and their online website. There is a section for new design shoes and then a section for the classic or Original boots as they call it on the website. On the website, it is very precise and they have a custom search for you to pick out the exact boot you want. In the retail stores, the newest designs are always on the pretty glasses and the classics are right in front of the door. This brand is popular but mostly get their profit from brand loyalty since there is no frequent buzz about it in the US. Perhaps in the UK where the brand originates but even so, Dr. Marten does not run on hype but rather loyalty.

When Dr. Marten introduces a new product, they also use the AIDA concept. Attention, Interest, Desire, Action. Attention is brought when Dr. Marten advertises their latest design but it is also advertised when certain celebrities wear it creating awareness of the new product to a wider range. The interest is brought when loyal customers see a new addition to the classics and when people notice their idols wearing it thus also resulting in Desire, the need to possess the product since it is one of a kind. The most important part of the concept is the Action where Dr. Marten needs to convince people that they need to purchase the item. This can be done by advertising special discounts or warranties for the shoes.

Ch. 15 Integrated Marketing Communications .

Promotional Strategy:
Doc Martens has different creative strategies for promotion. It is not merely in ads and billboards but also in music, models and free promos also by celebrities. Doc Martens is famous for it's "Fuck The System" attitude as it was born during the Punk Era of music and therefore already generates free promotion for it's notoriety and infamous reputation. Doc Martens also has many celebrities and role models who wear the brand's boots in public events and are loyal customers therefore acting as free promoters. Doc Marten sells mostly by it's history and it's image rather than advertisements. But there are a few advertisements worth noting.

One is the famous dead rock stars advertisement that had the Saatchi and Saatchi London agency fired. The rock stars who were featured in the ad wearing doc marten boots in heaven were Kurt Cobain, Sid Vicious, Joey Ramone and Joe Strummer. All members related to the people advertised lashed at the brand and claimed that not only was this unethical but also offensive and untrue since none of them wore Doc Martens. Although this ad was very controversial and turned into the agency being fired, it was also publicity and revived the brand for many.

There was also another event that reinvented or brought back Doc Marten's reputation and brand in the American consumer's mind and that was when they celebrated their 50th anniversary which was last year. Tracks include the Noisetters covering Buzzcock's "Ever Fallen In Love" and Cinematic Orchestra covering Jeff Buckley's "Lilac Wine". Video content includes behind-the-scenes clips of the recording sessions and a documentary about the brand's history. This approach is meant to appeal to a more fashion forward generation. This campaign also brings that nostalgia or a sense of retro-invention that is still effective in connecting customers with their desire to revisit past times. This brand also connects with the curious who have not been there to experience the past but might have heard or read about it and further evokes their desire to attain the product. This website currently still has all the music and videos for you to watch and even download. http://50.drmartens.com/

This is an ad during the 50th anniversary campaign.





Here is two Doc Martens commercial. Note that although there are different uses of special effects and technology due to the time barrier, the message portrayed in both is exact. The first is a 1989 Dr. Martens commercial and the later is done in the year of 2010.

This is the model for the Spring/Summer 2011 Men's Collection.

This is one of the shoes that are featured in the ad and I like as well. 

Ch. 10 Product Concepts

Dr. Marten sells only one product and that is footwear. A few years ago, their footwear collection consisted mainly of boots but now there are advertising heels as well. These heels come in different styles such as booties, and casual heels. Dr. Marten's first boot was black but Dr. Martens do modify their products because the footwear now come in different shades and colors such as bright pink, neon green and etc. But the most popular and well recognized item of Dr. Martens is still the black boots. Brand equity applies to Dr. Martens because it generates brand loyalty from it's customers. Dr. Martens like to be different from other shoe wear companies and therefore are always pushing their envelopes.

As for the packaging, Dr. Martens has a box where it contains the shoes. The box is generally black and on the corner, it has the Dr. Marten's trademark and brand name. On the box they have a short summary of their brand's quality endurance and their employee's hard work. Inside the box, they have a big card and a smaller card.