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.

Ch. 10 - Product Concepts

The starting point in creating a marketing mix.

Doc Martens are a consumer product that is unlike a business product, solely bought to satisfy an individual's personal wants. It is not a product used to manufacture other goods or services.  It is a specialty product that customers do search extensively for and very reluctant to accept substitutes. Doc Martens also do have unsought products that their customers do not have knowledge about until it is advertised and brought into the media's attention. It is a product line that has one purpose, to make boots that have the Doc Marten brand and is of quality. In it's 50 year of business, Doc Marten has never had a product modification in their product per say. Though they had a few adjustments with their brand name and trademarks. Today, the Doc Martens brand name and it's registered trademark are internationally known. It has become a Global Brand and it generates brand loyalty as well. Since it has become a global product, there is a brand equity for Doc Martens. I think that Dr. Martens are more of a persuasive labeling instead of an informational labeling because they do have a labeling that focuses more on a promotional theme or logo where as in the past it was an Information Labeling where the brand designed to help consumers make proper product selections. Doc Martens do have a warranty for their shoes that says it can be used for up to 10 years without needing a replacement. It is also an implied warranty since the products have a history of serving working men in the past and their shoe quality is durable by word of mouth.

Ch. 18 - Sales Promotion and Personal Selling

Sales Promotion offers an incentive to buy. Dr. Marten's sales promotion is a Consumer Sales Promotion, where they mainly target the direct consumer market. Sales Promotion occurs through usage of the internet or direct marketing methods that are cheaper than advertising campaigns. Doc Martens achieve this by having Facebook pages, having their shoes worn by celebrities and having other social networking sites. This is an easier and less pricey method to win over your competitor's customers, encourage brand switchers to invest in your products and when you have sales, you can simply announce that on your social networking site and attract Price Buyers.

Dr. Martens has a facebook Like page where they have over 100,000 likers or fans. Their customers and admirers comment on the page, like the pictures that Dr. Martens post about their latest project and new customers can look into whether they like this store without even visiting the retail store. Dr. Martens also has a Twitter that has over 3,000 followers and Dr. Martens has people like me, loyal customers, giving them more promotion by making a blog solely about their brand and company.


This is a very controversial photo when it came out, depicting the deceased Sid Vicious in heavens wearing Doc Martens.



Random

One of Doc Marten's early and loyal fans were the Sex Pistols.

Ch. 17 - Advertising and Public Relations

Dr. Marten is product advertising since they are always advertising their latest collection of shoes and boots. Their advertisements are to maintain their brand awareness and market share. They advertise their shoes by letting fashionable celebrities wear them thus deeming the shoe brand cool and hip. They portray their products as unique and simple, wearable and yet stylish. To reach their target market, they make sure to put their shoes on the latest young It Girl and the celebrities that young teenagers are most fascinated by. They use this method to stay on the cool scene and keep their existing customers while recruiting new consumers. They also hold the title of "one for the 'most popular men's footwear in latest fashion' and the other for 'best counter-cultural footwear of the decade'" and their  14-Hole black leather boot won two fashion awards at the 2010 Fashion Show in New York City. They also try to appeal to a higher maintenance level of girls now by having Doc Martens heels.

Ch. 15 - Retailing

According to their Code of Conduct, Dr. Martens does not work with suppliers who do not treat their workers fairly and without discrimation. They keep a tight check on who they associate with for the sale of their goods and the location for where their goods will be sold at.
Dr. Martens is an international brand and has distributors all over the world. They make sure that their stores are in the cities and near the hot-spots. For example, the retail store for Dr. Martens in NYC is located in Soho. Soho is a fashionable neighborhood consisting of major competiting brands and it is a famous destination for shopping. It is also a favorable spot to hang out since many deem it very stylish and artistic. By Dr. Martens having a store in this area, it is appealing to their young existing customers and also being opened up to new target customers. Doc Martens are a specialty store since they specialize in making their boots a certain way.

Ch. 6 - Consumer Decision Making

Consumer Decision Making has 5 steps involved.

1. Need Recognition. In the need recognition step, there is an internal stimuli and an external stimuli. The internal stimuli in this case would be when you see a design of a Dr. Marten shoe that you like. And then you realize you would like to own it. External Stimuli is when an external force recommends this item, such as your friend agreeing with you that this shoe will look great on you and or your favorite idol wearing this brand. Then with your own desire of the product and the recommendation aligns, you feel the need to balance your actual and desired states by acquiring this product. Dr. Martens does this by having seasonal collections of the shoes and boots and by having influential public figures to wear them at events. They also release advertisements and treat itself like a part of an inner circle.
2. Information search is when consumers try to find information to satisfy their desire. In this lies the internal information search where consumers can recall whether anyone they've known had any negative or positive experience with Dr. Martens and the External information search is when you go outside of your memory to further help consumers decide whether they would like to really aquire this product. With Dr. Martens, their marketing controlled information source will then have advertisements around the city in different forms of media such as the television, magazine advertising, newspaper, etc and influence the possible consumer even more.
3. Evaluation of Alternatives and Purchase, when the consumer dictattes whether the price they will have to pay for the product is reasonable enough for the feeling they get from the product. With Dr. Martens it is no problem as Dr. Martens is known for their durability and their standing influence in fashion. Also, Dr. Martens is targed towards the middle class so their shoes are reasonably priced and therefore mostly affordable.
4. The customer purchases the item.
5. So when the consumer is finally purchasing her desired shoes, she will have a postpurchase behavior. She will certain expectations from this brand rather than the other shoe brands and expects the shoe she bought to fulfill her desire. If this is not met positively and say Dr. Marten's shoe is not durable or the shoe's styling becomes muddled fast, she may be displeased and could generate an anti-fan of the brand.

Ch. 5 - Developing a Global Vision

Dr. Martens has just recently started using Global marketing. Although it's popularity was widespread from the get-go with help from entertainers like Madonna (who is popular in all parts of the world), Dr. Martens remained a mainly internalized brand in Britain. Recently they opened up a few stores in America and other countries such as Japan and Korea. Dr. Martens' income mainly came from Britain before but since their new opening in other countries, their biggest market right now is in America. Their market in other countries are also blooming but their biggest project is increasing revenue in their own country so as to establish a stable foundation.

Ch. 3 - Ethics & Social Responsibility

According to Dr. Martens website, they believe that choosing a supplier based on their fair treatment of employees is just as important as choosing it for their performance on cost, delivery and quality. They encourage an honest dialogue with their suppliers and expect any critical issues to be remedied immediately. They don't work with suppliers who do not commit to their approach.

Their Code of Conduct are as follows:

1. Employment is freely chosen
2. Freedom of association and the right to collective bargaining are
respected
3. Working conditions are safe and hygienic
4. Child labour shall not be used
5. Living wages are paid
6. Working hours are not excessive
7. No discrimination is practised
8. Regular employment is provided
9. No harsh or inhumane treatment is allowed.

Ch. 2 - Strategic Planning for Competitive Advantage

Dr.Martens' competitive advantage comes from it's reputation and long standing admiration by celebrities and fashion majors. Therefore I wouldn't say that it has a definite competitor since no other shoe/boot brand is as versatile and reputable as Dr. Martens. Dr. Martens is just a unique blend of shoes with quality and style and also history that no other shoe/boot brand in the current market can compete with. Dr. Marten's most current news or activity is that there has been a new Drift pop up store for it. Drift is their new collection for spring/summer 2011. A pop up store is in a temporary space and it is usually very anticipated by customers since the store won't be there for long. It just opened near the Post Museum.

This is a picture of Maddona's daughter, Lourdes, wearing Doc Martens. Madonna herself is a big Dr. Martens fan and used to wear it frequently during the height of her career.

My Company

A company that has generated my interest is Dr. Martens. Dr. Martens is a fashion forward shoe/boot company that originated from Britain and it's original intent of the company was to create shoes with which you could work comfortably in by incorporating two basic qualities, durability and preservation. The shoe was originally designed and made for working class and targeted towards middle aged family men. Most of Dr.Marten's customers were very loyal and worked in the manufacturing areas. Today Dr.Martens no longer is just a shoe company but rather a shoe company directed towards teenagers and the fashion conscious. It creates durable, long lasting shoes that also look good and screams quality. It is an icon conceived from of innovation and self expression. It now appeals to the masses. People from different background, different minds and most important of all, different styles all at least have one thing in common and that is Dr. Martens.

In the years before the boot's birthday, 1st April, 1960, kids just looked like tribute acts to their parents, younger but the same. Rebellion was only just on the agenda for some - for most kids of the day, starved of music, fashion, art and choice, it was not even an option.-Martin Roach

Ch. 4 - The Marketing Environment

"In the years before the boot's birthday, 1st April, 1960, kids just looked like tribute acts to their parents, younger but the same. Rebellion was only just on the agenda for some - for most kids of the day, starved of music, fashion, art and choice, it was not even an option."-Martin Roach 

Dr. Martens primarily caters to its British youthful customers but has gone on to also target  other countries' young customers. The age scale is from 13 to 25.  It portrays a youth culture image that fits into the stigma of a certain occupation or habitual interest amongst young people such as music, arts and writing. It is also a fashion statement rather than just a regular boot company. This brand is appreciated by a diverse and broad audience from little teenagers to actors and singers like Madonna to political leaders such as His Holiness the XIV Dalai Lama.

Dr. Martens usually find that music is a great way for them to connect with their customers. So far, 60% of Dr. Marten sales take place in the US. Their latest big project was the celebration of their 50th birthday last year, March 2010. The biggest hurdle for Doc Martens at this moment is to grow even bigger without commercializing their image or "sell out". Dr. Martens will release their Spring/Summer 2011 Collection soon.

"But you need anchors in this sea of creativity...Things that inspire self-expression, not commodities that spoon-feed an identity. Dr. Martens anchor you, liberate your creativity, inspire and fuel your identity. Our heritage fits your future; your future is our future."-Martin Roach.