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.