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.