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.