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.)