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.