CH 4 THE MARKETING ENVIRONMENT

Doc Marten caters to people around the world, primarily to people of the the ages between 13 to 25 and 60% of Dr. Marten sales take place in the US. They have been associated with life styles of musicians, artists, and writers. The brand is worn by a diverse audience, from teenagers to adults, people from Pope John Paul II (who had a custom white pair made for him) to Pete Townshend. People are drawn to Docs because its not just a practical, comfortable work boot, its also a fashion statement.

Because Doc Martens have always connected with the music scene (bands who have worn Docs include Beck, No Doubt, Red Hot Chilli Peppers, David Bowie, Oasis and more), they continually sponsor music festivals such as AFROPUNK, SXS, READIN FEST, AND GLASTONBURY. They also sponsor up and coming bands, like DROWNERS and SKATERS. 

They choose to sponsor music festivals and musicians  because its a way to get their brand out there to their target demographic with out "selling out" and commercializing, which has been one of their biggest challenges.

 In 2015 Doc Marten celebrated their 55th anniversary. To commemorate this, they held a competition for their customers to win a free pair of boots by submitting photos wearing a pair of boots styled uniquely.  

A PROMO VIDEO FOR THE 2014 DROWNERS TOUR SPONSORED BY DR MARTENS

PETE TOWNSHEND PERFORMING IN DR MARTENS