Ch. 16 - Advertising, Public Relations and Sales Promotion

Advertising is a huge part of the Doc Marten brand. Through the use of the internet and social media sites the brand has maintained their name and market share. One major platform that the company uses is YouTube. Doc Marten has their own YouTube Channel where they feature videos of bands they sponsor performing in their shoes and videos from music festivals they have sponsored.
Another way the brand gets their name out to the public and to their target market is by celebrity endorsement.  For Example, North West (child of Kanye and Kim Kardashian) is regularly seen wearing her Docs. Sasha Obama has also been seen wearing a pair at White House functions. This publicity helps bring the brand to new generations of people and increases their sales. They use celebrity endorsements to stay cool and get new customers.

north west in a baby pair

Miley Cyrus sports a pair

sasha obama in docs

Lily Rose Depp wearing shoes by the brand

Ch. 14 - Marketing Channels and Retailing

Doc Martens is an international brand that specializes in making shoes, they're most known for their classic work boot.  They're sold in stores like Famous foot wear, Urban Outfitters, Macys, Nordstrom. They have their own brand name stores all over the world as well. Their stores are typically located in the "hot" parts of whatever city they're located in. For example, in Minnesota the Doc store is located in the Mall of America. 
In New York there is a store in Soho, which is very stylish and neighborhood. Many brands (Zara, Steve Madden, Michael Kors, etc.) have stores located here, making it a very popular shopping destination for tourists and locals alike. 

The areas where Doc Martens are usually appealing to their consumers (typically young adults) as well as new consumers becuase these places are deemed as "cool" and "hip" to hang out around. By choosing to locate the stores here the company appeals to new and old customers. 

Another interesting thing about the company is that, according to their code of conduct, they only work with suppliers who treat their workers fairly and with out discrimination. They keep an eye on the brands theyre associated with and where they sell their product.

A Doc Marten Store in Paris

Interior Of a Doc Marten Store in Paris

Ch. 6 - Consumer Decision Making

The main consumers of the Dr Marten product are young adults and teenagers, who are usually attracted to the connection the company has to past countercultures and the celebrities they see wearing them. But how does a person decide to buy a pair of docs? The process of consumer decision making has five steps involved.

1. Need Recognition: this involves internal and external stimuli. internal stimuli in this case would be when you see a design of a Dr. Marten shoe that you like, then you realizing that you want a pair.  External Stimuli is when an external force recommends this item, like a celebrity endorsement. 

2. Information search is when consumers try to find information to satisfy their desire. They can search internally for info where consumers can found out if they know anyone who've had negative or positive experience with Dr. Martens. They can also search external info, which includes w  ord of mouth, store visits and through media. Dr. Martens has ads around the city in different forms of media such as the TV, magazine advertising, subway ads, etc. this all influences the customer.

3. Evaluation of Alternatives and Purchase, when the consumer decides whether the price the is reasonable. This isnt usually a problem for Dr Martens due to their products durability and their influence

4. The customer then purchases the product.

5.  pos tpurchase behavior happens after the consumer buys the product. The customer usually has certain expectations from the product (such as durability for docs) and if these expectations arent ment hey can become displeased and leave negative reviews.

Ch. 5 - Developing a Global Vision

Doc Martens are very popular all around the world, but iit has taken time for them to oestablish this popularity globally.
When the signature Doc. Marten air cushion sole was developed in Germany it quickly helped the brand become a top seller. After the company found a manufacturer in England the success spread all throughout Europe. Although the brand is considered a British brand, the success and acceptence by sub cultures has helped the company expand and open shops all over the world. Infact, the brands biggest market right now is America.
Doc Martens also does research on which type of shoe sells more in each country. This allows them to individualize production depending on each country's need