Ch. 11- Developing and Managing Products

Dr. Martens does not have new products as often as other brands but its widely known when they do.When there is a new product it is widely advertised online and in stores. They have sections for all there different products on their online store, including their "original boot". There website is very specific and offers a search so the customer can find exactly what theyre looking for. In their retail stores they are sure to present their new designs in a stylish manner, usually on  fancy glass tables. The original boots are usually placed by the door, because its the shoe the brand is most known for .

When Dr. Marten introduces a new product, they also use the AIDA concept (Attention, Interest, Desire, Action). Attention is brought through the product through advertisements, Interest is brought when loyal customers see the new product in advertisements or when they see their favorite celebrity wearing it, which results in desire, or the need to posses the product. This all results in action, the most important concept. Action is where the brand needs to convince the customers to actually purchase the item . This is usually done through special discounts and warranties

  . 

Ch. 8 - Segmenting and Targeting Markets

Doc Martens is known for designing and producing high quality boots. Originally they were only sold in England but eventually expanded to America as well as many other countries. Although the U.S. makes up 65% of Doc Martens sales. making it their biggest market, they continue to target people in England for security reasons. Regardless of the country though, their target market description is still the same.
The brands main target market is teenagers and young adults, from ages 13 to 25, both male and female. Because the brand knows that their target market aren't usually making an extremely large amount of money they make their product reasonably priced to make it more accessible. They also target to people of certain professions such as writers, painters, musicians and fashion designers. even though  Doc Martens has a specific target market, people of all ages and countries love this brand because of how high quality, timeless and in style these boots are.

someone in doc martens target market

someone out of the brands target market 

Ch. 15- Marketing Communications

Doc Martens has many different promotional strategies. These include ads, billboards, music, models and promotions by celebrities seen wearing the product. Because the brand was popular during the punk era the brand has become known for their "sticking it to the man" attitude, this generates promotion through its notoriety and punk reputation. The brand has many famous loyal customers who wear the shoe in public and at events. The brand mostly sells through their history rather than regular advertisements. However they do also sell through advertisements. Here are some ones that stick out.

Ch. 10 - Product Concepts

Because Doc Marten are usually bought to satisfy an individuals wants they are considered a consumer product.  It is not a product used to manufacture other goods or services, It is a specialty product that customers research extensively for and very reluctant to accept anything else. Doc Marten have been in the business for 50 years, It is a product line that has one purpose which is to make boots that have the Doc Marten brand and is of quality. Today, the Doc Martens brand name and it's registered trademark are internationally known. It has become a Global Brand which generates brand loyalty. Doc Martens do have a warranty for their shoes that says it can be used for up to 10 years without needing a replacement. It is also an implied warranty since the products have a history of serving working men in the past and their shoe quality is durable by word of mouth. 

Ch. 17 - Personal Selling and Sales Management

Sales Promotion offers an incentive to buy. A majority of Docs sales promotion occurs through social media, which is an easier and less expensive alternative to traditional advertising campaigns. They also advertise their shoes by having celebrities wear them thus deeming the brand desirable.They use this method to stay desirable and keep their existing customers while recruiting new consumers. This is an easier and less pricey method to win over your competitor's customers all while keeping existing customers.