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

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