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Dr. martens case

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  • 1. By Georgatou Alexandra
  • 2. Klaus Märtens was a doctor in the German Army during World War II. In 1945, he injured his ankle while skiing in the Alps. He found that his standard-issue army ‘’boots’’ were too uncomfortable on his injured foot. While recuperating, he designed improvements to the boots, with soft leather, and air-padded soles. When the war ended and some Germans looted valuables from their own cities, Märtens took leather from a cobbler’s shop. With that leather he made himself a pair of boots with air-cushioned soles. Together with an English shoe family, Griggs, they develop the shoes.
  • 3. Brand invention : Griggs anglicized the name, slightly re-shaped the heel to make them fit better, added the trademark yellow stitching, and trademarked the soles as ‘’Air Wair’’. Often known as Doc Martens, Docs or DMs. Martens The meaning of the Brand: Brand The brand don’t have an actual meaning . It just have the name of the first inventor who was Klaus Märtens.
  • 4. The brand’s styles and themes where always the same. The company didn’t change anything. Besides it was not a need due to the fact that the brand launched just by the consumers.
  • 5. CUSTOMER ANALYSIS : The primary target audience was working class people and after the visibility of the product the primary target group were youths aged 13 through 25 years old. (skinheads, punks, rocks e.t.c.). The brand became so famous that also many celebrities start wearing them. Ostrovsky (Soviet composer) commenced his article by quoting a joking Stephen Griggs: "We had Madonna and the Pope wearing DMs, but my mom does not get on too well with them. She thinks they are too clumpy." Though Dr. Martens did not have plans of targeting older mothers of corporate executives, the brand did aspire to expand its target market
  • 6. Dr. Martens advertising did not position the product as a work boot, but rather as a fashion statement identifying the wearer with youth culture. The brand therefore competed against other brands that identified themselves with youth culture, especially those growing out of the rebellious skateboard movement, such as Vans, Air Walk, and Vans Walk Caterpillar. Caterpillar Dr. Martens held an advantage, though, as most of these brands produced sneakers, whereas no other boot held sway over youth fashion as did Dr. Martens.
  • 7. The brand image of Dr. Martens it’s still the same as it was from the beginning. This brand and her products are still timeless in the market.
  • 8. Brand as a product Product  Scope:    This product associated basically with shoes. Is a footwear and accessories brand. Product  related  attributes:  Dr. Martens extended its brand name by producing and distributing attributes alternative music compilations that complemented its brash image. In 1998, it launched the Dr. Martens record label to continue this marketing strategy by promoting shoe sales through CD giveaways. CD COVERS :
  • 9. Brand as Organization The audits are very thorough and include physical appraisal of all work and domestic facilities, a review of documents, and management and worker interviews. Company’s attention to ethical issues in the suppliers' factories is ongoing. Focusing on implementing improvements by ensuring that key issues are dealt with by the people who are actually responsible for making the changes. A worldwide Brand with a special prestige and credibility too.
  • 10. From Dr. Martens Website:  # 1. WELTED FOR DURABILITY The Goodyear™ welted construction provides excellent durability and lies at the heart of Dr. Martens footwear. # 2. INSULATION Air trapped in the honeycombed sole works like double glazing, and together with comfort fillers, creates the feeling of walking on air. # 3. ANTI--SHOCK Our air-cushioned sole absorbs the shocks on rough and uneven surfaces. A cushioning pad adds extra comfort under the ball of the foot. # 4. SOLE RESISTANCE The sole compound is resistant to oil, fat, acid, petrol and alkali. # 5. QUALITY Top quality, naturally finished, durable leather completes the boot, along with strong metal eyelets and tough laces. Brand as a person : Man / dynamic / worker / fun of punk rock music/ strong / favorite color black / working class /cool / no limits / trendy /self expressive/revolutionary.
  • 11. USERS The postmen, factory workers and transport unions who had initially bought the boot by the thousand. At first, it was the working-classes; before long it was the masses. Skinheads were the first subculture to adopt the boot in the early 1960s, spilling out of the East End of London, then across Britain and the world. The late 1960s and 1970s saw the boot adopted by - not thrust upon - nearly all the 'tribes': Mods, glam, punks, ska, psychobillies, grebos, Goths, industrialists, nu-metal, hardcore, straight-edge, grunge, Britpop... COUNTRY ORIGIN United Kingdom
  • 12. QUALITY / VALUE From the history part of the official website ‘’Dr. Martens’’ they say: ‘’we believe it is just as important to choose our suppliers for their fair treatment of their employees as for their performance on cost, delivery and quality’’. Corporate Social Responsibility: They assess their suppliers, for their performance on Responsibility cost, quality and delivery. All these years we very well know that Dr. Martens products have the best quality.
  • 13. Brand as a symbol Easy to recognize ‘’Air wair’’ become a primary symbol of the world. The use of yellow/black color creates the visibility of the products. Metaphors  We have many Print ads with Kurt Cobain (Nirvana) ,Joe Ramone (The Ramones) and Joe strummer (The Clash).
  • 14. Functional Benefit: Benefit The actual benefit of Dr. Martens shoes is that are comfortable and giving the sense of freedom and revolution. Can be worn from people with no social limits. Emotional Benefit: This brand gives to the consumer the sense of freedom of doing something different over the social stereotypes. By wearing these pair of shoes you have the sense of power and difference. Self-Expressive Benefits: DMs products are creating a unique self concept. You are join another social world more alternative more independent and revolutionary.
  • 15. Complexity: Minimal Representation: Realistic Movement: Static Potency: Strong