2. Quiz - 6. What is the positioning of Dr. Martens brand?
ANSWER:
Brands are products with a unique, consistent and well-recognized character. The
uniqueness can come either from pure facts about the product or from its image - usually
created by its manufacturer through advertising and packaging.
The Dr. Martens Air Cushion sole was developed in post-war Munich for orthopedic shoes by
Dr Klaus Martens.
The soles were patented and quickly became the top sellers in the comfort shoe market in
Germany.
The primary target audience was identified as the „young at heart‟, young male and female
mainstream consumers aged 16-32 years old who had not bought into the brand before. This
group exhibits characteristics such as being influenced by high-fashioned trends and
appreciate the ability to express their own creativity through fashion.
The secondary target audience was identified as 18-45 years old male and female
consumers who are not aware of the new Dr Martens „fashion‟ styles. These metro dwellers
have previously bought into the brand and recognize the rich history and culture behind Dr
Martens. This group is recognized as being on the cutting edge of fashion and trends but
they still appreciate individuality.
3. These three aspects sought to use Dr Martens‟ existing brand recognition
as a platform to build product relevancy to new customers.
The core campaign recognized the need to take the activity beyond
media relations to incorporate brand alignment and seeding with fashion
influencers (i.e. celebrities, designers, music and events).
This would serve to create a buzz around the iconic brand and extend
awareness to a high-fashion focused market who wouldn‟t have
previously considered Dr Martens as a wearable entity.
4. How has this positioning been implemented?
Most youth cultures, since Dr. Martens hit the world stage in 1960, have
associated themselves with a style of music - ska, glam rock, grunge and
punk... Each of these youth movements has been comfortable with Dr.
Martens products as part of its look and lifestyle.
Fashion marketing always benefits from the „early adopters‟ of products, i.e.
those who are prepared to lead style and fashion rather than follow others.
It is always helpful for marketers if individuals and groups with a strong
public following choose to adopt the product being marketed.
In order to reach the target audience, they devised a multi-layered PR
strategy that incorporated activities to achieve the outlined PR objectives.
The communications campaign was broken down to:
EDUCATE – educate key target audiences on the evolution of Dr Martens as
a brand in an effort to drive awareness and sales
EVOLVE – allow consumers to interact and connect with the evolved Dr
Martens brand with the aim to drive sales
INSPIRE – use Dr Martens high-end fashion credentials and growing appeal
to leverage fashionable styles for the everyday consumer
5. In the UK the definition of a Trade Mark is: “any sign capable of being
represented graphically, which is capable of distinguishing goods and
services of one undertaking from those of other undertakings. A Trade
Mark may, in particular, consist of words (including personal names),
designs, letters, numerals or the shape of goods or their packaging”
(Trade Mark Act 1994). This means that the name: Dr. Martens, Doc‟s,
DM‟s, Doc Martens, Dr. Martens Air Cushion Soles etc., as well as
AirWair, AirWair with bouncing soles (and device), are protectable as
Trade Marks. Additionally, the overall configuration of the product, and
the Trade Dress, may be protected through Three Dimensional Trade
Mark and Design protection. New advertising slogans may also be
regarded as Trade Marks - e.g. “Made Like No Other Shoe on Earth”
and protected as such. Further protection can be gained for the
following...
Packaging and advertising literature are copyright works.
New design and development in manufacturing processes may be
protected through Patent Applications as Inventions.
New elements appearing on the footwear e.g. New Sole Patterns, may
be protected through Registered and Unregistered and Two and Three
Dimensional Trade Mark protection.
6. Quiz - 7. What tools does Dr.
Martens use to promote the brand?
As a brand grows in popularity so do the opportunities to license the Trade Mark
to third parties, providing permission to another company to produce goods
bearing the marks, which the consumer associates with the 'core' products.
Licensing allows companies to offer a wider range of products under their Trade
Marks, presenting the consumer with a selection of new goods, under the familiar
mark. Griggs jealously protect their brand by ensuring careful quality control of
the products produced under their Mark is carried out. Griggs began to offer
licenses for its Trade Marks in 1994, due to high demand for the footwear - brand
extension was considered and various product options assessed. Research
indicated that the consumer associated the Dr. Martens and AirWair Trade Marks
with products such as clothing and accessories, as well as bags, stationery and
watches.
After entering into licensing agreements with various companies, Dr. Martens
bags, watches and stationery ranges became available. Brand extension though
can both enhance the core product through greater consumer allegiance and
confidence and can springboard additional sales of the core product. Conversely,
if managed badly, the core product may be severely damaged through alienation
of the customer if the brand extension goods are of a poor quality or if they do
not reflect the values/images of the brand.
7. …Do you think it to be appropriate?
The purchase of footwear in the UK reaches nearly £5bn per year, with
a large proportion of shoes being imported from low cost producers
outside the EU. Competition from these producers has resulted in many
UK shoe manufacturers going out of business or seeing their markets
gradually eroded.
R Griggs Group Limited, through the successful production of a high
quality product that appeals to both the fashion conscious and those
seeking comfortable footwear, has survived and prospered. Employing
3,000 in the UK alone and producing 200,000 pairs of shoes per week
(10 million pairs per year), the company sees its future as offering
further opportunities for growth.
It has done this through a successful branding strategy and the
protection of the brand through Trade Marks. This has kept the product
distinct in the mind of consumers who recognize it and understand the
underlying quality associated with it. Other UK shoe producers have not
generally found the same route to success. Moving into international
markets and opting for brand extension, the company will be presented
with new challenges, which will require the same innovative response
as has been seen in the past.
8. NEWS….for positioning!!!
On 17th march 2011,Footwear manufacturer Dr Martens was preparing
to re-launch as a broader British fashion brand as part of a drive to
improve global sales.
The brand was set to roll out its biggest ad campaign to date ahead of
the launch of its autumn/winter collection.
The integrated push, which will include digital, print and outdoor was
being devised by marketing agency Odd and would feature celebrities,
models and photographers. The ads continued to focus on creativity,
music, fashion and self-expression – the four "key pillars" already in use
in the brand's advertising.
The re-launch is intended to add a "modern twist" to the British heritage
of the brand as it targets markets in Asia and the US.
Simon Jobson, marketing director, Dr Martens, said: "Dr Martens has
been associated with British sub-cultures for 50 years. It is time for the
brand to become more mainstream.
"There is a lot of equity and goodwill surrounding the brand and people
are always keen to get on board, including major talent."
9. He added that the object of the campaign is to target those consumers who
have a "story" or have had an "experience" involving the brand. He said: "It's
amazing how connected people who have grown up with the brand feel
about it."
Jobson joined Dr Martens in November last year from Lacoste Footwear,
where he was international marketing director. Prior to this, he worked at
fashion brand Kickers as head of marketing, and held several marketing
roles at Umbro.
In March last year, Dr Martens unveiled a major digital push to mark its 50th
anniversary. As part of the activity, devised by marketing agency Exposure, it
invited 10 contemporary bands to record cover versions of classic tracks.
Black Rebel Motorcycle Club covered folk song Dirty Old Town, while The
Raveonettes created a version of the Stone Roses' 'I Wanna be Adored'.
The brand also released limited editions of its classic 1460 and 1461 boots
to mark the milestone.
Dr Martens was hit by controversy in 2007 after it ran a print campaign
featuring dead rock stars, including Kurt Cobain, wearing its boots in
heaven. The agency behind the work, Saatchi & Saatchi, was then dropped
by the brand because Dr Martens had not commissioned the activity.
The first Dr Martens boot in the UK was produced in April 1960. The cherryred, eight-eyelet 1460 boot was designed as sturdy work wear.
