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Members: Members:
Martha RoblesMartha Robles
Adriana CarpioAdriana Carpio
Miguel Miguel ValeroValero
Angel FuentesAngel Fuentes
Contents Contents
Part 3 a. Financial situation of the product in the market a.1 Graphics to show product's position
b. Conclusions
Part 2 a. Company's Marketing Strategies a.1 Key Points
Part 1 a. Information about the Companyb. Company Product Rangec. Trademarks c.1 Description and advantages
IntroductionIntroduction
Dr. Martens BackgroundDr. Martens Background
At the end of 1945 a German medical doctor, Klaus Maertens, injured his foot skiing in the Bavarian Alps. He teamed up with his old college engineering friend Dr. Herbert Funck, and together they began to develop the idea further. They discovered and therefore invented a pair of shoes which provided costumers extra comfort.
1959 Maertens and Funck sold the manufacturing rights to R. Griggs
1960 The firs British DMs went on sale
1975 Elton John wore DMs
1980 Japanese, American and European started
buying them.1992 Designer like
Gianni Versace wore them
Key Dates:Key Dates:
Product RangeProduct Range
Dr. Martens sells different types of shoes like Boots, Comfort, Sandals, Oxford and Lace ups and Slip-Ons and Clog-Ons; but mostly they sell boots.
British youngsters adopt the Dr. Martens shoes, as a symbol of their anti-establishment attitudes.
Target AudienceTarget Audience
Punk rock fans adopt the DMs.
Thousand of Japanese, European and American youngsters come to London’s Camdem market to Buy DMs.
Target AudienceTarget Audience
Punk
Ska
Mods
Skin
Product Description Product Description
TrademarksClassic 1460 boot is Dr. Marten’s classic. This is famous as it has become fashionable product among.
You can wear it in any casual occasion even you can take these shoes to your trips because they are made for any kind of grounds and they are so comfortable that you can wear them all day and you don’t have to worry for any kind of pain in your feet.
From Mods, Skins, Punk, Ska From Mods, Skins, Punk, Ska toto t the recent 2001 revival, he recent 2001 revival, the 1460the 1460 b boot is clearly a oot is clearly a modern day classic!modern day classic!
Product Description Product Description
AdvantagesAdvantages
Air Cushioned Sole
Its elaboration is not industrial
Use people to produce the shoes
Avoid any kind of defect
Inspect the leather
Cut it by using special instruments
Yellow Stitch which avoid the copy
Company's marketing strategiesCompany's marketing strategies ProductProduct
*Research to find out the costumers needs.*Normal people that give different types of use.*Different colours for their product*Print in the shoes different types of images.
PromotionPromotion
*Internet and magazines*Promote their shoes by inviting famous people *New and fresh promotion
Packaging Packaging
*Eye-catching boxes*Boxes are the same colour that the shoes
PricePrice
*Do not have low prices*When each season finishes they do sales*Minimum $35
* Catalogues with pictures that show all the features of the products. * Advertise they product by Internet
Main Ideas about StrategiesMain Ideas about Strategies
* Brilliant colours that are eyes-catching
* Don’t use famous people
Customer´s Customer´s OpinionsOpinions
Review Overall Style ComfortDurabilityDr Martens' Shoes Rating Rating Rating Rating
My "docs" have lasted for seven years. I wear themonly during winter (since they're boots so that i.... 10 9 9 10
I used to buy Docs and they lasted years, now theyare more fashionable thay fall to bits after a year... 7 9 8 5
Overwall a terrific shoe. I own 3 pairs, 2 sandals, andfull shoe. One sandals is too heavy - it bruise.... 10 5 7 10
I really wanted to like this shoe. I bought a pair ofboots 5 years ago when they were still cool.... 3 3 1 5
I had my sandals only three months when one of thestraps completely ripped! I was ripped, as well.... 5 8 9 3
GraphicsGraphics
6.5
7
7.5
8
8.5
Averageof
Ratings
Customer's Opinions
Overall Style Confort Durability
Dr. MartensDIESELClarksKeneth Cole
Customers of Boots in UKCustomers of Boots in UK
45% 30%10% 15%
GraphicsGraphics
Comments about the Comments about the strategies.strategies.
Certainly Dr. Martens knows whom they want to sell to and this helps the company to attract costumers at once.
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Questions are welcome!