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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!