Doc Martens Case Study
MMDP Assignment Doc Martens Case Study
There is a very interesting write-up on the history section of the Dr. Martens website. It is a very creative approach where they are a total opposite from a common brand. A conventional website would have a pretty straight-forward factual based history of the organization. However, what DM has done is extremely creative and provocative just like the brand itself. The history clearly indicate that in the past, DM use to be an icon that defines a „tribe‟ such as the „punks‟, „ska‟, etc. However, with the evolution of internet in 1992, the whole world was re-defined. The boundaries faded and the „tribe‟ identify also faded. “The internet spread like an epidemic, reaching fifty million users in eighteen months – a feat that took radio forty years. The first mobile phone text was sent in 1992; within three years, email was like oxygen. Everything has changed” (http://www.drmartens.com/, Dr.Martens History) Everything has evolved into a one man army, the consumer itself. As such, they continue to defy the norm by propagating for people to create their own brand. Rebel; don‟t get tied-up with what people „dictate‟ through the brands. Be creative all you want and DM would stay relevant as its individuality is defined by the consumer and not the other way around. “ Dr. Martens anchor you, liberate your creativity, inspire and fuel your identity. Our heritage fits your future; your future is our future” (http://www.drmartens.com/, Dr.Martens History) This piece or article itself have clearly articulated the dynamism in the Dr. Martens brand to suit the needs of the ever-changing customer in order to stay relevant for life.
Sasikumar Rajapan MMDP Sime Darby ‘08
MMDP Assignment Doc Martens Case Study Question 1 Marketing the shoes directly to the Chinese consumers would definitely hurt the DM brand immensely. As stated in the background study the DM brand is exclusive and holds a heritage which is very individualistic in value which
There is a very interesting write-up on the history section of the Dr. Martens website. It is a very creative approach where they are a total opposite from a common brand. A conventional website would have a pretty straight-forward factual based history of the organization. However, what DM has done is extremely creative and provocative just like the brand itself. The history clearly indicate that in the past, DM use to be an icon that defines a „tribe‟ such as the „punks‟, „ska‟, etc. However, with the evolution of internet in 1992, the whole world was re-defined. The boundaries faded and the „tribe‟ identify also faded. “The internet spread like an epidemic, reaching fifty million users in eighteen months – a feat that took radio forty years. The first mobile phone text was sent in 1992; within three years, email was like oxygen. Everything has changed” (http://www.drmartens.com/, Dr.Martens History) Everything has evolved into a one man army, the consumer itself. As such, they continue to defy the norm by propagating for people to create their own brand. Rebel; don‟t get tied-up with what people „dictate‟ through the brands. Be creative all you want and DM would stay relevant as its individuality is defined by the consumer and not the other way around. “ Dr. Martens anchor you, liberate your creativity, inspire and fuel your identity. Our heritage fits your future; your future is our future” (http://www.drmartens.com/, Dr.Martens History) This piece or article itself have clearly articulated the dynamism in the Dr. Martens brand to suit the needs of the ever-changing customer in order to stay relevant for life.
Sasikumar Rajapan MMDP Sime Darby ‘08
MMDP Assignment Doc Martens Case Study Question 1 Marketing the shoes directly to the Chinese consumers would definitely hurt the DM brand immensely. As stated in the background study the DM brand is exclusive and holds a heritage which is very individualistic in value which
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