Doc Martens Case Study

MMDP Assignment
Doc Martens Case Study

There is a very enkindle write-up on the history section of the Dr. Martens website. It is a
very creative entree where they are a total opposite from a putting green place. A conventional
website would bemuse a pretty straight-forward factual base history of the organization.
However, what DM has done is extremely creative and challenging just like the brand itself.
The history clearly luff 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 profits 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 kickoff mobile phone text was sent in 1992;
at bottom three years, email was like oxygen. Everything has changed
(http://www.drmartens.com/, Dr.Martens History)
Everything has evolved into a one valet de chambre army, the consumer itself. As such, they continue to
defy the norm by propagating for quite a little to create their own brand. Rebel; don?t run short tied -up
with what people „dictate? through the brands.
Be creative all you want and DM would stand relevant as its individuality is defined by the
consumer and not the other federal agency around.
Dr.



Martens anchor you, liberate your creativity, inspire and fuel your identity. Our
heritage fits your future day; 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
reason 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 seat 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
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