A marketing plan for Dr. Marten Air Wair

• Main Authors: Estrada, Noelle Alexandra, Rodriguez, Gabrielle Bianca, Tansengco, Alexandra
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18184
• Institution: De La Salle University

Dr. Martens is a footwear manufacturing company originally based in Britain. For over fifty years Dr. Martens has been worn by workers for whom they were designed, but also by rebels and non-conformists of all stripes. (Dr. Martens.com) In December 2011 the Juan Fernando Trading Co. brought the international British boot brand to make a come back in Manila. The brand itself caters to a niche market of individuals who live free, alternative lifestyles. With that in mind, the Juan Fernando Trading Co. would like to follow in Dr. Martens international footsteps, and captivate this market in the local setting. To do this, the company hopes to increase overall awareness of the brand, increase sales, and brand patronage. The following retail-marketing plan takes a look at Dr. Martens Philippines retail, merchandising and marketing efforts that have taken effect over the company's first year of operations. Due to the fact that the brand currently only operates under a container concept store, majority of the proposed strategies revolve around plans to open a Dr. Martens flagship store in the first quarter of next year. These plans can and will be made possible through the partnership of the Juan Fernando Trading Co. and the Traffic group.