A marketing plan for Dr. Marten Air Wair
Date of Publication
2012
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Bienvenido Lorenzo C. Encarnacion
Defense Panel Chair
Luz T. Suplico
Defense Panel Member
Carlos Maglutac
Abstract/Summary
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.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022096
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Estrada, N., Rodriguez, G., & Tansengco, A. (2012). A marketing plan for Dr. Marten Air Wair. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18184