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What social value does dr.martens give to target segments

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Reference no: EM133222253

Assignment:

Dr.Martens Target Segments are:

Authentic character who takes pride in the classics

Artist who shows their self-expression through their appearance

Sustainable and conscientious shoppers who care about the environment, social justice, equality and pride

The individual and family member who likes a brand a to grow with a company. (purchasing shoes throughout milestones in a persons life.

1. Brand pyramid for Dr.Martens

2. SALIENCE (Category)

  • Needs Dr.Martens category fulfills for target segments
  • Recognition - how is Dr.Martens brand recognized and regarded within its category by target segments

3. PERFORMANCE & JUDGEMENTS

a. Features & Functional - what features do target segments like about Dr.Martens and its products? How do they use Dr.Martens and its product?

b. Design (elements that we know matter) - Describe Dr.Martens design and how its design differentiates and what it communicates

c. Fighting brand confusion: What we need them to know/believe (incl. brand "truths") that they aren't aware of or are confused regarding and describe how Dr.Marten can help communicate that fact better.

  • (Think Keurig where some customers believe Keurig has instant coffee in their k-cups instead of high quality grounds. The company needs to change this perception. This can also be something the company does well but not enough customers are aware)

4. FEELINGS & IMAGERY

  • Emotional Connection - describe the emotional fulfillment target segments receive from Dr.Martens
  • Social Connections - what social value does Dr.Martens give to target segments? (Think Prius and how it allows customers to communicate they are "green" just by driving such a unique looking vehicle)
  • Images - that Dr.Martens likes to use (find a sample ad online and attach it) and analyze how the image relates to the brand.

Reference no: EM133222253

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