Dr Marten’s boots have for many years been the footwear of choice for many youth cultures. The shoe is also, ironically enough, standard footwear for many police forces around the world. The range of footwear was however limited, with the classic ‘cherry-reds’ being a big seller, and a style classic. Towards the end of the 1990’s executives started noticing that sales were falling. New styles were developed to appeal to a new generation.
Examples of the new range of footwear, designed to appeal to a wider audience.
However, that was then and this is now. They have deigned a new range of footwear called ‘in-bloom’ Check it out on http://www.drmartens.com They want a new marketing campaign to launch this new product range. You may also find the following useful http://store.drmartens.co.uk/default.aspx
They want to build on their ‘punk’, ‘independent’ ‘anti-fashion’ image (see the list of adjectives’ but as always with fashion, are concerned about being seen as being old fashioned.
Click on the ‘You tube’ screen below to get a feel for the brand
You work as a part of a team at advertising agency ‘Bertle; Bartle and Hegerty’. You have been given the job of devising and pitching for the contract to produce the marketing campaign.
The advertising industry works as follows… A firm wants a campaign done for them, so they ask specialist adverting agencies to come up with ideas. They then show (pitch) these ideas to the firm and the one they like best gets the contract to produce the finished promotional campaign. The rest, despite all the work that went into getting the contract, get nothing.
You will need to produce a pitch that covers the following…
1. A description of a target market for the company. You will need to justify your choice of a tightly defined market segment.
2. Evidence of market research as to what that market segment likes and doesn’t like; what they think is cool; what is alternative and so on. Remember, imagination is important here. If you ask boring questions then you will get boring answers. This is not a brand that does boring!
3. An explanation as to why you used that/these methods of research.
4. This market research will then form the basis of a coherent marketing strategy.
5. Promotion: What promotional strategies will they use and why? Design them! They are looking fro a below the line marketing strategy backed up by magazines.
6. What kind of places will the boots/shoes be sold in? Why?
7. What pricing strategies will you recommend? Again, why?
8. Possible ideas for new product development. How can they take this idea forward?
Your pitch should be presented verbally using a power point presentation (PPP) to support your presentation (You may use whatever else you wish to support your pitch), you will also have to answer questions on your pitch.
The firm is willing to spend to make this a success, but ONLY if they believe it is justified. They will not back any ideas that appear to be just throwing money away!
YOU ARE TRYING TO WIN A CONTRACT TO CARRY OUT YOUR IDEAS. THAT IS HOW YOU WILL GET PAID: YOU PRESENT YOUR IDEAS (FOR FREE), AND THEY THEN PAY THE AGENCY WITH THE BEST IDEAS TO DEVELOP A CAMPAIGN FOR THEM. THIS MEANS YOUR WORK NEEDS TO BE BOTH PROFESSIONAL LOOKING AND EXCITING.
To help you focus your efforts into areas that the company is interested in further exploring, they have supplied you with a list of adjectives that they think sum up the brand.
Cool
Individual
Anti fashion
Attitude
Not mainstream
Alternative
Quality
Powerful
British
Comfortable
Leader, not a follower
You will need to work as a team to complete this task successfully. Much of the work will need to be done in your own time, so you will need to organise yourselves before hand, and assign tasks to different people.
Successful agencies will be those that come up with interesting ideas that are logical, fit with the brand, compliment each other, and are presented professionally.
So they make a logical decision and to allow you to meet the clients needs, they have come up with a sheet detailing how they will award the contract.
However, do not be fooled! They are looking for a sleek, professional presentation, that will hold their interest. If you can’t hold their interest, then what chance is there that your idea will interest their customers?
If you need it, below is a template of the two main boots they sell. Use it as you see fit.
Pitching on Wednesday 22 April
Market segment identified / Explained as to why this segment
Results of market research / DO they ‘get’ the brand?
DO they know the customers? / Yes/No
Yes/No
Evidence
Customer Profile
Promotional strategy / Does it fit with brand?
Does it fit with the customer identified above?
Is it realistic?
Is it original?
Yes/No / Yes/No
Yes/No
Yes/No
Description
Pricing / A coherent pricing strategy is identified?
Place / Outlet channels identified and explained
New Product Development / Ideas for developing the product range or extending the life of the product.
Questions/overall comments
Outcome / Rejected / Possible / Contract awarded