In general, a market strategy is a written plan which combines product development, promotion, distribution and pricing as well as identifies the organizations marketing goals and explains how they will be achieved within a stated time. To put it in a more simplistic format, a marketing strategy is a plan to match a product to a consumer. For Dockers, the marketing strategy focuses on a rather large demographic, particularly men and women between the ages of 35-49 with an average income of $60-100K a year. This accounts for approximately 36% of Dockers buyers (Quantcast, 2010).
These buyers typically fall under the category of blue collar working class who are looking for nice work clothes at a relatively inexpensive cost. Marketing focused on them is somewhat redundant but still necessary; it is the other demographics where Dockers puts more focus in order to stay competitive with similar clothing companies (Business Wire, 2004). With its new advertising campaign and trendier clothes line, the ammunition to provide a solid marketing strategy is readily available for use towards new prospective of Dockers buyers.
“There’s a potentially huge untapped market in the Millennial generation” (Tschorn, 2010). Taking into account the economy’s volatility, Dockers new marketing strategy also has the potential to adjust to the fluctuating market and keep a consistent consumer base. Future Marketing Strategy The future of Dockers is far from certain. The lack of innovative advertising and new product designs has taken a tremendous toll on Dockers compared to similar brands targeting the same demographics.
Dockers challenge is to create a marketing strategy which can keep sales of what is considered quality clothes at a reasonable price at a somewhat consistent level. Dockers must continue to target younger demographics to ensure they don’t lose their trendy appeal. They must continue to make improvements to their clothing line to keep a competitive edge with other popular brand names. Dockers should “focus their research on their products, brand, and markets that are key to their strategy” (Marsh, 2009).
Additionally, Dockers should continue to market their clothes to the demographic which has given them great return in the past while also trying to establish potentially new buyers from the younger generation. Through reinventing themselves by creating an updated product line that appeals to a wider demographic, advertising and providing more outlet for consumers (retail and internet) Dockers will have a competitive edge to sustain their success as a popular clothing line. Conclusion
The clothing industry is one of the most diverse in the global market. The number and variety of demographics and consumer bases is wide and varied; from school age children to blue collar workers. Each segment has its own strategy to try and generate clothing sales to its particular consumer base. For most consumers, the clothing they choose will primarily be based on quality at the cheapest price. Additionally, Dockers is commonly looked at as just a khaki company that is outdated.
All these factors combine to create a challenge for Dockers to successfully market their brand. However, Dockers has accepted this challenge and are working to effectively market their clothes to their main audience as well as catering to new consumers of younger ages. Regardless of how the clothing industry or the consumer base is segmented, or how the economy fluctuates, Dockers will always have a place in the industry and be successful if they continue to reinvent themselves to appeal to a wider demographic by creating trendy wear for all ages.
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Marsh, Ann (2009). How to Market in a Downturn. Retrieved 16 October, 2010 from: http://www.bnet.com/2403-13237_23-322730.html?tag=content;col 1
Quantcast (2010) Dockers.com. Retrieved October 17, 2010 from: http://www.quantcast.com/dockers.com
Tschorn, Adam (2010) Trends; Really? $200 Dockers. Retrieved 16 October, 2010 from: http://proquest.umi.com/pqdweb?did=2006750431&sid=2&Fmt=3&clientId=29440&RQT=309&VName=PQD