Session Footwear

Résumé du document

In the world of surfing and wakeboarding or other water sport activities, it is essential to provide athletes with high quality footwear that is comfortable, stylish and made to last. Session Footwear does exactly that. We are a thriving young company operating out of San Diego, California with a mission to capture the interest of consumers who take pleasure in water sports or who want to embellish the beach lifestyle. In the past, there have been numerous companies that have offered different styles of sandals. Some made an impact on the market and others were less successful, but Session Footwear has found a new market in sandal wear. We have incorporated new trendy designs that will appeal to our chosen target market. Our main competitor, Reef, has sustained a strong brand image that holds most of the market share in the "surf style" category. We are not intimidated, as we feel that we have a place in the sandal market and can be a considerable force in taking market share from Reef and other companies by creating our brand image. We will do this by enforcing a thorough integrated marketing communications plan that will emphasize advertising, sales promotion, and public relations. We truly believe that these areas will be the most important in reaching our target market. With the implementation of theses mixes, we want to convey product awareness, which will help us get consumers to purchase our product.

Extraits

[...] We feel it's important to create a logo that will be a foundation for our company's staying power. Our logos are being created by All Out, a full- service advertising agency that we have chosen for our representation. We have chosen to have an SS to be the base of our company's identification. We chose to use two S's for our logo because we did not want any confusion with the Skecker logo (single S). We ultimately want to create a symbol that will establish our company as a superior brand. [...]

[...] Our brand theme is called Sandal of Champions.” We found this slogan appropriate because we wanted to show that our sandal is top quality and only the best athletes wear them. We incorporated rational appeals into ads for our consumer. Our company believes in establishing quality through endorsements of our touring surfers and wakeboarding professionals. We felt that the product popularity appeal was the best-suited appeal for our target market. We want to persuade consumers that Session Sandals are the new trend that all the Professionals like and wear. We think the credibility of the endorsers will help launch our product. The execution technique we decided to use was fantasy. [...]

[...] Market Strategy and Analysis Session Footwear knows that it is important to take care of its customer needs. We want to offer a new name, a new look, and a new style to our target market that our competitors do not offer. We feel that our brand will be embraced because there is mystery behind our name. In any market, we believe there is always room for more variety. We think we can diversify the market by giving consumers another brand to consider. [...]

[...] We will be spending a large portion of our budget to advertise to our target market. Magazines, television, and in- store displays will be our main focus. This target market was broken down using geographical, demographical, and lifestyle segmentation. The males and females aged 13-25 who live, or want the surf style look are the market Session is targeting. We at Session want to conclude by reiterating the importance of building a strong brand image that will ultimately build a customer base that will propel Session Footwear for many years to come. [...]

[...] Lifestyle was the last segmentation we utilized. We found that the consumers that lived a lifestyle geared towards water sports were more susceptible to purchasing and wearing our footwear. The combination of these segmentations will allow us to specifically position our brand in the market. Once our brand is positioned, we will use the Innovation Adoption Model to commence the buying process. We will create awareness through our three main promotion mix elements: Advertising, Sales Promotion and Public Relations. All Out is our full service agency that will be generating our three promotional mix elements. [...]