Abstract
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.
