Harbor Home paper

Harbor HomeBy Levi’s Strauss & Co.

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Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Erickson

Table of ContentsIntroduction to Levi’s Brand 2

Market Opportunity 4

4P’s 5-9

Measurements 10

Future Goals For Harbor Home 12

Media Flow Chart Picture 13

Citation………………………………………14


Harbor Home

By Levi’s & Strauss

Introduction

Levi’s Strauss and Company started in 1853 in San Francisco as a dry goods

business, selling all the necessities the miners needed for the gold rush era. At the

time, they were like any regular retail store selling clothing, boots and food. Mr.

Strauss saw there was a great demand and need for durable clothing that could

withstand the rough terrain of the mines. He then set out to make clothing that not

only can withstand the daily wear and tear of the mining business but could also be

perceived as being fashionable. In 1873, the blue denim was born and the rest was

history.

We live today in a world where things are relevant one day and the next day

they disappear. Levi’s Strauss & Company has proven to everyone it has withstood

the test of time. Our home décor line was chosen to represent Levi’s iconic slogan

“Classic yet modern” and continue to reflect the qualities that Levi’s has stood for

since day one. Now, Levi’s blue denim came to the scene in (1873) with a mission to

be the “coolest and most profitable jeans brand” both domestically and globally.

Successfully leading and withstanding the different fashion trends for more than

one hundred years its adopted statement of “Your Levi’s, Your Style” positions the

brand as stylish and quality denim.


Introduction continued…

In 1986, Levi’s also introduced the successful sub brand Dockers for the

every day guy that wants to wear pants instead of the Levi’s denim. Today, Levi’s

sells denim jeans, jackets, shorts and cotton shirts. Levi’s have leveraged the brand

in the United States so it remains relevant all over the world. Levi’s positions its

brand as a premium, quality brand standing on its history and reputation. Unlike

their major competitors Gap, Calvin Klein, Tommy Hilfiger and VF Corp (Lee,

Wrangler) Levi’s have sold over 4,681.7billon dollars in sales in 2014. Talk about

setting the bar high!

Market Opportunity

According to Forbes.com, people in the United States spend over 65.2 billion

dollars each year in the home décor market. This is the era of the D.I.Y and home

improvement era. As a result of the bad economy, taking care of home improvement

and decorations on their own has allowed people to shop and find the exact

look/décor they want while price matching to get the best deal for their money.

Now, Levi’s Strauss & Company is a brand that is known for quality and comfort and

their wide variety of denim and sub brand Dockers.

Throughout history, Levi’s has inspired change in the marketplace,

workplace and the world. We are introducing our new home department (Harbor

Home) brand that will depict the essence of a home point of view. We will stay true

to our roots of quality and comfort. This brand will not only cater to the (D.I.Y.’s) in

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Ericksonthe United States but a brand that transcends all over the world in years to come.

Our products will continue to be made in the mills of America that have crafted

Levi’s denim for over one hundred years with people who are experts in fabrics and

comfort. Being American made, Harbor home will be slightly cheaper than our

competition. It would also provide plenty of new jobs in our mills.

Harbor home will help to increase the sales of the parent brand Levi’s by

catering to a growing market of D.I.Y and home improvement enthusiasts, which is a

broad market! Levi’s target market is the young men and woman from ages 14-35

but Harbor Home will help to broaden the market by being open to just about any

one who can afford our cheaper than competitor products.

Products

Harbor Home is new line that is inspired by Levi’s, which represent the all

American, denim classics with a modern edge that is more fashion forward and

casual than the Levi’s label. Targeting the mid-teens to 30 year-old denim oriented

consumer, the line will focus on seasonal, limited-edition collections. However,

Harbor Home’s focus won’t just be all denim bedding; it will also have comforters,

duvets, blankets and cotton sheets solidified in durability and great quality. Harbor

Home’s first spring line collection will be released on May 1st, 2015; the collection

will focus more on a modern look of denim where it will give your bedroom a more

edgy and fun look. Our first collection will be known as The Denim Joey Collection.

This comforter is crafted to look like the all American, denim classic so it styles the

consumers bed and is comfortable. The color of the comforter is Navy Blue, with the

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Ericksonfront of the sheet to be pure, cotton denim and the back cotton percale, with 200

thread count. It’s a woven plain-weave fabric that makes the bed covers feel warm,

yet smooth on the skin. This comforter will come in sizes from Twin, Full, Queen and

King. These products are strong and our very durable sheets have been tested and

are machine washable. The comforter will have blue and white stripes that are

wrinkle-resistant; the package will also include sheets and two pillowcases. This

look gives the bed an all American look that Levi’s has embodied over the years.

Harbor Home is looking to reach its faithful clients and gain new customer for new

bedding line.

Secondly, our next look will be our duvet set known as the Red tab Harbor

home spun throw; this set will have a twist of multi-colors of navy blue, red and

white plaid-stripes that blend a traditional touch of the American flag and spirit.

This duvet will make any bedroom pop and give your bedroom a more stylish look.

The duvet will be 100% cotton with 8oz. of synthetic fill; making the feel of the

duvet a lot warmer, the duvet will be available in all sizes Twin, Full, Queen and

King. When you purchase the Duvet Red Tab full set it will include a red tab sheet

set that will match the duvet. the sheets will be of color Rivera Blue and white

stripes. The red tab sheet set will be made of 100% cotton and 200 thread counts or

higher to make the sheets more durable and machine washable. Next, will be our

Harbor Home Red tab Signature Sheet Set, which will add a comforting touch to

your bed; the sheets will be 100% premium cotton durable cotton with a 200 thread

counts or higher. Our signature Red Tab sheet set is color Navy Blue, to represent

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Ericksonour Levi’s denim jean line, which Harbor Home will launch on May 1, 2015. These

sheets will also come in sizes Twin, Full, Queen and King. This set can match with

any of our prior sets of Comforters and Duvets to mix and match and give your

bedroom or living space a stylish look or feel. We will also introduce the Ashley

Denim Bed Skirt; this denim bed skirt boost class and essence to your bed yet will

still be appealing to our denim consumers. The denim bed skirt will capture the

greater aspect of Harbor Home’s innovation to our spring collection. Why should

jeans have all the fun? If our consumer can wear our Levi’s denim jackets, jeans and

skirts, well why can’t our bedroom be stylish? This classic bed skirt is 100%

premium, cotton, durable in color Blue Heaven and will be available in sizes; Twin,

Full, Queen and King while being machine washable.

Place

Harbor home will be a brand that when you think about it, see it or feel it you

will think about quality, comfort and get a home vibe. Harbor home has teamed up

with HGTV and HGTV magazine to be featured in their 2015 Dream Home edition

this year. Our Harbor Home product will be in all three bedrooms; the master bed

room will feature our Red Tab Harbor Home spun throw, Red Tab sheets and pillow

cases! The guest bedroom will feature our Denim Joey collection comforter, Ashley

bed skirts, Red Tab sheets and pillowcases. The kid’s bedroom will have our limited

edition Red Tab home spun kid’s throw, which will be featured in our future product

line.


We will also have our products in Macy’s, J.C. Penny, and Sears while being

featured on the Levi’s website. Macy’s and Harbor Home have agreed on a May 1st

launch date. This means all of Harbor Home products will launch in Macy’s May 1st

ahead of J.C. Penny and Sears. We will have our products in a very tasteful display in

each store, where it can attract new customers. These displays will be out in each

store so the customers can feel and touch. We will train the employees from each

store so they know how to play with, present, and fix our products.

Pricing (…)

Harbor Home’s spring collection 2015 will be affordable and appeal to all

consumers on launch day. We will launch our exclusive collection in all of Macy’s,

Sears, J.C. Penny stores and our Levi’s website; displaying our signature looks for

our spring collection. Harbor Home’s pricing with the Comforter set starting at

$99.99 with a Twin set to $129.99 King set. Secondly, our Duvet set will start at

$29.99 in Twin size to $119.99 King size. Thirdly, our signature sheet set will start at

$49.99 in Twin size to $89.99 in King Size. Finally, our denim bed skirt will start at

the price of $69.99 in Twin size to $99.99 in King Size. These prices are set for each

of our signature bedding sets in each of the Macy’s stores. Since Harbor Home is

only selling limited edition bedding sets on a quarterly basis per season; the launch

will be first sold in all Macy’s stores. The prices for the brand will make the quality

of our new bedding launch worth its price. Once we have our big launch in all of

Macy’s stores we will spread our Harbor Home brand to all of Sears and JcPenny

stores. Pricing in these stores can vary due to low prices in these current locations.

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. EricksonLevi’s brand will be flexible with the pricing in others stores but it will not devalue

our quality brand of Harbor Home. The fact that we are introducing a limited edition

brand to the market will cause all the retail stores selling Harbor Home Bedding to

benefit.

Promotion

Harbor Home is set to launch May 1st 2015. The mediums we will take to

promote the launch of Harbor Home are traditional marketing, includes National TV,

word of mouth, Outdoor marketing, Social Media, Online, Magazine, HGTV Dream

Home and National Radio. The promotion for the National TV will run 30-second

advertisements from March 30-31 and most of the days of April except 5-11.

These spots will air in the morning or during any of the networks busiest

times or most traffic. Our Outdoor Marketing will provide billboard ads and building

wraps. We will set up billboards and building wraps in all of the major cities and

towns; showing pictures of our products and where to get your hands on them. We

will also be using the billboards to promote our products that will be featured on

HGTV and Dream Home give-away sweepstakes. This will build a buzz for their

Dream Home and also cross promote our products and where to get them. Our

Social Media team will start promoting March 1st 2015. We will be using Facebook,

Twitter, Tumblir, Instagram and Pinterest. Our team will be posting in all of the

prime time slots when people are most active on all social media platforms every

other week until the last two-weeks. We will blog every day until we launch May 1st

of 2015. Magazines such as Life&Style, Martha Stewart Living, Home, Country Living

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Ericksonand Real simple are some of the trusted and top magazines in the country and tend

to sway buyers to buy the products featured in them. So we will get five to ten page

spots in each to feature Harbor Home products. The National Radio spots will be

short and to the point. We will run 20 second spots all throughout the month of

April to build the buzz on the launch date for the Macy’s May 1st launch day. Online,

we will use the Levi’s website to introduce Harbor Home to the existing customers

with a link to the new Harbor Home website that will have all the information

needed to buy the Harbor Home products. Sales will be prohibited until after the

launch day at Macy’s and the products will be available at 12am on May 2nd on the

Harbor Home website. We will also have banner ads on the entire major search

engine so that it brings awareness to the Harbor Home brand.

Measurements.

The first objective we accomplished was to make Harbor Home limited;

launching only one line per season! Psychologically, the factor of being limited will

have consumers drawn to this product. We have developed numerous, different

ways of promoting our line extension through different media vehicles. Since we

are targeting everyone, we decided to use mediums like TV commercials, outdoor

media, social media, magazines, our online website, and radio. We have created

tactics designed to help increase not only brand awareness, but revenue as well. The

first promotion we will use is to create promo sales from our TV and radio

commercials. Viewers watching the commercial on TV will be able to act now!

Viewers will be able to receive a promo code (tv10) for a chance to order now by

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Ericksonphone call preorders and orders from the website. Also, the consumer will get a

10% discount. Who doesn’t like a good discount? The radio medium will be

comprised of the same concept. Listeners listening to the early morning radio, mid

day and evening radio will be able to get a promo code (hh10). This promo code will

also let you get a 10% discount for a preorder and/or order depending on the time

frame of the air time. If you missed our commercials don’t worry, you will have a

second chance! We will have a YouTube channel that will let you see our commercial

if you missed it for a chance to get your promo code! However, these videos will not

last long and will be gone after the release date. We will have a contest on social

media to promote our new line Harbor Home. Through our social media vehicles we

will have a contest on Facebook, twitter and Instagram. You can also view us on

Pinterest and see blogs about our upcoming lines on tumblr. Users will have to like

and/or follow us, repost our pictures for a chance to win a king size bed with all of

our product lines for the season! We will have 4 contests; one for every season. This

as a result will create continuity in our promotion campaign. The winner will be

announced at the first day of our launch. We would also have links to our website

and a look book of our collections. We will use hootsuite.com to send out all our post

cohesively and efficiently throughout times of the day that are peak times that users

go online. Also, by registering to our email you are able to get sneak peaks of our

upcoming lines. As well as that you will be updated on our next release, where our

exclusive lines are being offered in locations near you and a secret promo code for

the next purchase! We will not spam you with emails after emails! Since our lines

Nathaly MartinezRonald PerdomoDilon SeerajRicardo Thomas MKT-242 Prof. Ericksonare very limited, we will give you less than 10 emails a year! We might even email

you telling you that you won a king sized bed with one of our line collections! How

great does that sound? We will use mailchimp.com to send out our emails to

everyone at once.

Lastly, we are going to utilize our print mediums. We will be using magazines

like HGTV, Life&Style, Home magazines to promote our line. For these magazines we

will create QR codes that will send you to our website and social media page. We

will also briefly discuss our contest and how limited our line is. The QR code gives

you a special link to also get a 10% discount. You must use the promo code mag10

for your chance to act now! Once it is gone you have missed out. Our line will also be

featured on Macys, Sears and J.C. Penny’s catalogs. The Macys, Sears and J.C. Penny

will have a coupon that you must cut out to use your 10% discount. These

promotions will follow up the attention, interest and desire by creating action to act

now!

Future Goals for Harbor Home!

Harbor Home will not only stop at bed accessories. We will be launching

bathroom accessories to compliment our home decors. We will be doing bathrobes,

drapes, toilet covers, bathroom rugs and bathroom towels. We will give a new look

to your master bedroom with a look for both your room and bathroom inside your

kingdom. Harbor Home for a King and Queen at rest!


Media Flow Chart


Citation

Bosari, Jessica. "Growth of the Home Decor Market Shows No Signs of

Slowing Down." Forbes. 24 Oct. 2012. Web. 13 Mar. 2015.

Documents

Harbor Home paper