Harbor Home
By Levi’s Strauss & Co.
Ricardo Thomas,Nathaly Martinez, Dilon
Seeraj, Ronald Perdomo,

Nathaly Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
Table of Contents
Introduction 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

Nathaly Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
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.

Nathaly Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
the 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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
front 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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
our 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.

Nathaly Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
Levi’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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
and 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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
phone 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 Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
are 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!

Nathaly Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
Media Flow Chart

Nathaly Martinez
Ronald Perdomo
Dilon Seeraj
Ricardo Thomas MKT-242 Prof. Erickson
Citation
Bosari, Jessica. "Growth of the Home Decor Market Shows No Signs of
Slowing Down." Forbes. 24 Oct. 2012. Web. 13 Mar. 2015.