Sara Lee, the Unno Launch

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Brand Management Sara Lee: The Unno Launch

1. What were Grupo Sans’ brands and what brand identity did they have?

Grupo Sans, a leader in Spanish underwear market in 1970s and 1980s, was founded in 1960 in Mataró. Becoming a part of Sara Lee Corporation, the multinational company with the biggest at that time textile division in the world, in 1991, contributed to the growth and development of the company, and has led to the fact that 9 years later(in 2000) Grupo Sans’ income accounted for more than one-fourth of Sara Lee’ income in Spain.

Source: Google Images

Name Year Target Group Values Name Year Target Group Values Name Year Target Group Values

Abanderado 1963. 1st underwear brand of Grupo Sans. Men and young boys. Was the market leader for men’s underwear in Spain by the year 2000. Traditional, solid, masculine, attractive price, best materials. Princesa 1969. 2nd underwear brand of Grupo Sans. Young girls and grown-up women. Traditional, feminine, attractive price, best materials. Princesa 1969. 2nd underwear brand of Grupo Sans. Men and young boys. Comfortable, sophisticated, attractive price, best materials. Love at first sight!

Source: Google Images

Source: Google Images

As we can see, all 3 underwear brands of Grupo Sans shared the same values: to provide their customers with the highest quality product at an affordable price. A distinctive feature of the underwear of the group was conventionality of products, which was important for the main target audience: adults and the elderly. This led to the fact that although with existing brands Grupo 1

Sans managed to become the market leader in Spain with market shares of 35% in slips and boxer shorts, 45% in men’s T-shirts, 23% in women’s T-shirts, 15% in panties, and 37% in baby’s romper suits, there was a gap in target audience between 15 and 35, who perceived the underwear as too traditional and nonfashionable, and thus didn’t want to buy it. That, and several other factors, have led the management of the company to the decision to create a new, non-traditional and modern brand of underwear – Unno. 2. When and why was the Unno brand launched?

The year 1994: Here comes digital era with cell phone and Internet businesses. A new

generation of brands had appeared in Spain, all attacking the youth segment and bombarding it with new concepts, new technologies, and new brands. Suddenly the understanding comes that youth is the segment that consumes most and, with the advent of social networks and other modern means of Source: Google Images

communication, represents opinion leaders.

Meanwhile, Grupo Sans faced difficulties in achieving further growth due to static situation on domestic market, at which 90% of sales were made. Spain had the lowest birth rate in Europe and there was zero population growth. Moreover, underwear quality was constantly improving and it took longer for garments to wear out. That is why Group Sans had to target teens in underwear industry in order to increase profit and achieve further growth.

2

It could be made by means of line extension of the group’s traditional brand (such as Abanderado, for example) or by creating a new brand, which would specially address young people aged 15 to 35. The problem with first choice was described by Josep Maria Sans: “Boys growing up wanted their own brand once they became teenagers. Abanderado couldn’t satisfy that need because the kids had worn the same brand as children and it was also what their parents wore. The same was true of the Princesa brand in the case of girls...” That is why in 1999 the company decided to adopt a new concept, and establish a new brand Unno which became successful due to several reasons: 1) Employing the seamless garments now possible with the new

technology 2) Simple and understandable for teenagers brand name “Unno”, which

communicated that the product was the first, the best and unique. 3) you?” 3. Was it really preferable to...
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