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…show more content… 3
Given the fact that Grupo Sans’ brands have a big share of the underwear market and both are well-known brands by the consumer, the initial thought would be to extend either of these brands to launch the new solution. However, as strong as these brands were at the moment of the launch, they were targeting very specific segments: while Abanderado targeted adult men and boys, Princesa targeted adult women and girls. This meant that, even if these brands were very successful in these segments, it could be hard to extend them onto other target segments such as the one Grupo Sans identified: young adults between 15 and 35 years old. This new segment didn’t want to wear any of the other brands because they saw them as “something their parents wear”, something uncool and boring. As the following positioning map shows, none of the existing brands could easily be extended to cover the targeted segment. Moreover, if one of the brands was to be repositioned in order to fit the new segmentation, its sales from existing customers could drop significantly.
In addition to this,