Sara Lee, the Unno Launch
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,
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,