Brand Management Sara Lee: The Unno Launch Essay

1. What were Grupo Sans shufflings and what defect identity did they induce?Grupo Sans, a leader in Spanish underwear commercialise in 1970s and 1980s, was founded in 1960 in Matar. 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 develop workforcet of the company, and has led to the circumstance that 9 historic period later(in 2000) Grupo Sans income accounted for more than one and only(a)-fourth of Sara Lee income in Spain. seminal fluid Google ImagesName family Target convention Values Name Year Target Group Values Name Year Target Group ValuesAbanderado 1963. foremost underwear scar of Grupo Sans. Men and young boys. Was the market leader for handss underwear in Spain by the form 2000. Traditional, solid, mascu wareion bound, attractive price, better(p) materials. Princesa 1969. second underwear fire strike out of Grupo Sans. Young girls and gr d eliver-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. sock at first sightAs we flowerpot see, all 3 underwear brands of Grupo Sans sh ard the alike(p) values to provide their customers with the highest quality produce at an affordable price. A distinctive feature of the underwear of the conclave was conventionality of products, which was important for the chief(prenominal) target audience adults and the elderly. This led to the circumstance that although with existing brands Grupo 1Sans managed to become the market leader in Spain with market shares of 35% in slips and boxer shorts, 45% in mens T-shirts, 23% in womens T-shirts, 15% in panties, and 37% in babys romper suits, there was a gap in target audience between 15 and 35, who perceived the underwear as too traditional and non sortable, and thus didnt want to buy it. That, and several(prenominal) other factors, have led the management of the company to the decision to frame a stark naked, non-traditional and modern brand of underwear Unno. 2. When and why was the Unno brand flinged?The year 1994 Here comes digital era with cell phone and Internet businesses. A in the altogether generation of brands had appeared in Spain, all attacking the youth particle and bombarding it with radical concepts, advanced technologies, and new brands. Suddenly the understanding comes that youth is the divide 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 overdue to smooth situation on domestic market, at which 90% of sales were made. Spain had the worst birth rate in Europe and there was zero nation growth. Moreover, underwear quality was constantly improving and it took longer for crops t o wear out. That is why Group Sans had to target teens in underwear industry in roam to increase profit and achieve further growth.It could be made by means of line extension of the groups traditional brand (such as Abanderado, for example) or by creating a new brand, which would specially organize young people aged 15 to 35. The problem with first picking was described by Josep Maria Sans Boys growing up wanted their own brand once they became teenagers. Abanderado couldnt satisfy that need because the kids had worn the alike(p) 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) round-eyed and understandable for teenagers brand get Unno, which slip awayd that the product was the first, the best and unique. 3) you? 3. Was it really pet to laungh the Unno brand than to extend one of the existing brands (Abanderado and/or Princesa)?The marketing campaign, with slogan Are you wearing it, or arent At the moment of the launch of the new line of underwear that used the new technology, Grupo Sans was facing a dilemma should the new line be launched as an extension of one of the groups existing brands (Abanderado, Princesa and Ocean) or should it be launched under an whole new brand that the company would create from scratch? 3 abandoned the fact that Grupo Sans brands have a big share of the underwear market and both are hearty-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 instalments while Abanderado targeted adult men and boys, Princesa targeted adult women and girls.This meant that, even if these b rands were very successful in these discussion sections, it could be potent to extend them onto other target segments such as the one Grupo Sans place young adults between 15 and 35 years old. This new segment didnt want to wear any of the other brands because they saw them as something their parents wear, something un serene and boring. As the following positioning map shows, no(prenominal) 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 give the sack significantly.In addition to this, Grupo Sans wanted the new line to be perceived as something innovative and collected and decided to give the new line the highest priority in the company. Therefore, it made more smack for them to launch the new product and new technology under an entirely new brand Unno. That way, they could focus on building the brand from scratch and making authentic it was perceived the way they wanted. 4. How would you assess Unno as a brand flesh?Makes think of leader Brand the first to do something Unifies brands for women and men Short, cool name just what teenagers want May lead to confusins Unno or You no in English, for example Unno one piece Sounds Italian this is good for fashion industryThe goal of launching the Unno brand was to create a new product line that was perceived as something modern and innovative. We believe that the name Unno fits perfectly with this goal because of several reasons. First of all the word Unno is an transition of the word Uno, which means one in Spanish. This is perfectly in line with Grupo Sans strategy for the new brand to be the leader in the new technology and in the new segment they target. Moreover, it can be associated with macrocosm the first to get into this market, being the first mover. In addition to this, the brand Unno also signifies the unification of Grupo Sans male and female brands.As a name, Unno sounds cool and is short enough for people to remember easily. Young adults, Unnos main target, will feel identified with the brand and the name will suspensor them perceive the brands image. Moreover, the name sounds very Italian, which can be beneficial thanks to the positive perception of Italian fashion. Finally, the name Unno perfectly portrays the new technology Unno represents. A one-piece garment that feels like youare not wearing anything. It becomes one with your body.5. What were Unnos main communication objectives in 1999 and 2000? Why?Even though there were specific communication objectives in 1999 and 2000, the main objective of Unnos advertizement was to sell the concept of a one-piece garment that moulded to the bodys shape, didnt leave marks, and stretched to fit. The brand was communicating the idea that comfort was the main product benefit, and that it was like not wearing anything at all. Unnos communication was also aimed at achieving brand awareness for being the first and only brand selling this patient of of product at that moment. But, advertising and commercials were not exactly the same in 1999 and 2000. In 1999, the year of the new product and brand launch, the main communication objectives were to inform about the benefits of the new technology used in the new product. The company focused on letting people know what were the benefits and the garment qualities of the Unno innovative underwear.These garment qualities were mainly that it was seamless and hugged well the body, so it was charming well related to the idea of 6 selling comfort to people. In order to communicate all these features and create brand awareness, most commercials had a very long audio which exposed the main benefits of the new technology. Moreover, advertising was made using provocative images as to attract peoples attention and make them know the brand and the product. The year after, in 2000, something changed. The f act that they had ran out of stock, made the company feel that not as a lot communication efforts were needed, so they decided not to allocate as numerous resources as they did while the brands launch and to shorten the duration of the audio in commercials. So, in general terms, communication changed in the sense that less was spent on it and adverts got short, but the slogan was kept the same as the company wanted to keep on communicating what were the products benefits and to generate brand awareness.The reason why the company was communicating such things was mainly to educate customers about the new technology and its benefits, in order to make them first try the product and then wanting to change from the traditional underwear to the seamless and hugging one. They decided to communicate it in an innovative differentiated way, with the half-naked models in ads, to attract peoples minds in order to recognize the product and create brand awareness. This strain of advertising w as done due to the fact that they were targeting the young people segment and had to find a non-traditional way to advert non-traditional underwear. On the pictures below we can see the kind of provocative advertising that the company was doing, as well as the slogans Are you wearing it or not? Youll feel as if youre wearing nothing