Brand Management Sara Lee: The Unno Launch Essay

1. What were Grupo Sans rats and what defacement identity did they have?Grupo Sans, a leader in Spanish under wear a sort market in 1970s and 1980s, was founded in 1960 in Matar. Becoming a part of Sara lee(prenominal) Corporation, the multinational family with the biggest at that time textile division in the world, in 1991, contributed to the growth and festering of the political party, and has take to the fact that 9 years later(in 2000) Grupo Sans income accounted for more than nonpareil-fourth of Sara Lee income in Spain.Source Google ImagesName form Target Group determine Name Year Target Group Values Name Year Target Group ValuesAband seasondo 1963. 1st underclothing tarnish of Grupo Sans. manpower and young boys. Was the market leader for mens underwear in Spain by the year 2000. Traditional, solid, mascu dividing line, attractive price, best materials. Princesa 1969. 2nd underwear shop of Grupo Sans. Young girls and grown-up women. Traditional, feminine, attract ive price, best materials. Princesa 1969. 2nd underwear tarnish of Grupo Sans. custody and young boys. Comfortable, sophisticated, attractive price, best materials. Love at prototypal grassAs we can see, alone 3 underwear brands of Grupo Sans shared the resembling 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 master(prenominal) butt joint audience adults and the elderly. This led to the fact that although with quick brands Grupo 1Sans man age to croak 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 amongst 15 and 35, who perceive the underwear as too traditional and nonfashionable, and olibanum didnt requisite to buy it. That, and several(prenominal) othe r factors, have led the management of the company to the decision to create a impudently, non-traditional and modern brand of underwear Unno. 2. When and why was the Unno brand diveed?The year 1994 Here comes digital era with cell ph unmatchable and only(a) and Internet businesses. A bran-fresh generation of brands had appeared in Spain, all attacking the youth segment and bombarding it with natural concepts, new technologies, and new brands. Suddenly the understanding comes that youth is the segment that consumes most and, with the advent of friendly networks and other modern means of Source Google Images communication, represents opinion leaders.Meanwhile, Grupo Sans faced difficulties in achieving further growth due(p) to static situation on domestic help market, at which 90% of sales were make. Spain had the lowest birth rate in Europe and there was zero population growth. Moreover, underwear quality was invariably 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 pro determine and fall upon further growth.It could be made by means of line character of the groups traditional brand (such as Abanderado, for example) or by creating a new brand, which would specially address young lot aged 15 to 35. The problem with original choice was described by Josep maria Sans Boys growing up valued their own brand once they became teenagers. Abanderado couldnt satisfy that need because the kids had worn the same brand as children and it was too what their parents wore. The same was true of the Princesa brand in the case of girls That is why in 1999 the company indomitable to adopt a new concept, and establish a new brand Unno which became successful due to several reasons 1) Employing the seamless garments instanter possible with the new technology 2) Simple and understandable for teenagers brand observe Unno, which communicated that the product was the first, t he best and unique. 3) you? 3. Was it really preferable to laungh the Unno brand than to extend wholeness 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 entirely new brand that the company would create from scratch? 3Given the fact that Grupo Sans brands have a big share of the underwear market and both are long-familiar 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 in truth specific segments while Abanderado targeted adult men and boys, Princesa targeted adult women and girls.This meant that , even if these brands were really successful in these segments, it could be hard to extend them onto other target segments such as the one Grupo Sans identify 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 aplomb 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, Grupo Sans cherished the new line to be perceived as something innovative and cool and decided to give the new line the highest priority in the company. Therefore, it made more sense for them to launch the new product and new technology under an entirely new brand Unno. That way, they could focus on mental synthesis the brand from scratch and maki ng sure it was perceived the way they wanted. 4. How would you respect Unno as a brand name?Makes think of leader check 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 entering 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 alteration 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 creation 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 potent and fema le 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 help them perceive the brands image. Moreover, the name sounds very Italian, which can be beneficial thanks to the arrogant 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 proboscis.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 advertise 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 intellect that cheer was the main product benefit, and that it was like not wearing anything at all. Unnos communication was also aimed at achievi ng brand awareness for being the first and only brand selling this kind 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 go what were the benefits and the garment qualities of the Unno innovative underwear.These garment qualities were primarily that it was seamless and hugged well the body, so it was pretty 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 frequency which exposed the main benefits of the new technology. Moreover, advertising was made using intriguing images as to attract peoples attention and make them know the brand and the product. The year after, in 2000, something changed. The fact that they had ran out of stock, made the company feel that not as much communication efforts were needed, so they decided not to allocate as many resources as they did while the brands launch and to shorten the length 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 initiate 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 place way, with the half-naked models in ads, to attract peoples minds in order to love the product and create brand awareness. This kind of advertising was done due to the fact that th ey 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 incitive advertising that the company was doing, as well as the slogans Are you wearing it or not? Youll feel as if youre wearing nix