Unno Launch Case
1. What Were Groupo Sans’ Brands and What Brand Identity Did They Have?
Groupo Sans is a Spanish company that specializes in underwear design, production and sale. It has a significant market share – 35% in slips and boxers, 45% in men’s shirts, 23% in women’s shirts, 15% in panties and 37% in baby clothing. The company was a market leader in the Spanish market. In 1991 Groupo Sans became a part of Sarah Lee Corporation – a high-quality food, beverage and clothing company. Sarah Lee was built upon the perception of prestige, consumer orientation and the global nature of its brands. The business model initially was based on product diversification. However, in 2001the company’s management disinvested in a lot of Sarah Lee’s product offerings and shrank the company’s portfolio. The brands that were considered a part of the core of the business received significant resources that were now idle due to the disinvestment policies. European apparel brands were one of the priorities for Sarah Lee. These brands included the Goupo Sans’ brands Abanderado, Unno, Ocean and Princessa, along with Champion, Dim, Hanes, Loveable, Pretty Polly, Wanderbra and Playtex. Sarah Lee was based upon decentralized management, giving the individual subsidiaries the freedom to make strategic decisions regarding their brands.
Groupo Sans offered four brand lines. Abanderado was targeting the male population. The products of the brand appealed to the more traditional market segments that placed a lot of emphasis on product high quality. The brand was preferred mainly by the segment of 55+ males.
Princessa was another brand owned by Groupo Sans. It shared Abanderado’s traditional appeal and high-quality perception. It specialized in women’s underwear and its main customers belong as well to the 55+ demographic group.
Ocean was acquired by Groupo Sans in 1989. The brand had a long history on the market ever since its introduction in the late nineteenth century. It was a well-established
Groupo Sans is a Spanish company that specializes in underwear design, production and sale. It has a significant market share – 35% in slips and boxers, 45% in men’s shirts, 23% in women’s shirts, 15% in panties and 37% in baby clothing. The company was a market leader in the Spanish market. In 1991 Groupo Sans became a part of Sarah Lee Corporation – a high-quality food, beverage and clothing company. Sarah Lee was built upon the perception of prestige, consumer orientation and the global nature of its brands. The business model initially was based on product diversification. However, in 2001the company’s management disinvested in a lot of Sarah Lee’s product offerings and shrank the company’s portfolio. The brands that were considered a part of the core of the business received significant resources that were now idle due to the disinvestment policies. European apparel brands were one of the priorities for Sarah Lee. These brands included the Goupo Sans’ brands Abanderado, Unno, Ocean and Princessa, along with Champion, Dim, Hanes, Loveable, Pretty Polly, Wanderbra and Playtex. Sarah Lee was based upon decentralized management, giving the individual subsidiaries the freedom to make strategic decisions regarding their brands.
Groupo Sans offered four brand lines. Abanderado was targeting the male population. The products of the brand appealed to the more traditional market segments that placed a lot of emphasis on product high quality. The brand was preferred mainly by the segment of 55+ males.
Princessa was another brand owned by Groupo Sans. It shared Abanderado’s traditional appeal and high-quality perception. It specialized in women’s underwear and its main customers belong as well to the 55+ demographic group.
Ocean was acquired by Groupo Sans in 1989. The brand had a long history on the market ever since its introduction in the late nineteenth century. It was a well-established
References: 1. Kollmann, T., & Suckow, C. (2007). The corporate brand naming process in the net economy. Qualitative Market Research: An International Journal, 10(4), 349-361.