Marketing Report: San Churro Brand Positioning and Target Audience

This report offers a detailed marketing analysis of San Churro, examining its brand positioning and differentiation within the market. It highlights the company's unique approach, emphasizing its use of traditional Spanish methods for chocolate production and its appeal to a broad age range, from 15 to 54 and above. The report also identifies San Churro's target market, segmented by age, gender, and socio-economic status, and discusses the company's marketing objectives, including revenue improvement and expansion strategies. Furthermore, it explores potential charity partnerships and evaluates how the company plans to measure its marketing goals. The analysis is supported by relevant academic references, providing a comprehensive overview of San Churro's marketing principles and strategies.

Marketing Principles

Current positioning and Area of differentiation
A)
B) Explain what make san churro different from other brands
It is analysis that San Churro have a unique and strong brand image in market as compare
to other brands. The selected company use traditional method of Spain for manufacturing
chocolates for its target customers. Company welcome every amigo to celebrate their life, in
Spanish way. The most important think that make it different from other brands is that it they
made fresh chocolates every day in their stores by using traditional dough recipe. Its fresh
chocolate and unique taste will make it different form other brands (Goud, Uddin and Fianto,
2021).
6) Target market
A) San Churro customer profile

 Age- In context of selected company, it target a large number of audience as it divide the
target market in three category on the bases of age group which are 15-34, 35 to 54 and
55 to above age group people.
 Gender- It generally target the old females who are socially instigators, these are the
women’s who organized the catch-ups and aware of place to go and from the social glue
in their circles. But according to the current market it target both male and female.
 Socio-economy- In context of selected company it offer premium price products for
which it target the market of high income level people. It also target the health conscious
people who are ready to pay premium price for their product (Palangurski, 2020).
B) In context of selected company, its young age people and health conscious target customers
are the one who most likely to take up campaign offers of company.
Age group target market-
The things which deter target market are that people age of 55 and above are not that
much interested in any kind of campaign. While the target customer of age group of 13 wants a
soft and friendly campaign.
The young age group buying habit towards the promotion is that they want gifts and toys with
chocolate, while younger age group buying habit will promote the discount and attracted offers
(Rouse, 2017).
Gender-

In context of selected company it offer products to both male and females and generally
they are attracted with the special campagna that company use for its promotion. In context of
selected business, they provide the service or chocolate to both kind of genders.
Social economy-
In this target group company will offer the health conscious people who are ready to pay high
price for good quality products. For providing better services to their health conscious customers
they serve healthy fruits with their chocolate which help in satisfying their health conscious
target customer need.
C) Company will focus on the target customers of 35 to 54 age group people as they are more
conscious towards their health (Pasquale, 2020).
7) Australian charity-

International women development agency- It work for rights of women and girls and their vision
is of gender equality. Being partner of such charity will help company in achieving higher
goodwill in market.
Mission Australia- main objective of this charity is to helping Australians in need move towards
independence. It will help selected company in creating a positive image of company (Yarovyi,
2017).
B) From both the charity international women development agency is best for company.
8) Marketing objective
Marketing
objective
Specific Measurable Achievable Realistic Timely
Improve
performance
of the
specialty
chocolate
Revenue is
rise by 0.5%
over the five
year.
It is
measurable
by profit &
loss
statement of
company
Company
have good
image and
resources
Improve
competitiveness
5 year
Expand store
network in
Australia
Increase
number of
stores with
3.5 % over
the five year.
It is
measurable
as numbers
of new store
open
Company
have good
financial
position.
Increase target
customer
5 year
B) It will be measured with the help of effectively analyzing its current performance by
comparing it with the standard goal (Choudhry, 2018).

REFERENCES
Books and journals
Goud, B., Uddin, T.A. and Fianto, B.A., 2021. Islamic Fintech and ESG goals: Key
considerations for fulfilling Maqasid principles. In Islamic Fintech (pp. 16-35). Routledge.
Palangurski, M., 2020. The Economic Principles of the Liberal (Radoslavist) Party (Late 19th–
Early 20th Century). Proceedings of the Centre for Economic History Research. 5. pp.195-204.
Rouse, C.E., 2017. The economics of education and policy: Ideas for a principles course. The
Journal of Economic Education. 48(3). pp.229-237.
Pasquale, F.A., 2020. Internet Nondiscrimination Principles Revisited. Available at SSRN.
Yarovyi, V.F., 2017. LAWS, MANIFESTATIONS AND PRINCIPLES OF DEVELOPMENT
OF ENTERPRISES IN THE FIELD OF TOURISM. In SCIENCE AND SOCIETY (pp. 337-343).
Choudhry, M., 2018. The Moorad Choudhry Anthology: Past, Present and Future Principles of
Banking and Finance. John Wiley & Sons.