How does one define one’s target audience? It looks simple. But it is not. It calls for an acute understanding of a number of factors. One key factor is an understanding of the audience of the category. Who really consumes this category? Once we understand that, then the brand consumers have to be a subset of that overall set of category consumers. The second factor is the consumers of competition. Who is the core consumer of competition? The third factor is our own choice – in other words, our own strategy. What do we want to do ? Do we want to take competition head on? Or do we want to carve out a niche for ourselves?

Once we are clear on the above 3 factors, we are ready to define our target audince.