The next step is to define the communication audience. It refers to the audience that you keep in mind while creating the ad campaign.
It is the set of users (target segment) which is the most attractive as well as present the biggest probability to win for us. When we are talking about the target audience here, we mean the Communication Target Audience (which means the audience you keep in mind while creating the communication) and not the Media Target Audience (the audience you keep in mind while running the ad).
Communication Target Audience is always very sharp whereas the Media Target Audience can be much wider to reach the relevant number of people.
For Example: For Thumbs Up, the communication audience hasn’t changed over the last decades which is ‘Adventurous and macho image seeking teens’. While this audience may represent only 15-20% of the actual Thumbs Up consumers, they have been very rigid in going after this audience in all their communication.
You can read about the Thums Up targeting in detail here
To be differentiated, you can’t be all things to all people, which means your optimal strategy is to choose a set of consumers that you are not just going to attempt to ‘satisfy’ but go ahead and ‘delight’.