When you have a business, it is important to be able control the narrative of your product. You will want the product to have a positive image in the minds of consumers. It is up to you and your company to come up with a message that will convey what you feel the product is all about.
Doing this is not an easy task. You will have to conduct research, either by yourself or you can hire another company to do it for you.
From this research, you will be able to identify a group of consumers that you will target through the marketing campaign and it is this is the group of consumers that the marketing plan will be designed to. The research will also have to be conducted on your industry and any companies that you identify as your competition.