CME 004: Market Framing

Many years after Theodore Levitt’s seminal article, many managers remain myopic about the market that they serve.

This learning workshop helps business teams understand how to frame the market in a way that will allow them to drive growth. Instead of applying product, firm-based or other historical constraints the participants will understand how to frame the market from the customer’s (consumers in B2C businesses) perspectives. Using EMM group’s proven toolkit, applied on brands such as Huggies, Gillette, GE, DuPont’s Tyvek and Microsoft Windows, the participants will understand how to identify a linked set of needs under an overarching higher-order customer outcome/emotional need and identify the growth hot-spots within that need domain. Using this approach will help the teams systematically identify the set of high-priority adjacency and expansion opportunities based on an outside-in perspective.

Fees and Course Length

$750/participant with a minimum class size of 25 participants. This fee structure assumes modest customization in emphasis and language. If your needs require substantial customization, we will provide a separate fee.

Course Length: 1 day