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.


  • Why is market framing important and how do we typically do it?
  • What is the right way to frame the market (with examples)?
  • What are the components of a framed market? How do they translate to identifying growth opportunities?
  • What is the process for market framing?
  • How to do the research to feed the market framing exercise?
  • How to construct a hierarchy of needs using a means end chain exercise?
  • How to size the newly framed market and estimate growth rates?
  • How to identify and prioritize growth opportunities in the market?


  • An appreciation for framing the market based on customer needs rather than product categories.
  • An in-depth understanding of the process and toolkit to correctly frame the market.
  • A hypothetical market framing for their business.

Who Should Attend

  • Senior Business Managers
  • Product Managers
  • Marketing/Brand Managers
  • Sales/Commercial Leaders
  • Business/Customer (Consumer in B2C businesses) Research

Why this course is unique

  • We will customize the course content for the unique challenges and context in your business.
  • It presents not just the concepts of identifying market adjacencies but arms the teams with a proven process and toolkit on how to do it systematically and repeatedly.
  • It brings cross-functional teams together for common alignment on the market that they are serving.

Fee 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.