Market Framing

Training – Sample Material

© 2010 EMM Group

 Why is growth so difficult to achieve?
Why
Why is
is growth
growth so
so difficult
difficult to
to achieve?
achieve?

It’s easy to erect or accept barriers to growth:

Product and category-limited thinking.

“Not Invented Here”.
Competitive reaction instead of
building a bold brand vision.
Focused on the competitor rather than
meeting the customer’s needs.
Cost-containment instead of
customer-relevant innovation.

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Often there is confusion…

What market are we serving?

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What is the Basis for Market Framing?

Our customers …
& how they meet their needs …
by considering various alternatives

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Market Framing

Product Category Customer Needs To

Debit Cards Make Payment

Inventory Finance Scale Business
Car Audio Enjoy entertainment in the car

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Fleet Services Example

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Fleet Services Example (cont.)
Fleet Services Example
Our customers use Fleet Services because they need to
ultimately: optimize the value of their mobile resources.

Lower Cost of Ownership Improve Reach & Scale Improve Cust. Service
• Financing • Risk Management • Reporting
• Rebates • Training Services • Telematics
• Maintenance Services • Improve Asset Productivity • Real-Time Knowledge
• Re-marketing • Improve Employee Sharing
• Mobile Inventory Productivity/Satisfaction • Change Order Mgmt
Management • Customer-Rep Matching

Improve Cust. Delivery Improve Cust. Sales

Reliability • Sales Productivity &
• Tracking Reporting Tools
• On-the-Road Support • Real-Time Knowledge
Sharing

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An
An example
example of
of not
not framing
framing the
the market
market correctly?
correctly?
Sun Microsystems did not manage their domain

 In the 1990’s, Sun developed the innovative Java software standard.

– Java received significant brand awareness and interest in a very short time.
– The potential technical impact was revolutionary.
• The code was portable across super-computers, servers,
desktop computers, PDA’s and chips.

 Sun could not completely capitalize on the opportunity.

– Engineering focused, they could not see how Java was relevant to the
customer.
– They did not cross the chasm from Java as technology standard
to Java as a customer-relevant brand.
 Sun lost ownership of the standard, even though it spread widely.

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…escaping the limitations of a low growth category…
From
From soap….
soap….

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…
…into
into aa platform
platform delivering
delivering new
new growth.
growth.

© 2010 EMM Group

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