Duke Butler's presentation on Product Positioning during the 2011-03-29 meeting of the Toronto Product Management Association

1. Duke & Company Presentation
Product Positioning and Promotion
Toronto Product Management Association
by Duke Butler, MAsc, MBA, CMC
March 29th, 2011

2. Agenda
• Duke Bio
• Workshop Goals for you
• Product Positioning Discussion
– Definition
– Frameworks
– Case Studies
– Conclusions
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3. Duke Bio
Duke Butler, Strategy Consultant, Duke & Company
•Bachelor and Master of Applied Science (MASc) Engineering (U of Waterloo)
•MBA (Strategy/Finance) from Queen's University
• Certified Management Consultant (CMC).
• Nominated for Ernst & Young's entrepreneur of the year award as co-founder and
CEO of Magellan
• director in corporate services at American Express working on product development,
emerging technologies such as smart card, e-commerce and Internet portals.
• At Microsoft, led a large team providing solutions to Internet start ups, Microsoft's
Worldwide Financial Services banking and high technology customers
• Also led new product launches in the Communications Sector including Windows
Mobile, Tablet PC, Pocket PC, Server products and developed products such as
software as a service within the pivotal Bell-Microsoft Innovation lab for launching
consumer and business applications with target revenues of $500M.
• Worked as a senior manager at Deloitte on strategy and technology within the venture
capital, financial services and high tech verticals
• Independent strategy consultant working with executives on growth and marketing
strategies, new product development, internet business development, M&As, finance
and corporate development
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4. your expectations for today?
first of all: what are YOUR
positioning concerns?
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5. Product Positioning
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6. Product Positioning & Messaging
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7. Technology Adoption Framework – G. Moore*

8. Product Positioning starts with the “Brand Promise”
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10. Case Study #1: Toyota – Lexus
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11. Case Study#2: Apple iPad vs the world
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12. Case Study#2: Apple iPad vs the world
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13. Case Study#2: Where are the i-Pad Killers

14. Case Study #3 - Bell Canada “Software as a Service” entry
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15. Positioning Strategy Depends on Business Strategy

16. Microsoft proposed a collaborative approach…

17. …and Bell needed new revenues and services
Bell had key strategic objectives for services delivery that I captured in an envisioning
session.
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18. The outcome for Bell and Microsoft, the team and I….
• First CSF deal signed globally by Toronto deal team
• Bell success shared globally as a case study and to help secure large
deals at BT, ATT, Verizon, etc.
• Recognized on world stage by Microsoft’s top executives – Microsoft
International Star Award Winner for 2005
• Software and services deal of >$5M for a market moving emerging
technology
• Deal helped the CSF team to launch successfully in Redmond and there is
now a “SKU” for CSF as a SaaS (Microsoft First)
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