Duke & Company PresentationProduct Positioning and Promotion  Toronto Product Management Association       by Duke Butler,...
Agenda  • Duke Bio  • Workshop Goals for you  • Product Positioning Discussion    –    Definition    –    Frameworks    – ...
Duke BioDuke Butler, Strategy Consultant, Duke & Company•Bachelor and Master of Applied Science (MASc) Engineering (U of W...
your expectations for today?      first of all: what are YOUR         positioning concerns?                               ...
Product Positioning                      5
Product Positioning & Messaging                                  6
Technology Adoption Framework – G. Moore*
Product Positioning starts with the “Brand Promise”                                                      8
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Case Study #1: Toyota – Lexus                                10
Case Study#2: Apple iPad vs the world                                        11
Case Study#2: Apple iPad vs the world                                        12
Case Study#2: Where are the i-Pad Killers
Case Study #3 - Bell Canada “Software as a Service” entry                                                      14
Positioning Strategy Depends on Business Strategy
Microsoft proposed a collaborative approach…
…and Bell needed new revenues and servicesBell had key strategic objectives for services delivery that I captured in an en...
The outcome for Bell and Microsoft, the team and I….• First CSF deal signed globally by Toronto deal team• Bell success sh...
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2011 03-29 tpma meeting - product positioning - duke butler

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

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2011 03-29 tpma meeting - product positioning - duke butler

  1. 1. Duke & Company PresentationProduct Positioning and Promotion Toronto Product Management Association by Duke Butler, MAsc, MBA, CMC March 29th, 2011
  2. 2. Agenda • Duke Bio • Workshop Goals for you • Product Positioning Discussion – Definition – Frameworks – Case Studies – Conclusions 2
  3. 3. Duke BioDuke Butler, Strategy Consultant, Duke & Company•Bachelor and Master of Applied Science (MASc) Engineering (U of Waterloo)•MBA (Strategy/Finance) from Queens University• Certified Management Consultant (CMC).• Nominated for Ernst & Youngs entrepreneur of the year award as co-founder andCEO 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, MicrosoftsWorldwide Financial Services banking and high technology customers• Also led new product launches in the Communications Sector including WindowsMobile, Tablet PC, Pocket PC, Server products and developed products such assoftware as a service within the pivotal Bell-Microsoft Innovation lab for launchingconsumer and business applications with target revenues of $500M.• Worked as a senior manager at Deloitte on strategy and technology within the venturecapital, financial services and high tech verticals• Independent strategy consultant working with executives on growth and marketingstrategies, new product development, internet business development, M&As, financeand corporate development 3
  4. 4. your expectations for today? first of all: what are YOUR positioning concerns? 4
  5. 5. Product Positioning 5
  6. 6. Product Positioning & Messaging 6
  7. 7. Technology Adoption Framework – G. Moore*
  8. 8. Product Positioning starts with the “Brand Promise” 8
  9. 9. 9
  10. 10. Case Study #1: Toyota – Lexus 10
  11. 11. Case Study#2: Apple iPad vs the world 11
  12. 12. Case Study#2: Apple iPad vs the world 12
  13. 13. Case Study#2: Where are the i-Pad Killers
  14. 14. Case Study #3 - Bell Canada “Software as a Service” entry 14
  15. 15. Positioning Strategy Depends on Business Strategy
  16. 16. Microsoft proposed a collaborative approach…
  17. 17. …and Bell needed new revenues and servicesBell had key strategic objectives for services delivery that I captured in an envisioningsession. 17
  18. 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) 18
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