Duke & Company Presentation

Product Positioning and PromotionToronto Product Management Association

by Duke Butler, MAsc, MBA, CMCby Duke Butler, MAsc, MBA, CMC

March 29th, 2011

Agenda

• Duke Bio

• Workshop Goals for you

• Product Positioning Discussion

– Definition– Definition

– Frameworks

– Case Studies

– Conclusions

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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

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• 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

first of all: what are YOURpositioning concerns?

your expectations for today?

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positioning concerns?

Product Positioning

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Product Positioning & Messaging

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Technology Adoption Framework – G. Moore*

Product Positioning starts with the “Brand Promise”

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Case Study #1: Toyota – Lexus

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Case Study#2: Apple iPad vs the world

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Case Study#2: Apple iPad vs the world

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Case Study#2: Where are the i-Pad Killers

Case Study #3 - Bell Canada “Software as a Service” entry

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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 envisioning

session.

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• 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

The outcome for Bell and Microsoft, the team and I….

• 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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