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Organizational Development and Cross-Discipline Collaboration
Influence decisions and steer the organization
Ashish BraganzaDirector – Global Business Intelligence
Anish NanavatyHead Americas
Business Problem: Availability of behavioral insights but lack of a robust and precise global 4P competitive construct
Use Cases
Yoga 900 had a higher price point compared to Spectre - product team believed that watch hinge design justified the higher price for Lenovo
Use Case 1: Competitive Pricing Strategy
Consumer Product ConfigurationPrice
(July 15, 2016)Price
(Aug 31, 2016)Price
(Sept 30, 2016)Takeaway
Lenovo's Yoga 900 (13")
Intel Core i7-6560U
Same configuration, however, Lenovo Yoga 900 (13") seems overpriced in comparison to HP Spectre x360 (13")
Windows 10 Home 6416GB RAM1TB SSD1 Year
HP Spectre x360 (13")
Intel® Core™ i7-6500UWindows 10 Home 6416GB RAM1TB SSD1 Year
• HP scores 2.4 in relative importance on customer preference index
• HP is 1.4 times more likely to be chosen over Lenovo
Relative Brand Preference Trends – FY17 Q3
Market Breakers
HP
Lenovo
ASUS
Dell
MSI
MicrosoftSamsung
AcerAlienware
-0.5
0
0.5
1
1.5
2
2.5
3
500 700 900 1100 1300 1500 1700
Cu
sto
mer
Pre
fere
nce I
nd
ex
Avg. Selling Price
Advocacy
NicheFight for Sustenance
Note: Bubble size reflects sales of respective player in FY17-Q3
Use Case 2: Placement Strategy (Lenovo)
Deals Menu Home Laptop Deals Page Deals Page
Navigation Flow
Offers on Deals page redirect to Product page because there are no specific SKUs on deals
Placement Strategy (HP)
Navigation Flow
HP provided direct CTAs for visitors - option for adding products to cart on deals page itself
Deals Menu Laptop Deals PageDeals Page
Competitive 4P – Powered by Minerva
How did we solve 4P for Lenovo?
Save net new tech investment $$ by repurposing existing website scraping technology
A Global DIY platform aligning all GEOs and teams together
Established common metrics and goals across the organization
Product Teams Pricing Teams Digital teams Merchandizing Teams
• Product and category level Insights
• Customer reviews (VoC) Insights
• Product bundling decisions
• Pricing Strategies
• Minimal viable price for a product or category
• Predict sales based on historical pricing trends
• Channel optimization problems
• Keep $$ spends low
• Historical promotional trends
• Best time for promotions (day of week, month of year and holiday season)
14
Competitor websites/marketplaces
Social community platforms
Customer digital data
Third party data sources
ETL Pipe
Consolidated Data mart
Data sources Data Extraction, Loading &
Transformation
Integrated Repository
Analytics Engine
Predicting competitor moves – product and category level with regional Intel
Creating new opportunities – new and emerging GEOs
On demand competitive and aggregator intelligence available globally across GEOs
Product, category, marketing tactics, catalogue drill down–multi layer drill down available
Pro
cess
Blu
epri
nt
Be
ne
fits
4P Insights
Marketing
Sales
Pricing
Product
About Blueocean Market Intelligence
Global analytics and insights leader with 1200 analysts providing decision support for sales, marketing and product planning
Enable businesses to make sound, data-driven decisions through a multi-disciplinary approach and 360 view of customers, competitors and markets
Exciting, Innovative, Creative, Data-Driven
Deloitte list of Fastest Growing Companies (5 years)
Fortune Magazine/IAOP Top 100 Outsourcing Companies in the World (5 years)
We are a…
Vision:
Our Culture:
Recognition:
[email protected]@ashishbraganzawww.linkedin.com/in/ashishbraganza/
[email protected]@anish_nanhttps://www.linkedin.com/in/anishn/
