Automotive Market Over 7,000 service stations fly Petrobras banner, In the BR Mania convenience store the only one distributor present nationwide. chain clients find what they need. Fuels that use state-of-the-art The Quality Control Program The first company to adopt NVG technology, provide better is the most complete on the as an alternative fuel and today it performance and are less market for certification of has over 300 service stations harmful to the environment. Petrobras service stations. offering this product.
Corporate Market In the large consumers segment, offers BR Aviation is leader in the Brazilian aviation automotive and industrial fuels, lubricants fuel market and an international benchmark. and other services with more than 50% Present in more than 100 domestic airports, market share in this segment. is the largest network in Brazil Develop a number of solutions for The major company in Brazil optimize corporate energy Operate in the road paving responsible for trading petroleum- consumption: Peak power segment and today has a share of by-product chemicals. Generation and Energy Efficiency. around 35% of the market
Customer Requirements The marketing department wants a portal with» content management, campaign features, search engine and statistics of use. The call center was overloaded with up to 100» attendants, doubling the work shift, placing orders directly on companys ERP.» Up to 82% of place orders through call center.
Portal Composite Pattern Personalized Delivery Broker=Router variation Directly Integrated Single Channel Directed Collaboration User Information Access
The 1stEnvironments Version Production RMI SOAP IBM WebSphere IBM WebSphere Process Portal Cluster Server Cluster Stage RMI SOAP IBM WebSphere Process IBM WebSphere Portal Cluster Server Cluster Test RMI SOAP IBM WebSphere Process IBM WebSphere Portal Cluster Server Cluster
Web Content Management Test Stage ProductionDesigners and Reviewer and Developers Approver Development Stage Delivery Theme, Pages and Portlets Design Artifacts Authors Reviewer and Authoring Approver Contents Only live contents
Alvo Acquisition» Although available, the launch of the Portal was not widely disseminated to customers.» The service stations of the Alvo Distribuidora were used to place orders through a portal. After Alvos acquisition, the migrated» customers started to use Portal as their favorite placing orders channel. 2% 17% Place orders through portal
Integrated Marketing Plan» Set of marketing efforts which are aimed at loyalty of service stations with Petrobras. Since the first edition, launched in Mar/09,» the program encourages service stations to place their orders through portal. Increase of Broadband Access» Rewards of travels to World Cup of Africa or beach resort, gifts and discounts. 17% 34% Place orders through portal
The entrance of corporate market 34% 44% Place orders through portal
The 2ndEnvironments Version Production RMI SOAP IBM WebSphere IBM WebSphere IBM WebSphere Process Portal Cluster Application Cluster Server Cluster Stage RMI SOAP IBM WebSphere IBM WebSphere IBM WebSphere Process Portal Cluster Application Cluster Server Cluster Test RMI SOAP IBM WebSphere IBM WebSphere IBM WebSphere Process Portal Cluster Application Cluster Server Cluster 44% | 42% 58% | 26%
Place Orders The products line is now featured on Portal! Introducing of new kind of» place orders supported by 58% 61% portal: Lubricants. Place orders through portal.
The 2nd Go Live Place orders by channel 26% 21% 59% 64% 64% 59%Increase of 25% Decrease of 7.5% Place orders through portal 21% 26% Place orders through call center
Roadmap Place orders for Brazilian Army. Place orders of BR Manias products Place orders of Lubrax+ products. 64% 68% Place orders through portal.
Conclusion » Six years of project » 62% reduction of call center attendance » Up to 70% of place orders through the portal
Bibliography» A Portal Composite Pattern Using WebSphere Portal V4.1http://www.redbooks.ibm.com/abstracts/sg246869.html» Patterns: Implementing an SOA using an Enterprise Service Bushttp://www.redbooks.ibm.com/abstracts/sg246346.html» Patterns: Pervasive Portals Patterns for e-business Serieshttp://www.redbooks.ibm.com/abstracts/sg246876.html