Briefs

27 Mar 2009, India Times, N Shivapriya

MUMBAI: Around two years ago, Lenovo made headlines when it made Bangalore the marketing hub for its global business.

After taking over IBM�s PC business, Lenovo found that all the marketing functions were fragmented across various regions and one of the drivers was to centralise these functions. Now, the company is expanding the range of functions to include analytical work on how to maximise revenue from customers.

"Average price of a product keeps dropping every month. The challenge is how to increase the order size. So, we do some predictive analysis at our Bangalore centre about what would customers, who buy a certain product, like to buy. For example, what are the other accessories a laptop customer would like to buy?" said Ranjeet Kulkarni, GM and analytics head, Lenovo.

WNS Global Services, which has done extensive work with Lenovo on marketing effectiveness optimisation, said there has been a 7-10% increase in associated revenue because of these efforts and many global firms are centralising analytical works in India. "Earlier, analytics was a fairly distributed function across multiple product lines and geographies. Now, firms have understood the benefits of having a single pool of people at centres like Bangalore," said Sanjit Bhaumik, vice-president, WNS.

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