We integrated a new operation into a multi-brand ecosystem, increasing efficiency and scalability with precision
Building an adaptive commercial workflow using Oracle Commerce and Oracle Unity CDP to support complex rules without compromising ecosystem stability.
OCQ Group is recognized as one of the largest players in Latin America’s chemical industry, with 19 invested companies and a strong domestic and international presence. The group operates across segments such as construction, paints and coatings, textiles, automotive, adhesives, packaging, and paper. The acquisition of Elekeiroz, completed in 2023, became a strategic move that nearly tripled the group’s production capacity from 235 thousand tons per year to more than 615 thousand tons while also doubling its net revenue, reaching BRL 4.6 billion.
Elekeiroz, in turn, is the only company in South America capable of integrated manufacturing of chemical intermediates, plasticizers, and thermoset resins. The company operates industrial units in Camaçari (Bahia) and Várzea Paulista (São Paulo), serving key industrial supply chains and offering strategic products such as plasticizers, phthalic anhydride, and specialty resins.
We orchestrated the strategic integration of digital ecosystems in a multi-brand environment
The digital integration between Elekeiroz and OCQ represented a foundational move for the group, requiring process alignment, harmonization of commercial rules, and the incorporation of a new industrial operation into a multi‑brand ecosystem already operating at scale. The objective was clear: to ensure that Elekeiroz could operate seamlessly within OCQ on Oracle Commerce and Oracle Unity CDP without compromising the stability, governance, or performance of the existing brands.
Given the strategic relevance of both organizations, the project assumed a central role in the group’s transformation agenda. More than integrating a new brand, the initiative focused on enabling operational synergies, preserving the integrity of the shared ecosystem, and creating the conditions for sustainable gains in commercial efficiency and digital scale.
We enabled a new operation without disrupting the harmony of a living ecosystem
Elekeiroz had unique characteristics that required adaptations:
- Operations structured around manual quotations and commercial calculations dependent on individual know-how.
- Use of specific units of measure such as tons not present across the group’s other brands.
- Particular rules for payment terms, pricing, and quote generation.
These specifics were not compatible with OCQ standard multi-brand flow, where different brands share the same technology architecture while preserving their own behaviors and business logic. The integration needed to maintain this balance, ensuring that bringing Elekeiroz onboard would not impact existing operations.
We turned complexity into efficiency through a secure, controlled implementation
During the implementation process, sensitive points were identified. Installment validation was no longer possible on the front end due to the new flow. In addition, certain behaviors of Oracle Unity CDP the platform responsible for applying commercial rules, generating configured quotes, and calculating prices accurately required increased attention. This was because Elekeiroz had commercial rules in which the payment method directly influenced the quote calculation. As a result, it became necessary to send this information to Oracle Unity CDP before price generation.
The risk that adjustments made for Elekeiroz could interfere with the operation of other brands was a constant concern, given the shared environment. Each action required careful analysis, impact anticipation, and close attention to the ecosystem’s integrity.
We designed a robust architecture to support complex ecosystems with stability
The solution began with the decision to rebuild Elekeiroz’s purchasing flow in isolation, preserving platform stability and ensuring adherence to the brand’s specific commercial rules configured in Oracle Unity CDP.
We delivered a stable rollout, validated in operations and backed by results
OCQ recognized that the implementation was smoother than expected. Challenges found in previous integrations did not recur in this project. Any issues reported by operations were related to external systems not to Oracle Commerce or Oracle Unity CPQ usage.
From a technical standpoint, the delivery was considered efficient, stable, and fully aligned with the client’s expectations.
Quick and tangible results through an efficient and well‑governed operational transformation
With Elekeiroz fully integrated into Oracle Commerce multi-brand environment and Oracle Unity CPQ configured to precisely reflect its commercial rules, the operation moved to a new level of efficiency and control. The commercial process was simplified and automated, ensuring greater predictability, governance, and reliability in decision-making.
As a result, the initiative delivered clear business gains:
- Increased operational efficiency, with a significant reduction in the time required to execute commercial activities.
- Mitigation of operational risks by eliminating manual calculations and inconsistencies.
- Improved quality and reliability of applied commercial rules, ensuring accuracy and standardization at scale.
We created strategic value for the business and set a replicable model for the industry
The integration of Elekeiroz into OCQ multi‑brand ecosystem consolidated a growth model grounded in operational efficiency, governance, and digital scalability. More than a technology enablement initiative, the project established a solid foundation for an integrated operation capable of supporting commercial complexity while sustaining the group’s continuous expansion.
This initiative demonstrates how industrial organizations can integrate complex operations within shared digital environments without compromising stability, control, or performance. By transforming sophisticated commercial rules into automated, system‑driven logic, the project reduces operational risk, elevates digital maturity, and establishes a replicable model for mergers, acquisitions, and market consolidation.
Value we delivered at scale
- Measurable operational efficiency, with a significant reduction in manual effort and increased productivity.
- Accuracy and reliability at scale, with critical commercial rules executed in a standardized and well‑governed manner.
- Seamless integration with no impact on the existing ecosystem, preserving the stability of other brands.
- Stronger governance and predictability, reinforcing control over commercial decision‑making.
- A future‑ready technology foundation, capable of supporting new brands, rules, and business models without disruption.
As a result, the OCQ operates with greater control, consistency, and speed, supported by a platform designed to sustain its long‑term strategic growth in the industrial market.
