netrashetty
Netra Shetty
Avaya Inc. is a privately held telecommunications company which specializes in enterprise network, telephony, and call center technology. Formerly the Business Communications unit of Lucent Technologies, it was spun off on October 1, 2000, with 34,000 employees.
Since being spun off, Avaya has sold its manufacturing and connectivity businesses and acquired several companies to support its current product set – Vista, VPNet. Quintus, Routescience, Nimcat Networks, Spectel, Ubiquity Software and Traverse Networks. Sales through channels have grown from 98% direct to 50% alternative channels.
Avaya has also expanded in Europe through the acquisition of Tenovis and in Asia through a majority interest in Tata Telecom (now Avaya Global Connect).
In 2008 it had approximately 17,500 employees, 40% of whom are located outside the US. Avaya's global headquarters are located in Basking Ridge, New Jersey, with Kevin J. Kennedy appointed as its Chief Executive Officer.
On Sep 14, 2009, Avaya was announced as the winner for the Nortel Enterprise division sale. Avaya successfully bid $900M for Nortel Enterprise.[1] On Dec 21, 2009, Avaya and Nortel officially closed the sale, to create Avaya with a total of about 21,000 employees.[2] [3] On March 8, 2010 Avaya renewed the LG-Nortel relationship to continue Avaya Data Solutions sales into Korea.
Research and insight specialist eDigitalResearch is playing an important role in the success of the UK’s leading automotive website.
Trader Media Group is one of Europe’s largest multi media groups and providers of market leading websites and their associated magazines.
Its flagship website Auto Trader is most people’s first port of call when buying or selling a car, boasting more than ten million unique visits every month. Of the 16,000 trade dealers of all sizes in the UK, almost 10,000 advertise on autotrader.co.uk on a regular basis, with private sales accounting for 20% of vehicles on the site.
Recognising its responsibility to both advertisers and buyers, the publisher consistently aims to increase its Customer Satisfaction Index by continuously improving service and value.
Two essential elements of this are ensuring a fully optimised site for its users, and providing unique, added value services for its advertisers. Trader Media Group’s research partner, eDigitalResearch, has helped to achieve both over the last seven years.
Up to ten surveys every month take several forms, depending on specific objectives and segmented into buyers, browsers and sellers. Respondents are surveyed on whether they are trade or private, buying or selling, other methods of doing business and a range of other subjects.
Site rating and ranking questions determine their experience of and success with using Auto Trader. The insight gained is used to create a scorecard which goes out to the entire business in order to make ongoing improvements for the benefit of both sellers and buyers.
Contributing to Auto Trader’s positioning as the ‘voice of the customer’, Trader Media Group also uses eMysteryShopper to provide manufacturers and retail groups with unique website usability and customer experience ratings.
The insight provided by eDigitalResearch is fed back to the advertisers by Market Research Director Nick King, and the results presented at the group’s prestigious Click Awards gala dinner.
Most participants act on this insight and increase the quality of their online presence and hence their ‘Click’ rankings year by year.
eCommerce is a also major revenue stream for Trader Media Group. The publisher hosts a quarterly insight event specifically for media agencies, regularly attended by some 70 of the top 100 agencies. Again, the insight produced by eDigitalResearch helps to maintain the publisher’s brand awareness and quality positioning.
Nick King comments:
“As the automotive sector’s leading channel, we need to be able to offer a huge amount of value. We’ve been with eDigitalResearch for the last seven years and have remained so because they understand our business, are very proactive in helping to create the surveys, provide very fast turnaround and represent good value for money.” He adds “I get approached regularly by other suppliers but I am happy to stay with eDigitalResearch.”
2.4 Key areas of investigation and the targeted audiences/participants
There are three key areas for the project which are all under the brand management strategy umbrella: brand communication including the marketing communication plan, brand equity, brand measurement. In lieu with this, the project will seek to answer the following questions.
Brand Communication
1) How does Casino de Genting communicate the brand to internal and external stakeholders?
2) What are the marketing communication strategies does Casino de Genting employs?
3) Does the marketing communication plan need improvement?
Brand Equity
1) How do clients perceive the Casino de Genting brand?
2) What is the first thing that clients think when they hear the name Casino de Genting?
3) To what extent does brand equity is being promoted?
Brand Measurement
1) Is there a positive brand knowledge?
2) Do clients prefer Casino de Genting over other casinos?
3) What are the reasons behind brand preference?
Palpably, the target participant in the investigation is the external stakeholder comprising of the clients and potential clients.
3. Expected Outcomes and Schedule
3.1 Outcome of the research
Brand Audit Report and Recommendation Report are the expected outcomes of the project. The Brand Audit Report refers to the document which outlines the how Casino de Genting conveys its brand message to stakeholders, how brand equity becomes a source of competitive advantage and how brand is being measured. The Recommendation Report will outline the opportunities that can be exploited and suggestions for consideration for Casino de Genting.
Since being spun off, Avaya has sold its manufacturing and connectivity businesses and acquired several companies to support its current product set – Vista, VPNet. Quintus, Routescience, Nimcat Networks, Spectel, Ubiquity Software and Traverse Networks. Sales through channels have grown from 98% direct to 50% alternative channels.
Avaya has also expanded in Europe through the acquisition of Tenovis and in Asia through a majority interest in Tata Telecom (now Avaya Global Connect).
In 2008 it had approximately 17,500 employees, 40% of whom are located outside the US. Avaya's global headquarters are located in Basking Ridge, New Jersey, with Kevin J. Kennedy appointed as its Chief Executive Officer.
On Sep 14, 2009, Avaya was announced as the winner for the Nortel Enterprise division sale. Avaya successfully bid $900M for Nortel Enterprise.[1] On Dec 21, 2009, Avaya and Nortel officially closed the sale, to create Avaya with a total of about 21,000 employees.[2] [3] On March 8, 2010 Avaya renewed the LG-Nortel relationship to continue Avaya Data Solutions sales into Korea.
Research and insight specialist eDigitalResearch is playing an important role in the success of the UK’s leading automotive website.
Trader Media Group is one of Europe’s largest multi media groups and providers of market leading websites and their associated magazines.
Its flagship website Auto Trader is most people’s first port of call when buying or selling a car, boasting more than ten million unique visits every month. Of the 16,000 trade dealers of all sizes in the UK, almost 10,000 advertise on autotrader.co.uk on a regular basis, with private sales accounting for 20% of vehicles on the site.
Recognising its responsibility to both advertisers and buyers, the publisher consistently aims to increase its Customer Satisfaction Index by continuously improving service and value.
Two essential elements of this are ensuring a fully optimised site for its users, and providing unique, added value services for its advertisers. Trader Media Group’s research partner, eDigitalResearch, has helped to achieve both over the last seven years.
Up to ten surveys every month take several forms, depending on specific objectives and segmented into buyers, browsers and sellers. Respondents are surveyed on whether they are trade or private, buying or selling, other methods of doing business and a range of other subjects.
Site rating and ranking questions determine their experience of and success with using Auto Trader. The insight gained is used to create a scorecard which goes out to the entire business in order to make ongoing improvements for the benefit of both sellers and buyers.
Contributing to Auto Trader’s positioning as the ‘voice of the customer’, Trader Media Group also uses eMysteryShopper to provide manufacturers and retail groups with unique website usability and customer experience ratings.
The insight provided by eDigitalResearch is fed back to the advertisers by Market Research Director Nick King, and the results presented at the group’s prestigious Click Awards gala dinner.
Most participants act on this insight and increase the quality of their online presence and hence their ‘Click’ rankings year by year.
eCommerce is a also major revenue stream for Trader Media Group. The publisher hosts a quarterly insight event specifically for media agencies, regularly attended by some 70 of the top 100 agencies. Again, the insight produced by eDigitalResearch helps to maintain the publisher’s brand awareness and quality positioning.
Nick King comments:
“As the automotive sector’s leading channel, we need to be able to offer a huge amount of value. We’ve been with eDigitalResearch for the last seven years and have remained so because they understand our business, are very proactive in helping to create the surveys, provide very fast turnaround and represent good value for money.” He adds “I get approached regularly by other suppliers but I am happy to stay with eDigitalResearch.”
2.4 Key areas of investigation and the targeted audiences/participants
There are three key areas for the project which are all under the brand management strategy umbrella: brand communication including the marketing communication plan, brand equity, brand measurement. In lieu with this, the project will seek to answer the following questions.
Brand Communication
1) How does Casino de Genting communicate the brand to internal and external stakeholders?
2) What are the marketing communication strategies does Casino de Genting employs?
3) Does the marketing communication plan need improvement?
Brand Equity
1) How do clients perceive the Casino de Genting brand?
2) What is the first thing that clients think when they hear the name Casino de Genting?
3) To what extent does brand equity is being promoted?
Brand Measurement
1) Is there a positive brand knowledge?
2) Do clients prefer Casino de Genting over other casinos?
3) What are the reasons behind brand preference?
Palpably, the target participant in the investigation is the external stakeholder comprising of the clients and potential clients.
3. Expected Outcomes and Schedule
3.1 Outcome of the research
Brand Audit Report and Recommendation Report are the expected outcomes of the project. The Brand Audit Report refers to the document which outlines the how Casino de Genting conveys its brand message to stakeholders, how brand equity becomes a source of competitive advantage and how brand is being measured. The Recommendation Report will outline the opportunities that can be exploited and suggestions for consideration for Casino de Genting.