CASE STUDY OF XANADU ON

BUILDING THE BRAND EQUITY OF A NEW TRAINING INSTITUTION

PREPARED BY GROUP 4Shobhit

PoorviVishalAmar

GROUP 4

• 1990 , the Deccan Group set up the Xanadu.

• 1992, Conducted in-house training programmes on experimental basis and offer MDP.

• 1996 –Several challenges occurred.

•Mdp’s in India• Project management-

• Land acquisition

• Effective marketing

• Leading teams & synergy

• One day programme at “Center for excellence” cost – 7200

Center for excellence has branches are all over India.

There are many more such centers for mdp

Cost 47500

•Difference between XANADU and other institutes

A new brand Competitors were established

brands

Nothing new in the concept

Away form the city

Had one branch in all

Players such as XLRI had a firstbeginner advantage and abrand image

Within the city and convenient

to reach

Several branches

Far away from its target

customersTarget customer were nearby

•CASE QUESTIONS

1.What was going wrong with XANADU?

• Brand building exercise.

• No sales promotion..

• Was far away from the main city- Wastage of 5-6 hours.

• Brand name was not familiar

• Trust on quality

• Improper distribution of expenses

• Occasional advertising

• Initial starting cost was high

• Only one center

• Lack of mobility with time

• Over all strategy failure

•2. Was it an unsustainable model?

To some extent it was a sustainable model in terms of:-

a) Good physical infrastructure facility,

b)Good Intangible environment

c) Response time and courtesy.

d) cleanliness

XANADU lacked :-• Diversity of service they provided.• Flash of ‘experience’ review and photographs• Tension reliving exercises • Workshops• Business & Management Games to inculcate team spirit

like in kiit university • Changing the art of traditional MDP• Removing the location and instead making that place a

resort.• Reopening the center in the city.• Inviting management leader such as BILL GATES, RATAN

TATA, to make this meeting an added advantage for the corporate

Greater variability among service customer’s expectations.

Videos and Cd’s of the programme

Use of the live streaming facility.

3. Should they diversify?

Yes they should expand their business all over India to make a strong hold and brand.

a) On line training program like SAP

b) Preparing MOCK INTERVIEWS,GDS and preparing for competitive exam.

• Mba programme

• Publication of research journals and articles on training program.

• Career assistance to students

• Tie up with university and assist in industrial tour, internship training etc.

• Tie up with the IIm’s so that they can conduct the long term MDP’S outside Banglore at a serene place.

xanaduTeaching u

management in the

most of the crucial

situations…

THANK YOU