a case study on xanadu.

1. CASE STUDY OF XANADU
ON
BUILDING THE BRAND EQUITY OF A
NEW TRAINING INSTITUTION
GROUP 4
PREPARED BY GROUP 4
Shobhit
Poorvi
Vishal
Amar

2. • 1990 , the Deccan Group set up the Xanadu.
• 1992, Conducted in-house training
programmes on experimental basis and offer
MDP.
• 1996 –Several challenges occurred.

3. •Mdp’s in India
• Project management-
• Land acquisition
Cost 47500
• 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

4. •Difference between XANADU and other institutes
A new brand Competitors were established
brands
Players such as XLRI had a first
Nothing new in the concept beginner advantage and a
brand image
Within the city and convenient
Away form the city
to reach
Had one branch in all Several branches
Far away from its target Target customer were nearby
customers

5. •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

6. • Improper distribution of expenses
• Occasional advertising
• Initial starting cost was high
• Only one center
• Lack of mobility with time
• Over all strategy failure

7. •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

8. 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

9. Greater variability among service customer’s
expectations.
Videos and Cd’s of the programme
Use of the live streaming facility.

10. 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

11. • 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.

12. xanadu
Teaching u
management in the
most of the crucial
situations…

13. THANK YOU