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Xanadu case study
- 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