Xanadu case study
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Transcript of Xanadu case study
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CASE STUDY OF XANADU ON
BUILDING THE BRAND EQUITY OF A NEW TRAINING INSTITUTION
PREPARED BY GROUP 4Shobhit
PoorviVishalAmar
GROUP 4
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• 1990 , the Deccan Group set up the Xanadu.
• 1992, Conducted in-house training programmes on experimental basis and offer MDP.
• 1996 –Several challenges occurred.
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•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
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•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
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•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
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• Improper distribution of expenses
• Occasional advertising
• Initial starting cost was high
• Only one center
• Lack of mobility with time
• Over all strategy failure
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•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
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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
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Greater variability among service customer’s expectations.
Videos and Cd’s of the programme
Use of the live streaming facility.
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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
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• 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.
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xanaduTeaching u
management in the
most of the crucial
situations…
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THANK YOU