CASE STUDY OF XANADU

ON
BUILDING THE BRAND EQUITY OF A
NEW TRAINING INSTITUTION

PREPARED BY
PALAK - 70
PARAMITA- 72
POOJA- 74
VAIBHAV - 113
VISHNUKANT - 122
INTRODUCTION
TYPES OF MANAGEMENT TRAINING INSTITUTES
Established brand names conducting public training
programmes.
In-company management development centres or
staff colleges.
1990 , the Deccan Group set up the Xanadu.
1992, Conducted in-house training programmes on
experimental basis and offer MDP.
1996 –Several challenges occurred.
CASE QUESTIONS
1.Growth rate had fallen and were in danger of going
negative. Were they doing something wrong?
Good Brand building exercise was absent.
Advertisement was not done in an extensive manner.
No sales promotion like – subsidized fee on first come
first serve basis, scholarships.
No practical exposure.
CONT
Location- only in Bangalore.
No proper marketing research has been done for
knowing market trends and customer expectations.
Price – similar to IIMS, XLRI though it is a new
institution.
Hence their strategy was not effective.
2.Was it an unsustainable model?
No it was not a fully unsustainable model because
they provide
a) Good physical infrastructure facility,
b)Good Intangible environment
C) Response time and courtesy.
But they require to do something more.
Greater variability in service delivery expectation.
Workshops
Seminars
Practical Exposure
Industry visits
Business & Management Games to inculcate team
spirit.
Align management development with tactical
planning.
Provide Executive Leadership training.
To ensure that the employees obtain the KSA to
perform their task.
Greater variability among service customer’s
expectations.
Collect feedbacks from training candidates, faculties
and staffs.
3.Should they diversify?
Yes they should expand their business all over India to
make strong brand equity.
Diversification through
a)On line training program like SAP
b)Preparing MOCK INTERVIEWS,GDS and preparing
for exams like TOEFL, XAT, GRE,SAT,IELET etc.
Teleconferencing.
Publication of research journals and articles on
training program.
 K YOU
TH A N