GROWTH > Helping A Private University Take The Decision To Enhance It Course Offerings
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XYZ is a private university serving students since late 1990s. Recently, they faced a decline in the number of admissions. They approached Vinculum seeking advice on whether they should launch a diploma program in engineering.
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Our diagnosis implied a two-pronged resolution
- Make two brands, each with clear positioning
- High-end brand: Differentiate on product quality, features and installation service
- Value-for-money brand: Offer limited-feature product at competitive prices
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- Reduce costs, especially marketing overheads
- Focus efforts on marketing to the institutional segment
- Shift extra resources to corporate function with part-time involvement
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The project lasted over one and a half month. We started with a diagnosis for the slow growth witnessed by the client. Client seemed to have an unclear brand positioning, with a lack of focus on either quality or low costs. However, the competitors had a clearer brand positioning. We then interviewed dealers and corporate customers to come up with specific recommendations.
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- Industry reports.
- University expert’s informed viewpoints.
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Our analysis and initial recommendations were well received by the client. Four secondary resources have indicated that the company has been able to strengthen its position in the market.