Professional Documents
Culture Documents
Byjus: Segmentation, Targeting, and Positioning OF
Byjus: Segmentation, Targeting, and Positioning OF
OF BYJUs
SEGMENTATION
A segment is a group sharing one or more characteristics that cause them to
have similar product and/or service needs.
A true market segment meets all of the following criteria:
• It is distinct from other segments (different segments have different needs)
• It is homogeneous within the segment (exhibits common needs)
• It responds similarly to a market stimulus
• It can be reached by a market intervention
BYJU’S SEGMENTATION
For any organization serving all the segments is not possible , so specific
segments have to be targeted which can be most beneficial for the organization.
Thus, BYJU’s have targeted Privileged and multitaskers as their customer
segment. Both of these segments are capable to buy high end products of
BYJU’s and thus are more preferred over the rest. BYJU’s also fulfil the wants
of these segments and position itself as one of the best Ed-Tech platform
available in the Indian market.
POSITIONING
Positioning is the place that a brand occupies in the minds of the customers and
how it is distinguished from the products of the competitors and different from
the concept of brand awareness. BYJU’s have positioned their product smartly.
They have been keeping up with the dynamic environment in education industry
and introducing more differentiated features to distinguish itself from its
competitors.
Few features of BYJU’s are –
1. Engaging video lessons from best teachers.
2. Application and stimulation games to guide experiential learning.
3. Usage of high quality videos to assist student’s visualisation.
4. One to one session for students.
Recorded Classes
One to One
interaction