GOEL INSTITUTE OF TECHNOLOGY &

MANAGEMENT

“MARKETING STRATEGY ADOPTED BY BYJU’S”

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR
THE
AWARD OF DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
TO
Dr.A P J Abdul Kalam Technical University, Lucknow

SUBMITTED BY:
MOHD UZAIF
MBA 2ndYear

SUBMITTED TO
VIDUSHI SRIVASATAVA
(ASSISTANT PROFESSOR)
 INTERNSHIP COMPLETION CERTIFICATE

 This is to certify that Mr. Mohd Uzaif, underwent one month of Marketing
Internship with us from 1st of April 2021 to 31stof April 2021.
 During the one month course of the internship, Mr. Mohd Uzaif has successfully
completed the project BTL (Below The Line Marketing) under the guidance of Mr Durga
Surya Teja Pendyala (Manager)

 The performance during the internship and comments on this project work are as under:

“Mr. Mohd Uzaif” comes with real dedication and talent and always completes assigned
work on time on point without any deviations, amused by the sincere and hardworking
nature, he will achieve greater heights in his career.

Durga Surya Teja Pendyala

Marketing Manager
Date: 05-04-2021
 DECLARATION

This is is to declare that I, MOHD UZAIF student of MASTER OF BUSINESS

ADMINISTRATION (MBA), have personally worked on a project entitled – “MARKETING
STRATEGY ADOPTED BY BYJU’S” the data mentioned in this report were obtained
during genuine work done and collected by me . The data obtained from other source have been
dully acknowledged. The result embodied in this project has not been submitted to any other
university institute for the award of any degree.

PLACE: LUCKNOW MOHD UZAIF

DATE: MBA 2nd Year

(GITM)
 ACKNOWLEDGEMENT

I would like to express my deep sense of gratitude to all those people who have helped me with
their guidance and assistance during the research project without which this would not have been
possible.

I would like to convey my deep regards to our Director Dr. RISHI ASTHANA who have
equipped me with the requisite knowledge and help me to complete this project
I would like to express my gratitude to my coordinator MR. SHARAD CHANDRA who gave
me the opportunity to do this wonderful mini project.
Words are inadequate to express my gratitude to as well as our HOD DR. JYOTI AGARWAL
for her useful suggestions, which helped me in completing the project work.

I would like to convey my deep regards to our MS. VIDUSHI SRIVASATAVA (Assistant
Professor) and other faculties who have equipped me with the requisite knowledge and help me
to complete this project within limited time frame.

I would also like to thank my friend who helped me complete this project.

I am extremely grateful to my parents for their eternal love and their sacrifices for educating and
preparing me for my future. They have been my source of inspiration and had a very important
role in the completion of this project work.

MOHD UZAIF
MBA 2nd year
(GITM)
 CONTENTS

S No Topic Page No

1 Certificate (s)

2 Acknowledgement

3 Executive Summary

4 Chapter-1: Profile of the Firm/Company

5 Chapter-2: SWOT Analysis of the Company

6 Chapter-3: Data Presentation & Analysis

7 Chapter-4: Summary & Conclusions

8 References/Bibliography

9 Appendices
 EXECUTIVE SUMMARY

Byju's is an Indian multinational educational technology company, headquartered in

Bangalore. It was founded in 2011 by Byju Raveendran and Divya Gokulnath. As of
November 2021, Byju's is valued at US$21 billion, making it the world's most valuable
educational technology company.
Founder: Krishnan Ganesh and Meena Ganesh
Founded: November 2005
Parent: BYJU'S

Think & Learn Pvt. Ltd was created in 2005 by Mr. BYJU RAVEENDRAN, a
Mechanical Engineering graduate who has scored 100 percentile twice in CAT. From
250 students in2005 to 20000 students in 2013, its phenomenal growth lies not in any
coincidence but in penchant and pursuit of setting standards of excellence and
perfection in the quest for success in aptitude exams like CAT, CSAT, GS, SAT, IIT-
JEE, SAT, GRE and Campus Recruitment Tests. We are pioneers for conducting online
live classes through satellite enabling a reach to any number of students at a time, even
in remote areas. This use of technology is helping the company to grow exponentially
without compromising on quality which is its USP. It is successfully running its
training programs in 232 locations including some top engineering colleges like NIT-K,
NIT-W, NIT-SURATHKAL, NIT-TRICHY, NIT-Calicut, MIT-MANIPAL, BIT-
MESRA and SRM-Chennai. Think and Learn has become one of the most recognized
brands in education. Based on founder BYJU RAVEENDRAN’S ground breaking
vision, our innovative and inspirational instruction combines the use of technology and
brilliant teaching techniques. With the help of technology, we ensure that all our
students get the highest quality of education from our highly qualified core team BYJU
Sir’s phenomenal success story can be attributed to his perseverance to pursue his
passion to teach.
The project is based on the product development through content, research and
operations With regard to the Think Tab, which is the primary product of Think and
Learn Pvt. Ltd.? In the content domain, they have to learn and apply their knowledge
to make the best set of scripts and questions to make the product a success. In
operations, they have to ensure the seamless working of all the centres, maintain
accounts for the same and innovate in order to fulfil the motto of the company
“Providing best education to everyone in a simpler way” THINK AND LEARN PVT
 LTD has now gone in collaboration with Samsung, wherein the Think tabs will be the
new face of education. Samsung provides the tablet and hence the platform and they
provide the educational content and the complete designing of the material in the tablet
vis-à-vis the needs of the customer. Through this deal with Samsung, it is their
endeavour to teach concepts like they have never been taught before. Thus, as a
member of the content team at Think and Learn, it is my responsibility to make sure
that the content part of the tablet has no issues and that the concepts that the teacher
orally explains are backed up by visual animations and caricatures wherever required,
so that the learning becomes a pleasure and studies becomes fun. The primary purpose of
these Think Tabs are to ensure preparation for higher education entrance exams like the GRE,
GMAT, UPSC and K-CET I have been developing content for the K-12 segment In general
with the scripting, the adaptive learning program and other products like NTSE and BANK PO
Exams I have been developing content for the K-12 segment in general with the scripting the
adaptive learning program and other product and like NTSE and BANK PO Exam

OBJECTIVES OF THE STUDY

 To study the marketing strategy of the company
 To study the marketing evolution in BYJU’S the Ed-Tech Company

Great Business Marketing Strategies for Ed-Tech

As a company that focuses on technology for education, you understand that there are
no grade levels where a teacher goes in without a plan. Marketing is no different.
In today’s world, the number of marketing tactics is countless and not all these tactics
will work for your business, especially in education technology. No matter what type
of product you are providing as a service, you will always need a strategy in place. If
you were to go into battle without a strategy in place, what do you think will happen?
Marketing professionals need to understand their audience before marketing efforts are
initiated so that they are successful in achieving their goals in attaining quality leads.
You want to be able to make a strategy that caters to your audiences wants and needs
so that you can secure your customer properly.
As I worked on the DSSL I came to know that this is even excellent company but there
is problem in selling strategy adopted by the salesperson and Some customer are not
satisfy by the product and services mostly illiterate parents are not able to understand
the BYJU’S product and main problem is salesperson make them understand as
salesperson want and they focus on the completing the target what they were assigned.
BYJU’S must think about it and there should be some relief to the salesperson so that
they can do work in proper way and also some help for the illiterate parents so that they
can understand to the BYJU’S and its benefits.
 CHAPTER-1

PROFILE OF THE COMPANY

BRIEF NARRATIVE ABOUT THE COMPANY:

Think & Learn Pvt. Ltd was created in 2005 by Mr. BYJU RAVEENDRAN, a Mechanical
Engineering graduate who has scored 100 percentile twice in CAT. From 250 students in2005
to 20000 students in 2013, its phenomenal growth lies not in any coincidence but in penchant
and pursuit of setting standards of excellence and perfection in the quest for success in aptitude
exams like CAT, CSAT, GS, SAT, IIT-JEE, SAT, GRE and Campus Recruitment Tests. We are
pioneers for conducting online live classes through satellite enabling a reach to any number of
students at a time, even in remote areas. This use of technology is helping the company to grow
exponentially without compromising on quality which is its USP. It is successfully running its
training programs in 232 locations including some top engineering colleges like NIT-K, NIT-
W, NIT-SURATHKAL, NIT-TRICHY, NIT-Calicut, MIT-MANIPAL, BIT- MESRA and
SRM-Chennai. Think and Learn has become one of the most recognized brands in education.
Based on founder BYJU RAVEENDRAN’S ground breaking vision, our innovative and
inspirational instruction combines the use of technology and brilliant teaching techniques. With
the help of technology, we ensure that all our students get the highest quality of education from
our highly qualified core team BYJU Sir’s phenomenal success story can be attributed to his
perseverance to pursue his passiontoteach.Attheyoungageof26, he trod the path less travelled by
giving up a prestigious seat at the IIM’s and a lucrative corporate career to change the way
people “Think and Learn”.

BYJU’S – The Learning App is the common brand name for Think and Learn Private Ltd., a
Bangalore-based educational technology (Ed-tech) and online tutoring firm founded in 2011 by
BYJU RAVEENDRAN at Bangalore (India). In March 2019, it was the world’s most valued
Ed-tech company at $5.4 billion SHAH RUKH KHAN is the brand ambassador for BYJU’S. In
July 2019, BYJU’S acquired Indian cricket team's jersey rights. Learning is pivotal for a
student’s success in academics and life. The Digital Age is deeply shaping the way students
learn and will also determine their future prospects. At BYJU’S, we encourage students to
embrace this fast, changing world and making them ready for tomorrow by being their constant
learning partner. We craft learning journeys for every student that addresses
their unique needs. We believe in the power of one-to-one learning that addresses every child's
learning needs, allows students to be holistically involved in their education and be active,
lifelong learners.

Their Three Pillars

Personalised Learning Journeys

Personalised Learning is the foundation of our unique programs for students. Using knowledge
graphs, the program adapts and creates personalised learning journeys for
students. It provides a comprehensive coverage of over 1lakh concepts with animated videos
and questions, fun quizzes and flashcards. Based on the student’s progress, personal learning
profiles are created which help analyse strengths and areas of improvement. Each concept gets
tagged at different levels of difficulty to create a smooth learning curve which keeps students
motivated through any new learning challenge. Whenever errors are made, motivating remedial
methods are generated to strengthen and improve the student’s learning experience.

Technology Enabled Learning

At BYJU’S, we leverage technology to merge best practices like use of videos, engaging
content and quizzes with the best teachers so that every child across the globe has access to the
best learning experiences.

Key features of the learning program:

Interactive and engaging learning modules

Visually rich content to enable conceptual clarity and lifelong term retention
Personalized learning programs designed for every student, enabled by the power
of data science

Best Teachers & Engaging Content

The BYJU’S Learning Programs provide students a holistic learning experience. Students
across regions can access the best teachers and see concepts come to life. Every detail of a
student’s journey is planned and executed at the deepest level with subject matter experts,
teachers and tools like videos, interactive animations, quizzes and assessments. The app
integrates these well crafted lessons from our teachers and assessments along with analysis
and Recommendations, personalized to suit each student’s learning style. This holistic approach
has seen a student engagement of over 64 minutes a day, being spent by a student on the app,
making it one of the most loved apps for students across age groups. We at BYJU’S work
towards offering students the best learning experience. We have courses for students across
ages and grades: Math, Physics, Chemistry and Biology for CBSE and ISC (Classes 4-12)
Competitive Exams- JEE, NEET, IAS, CAT, GMAT preparation Courses

OBJECTIVES OF THE STUDY

c) To study the marketing strategy of the company

d) To study the marketing is beneficial for BYJU’S the Ed-Tech Company

NATURE OF THE ORGANIZATION AND ITSBUSINESS

BYJU’S believes in putting our clients and our people at the centre of what’s next

It Believes in:
• Deep local and global knowledge creates significant value for our clients
• Relentless curiosity delivers unseen opportunities
• Every touch point is an opportunity to deliver an exceptional experience for clients
• Diverse backgrounds, cultures, and expertise inspire breakthrough innovation
• Our brand and our people will be the envy of the industry,Alone we are good; together

Company’s Vision & Mission

(a) Company’s Vision

Revolutionise the education system, something which struck a chord with students, parents, and
even investors.

(b) Company’s Mission

At BYJU’S, their mission is to help children fall in love with learning. Their learning products

have enabled millions of students across the globe to take the initiative to learn on their own.
PRODUCT/SERVICE RANGE OF THE ORGANISATION
The project is based on the product development through content, research and operations
with regard to the Think Tab, which is the primary product of Think and Learn Pvt. Ltd. In
the content domain, they have to learn and apply their knowledge to make the best set of
scripts and questions to make the product a success. In operations, they have to ensure the
seamless working of all the centres, maintain accounts for the same and innovate in order to
fulfil the motto of the company “Providing best education to everyone in a simpler way”
Think and Learn Pvt. Ltd. has now gone in collaboration with Samsung, wherein the Think
tabs will be the new face of education. Samsung provides the tablet and hence the platform
and they provide the educational content and the complete designing of the material in the
tablet vis-à-vis the needs of the customer. Through this deal with Samsung, it is their
endeavour to teach concepts like they have never been taught before. Thus, as a member of
the content team at Think and Learn, it is my responsibility to make sure that the content
part of the tablet has no issues and that the concepts that the teacher orally explains are
backed up by visual animations and caricatures wherever required, so that the learning
becomes a pleasure and studies becomes fun. The primary purpose of these Think Tabs are
to ensure preparation for higher education entrance exams like the GRE, GMAT, UPSC and
K-CET I have been developing content for the K-12 segment in general with the scripting,
the adaptive learning program and other products like NTSE and BANK PO Exams I have
been developing content for the K-12 segment in general with the scripting the adaptive
learning program and other product and like NTSE and BANK PO Exam.
Product Range of the Company

Products
BYJU’S IAS Mains Test Series – 2019

IAS Sociology Optional Online Streaming

Class 12 (PCMB) JEE+NEET Preparation

Class 12 (PCM) JEE Preparation

Class 12 (PCB) NEET Preparation

IAS Anthropology Optional Online Streaming

IAS 2020 (Pre & Mains) Tablet Course

CAT 2019 Course – Tablet + 14 Books – BYJU’S

Class 11 (PCMB) JEE+NEET Preparation

Class 11 (PCB) NEET Preparation

Class 11 (PCM) JEE Preparation

Class 11+12 (PCM) JEE Preparation

 SIZE OF THEORGANIZATION
In terms of manpower:
In terms of man power BYJU’S currently employ around 3200to 4000employees.
In terms of turnover:

Years Turnover
2012 4crore
2013 12crore
2014 20crore
2015 48crore
2016 120crore
2017 256crore
2018 520crore
ORGANIZATION STRUCTURE OF THECOMPANY

ORGANISATION STRUCTURE MARKETING & COMMUNICATION

DEPARTMENT

Founder & CEO

(Mr. Byju Raveendran )

COO
(Mrinal Mohit)

CPO
(Ranjit Radhakrishnan)

Associate VP
(Siddhesh joglakar)

President Marketing
(Atit Mehta)

AGM
(Shradha Dave )
MARKET SHARE AND POSITION OF THE COMPANY IN THEINDUSTRY

NAME OF THE COMPANY:

Company Information

S. no. Particulars Details

1 Name BYJU’S

2 Logo

3 Address Samsung Service Center

D1, VYAPAR MARG, Block D, Sector 3,
NOIDA, Uttar Pradesh 201301
4 Headquarters BANGALORE

6 Website https://byjus.com/

7 E-Mail contact@byjus.com
 8 Type Private

9 Date of 2008
Incorporation

ORGANISATIONAL CULTURE

At BYJU’S, we define our culture as our behaviour amongst ourselves and our clients. Our
Vision drives all that we do and our Values guide our behaviour in all of our business dealings.
Our clients, our core competencies, and the ability of our people to deliver those core
competencies make up our brand, and we approach business with a discipline, consistency,
simplicity and transparency that is unique and is what differentiates BYJU’S The advent of the
new world economy changed the way people interact, changed business, Throughout it all, we
have remained true to our philosophy which guides everything we do – our clients come first.
We are defined by our clients – we strive to align ourselves with our clients’ needs each and
every day.
Product Specialist For 1.5 Years In Bangalore

Likes
The people around are very energetic and active. The compensation is pretty
good for a fresher joining here. That is all, only money.

Dislikes
I am currently working in BYJU’S and completing a year now. I have been shifted to
3 different departments in this short span of time. I can list endless things I dislike
about this company and yet it wouldn’t be enough.
1. There’s no respect for the employees
2. Too much work.10 people are doing what 50 people are supposed to do.
3. Poor higher authorities and managers, they are emotionless and works like a
machine.
 CHAPTER: 2

Marketing strategy for Ed-Tech Companies

Great Business Marketing Strategies for Ed-Tech

As a company that focuses on technology for education, you understand that there are no grade levels
where a teacher goes in without a plan. Marketing is no different.
In today’s world, the number of marketing tactics is countless and not all these tactics will work
for your business, especially in education technology. No matter what type of product
you are providing as a service, you will always need a strategy in place. If you were to go into
battle without a strategy in place, what do you think will happen? Marketing
professionals need to understand their audience before marketing efforts are initiated so that
they are successful in achieving their goals in attaining quality leads. You want to be able to
make a strategy that caters to your audiences wants and needs so that you can secure your
customer properly. If your service does not provide a solution for your customers, then it’s time
to reassess your company services.
One strategy that has been present throughout the history of marketing is outbound marketing.
This style of marketing takes the forms of ads for television, phone calls, print, and radio, as
well as other forms for reaching out to your audience. You are basically fishing in a lake of
consumers in hopes you will attain a few quality leads. The issue with Outbound is that not
everyone is interested in what you have to offer, so that fish in the lake might not be hungry. In
reality, this might work for some businesses that stand out from the rest, but in the Education
Technology industry, one should consider Outbound marketing continuously while focusing on
another marketing approach.
That other marketing approach is called inbound marketing! Inbounds approach to marketing is
right up any Education Technology’s industry because you are providing, relevant, useful
information that your consumer/readers see as a value. You are educating your audience on
solutions that can help their need or want, outlining how your service comes in to save the day.
When utilizing this method, you will help attract website visitors, organically. You are able to
convert those visitors into quality leads, followed by closing those leads into paying customers.
After they become a paying customer, your final job is to secure your customer retention rates
by delighting your customers so they can speak highly of you to their colleagues.
Providing quality content to you r audience is the latest and smartest approach to marketing.
Why? Aside from what we just went over, you are addressing the needs of the consumer. You
understand what your ideal buy ers are going through and how you can help th m. You want
your customer’s happy, right? By focusing on in bound efforts, you are literally helping and
educating.
Below are the 4 critical phases of developing a Content & Inbound Strategy to create
customer-cantered content.
1. Self-assessment

2. Buyer Persona Development

3. Buyer Journey Mapping
4. Inbound Campaign Setup
5. The Bottom Line

Marketing Funnels in Ed-Tech

A marketing funnel is basically a sequence of steps that a prospect takes from the time they
first hear about your business to the time they decide to become paying customers.
Establishing a marketing funnel sequence is one of the most valuable things you can do to
boost your conversion rates. At a basic level, marketing funnels consist these
of Awareness, interest, evaluation, and decision. stages:

Source:
KISS
metrics
Awareness
At the top of the funnel we have the awareness stage. This is the stage at which customers
become aware of your product or business. Top of the funnel marketing materials could include
content marketing, inbound marketing, referrals, events, SEO, SEM, paid advertising, and
more. Marketing at this stage of the funnel is aimed at reaching the largest number of potential
customers as possible.

Interest
Next, you have the interest stage, where you get customers who have moved on from the
awareness phase and are now interested in your product. Marketing materials at this stage
would be more educational — consisting of webinars, e-books, e-mail marketing campaigns,
white papers, case studies, etc.

Evaluation
After customers have become aware of your product and are definitely interested, they start
evaluating it against competitors. Marketing materials at this stage might be demo videos and
samples.
Decision
Finally, it comes time to actually make the decision to buy. At this commitment
stage, marketing materials can include product demos, free trials or sales calls.

With a funnel, you can see exactly how many people are dropping off at each step, and you’ll

know where you need to increase your conversions so that it translates to the bottom line.

Source:
Coast Digital

18 | P a g e
For example, if you find that a high percentage of customers are moving from the interest phase
to the evaluation phase, then you know you just have to get more people into the top of the
funnel.

If you’re getting lots of people into the top of your funnel, but only a small percentage are
moving to the next step to express interest in your product, then you know that you need to
adjust your top-of-the-funnel content.

The education industry is notorious for being fragmented. These decision makers (the school
board) are usually different from the people who will actually be using your product (teachers
and students), so you have to appeal to multiple stakeholders through your marketing.
Even so, similar fundamentals still apply. According to bee-seen, there are three parts
to converting a sale in the Ed-Tech world: content, acquisition, and conversion.

Source: bee-seen
TIPS ON BRINGING YOUR EDTECH COMPANY TO MARKET

Ed-tech product development doesn’t end when the last code has been written. You have to
bring your product to market, and here are seven tips to help you do it.

1. Remember that you are the solution

Teachers spend long hours in their classrooms, but their work doesn’t end when the last bell
rings to dismiss students at the end of the day.

The last thing a teacher wants is something that will make life harder. Offer a time-saving
product. If your Ed-tech company can solve a problem for a teacher, your product will be the
one every educator wants.

Make being the solution part of your market strategy.

2. Data matters

Learning how to gather and use data will help drive your product to market.

Data will allow you to personalize instruction. KAREN BDOYAN, the founder of Show Me,
says, “Being able to collect and store data is nearly not enough in education. The most
important part is to be able to analyze and programmatically understand it. Unlike other tech
industries, Ed-tech is all about personalization.”

3. Build stamina

Bringing your Ed-tech product to market is a race of endurance; sprinting will not take you to
the finish line. That means your Ed-tech company must figure out how to stay afloat until you
land your first clients.

4. Plan your strategy

Having a great Ed-tech product is not enough.

You’ll have to plan your product launch, and that means utilizing the social media platforms
educators prefer. Be aware that teachers in each region of the US may prefer different
communication platforms.

5. Prepare your pitch

As your Ed-tech product goes through its development stages, begin thinking about your
presentation pitch. You’ll need to decide where and how to market to your audience, and who
will be doing the presentation. Some Ed-tech companies like to hire teachers to assist with
presentations, and some prefer a professionally designed approach.

6. Go pro

Regardless of who makes your presentation, you will need a solid pitch. Avoid spending time
tinkering with presentation software unless you are a competent designer and marketer. Instead,
consider hiring professional presentation experts like Duarte.

7. Speak the right language

Whether you choose to hire a professional presentation expert, or you want to make the
presentation pitch yourself, pay careful attention to the denotation and connotation of words.
Word choice can make or break the sale.

Effective marketing strategies Ed-tech

Having worked in the education sector for over 15 years, our education marketing consultancy
has helped a range of Ed-tech companies get their products to market using a wide range of
tried and tested marketing strategies. For Ed-tech companies just starting out, the prospect of
getting your product out into the market and, most importantly, making money may seem like a
daunting challenge, so we’ve put together some top tips for helping you to develop a successful
Ed-tech company.

Create a great website from the start

Your website will need to grow with you as your business grows, which is why we’d
recommend investing in the best website you can. We suggest that clients start off with a
Word Press website as it is easy to use and search engines love their clear structure which
makes them easy to index and search. Read more great reasons you should start with
a Word Press website.

Consider exhibiting at a trade show

Trade shows can prove to be a cost-effective way to establish your brand to the
education sector allowing you to generate high quality, new business leads, whilst also
giving you a valuable opportunity to take a look at competitor activity.

Network and learn from some of the best in the business

Join the trade association for education suppliers, BESA who will be able to offer you
insider knowledge based on their years of experience. Start-up businesses can join at a
reduced rate as a launch pad member which will open up access to specialist seminars,
training and special interest groups who focus on specific areas including: early years,
special needs and software and technology. Membership also creates a valuable
opportunity for networking at its regular industry events.

Get teachers involved in reviewing your product and spreading the word
within their networks

Recruit some teachers and educational professionals as free product testers and work
closely with them with a view to creating some teacher ambassadors who can help you
spread the word about your product. Their product feedback will also be invaluable for
your product development and continued refinement.

Get Social

Dedicate time to social media, it’ll take time to build up your networks but they’ll
become an increasingly valuable and cost-effective way of communicating with your
target market. Encourage your teacher ambassadors to share their product experiences
on social media, as their views will have the greatest influence with their colleagues
 as well as those in their wider network. Participate in relevant Twitter Chats, join the
conversation using the relevant hash tag and if a relevant Twitter Chat doesn’t already
exist, create your own.

Get blogging

Get into the routine of writing regular blog posts, not just about your products but about
trends, educational hot topics and other newsworthy content. Leverage your network to
see if you can get teaching professionals to write guest blogs to add variety and a
different perspective to your blog.

Create a range of educational resources that are available for free

A range of free materials available to access online is a tried and tested way of
getting teachers to test out your materials and follow you for future resources. Use a
range of different channels but include Interest, particularly if your resources have a
visual element.

ENVIRONENTAL ANALYSIS

Internal Environment Analysis of the firm/company:

A Natural examination is a nearby take a gander at an organization's qualities, shortcoming,
opportunities and dangers regarding vital factors, for example, the economy, the item, staff
assets, rivalry, innovation, enactment, purchaser patterns, condition, and etc. It is a typical
device utilized as a part of authoritative arranging and methodology advancement. The essential
supposition of a SWOT examination is that associations must adjust inside exercises to outer
substances to be effective.
Qualities and shortcoming are basically inside to the association and identify with issues
concerning assets and projects inside the organization while openings and dangers are outer
components facing an organization, for example, new advancements, rivalry etc.

Strengths& Weaknesses of the company

The existing structure of the Government of India has evolved over a long period. It has
certain inherent strengths which have helped it stand the test of time. However, there are
weaknesses also which render the system slow, cumbersome and unresponsive. In this article,
you can read about the strengths and weaknesses of the government structure in India for the
UPSC Exam. It is an important topic under polity for the IAS exam.

STRENGTHS

OPPORTUNITIES
SWOT THREATS

ANALYSIS

WEAKNESS

S trengths
a. Time-Tested System – adherence to rules and established norms: The Government of India
has evolved an elaborate structure, rules and procedures for carrying out its functions which
have contributed to nation building and the creation of an inclusive state. These have ensured
stability both during crises as well as normal times. At the same time, where considered
essential, innovative structures have been created in form of empowered commissions, statutory
boards, autonomous societies and institutions especially in the fields related to research, science
and technology.
b. Stability: The structure of Government staffed by the permanent civil servants has provided
continuity and stability during the transfer of power from one elected government to
the other. This has contributed to the maturing of our democracy
c. Commitment to the Constitution – political neutrality: The well laid down rules and
procedures of government have upheld the neutrality of the civil services and prevented
politicisation of government programmes and services. This has helped in the evolution of
institutions based on the principles enshrined in the constitution.
d. Link between policy-making and its implementation: The framework of the Government of
India has facilitated a staffing pattern which promotes a link between policy-making and
implementation. This has also helped the structure of both the Government of India and the
states and promoted the concept of cooperative federalism.
e. A national outlook amongst the public functionaries: Public servants working in Government
of India as well as its attached and subordinate offices have developed a national outlook
transcending parochial boundaries. This has contributed to strengthening national integration.

W eaknesses
a. Undue emphasis on routine functions: The Ministries of Government of India are often
unable to focus on their policy analysis and policy-making functions due to the large volume of
routine work that they are saddled with. This leads to national priorities not receiving due
attention. Often, functions which are best carried out by the state or local Governments or could
easily be outsourced continue to be retained with the Union Government.
b. Proliferation of Ministries/Departments – weak integration and coordination: The creation of
a large number of Ministries and Departments sometimes due to the compulsion of coalition
politics has led to illogical division of work and lack of an integrated approach even on closely
related subjects. It has been observed that the Ministries/Departments often carve out exclusive
turfs and tend to work in isolated silos. This, at times, detracts from examination of issues from
a wide national perspective and in an integrated manner.
c. An extended hierarchy with too many levels: Government of India has an extended vertical
structure which leads to examination of issues at many levels frequently causing delays in
decision making on the one hand and lack of accountability on the other. Another noteworthy
feature of the structure is that several levels are redundant as they do not contribute to the
decision making process.
d. Risk avoidance: A fall-out of a multi-layered structure has been the tendency towards reverse
delegation and avoidance of risk in decision making. Another aspect of the existing
structure is an increasing emphasis on consultations through movement of files as a substitute
for taking decisions. This leads to multiplication of work, delays and inefficiency.
e. Absence of team work: The present rigid hierarchal structure effectively rules out team work
so necessary in the present context where an inter-disciplinary approach often is the need of the
hour to respond effectively to emerging challenges.
f. Fragmentation of functions: At the operational level also, there has been a general trend to
divide and subdivide functions making delivery of services inefficient and time-consuming.
Several decades ago.

Opportunities
Opportunities are macro environment factors and developments that BYJU’S App can leverage
either to consolidate existing market position or use them for further expansion. Opportunities
can emerge from various factors such as - increase in consumer disposable income, political
developments & policy changes, changes in consumer preferences, economic growth, and
technological innovations .-
-Increasing Standardization – BYJU’S App can leverage this trend to reduce the number of
offerings in the market and focus the marketing efforts on only the most successful products.
Growing Market Size and Evolving Preferences of Consumers – Over the last decade and half
the market size has grown at brisk pace. The influx of new customers has also led to evolution
of consumer preferences and tastes. This presents BYJU’S App two big challenges
– how to maintain loyal customers and how to cater to the new customers. BYJU’S App has
tried to diversify first using different brands and then by adding various features based on
customer preferences.
- Increase in Consumer Disposable Income – BYJU’S App can use the increasing disposable
income to build a new business model where customers start paying progressively for using its
products. According to John JONG-Hyun Kim, RACHNA TAHILYANI of BYJU’S The
Learning App case study, BYJU’S App can use this trend to expand in adjacent areas Strategy.

- Developments in Artificial Intelligence – BYJU’S App can use developments in artificial

intelligence to better predict consumer demand, cater to niche segments, and make better
recommendation engines.
- Changing Technology Landscape – Machine learning and Artificial Intelligence boom is
transforming the technology landscape that BYJU’S App operates in. According to John
JONG-HYUN KIM, RACHNA TAHILYANI, BYJU’S App can use these developments in
improving efficiencies, lowering costs, and transforming processes.
- Access to International Talent in Global Market – One of the challenges BYJU’S App facing
right now is limited access to high level talent market because of limited budget. Expansion into
international market can help BYJU’S App to tap into international talent market. According to
John JONG-HYUN KIM, RACHNA TAHILYANI, it can also help in bringing the talent into
domestic market and expanding into new areas Strategy.

Threats
Threats are macro environment factors and developments that can derail business model of
BYJU’S App. Threats can emerge from various factors such as - changes in consumer
preferences, technological innovations, increase in consumer disposable income, economic
growth, and political developments & policy changes.
- Threats of New Entrants because of Reducing Costs and Increasing Efficiencies – As
BYJU’S App can leverage low cost of reaching customers using social media and e-commerce,
so can the competitors – both local and international competitors.
- International Geo-Political Factors – Since the Trump election, geo-political factors have
taken a turn for growing protectionism. Developments such as BREXIT, Russian sanctions,
foreign exchange crisis & inflation in Venezuela, lower oil prices etc are impacting
international business environment. BYJU’S App should closely focus on these events and
make them integral to strategy making.
- US China Trade Relations – BYJU’S App has focused on China for its next phase of growth.
But there is growing tension between US China trade relations and it can lead to protectionism,
more friction into international trade, rising costs both in terms of labour cost and cost of doing
business.
- Growing Protectionism - BYJU’S App should hedge the risk against growing protectionism
ranging from – storing data into international market to diversifying risk by operating into
countries at different economic cycle.
Squeezing Middle Class in Developed and Developing World – The growing inequality is one
of the biggest threats to not only globalization but also to capitalism. BYJU’S App first hand
witnessed the impact of it where it has seen lower demand of its products from middle class
customers in US and EU market.
 CHAPTER 3

DATA ANALYSIS AND INTERPETATION

RESEARCH METHODOLOGY
RESEARCH DESIGN: The research is descriptive in nature.

DATA COLLECTION:
Primary Data - This study is focused on identifying the Marketing Strategy adopted by the
Think and Learn Pvt. Ltd. Thus, interviewing and observation are the primary data collection
method used in this study as in the form of questionnaire.

Secondary Data – There is also various information used for the same through various

internet sites, research papers etc.

SAMPLING PLAN:
Size – 23
Respondent – organization interns

TOOLS & TECHNIQUE USED IN ANALYSIS:

Research Instruments - Questionnaire

Tools – Google form, pie charts & attribution analysis formulas.

There are 23 respondents who are take part in the survey of marketing strategy of the think and
learn Pvt. Ltd.

Designation of employees No of employees

Intern 23
Experience in moth No of employees

0-2 23

Above 2 0

QUESTIONNAIRE

Q1. DSSL (Discovery School Super League) is beneficial for BYJU’S the Ed-Tech
Company?

According to the date collection 60.9% responses are strongly agree and 17.4% responses are
agree and 8.7% responses are neutral and 8.7% responses are strongly disagree and 4.3%
responses are disagree.
Q2. Visiting schools help to aware students and teachers in mass number, how is it beneficial
for BYJU’S?

According to this data 30.4% responses are strongly agree and 30.4% are agree and 17.4%
responses are disagree and 4.3% responses are neutral and 17.4% responses are strongly
disagree.
Q3. Is meeting with School Principal/Headmaster more beneficial in case of visiting school
to aware students about BYJU’S?

According to the response on this question 30.4% responses are agree and 21.7% responses are
strongly agree and 13% responses are neutral and 17.4% responses are strongly disagree and
17.4% responses are disagree.
Q4. Is Meeting with School Activity Coordinator beneficial in case of visiting school to aware
students about BYJU’S?

With the reference of this question responses are 21.7% responses are agree with this and 13%
responses are strongly agree, 30.4% responses are neutral and 17.4% responses strongly
disagree and 17.4% responses are disagree.
Q5. Is calling before visiting helps in creating pitch to aware them about BYJU’S?

With the reference of this data we get the information in which 47.8% responses are agree and
21.7% responses are strongly agree, % res13% responses are neutral, 13% responses are
disagree and rest are strongly disagree
Q6. Does using promotional videos and pictures of BYJU’S creates a better image in mind of
person?

With the reference of the data information comes out that 39.1% of responses are agree, 30.4%
of responses are strongly agree and 17.4% of responses are neutral, 8.7% responses are disagree
and the rest responses are strongly disagree.
Q7. BYJU’S is sponsoring Indian Cricket team jersey, will it help in marketing the
BYJU’S and will it also help in increasing no of subscription for BYJU’S?

According to data 65.2% responses are strongly agree and 21.7% responses are agree
even 8.7% responses are neutral and rest responses are disagree.
Q8. Recent episode of MAN VS Wild with Bear GRYLLS and PM MODI" is powered
by BYJU’S will it be effective marketing strategy?

According to this data 30.4% responses are agree and 47.8% responses are strongly agree
and 13% responses are neutral and 8.7% responses are disagree.

Q9. Is India's Biggest Quiz Competition "Discovery School Super League powered by
BYJU’S" the impactful marketing strategy to aware about BYJU’S?
With the reference of this data 56.5% responses are strongly agree and 26.1% responses
are agree and 13% responses are disagree and rest responses are neutral.
Q10. Is collaboration with the Disney India biggest move taken by BYJU’S to target K-
3(KG to 3rd class) category?

According to this data 34.8% responses are agree and 43.5% responses are strongly agree
and 13% responses are neutral and 8.7% responses are disagree.
Q11. Is creative video learning helpful in marketing for the BYJU’S?

By this information what I got from responses 22.7% responses are strongly agree, 27.3%
responses are agree, 40.9% responses are neutral, 4.5% responses are disagree and rest are
strongly disagree.
 CHAPTER 4

FINDINGS AND CONCLUSION

FINDINGS:-

1. Discovery School Super League (DSSL) is beneficial for the BYJU’S as per the
survey.
2. Visiting schools helps to aware students and teachers and this meeting with
school principal/headmaster is more beneficial.
3. As per survey most responses are neutral so this is based on the situation that how
it become beneficial or loss.
4. By the data most responses are agree so this is good for BYJU’S,
5. By the responses 65.3% of all responses are strongly agree so this is straight that this is
done for marketing for the BYJU’S.
6. 47.8% responses of all are strongly agreed so this episode which is powered by BYJU’S
is for making people aware about BYJU’S.
7. Most responses are strongly agreed and least is disagree so this is straight that
Discovery School Super League (DSSL) is being done for aware the people and also
this is part of marketing strategy.
8. According to this survey the more than 50% responses are agreed so this step is taken
by the BYJU’S is good for future growth.
9. 40.9% responses are neutral so this straight that this may be include in the marketing
strategy and also cannot. It is depending on the BYJU’S that how they use it.

CONCLUSION

Think and learn Pvt. Ltd. (BYJU’S) is an Ed-tech company which is leading company in the
education sector in India and it has lost of growth in future. It deals in of setting standards of
excellence and perfection in the quest for success in aptitude exams like CAT, CSAT, GS,
SAT, IIT-JEE, SAT, GRE and Campus Recruitment Tests. We are pioneers for conducting
online live classes through satellite enabling a reach to any number of students at a time, even
in remote areas. This use of technology is helping the company to grow exponentially without
compromising on quality which is its USP. It is successfully running its training programs in
232 locations including some top engineering colleges like NIT-K, NIT-W, NIT-
 SURATHKAL, NIT-TRICHY, NIT-Calicut, MIT-MANIPAL, BIT- MESRA and SRM-
Chennai. Think and Learn has become one of the most recognized brands in education. It is in
under growth for and lots of marketing left which is uncovered by the BYJU’S.

As I worked on the DSSL I came to know that this is even excellent company but there is
problem in selling strategy adopted by the salesperson and Some customer are not satisfy by the
product and services mostly illiterate parents are not able to understand the BYJU’S product
and main problem is salesperson make them understand as salesperson want and they focus on
the completing the target what they were assigned so

BYJU’S must think about it and there should be some relief to the salesperson so that they can
do work in proper way and also some help for the illiterate parents so that they can understand
to the BYJU’S and its benefits. BYJU’S is really good for student and also helpful to the
student in many ways. BYJU’S can vanish the small coaching institute which is opened in the
market by not highly educated teacher.

LIMITATION

 Time is limited if time was more available than the project would be more good.

 The more case studies were not available.

 Due to limited time the responses was less and if the time would be more so
the responses will be more.
 The responses may be some time become subjective by question by question.
REFERENCES/BIBLIOGRAPHY

JOURNAL:-

1. JOHN JONG-HYUN KIM, RACHNA TAHILYANI (2018), BYJU’S the

Learning App Harvard Business Review Case Study. Published by HBR Publications.

WEBSITES:-
2. https://www.singlegrain.com/res/marketing-guide-for-online-educational-companies/
3. https://www.responsify.com/great-business-marketing-strategies-edtech/
4. https://www.thetechedvocate.org/7-tips-bringing-edtech-company-market/
5. http://www.techedmarketing.com/effective-marketing-strategies-for-your-
edtech-start-up-from-our-education-marketing-consultancy-experience/
 APPENDICES

Q1. DSSL (Discovery School Super League) is beneficial for BYJU’S the Ed-Tech
Company?

Q2. Visiting schools help to aware students and teachers in mass number, how is it
beneficial for BYJU’S?

Q3. Is meeting with School Principal/Headmaster more beneficial in case of visiting school
to aware students about BYJU’S?

Q4. Is Meeting with School Activity Coordinator beneficial in case of visiting school to
aware students about BYJU’S?

Q5. Is calling before visiting helps in creating pitch to aware them about BYJU’S?

Q6. Does using promotional videos and pictures of BYJU’S creates a better image in mind
of person?

Q7. BYJU’S is sponsoring Indian Cricket team jersey, will it help in marketing the
BYJU’S and will it also help in increasing no of subscription for BYJU’S?

Q8. Recent episode of MAN VS Wild with Bear GRYLLS and PM MODI" is powered
by BYJU’S will it be effective marketing strategy?

Q9. Is India's Biggest Quiz Competition "Discovery School Super League powered
by BYJU’S" the impactful marketing strategy to aware about BYJU’S?

Q10. Is collaboration with the Disney India biggest move taken by BYJU’S to target K-
3(KG to 3rd class) category?

Q11. Is creative video learning helpful in marketing for the BYJU’S?