A

Summer Training Report

on

A Study of 4 P’s of Unacademy

by

Sher Ali

Roll no. 21/721

Submitted to

Rajasthan Technical University, Kota

In Partial fulfilment of the requirements for the Degree of

Master of Business Administration

Under the guidance of

Dr. Praveen Sharma

Faculty, MBA Program

University Teaching Department

Rajasthan Technical University

Session - 2022- 2023

 Letter of Transmittal

January 18, 2023

Dr. Praveen
Sharma
Faculty M.B.A. Program
University Department
Rajasthan Technical University, Kota
Subject: Submission of Training Report on 4 P’s of Unacademy.
Dear Sir,
It’s my great pleasure to place my internship report for your kind approval. My
internship report is on “A Study of 4 P’s of Unacademy”. The observation and
results of the study is embodied on this report. My 45 days training has been a
great opportunity to enrich my learning about the industrial culture and one of the
recruitment functions at Unacademy. I feel that I have learnt a lot from this
opportunity.
I request your kind excuse for the mistakes that may takes place in the report
instead of my best efforts.
Thanking You
Sincerely
Sher Ali
University Roll No.: 21MUCXX620
MBA 3rd Semester
Marketing and business Analytics

Rajasthan Technical University, Kota

I
 Internal Guide Certificate

This is to certify that Sher Ali student of MBA 3rd Sem. at Rajasthan Technical
University, Kota has submitted Summer Training Report on “A Study of 4 P’s of
Unacademy at Unacademy” for the session 2022-2023. The report has been
completed during MBA 3rd Sem. for the partial fulfilment of the award of degree
of Masters of Business Administration from Rajasthan Technical University,
Kota.
The Summer Training Project Report have been completed under the guidance of
faculty guide nominated by RTU as per norms and guideline provided by the
university.
Dr. Praveen Sharma
Faculty MBA Program
RTU, Kota

II
 Declaration

I hereby declare that the project entitled A Study of 4 P’s of Unacademy

submitted to the RAJASTHAN TECHNICAL UNIVERSITY, in partial
fulfilment of the requirements for the Degree of Master of Business
Administration in Applied Management is my original work and the project has
not formed the basis for the award of any degree, diploma, associate ship,
fellowship or similar other titles. It has not been submitted to any other university
or Institution for the award of any degree or diploma.

Place: Kota Name: Sher Ali

Date:01-04-2023 Enrollment No.: 21MUCXX620

III
Certificate

IV
 Preface

In the present fast moving globalize economy, only theoretical knowledge is not
sufficient for an individual to perform efficiently to bridge the gap between theory
and practical.

The students required to undergo 2 months training in any organization in subjects

like marketing, finance, human resource or information technology.

Summer training program is a prelude to the final placements that the students
will be getting. It is during these 2 months of exposure to the industry that the
students can make a mark of challenging work, knowledge and ethics on the host
organization.

Summer training program would also be a great learning experience since it

enables the students to apply theory to practice and observe and learn the current
trends in the market.

So, to have a practical exposure, I have been placed on “Unacademy” for my

summer training program as my specialization is Marketing.

I, Sher Ali, a student of second year M.B.A, Rajasthan Technical University

Kota, did my project work in “Unacademy” on the topic of “4 P’s of
Unacademy”.

V
 Acknowledgement

I express my sincere thanks to my project guide, Dr. Praveen Sharma, faculty

member of management studies for guiding me right form the inception till the
successful completion of the project. I sincerely acknowledge them for extending
their valuable guidance, support for literature, critical review of project and the
report and above all the moral support they had provided to me with all stages of
this project. My thanks are due to all those who have directly or indirectly helped
me in preparing this project report. However, I accept the sole responsibility for
any possible error of omission and would be extremely grateful to the readers of
this project report if they bring such mistakes to my notice.

Place: Kota Name: Sher Ali

Date:01-04-2023 Enrollment No.: 21MUCXX620

VI
 List of Contents
Letter of Transmittal..............................................................................................................I

Internal Guide Certificate....................................................................................................II

Declaration.........................................................................................................................III

Certificate...........................................................................................................................IV

Preface..................................................................................................................................V

Acknowledgement.............................................................................................................VI

Chapter-1 Introduction
1.1 Introduction to Industry..............................................................................................1-2

1.1.1 Famous Coaching Institutions In India........................................................2-7

1.1.2 Growth Of Indian Coaching Institutes.......................................................8-10

1.2 Introduction of Unacademy..........................................................................................11

1.2.1 Unacademy Company Highlights.................................................................12

1.2.2 Unacademy Vision and Mission....................................................................13

1.2.3 Unacademy Founders and Team..............................................................13-18

1.3 Unacademy Growth and Revenue..........................................................................19-20

1.4 Unacademy Offline Learning via Learning Centres...............................................20-27

1.5 Unacademy Business and Revenue Model............................................................27-29

1.6 SWOT analysis of Unacademy................................................................................30-31

Chapter-2 Conceptual Framework

2.1 Marketing mix..........................................................................................................32-34

2.2 Unacademy Product Strategies................................................................................34-35

2.2.1 Unacademy Compete app.....................................................................................36-37

2.3 Unacademy’s price strategy.....................................................................................37-38

2.3.1 Unacademy Plus vs ICONIC subscriptions Benefits.................................................39

2.3.2 Unacademy Plus subscription Fee structure.........................................................40-41

2.4 Unacademy Place strategy.......................................................................................41-43

2.5 Unacademy Promotion strategies............................................................................43-45

2.5.1 Decoding Unacademy’s social media strategy....................................................45-60

2.6 Unacademy scholarship scheme..............................................................................60-66

Chapter-3 Research Methodology

3.1 Objectives of the study.................................................................................................67

3.2 Research design............................................................................................................68

3.3 Research Methodology.................................................................................................68

3.4 Source of Data..............................................................................................................69

3.5 Sample Design..............................................................................................................69

3.5.1 Sample size and Method of Selecting Sample..........................................69-70

3.6 Scope Of Study.............................................................................................................70

3.7 Limitations of Study.....................................................................................................71

Chapter-4 Data Analysis & Interpretation............................................72-79

Chapter-5 Conclusion & Suggestions

5.1 Conclusion...............................................................................................................80-81

5.2 Suggestions...................................................................................................................82

Reference and Biblography..............................................................................................VII

Summer Training Project Evaluation Form....................................................................VIII

Annexure......................................................................................................................IX-XI
 List of Figures
Fig 1.1 Logo of Unacademy.................................................................................................3

Fig 1.2 Logo of Allen...........................................................................................................3

Fig 1.3 Logo of Resonance....................................................................................................4

Fig 1.4 Logo of Unacademy.................................................................................................5

Fig 1.5 Logo of Bansal classes.............................................................................................5

Fig 1.6 Logo of Vibrant academymotors...............................................................................5

Fig 1.7 Logo of FIITJEE......................................................................................................6

Fig 1.8 Logo of Narayana coaching center...........................................................................6

Fig 1.9 Logo of VMC.........................................................................................................10

Fig 1.10 Logo of IITians Pace............................................................................................10

Fig 1.11 Loog of Unacademy.............................................................................................11

Fig 1.12 Unacademy Milestones........................................................................................12

Fig 1.13 Unacademy Founders............................................................................................15

Fig 1.3 Unacademy Shareholding.......................................................................................18

Fig 1.14 Facilities available at Unacademy offline centres................................................21

Fig 1.15 Visit at Unacademy offline centre........................................................................22

Fig 1.16 Facilties available at Unacademy centres............................................................25

Fig 2.1 Logo of Compete App...........................................................................................36

Fig 2.2 Interface of Compete App......................................................................................37

Fig 2.3 Facebook post on Unacademy page.......................................................................46

Fig 2.4 Facebook post on Unacademy page.......................................................................47

Fig 2.5 Instagram post on Unacademy page.......................................................................47

Fig 2.6 Instagram post of Unacademy of TVF Aspirants…................................................48

Fig 2.7 Instagram post of Unacademy on Tokyo Olympics 2020…..................................48

Fig 2.8 Twitter post of Unacademy....................................................................................49

Fig 2.9 Twitter post of Unacademy about exams…...........................................................50

Fig 2.10 “The Greatest Lesson” video thumbnail..............................................................50

Fig 2.11 Unacademy-Craking the Game video thumbnail….............................................51

Fig 2.12 Unacademy Lesson no. 7 video thumbnail..........................................................52

Fig 2.13 Example of Influencer marketing of Unacademy......................................................52

Fig 2.14 List of Unacademy youtube channels.........................................................................54

Fig 2.15 Unacademy Centre youtube channel home page..................................................56

Fig 2.16 Unacademy timout youtube channel home page.................................................58

Fig 2.17 Craziest Scavenger Hunt in Kota thumbnail...............................................................59

Fig 2.18 Kota pulse by Unacademy youtube channel home page............................................60

Fig 2.19 Logo of UNSAT scholarship scheme…...............................................................61

Fig 2.20 Scholarships of Unacademy.................................................................................62

Fig 2.21 KLF 2022 poster…...............................................................................................64

 List of charts/Graphs
Fig 1.1 Chart Indian Edtech Market is Growing at a CAGR of 39%...................................2

Fig 1.2 Chart Proportion Of Students Taking Private Coaching........................................10

Fig 1.3 Unacademy Shareholding.......................................................................................18

Fig 4.1 Chart showing best mode for attracting students...................................................72

Fig 4.2 Chart showing best social media platform of Unacademy.....................................73

Fig 4.3 Chart showing teaching quality of educators.........................................................74

Fig 4.4 Chart showing learning content satisfaction..........................................................75

Fig 4.5 Chart showing awareness of Unacademy youtube channels..................................76

Fig 4.6 Chart showing awareness of scholarship scheme...................................................77

Fig 4.7 Chart showing best prefered mode of study...........................................................78

Fig 4.8 Chart showing problem solving service.................................................................79

 List of Tables
Table 1.1 Unacademy highlighs.........................................................................................12

Table 1.2 Unacademy Revenue..........................................................................................20

Table 2.1 Subscriptions Benefits of Plus vs ICONIC........................................................39

Table 2.2 Unacademy Plus subscription Fee structure.......................................................41

Table 4.1 Best mode for attracting students.........................................................................72

Table 4.2 Best social media platform of Unacademy...........................................................73

Table 4.3 Showing teaching quality of educators................................................................74

Table 4.4 Learning content satisfaction…...........................................................................75

Table 4.5 Awareness of Unacademy youtube channels…..................................................76

Table 4.6 Awareness of scholarship scheme…...................................................................77

Table 4.7 Best preferred mode of study...............................................................................78

Table 4.8 Problem solving service.......................................................................................79

1.1. Coaching Industry In India

The share of the education sector in India was 91.7 Billion USD in 2018, which
has risen to 117 Billion USD in 2020 and continues to expand. The coaching
industry alone contributes approximately 3.5 billion USD to this, which is huge
considering there are various types of educational institutes in the country
including schools, colleges etc.

Most parents understand the crucial role of coaching in their children's future.
They feel that it helps their children in solidifying their knowledge which is not
possible by schools alone. Coaching institutions also enhance the conceptual
learning of the students which is very crucial for their selection to prestigious
institutes like IITs, AIIMS or IIMs. It is the trust of parents who are willing to pay
exorbitant amounts of fees for their child's education, coaching institution as an
industry is witnessing massive expansion.

If we look at the competition for the seats IIT-JEE has around 10,000 seats, yet
more than 200,000 students show up for its entrance exams. More than 770,000
show up for the NEET for an insignificant 2,140 seats. Despite the miserable
proportion of the students accepted in these engineering or medical institutes, the
total number of candidates appearing for IIT-JEE or NEET goes in lakhs, and
most of the students who appear for these exams opt for coaching in some of the
well-known coaching brands like Aakash, FIITJEE, and others. These coaching
classes are seen as the stepping stone for the students for the successful
preparation of these entrance exams.

The coaching institute craze also extends to post-graduate studies like MBA in
India. Every December, several candidates appear for the Common Admission
Test (CAT) to gain admission to the top Indian B-schools. There is also very stiff
competition for a paltry number of seats and coaching institutes for CAT thrive on
this competition.

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 Chart 1.1 Indian Edtech Market is Growing at a CAGR of
39%

Lakhs of students happily struggle to cut down their living costs steeply to pay
coaching institutes' hefty fees. All of them have a common aim of getting
admission to the crown jewels like All India Institute of Medical Science
(AIIMS), Birla Institute of Technology Sciences (BITS), Christian Medical
College (CMC), National Institute of Technology (NIT), Indian Institute of
Technology (IIT), and several other prominent institutes. Statistics and trends
suggest that coaching institutions in India will continue to flourish in coming
times as well.

1.1.1 Famous Coaching Institutions In India

Although there are lakhs of coaching institutes in India. But, some of them have
outgrown and have established themselves as big brands. It is a dream for many of
the students to get into any of these coaching institutes while preparing for the
exam as they have a good reputation in the education market for the selection of a
particular kind of exam. Students often find them as a more secure choice
compared to the other options out there.

Here are the top 10 coaching institutes that aspiring candidates may consider in
their quest to choose the ideal institute:

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(I) Unacademy

Unacademy is an Edtech company established in 2015. The company had its

beginnings as a Youtube channel created by Gaurav Munjal and started by
Dheeraj Meena. Later on, in 2015, the company was registered in Bengaluru as an
education company. The company has entered the Unicorn club in September
2020 after it raised $150 million from Softbank and other existing investors.

Fig 1.1 Logo of Unacademy

(II) Allen Career Institute

Almost 45,000 students enrolled in Allen's classroom course in Kota for the 2019
session. With 990 students qualifying for the JEE Advance 2019 and 380 absolute
determinations in AIIMS 2019, the accomplishments of Allen Career Institute are
well-known.

Fig 1.2 Logo of Allen

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(III) Resonance

Since its establishment in 2001, Resonance has become a household name. With
12+ study programs, 300+ full-time employees out of which 25% employees are
from the IITs, and with the most noteworthy number of understudies fitting for
JEE Advance, this coaching institute is known well-known for producing entrance
exam toppers.

Fig 1.3 Logo of Resonance

(IV) AAKASH BYJU'S

Aakash Educational Services Limited (Aakash BYJU‟S) is a leading educational

institution in India that provides comprehensive test preparatory services to
students preparing for medical and engineering entrance exams, school/board
exams, NTSE, Olympiads and other foundation level exams. In 2022, 93500+
students qualified in NEET, JEE and other competitive exams.

Fig 1.4 Logo of Unacademy

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(V) Bansal Classe

A pioneer in the coaching industry, Bansal Classes has always demonstrated its
value with respect to the different entrance exams in India. With two understudies
in the top 10 All-India rankers and 19 in the top 150 All-India rankers in JEE
Advance 2019, Bansal Classes is known for its teaching prowess.

Fig 1.5 Logo of Bansal classes

(VI) Vibrant Academy

A foundation established to prepare IIT-JEE students, Vibrant has established

itself as a solid contender among the top coaching institutes. One of the best
coaching institutions with a record level of 43.2% (1243 out of all-out 2836)
selections from ordinary homeroom courses in the 2019 JEE Advance, this
coaching institute has set a benchmark for itself and its rivals.

Fig 1.6 Logo of Vibrant academy

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(VII) FIITJEE

With almost 4,000 understudies accomplishing an All India Rank in JEE (Mains)
2019 and 3,729 understudies accomplishing a position in JEE (Advance),
FIITJEE has been a highly favoured coaching institute, particularly for
engineering exams. It is one of the biggest names in the coaching institute
industry and gives a perfect platform to genuine JEE applicants.

Fig 1.7 Logo of FIITJEE

(VIII) The Narayana Group

Narayana is counted amongst the prestigious coaching academies in India. With a

focus on 17 significant urban cities (including Delhi), the organization offers
study materials alongside experienced educators. With about 400+ qualifications
in JEE Mains and 200+ JEE Advance, Narayana enjoys a strong image when it
comes to entrance exams.

Fig 1.8 Logo of Narayana coaching center

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(IX) Vidya Mandir Classes

Vidya Mandir has gained prominence among IIT competitors by giving proper
courses in more than 30 urban areas. With almost 48 top scorers through the
proper course and 9 top scorers through a correspondence course in the JEE
Advance, Vidya Mandir is certainly worth it for exam preparation.

Fig 1.9 Logo of VMC

(X) IITians Pace

IITians Pace was launched in 1999 with the sole purpose to guide understudies in
Mumbai who wanted to get admits to reputed engineering and medical colleges.
In recent years, IITians Pace has positively shaped Mumbai and has also
expanded to different locations in the country. There is a campus in Dubai as well.
Students from IITians Pace have performed exceptionally in Olympiads as well.

Fig 1.10 Logo of IITians Pace

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1.1.2 Growth Of Indian Coaching Institutes

As per the reports from IBEF India is the second-largest market for e-learning
after the US. As digitalisation is growing and reaching every nook and corner of
the country, the e-learning market is expected to get even stronger in the coming
year. The e-learning sector is expected to reach US$ 1.96 billion by 2021 with
around 9.5 million users. Thus, coaching industry is projected to grow in the near
future as well.

While the coaching institutes are growing, their reach is limited only to bigger
cities as of now. The greater part of these classes are running in metro cities like
New Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, and Chennai which are
favoured for common administrations, law, and chartered accountant
examinations. On the other hand, Jaipur, Chandigarh, Kota, and Pune are
favourable destinations for engineering and management exams.

Another thing to notice is that a significant number of the best educators of

presumed schools and universities have found employment elsewhere and taken
up private training; the straightforward explanation being that the monthly
payments of a good mentor is higher than a school teacher. Consequently, we find
that mentors in coaching institutes are the best in their work, which is a benefactor
in growth of these institutes.

Private mentors charge anything between INR 500 to INR 4,000 every hour for
each student depending upon the cities and the subjects, which for multiple
educational subjects costs between INR 1,000 to INR 6,000 every month to a
student. Thus, there is a very huge earning potential for private tutors.

 Factors Behind The Growth Of Coaching Institutions

As discussed above we have found that coaching institutes has been growing
exponentially and will continue so in coming times as well. The factors that are
causing this growth has been discussed below:

 Roboust Demand: India has currently 250 million school going students as
per IBEF report. This presents coching industry a huge market for growth.

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  Competitive Advantage: India has competitive advantage to its
counterparts due to large English speaking population. This allows easy
delivery of educational products for students to access.
 Increasing Investments: The education market in India is expected to
amount 225 billion USD in FY25. Ed-tech market in India is also
projected to reach 10.4 billion USD in 2025. This will be major factor
behind the growth of coaching institutes.
 Exam Anxiety: The test fear is a significant attribute for trying out training
classes. These classes are viewed as the most widely recognized
arrangement among youngsters who need to exceed expectations
scholastically.
 Extra Push: Even the most elite understudies have the opportunity to get
better. And coaching institutes are known to provide this push.

 Expected Growth Of Coaching Institutions In Future

India's coaching institutes have an incredible opportunity given that around 580
million of the country's populace lies in the age group of 5-24 years making it the
largest population in this particular age bracket. This large market comes with the
lots of opportunity for the education sector in general and coaching institutes in
particular. India's education sector is expected to reach $225 billion by 2025.

Expanding web infiltration will help in training conveyance. India has more than
250 million school-going understudies, which is more than the entire population
of several nations. It has probably the biggest system of education establishments
in the world. The Central Government intends to dispense $1 billion to states for
aptitude- improvement activities. In October 2017, to support the Skill India
plans, SANKALP and STRIVE were propelled at a cost of $1.02 billion. Reviving
Infrastructure and Systems in Education by 2022 was declared in the govt budget
of 2018-19 with INR 1 lakh crores allocated for the initiative.

9|Pag
 Chart 1.2 Proportion Of Students Taking Private Coaching

'Expertise India' program has profited more than one crore youth every year.
Under the Union Budget 2019-20, the government gave INR 400 crores for
'World Class Institutions'. The training area in India stays to be a key need for the
administration. The Government of India has permitted 100% Foreign Direct
Investment (FDI) in the instruction area through the programmed course since
2002.

The Government of India is chipping away at the draft of the New Education
Policy to address the changing elements in the instruction business of the nation.
'Organizations of national significance' (NID) will have the option to build private
associations and work together with research labs across India. According to the
Union Budget 2019-20, under the Pradhan Mantri Gramin Digital Saksharta
Abhiyan (PMGDISHA), more than 2 crores of rustic Indians have been educated.

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1.2 Introduction of Unacademy

1.11 Loog of Unacademy

Unacademy was started as a YouTube Channel by Gaurav Munjal just for the sake
of exploring a new hobby. During those days, Munjal, who was pursuing
engineering, gave coding lessons in Java through his channel. The channel was a
hit and Munjal also became one of the most followed people on question-and-
answer website Quora, where he extensively wrote answers to questions on
computer science.
In 2015, with the help of the other co-founders mentioned above, Munjal
registered Unacademy as a brand under the parent firm Sorting Hat Technologies
Pvt. Ltd. The portal offered free classes during the first 3 years of its
operation and started a subscription model only in 2019.

Numerous platforms of Unacademy including Unacademy Plus, and other

properties of the company like Chamomile Tea with Toppers, Wifistudy, The
Solutionists, Unacademy JEE, and Unacademy Studios, with which it acquires
nearly 110 Million views every month, makes it the largest distributor of
educational content. Unacademy has emerged as one of the largest companies in
the Edtech space in 2021, which has successfully raised quite a sum via the
funding rounds and has acquired around 12 companies including CodeChef,
Coursavy, and more. The company is currently hailed as the second most valued
ed-tech startup.

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1.2.1 Unacademy - Company Highlights

Startup Name Unacademy

Headquarters Bangalore, Karnataka
Industry EdTech
Founders Gaurav Munjal, Dr. Roman Saini, and Hemesh Singh
Founded 2015
Parent Organization Sorting Hat Technologies Private Limited
Total Funding $838.5 Million (2021)
Revenue $464.53 Million in FY21)
Net profit/Net Loss Loss - $206.78 million (Rs 1,537.5 crore in FY21)
Valuation $3.44 Billion (November 2021)
Unacademy Website unacademy.com

Table 1.1 Unacademy highlighs

Fig 1.12 Unacademy Milestones

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Over the years, Unacademy has grown to become India‟s Largest Learning
Platform. Unacademy is on a mission to democratize access to high-quality
education by connecting Learners with Top Educators from across the country.
Currently, over 91,000 Learners have the opportunity to learn anytime, anywhere
with Live and Recorded Classes, Live Tests, quizzes, high-quality learning
material and more.

1.2.2 Unacademy - Vision and Mission

Unacademy‟s vision is to build numerous courses in multiple languages for

students all over the world. Expanding its educators along with the students,
Unacademy aims to collaborate with the brightest minds and empower India‟s
youth population which accounts for 19% of the world‟s youth, to bring oneself
into this contemporary world. 70% of its learners come from Tier 3 cities, where
there is a lack of top educators, thus, the startup focuses on enlarging its teachers,
and languages, and adding more exams to the existing mixture.

1.2.3 Unacademy - Founders and Team

Unacademy was founded by Gaurav Munjal, Dr. Roman Saini, and Hemesh
Singh. Though it was started under the same name by Gaurav Munjal and Dheeraj
Meena as an educational channel on Youtube in 2010, the company was officially
registered as an education company, Unacademy in 2015 in Bengaluru.

(I) Gaurav Munjal

Gaurav Munjal, the CEO of Unacademy, sold his first company FlatChat, to
CommonFloor in 2014, and is currently developing Unacademy. A St. Xavier's
Jaipur student, Munjal has a Btech in Computer Engineering from NMIMS,
Mumbai. After a brief internship at Directi, Munjal founded Unacademy, as a
Youtube channel providing easy, study-related videos for the students. However,

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he left the same and joined Directi as a Software Developer, where he remained
for a little more than a year before founding FlatChat. He served as the FlatChat
Founder and CEO but after the same had been acquired by CommonFloor. Munjal
started revamping Unacademy from the scratch and developed it into the company
we see now.

(II) Dr. Roman Saini

Roman Saini, who is a doctor from AIIMS, cleared the Civil Service Exam (IAS)
in 2013. He quit his administrative roles and is now the Co-founder and Chief
Educator of Unacademy.

(III) Hemesh Singh

Hemesh Singh is the Chief Technology Officer (CTO) and Co-founder of

Unacademy, who was also the CTO of FlatChat formerly.

Unacademy CMO, Karan Shroff has been promoted to the position of a partner
with the help of the company's internal 'Partner' program for the employees, as of
September 7, 2021. This program is decided upon by the company to recognize
the key leaders of the organization. The partner position, as mentioned by
Unacademy CEO Gaurav Munjal, is similar to being a co-founder of the
company.

Karan Shroff is currently serving as a Partner and the Chief Marketing Officer of
Unacademy. Shroff forwarded an email on April 6, 2022, that came from Elon
Musk, which said what the managers of Musk's company must do if he sends an
email. Forwarding the mail, Karan Shroff lauded the work culture that is followed
by companies like Tesla and mentioned that working on similar lines, focusing on
ownership, accountability, modesty, clarity, clear directions and actionable
information, can lead to rapid, sustainable growth. Here goes Karan Shroff's
LinkedIn forward:

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 Fig 1.13 Unacademy Founders

(I) Facilities at Unacademy platform

 Unacademy provides a learning app so as to create a platform for better

study.

 Daily live classes are available on their learning app.

 The practice section, mock tests, and lecture notes are shared as PDFs for
revision purposes.

 Plus, students can chat with educators, ask questions, answer live polls,
and get their doubts cleared.

 Also, live and recorded classes to watch from the convenience of any of
the devices.

 Best and will research study material designed by the expert educator is
offered to the students.

 They also provide live online classes by facilitating chatting with

educators, asking questions to them, participating in live polls, and instant
clarification of doubts.

 The academy also provides Free online classes to students.

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  The Academy also offers an EMI option on 6 months & above
subscription plans.

(II) Courses offered by Unacademy

Unacademy offers a wide variety of courses developed by more than 18,000

teachers. The course curriculum covers the syllabus of classes 10+2 and other
competition exams such as JEE, NEET, UPSC, SSC, Bank PO, CAT, GATE, etc.
The platform offers the courses in the form of both live classes and pre-recorded
videos. Every fourth class of the week is dedicated to addressing students‟ doubts.
Interestingly, Unacademy is now offering classes in pastry-making and chess as
well.

 JEE Advanced  NEET PG

 CAT  CS Foundation
 IAS  Class 10
 NEET  MHT CET
 SBI PO  AP EAMCET
 SSC CGL  TS EAMCET
 NDA  KCET
 IELTS  AFCAT
 NTSE  IIT JAM
 CUET  ESE
 JEE Main  UGC NET
 CA Foundation  Class XI - XII
 CA Intermediate  Bank PO
 CDS  TNPSC
 GATE  PPSC
 GRE  UPTET
 CA Final  State PSC
 Class 9  HTET

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  MPTET  TSPSC
 APPSC  OPSC
 UPPSC

(III) Unacademy Funding

Unacademy is now a part of the prestigious Unicorn club, which means that the
company has surpassed the valuation of $1 billion. In fact, it was Gaurav
Munjal‟s dream to achieve this milestone before turning 30. Notably, the
company became a unicorn club member just 6 days before his 30th birthday.
Let‟s take a look at the various funding rounds that have taken place so far:

 January 2017: Raised $4.5 million in a funding round led by Blume Ventures
and Nexus Venture Partners.
 September 2017: Raised $11.5 million in Series B funding led by Sequoia
India and SAIF Partners.
 July 2018: Raised a combined $21 million from Sequoia India, SAIF Partners
and NEXUS Investment Partners.
 February 2020: Raised a combined $110 million from Facebook, Blume
Ventures, Nexus Ventures, Flipkart CEO Kalyan Krishnamurthy, and private
equity company General Atlantic.
 September 2020: Raised $150 million through Soft Bank Group led funding
which saw all existing investors participate
 November 2020: Raised an undisclosed amount from Tiger Global and
surpassed the valuation of $2 million.

(IV) Unacademy Acquisitions

Unacademy has acquired a number of startups in its journey so far. Here‟s a
complete list of its acquisitions:

2018 - Acquired WifiStudy, a YouTube-based exam preparation channel, for $10

million.

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2020 - Acquired Kreatryx to expand Gate and ESE preparation services.
 Acquired Mumbai-based programming platform named CodeChef in June.
 Bought Prepladder, a Gurugram based online coaching platform, for $50
million in July.
 Acquired majority stake in Mastree – a K-12 Learning platform – for $5
million In July.
 Bought Coursavy, an online UPSC preparation test portal, in September.
 Acquired Delhi-NCR based Neostencil, a startup dedicated to government-
exam preparation, in December.

2021 - Acquired majority stake in technology firm TapChief in February

(V) Unacademy Shareholding

Unacademy's largest shareholders are Nexus Venture Partners and Sequoia India,
which holds 13.1% each of the company's shares. Around 14.4% of Unacademy
shares are in its ESOP pool. Softbank, General Atlantic and more form the other
shareholders of the company. Unacademy Co-founders - Gaurav Munjal, Roman
Saini and Hemesh Singh together retain over 9% stakes in Unacademy.

Fig 1.3 Unacademy Shareholding

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1.3 Unacademy - Growth and Revenue

Unacademy has emerged as one of the largest companies in the Edtech space in
2021, which has successfully raised quite a sum via the funding rounds and has
acquired around 12 companies including CodeChef, Coursavy, and more. The
company is currently hailed as the second most valued ed-tech startup.

Unacademy states that the greatest success of them relies on the students who
crack the toughest of examinations. Catering to 32+ competitive exams as of now,
the company focuses on its growth by including more tests and exams, to append
subscribers. This Edtech startup has raised $110 Million from General Atlantic
and Facebook and received a post-money valuation of $510 Million, which was
an added boost for the company that has already seen big names, such as Sequoia
Capital India, Steadview Capital at the start of its career. The company has also
received funds from SoftBank Vision Fund, Dragoneer Investment Group, Tiger
Global Management, and Temasek Holdings in the last couple of years.

Unacademy has signed former skipper of the Indian cricket team, MS Dhoni, and
the contract is for 2 years, as the report goes. The company has started its
campaigns with an elaborate video shoot with Dhoni, which will be released soon
and is now in the post-production phase.

Unacademy has achieved numerous growth milestones throughout the years. Here
are some of the prominent growth highlights of Unacademy:

 Unacademy offers preparation for over 60 categories of exams.

 It has over 5,00,000 registered educators on its platform.
 The company boasts of having 1 million+ video lessons.
 The Edtech unicorn has 315+ million total views for its YouTube videos.
 Unacademy has opened its first physical store in New Delhi, as per reports
dated March 12, 2022, and will open similar stores in Kota, Jaipur, and
Lucknow.

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(I) Unacademy Revenue Breakdown

Unacademy Revenue FY21 FY20

Verticals

Subscription Revenue INR 380.8 cr INR 61.5 cr

Advertising and Other INR 9.01 cr INR 3.2 cr

Operating Revenue

Table 1.2 Unacademy Revenue

(II) Unacademy - Educators

Unacademy imposes life lessons and motivational talks with top educators in its
exclusive “Legends on Unacademy” initiative. The first edition included famous
cricketers Brian Lara, Brett Lee, and Jonty Rhodes as educators, talking about
their challenges and achievements. The second edition of “Legends on
Unacademy” involved Congress MP Shashi Tharoor, India‟s first woman IPS
officer Kiran Bedi, and the star couple Virat Kohli and Anushka Sharma. Apart
from this, the educators for all the sectors are highly accomplished with prior
proficiency and in-depth erudition.

Celebrity educators would join in soon with Unacademy, who will teach the
students extracurricular courses via "Unacademy Icons", which is all set to be
launched in 2022. Though this new venture sounds almost like FrontRow,
Celebrity School, Artium Academy, and Mento, in the first impression, the
working model is still not clear and would only be clear after the official
confirmation from the company.

1.4 Unacademy Offline Learning via "Learning Centres"

Unacademy launched its first two Unacademy offline Centres in Kota, Rajasthan.
On June 16, 2023 these centres are going to complete their first year. Unacademy
also has plans to introduce national scholarships/admission tests to enrol students
and provide them scholarships much like FIITJEE, Aakash Institute, and more.

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Jaipur, Chandigarh, Bangalore, Delhi NCR, Patna, Pune and Ahmedabad are
some more cities where the service would likely start. In its Learning Centres,
Unacademy has planned to enrol up to 15K learners across NEET, JEE, and
Foundation Courses. For its Kota centre, Unacademy has hired 30 educators to
date as of June 14, 2022, all of whom previously worked at Allen.

The first of the Unacademy Learning Centres will be set up in an 18K sq ft. space
and the classes will be conducted by educators. The edtech unicorn has already set
up the centres for NEET-UG, IIT JEE, and Foundation (Classes 9 and 10)
categories, the first batch of which will be beginning on June 16, 2022.

Unacademy Centre provides learners with immersive offline teaching, with the
added flexibility to learn online. Through offline classes, you can learn from the
best educators of the city with the help of study material, exercise and more.

Fig 1.14 Facilities available at Unacademy offline centres

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Unacademy Centres are now open in

Kota | Sikar | Ahmedabad | Delhi | Chandigarh | Lucknow | Patna | Indore | Noida

Vijayawada | Hyderabad | Kolkata | Bengaluru | Bikaner | Bhubaneswar | Jammu
Dehradun | Gorakhpur | Varanasi | Nagpur | Ranchi and more coming soon.

Fig 1.15 Visit at Unacademy offline centre

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  Values Offerings Offline centres

 Learn face-to-face from the best Educators in your city and experience
immersive learning in a classroom environment.
 Receive notes and study curriculum that is crafted keeping in mind the
level of difficulty and importance of a topic, optimized to ensure
maximum time for self-study.
 Ensure maximum subject retention through specially-designed practice
questions, exercises and assignments.
 Access recordings of every offline class* thereby ensuring you remain up-
to-date on all lessons.
 Experience a high-tech library with access to important books, air-
conditioned smart classrooms, self-study areas and a cafe.
 Avail face-to-face mentorship with doubt solving sessions and improve
your understanding of concepts.
 Stand a chance to join the Special Rankers Group (SRG) curated for
outstanding performers, to get expert guidance for JEE Advanced, NEET
UG, Olympiads and KVPY.

 Online Advantage at Unacademy

 Access the Unacademy Plus Subscription and learn from India‟s

Top Educators through Live and Recorded Online Classes, at your
convenience.
 Avail the „Ask a Doubt‟ feature for instant doubt solving on all
your academic queries.
 Strengthen your exam preparation with daily practice questions
and exercises covering PYQs.
 Learn with a well-curated pedagogy covering the NCERT syllabus
and board examination preparation.

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  Parent-Educator Sessions

Parents have access to personalized Learner progress reports. These sessions will
enable parents to identify the Learner‟s improvement areas and accordingly
channelise efforts in the right direction. Regular direct interactions with Educators
to ensure continuous feedback for the overall development of the Learner.

(i) Regular attendance updates

 RFID based attendance, real time updates
 Stay on top of your ward's attendance
 Receive an alert if your ward does not attend a class

(ii) Frequent parent-teacher connects

 Connect with teachers every month on your ward's performance
 Understand how your ward is progressing towards the goal
 Flexible communication channels

(iii) Detailed performance reports

 Evaluate time, attempted questions, and missed opportunities to score
better marks
 Tailored learning plans for areas for improvement
 Comparison with peers through cumulative test reports

(iv) Flexible payment options like loans, EMIs etc

 Partnership with multiple loan partners such as Bajaj, Propelld etc.
 Flexible instalment options available
 Payment modes

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 Access study material curated by Unacademy’s Top
Educators

 Study Notes - In-depth notes with questions and exercises based on the
latest syllabus and exam pattern.

 Practice Sheets curated by Educators - Practice sheets based on

methodical revisions to enhance retention of concepts.

 Practice Booklets - Question banks with important PYQs to help Learners

improve conceptual and application-based learning, segregated by
difficulty levels.

Fig 1.16 Facilties available at Unacademy centres

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 Unacademy - Competitors

The main competitors for Unacademy are:

 Khan Academy
 Toppr
 Byju's
 Vedantu
 Bluprint Firefly
 TutorVista

Khan Academy appears to be the top competitor because like Unacademy, they
also provide quality educational content for free from which large students are
being benefitted. Unacademy substantiates to be exclusive in its educational
services and confronts several competitors across the nation.

 Unacademy - Future Plans

The total market size of this EdTech startup is expected to reach $287 Billion by
2023, escalating from $160 billion in 2017. Having the largest distribution of free
educational videos, and more than 100 Million views every month, the company
is working towards creating videos in multiple languages to facilitate students
globally, include worthy content and test preparation modules for all possible
competitive examinations, and affiliate with great minds to build powerful student
network.

Unacademy has disclosed its plans of conducting an IPO in the next 2 years,
according to the reports dated July 11, 2022. However, for that to happen, the
startup must first turn cashflow positive. Besides, its expenses need to be reduced,
for which the founders and the top managers of the company are likely to receive
pay cuts. According to the sources, the founders have already taken pay cuts and
the management will also do the same now. The startup will also refrain from

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providing dedicated drivers to the CXOs and would not offer business-class travel
for anyone, that includes the CXOs and the founders.

According to the financials released recently by the Bangalore-based Edtech

startup, Unacademy's losses multiplied to Rs 1,537.4 crore in FY21 from Rs 258.6
crore in FY20, thereby increasing by 494% in FY21. The total expenses of the
company rose by 349% in FY21. The edtech unicorn also saw its revenues rise by
350%. The total income of the company was recorded at Rs 64.7 crore in FY20,
which rose to Rs 464.53 crore this fiscal (FY21).

1.5 Unacademy - Business and Revenue Model

Unacademy operates on B2B and B2C business models, where the main income
of the company lies in paid memberships that they offer!

Unacademy's basic revenue model is of a Freemium type. Here the company

offers a range of services for free, which the audiences can continue. However, if
they want more high-quality content, then they need to pay a small fee for the
same.

(I) Unacademy Plus - Unacademy offers numerous classes along with pre-
recorded video lectures furnished with ample information for free for all the
students. However, the company also offers paid live classes to help the student
clear their doubts with one-on-one doubt clearance sessions and proper lectures.
This can be availed through a premium subscription called 'Unacademy Plus.' The
Unacademy Plus subscription was launched at Rs 299 to celebrate the Unacademy
Learning Festival. This offer was valid from April 23 to April 30, 2022, for Joint
Entrance Examination (JEE), National Eligibility cum Entrance Test
Undergraduate (NEET UG), and students from Class 8 to 12.

(II) Relevel - Unacademy has launched another platform called Relevel in May
2021. This new platform is designed to help job seekers find their jobs within 15
days of application. Relevel claims of having more than 2.35 lakh users and
boasts of a 100% placement rate, as of October 1, 2021. The people who have

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secured jobs are mostly from Tier II and Tier III cities in the country. Besides, the
experienced job seekers claimed to have attained up to a 150% salary hike
through Unacademy's job portal.

Relevel has witnessed 64+ companies to date on its platform across sectors, which
have interviewed the candidates on the basis of the tests. Frontend Development,
Backend Development, and Business Development are the 3 tests that Relevel
conducts for job seekers as of now. These 3 tests are diverse in nature ranging
from MCQs, algorithmic tests, and case studies and are conducted within a day.
Sometimes, the Relevel tests include the building of a mini-app followed by a
final round of interviews with an industry expert. Shashank Murali, the founder of
the recruitment platform, currently heads it, as the CEO of Relevel. The platform
successfully raised $20 mn from Unacademy on October 1, 2021. In terms of
revenue, Relevel crossed $10 million in Annual Recurring Revenue (ARR) in
June 2022.

(III) Graphy - The Unacademy Group boasts of Graphy, which serves as a

platform that is designed to help the creators of the country grow their audiences.
Furthermore, it also helps them monetize their skills, host live cohort-based
courses, and more. The all-new Graphy that acts as a Saas platform welcomes
influencers, educators, and domain experts from across the country.

On June 22, 2021, Unacademy's Graphy announced its Graphy Creator Grant,
which is deemed to help the applicants start with their online school.

(IV) Youtube channels - We all know that Unacademy first started as a Youtube
channel. Though the business has grown far and wide since 2010, the company
still runs its Youtube channel. The only difference is that the company now runs
different Youtube channels instead of one, under names like Unacademy JEE,
Unacademy UPSC, and others for the school students between 6th and 8th
standards.

(V) Content marketing - Unacademy is excellent in its marketing strategies, be it

for the brand or its contents. It markets its contents using numerous cutting-edge
techniques. Furthermore, it uses social media marketing, email marketing,

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advertisements on its website as well as on other websites to generate leads, and
more.

(VI) In-app purchases - Unacademy also earns significantly through their in-app
purchases. The company lists offers and discounts regularly on its app covering
live classes, study materials, live mock tests, quizzes, other premium content, and
more.

„Unacademy Plus‟ has nearly 100,000 subscribers, and offers paid educational
services. These paid subscriptions are the main source of revenue for Unacademy.

(VII) Learning Resources - Unacademy offers a wide range of learning

resources for the students to go about their learning processes. These are mainly
of two types:

 Pre-recorded videos
 LIVE sessions

Though most of the pre-recorded videos are viewable for free, the Live sessions
are chargeable.

Unacademy decided to shut down Mastree, an online platform for kids to master
communication, on September 2, 2021, almost one year after the company has
acquired the firm. Unacademy will absorb around 80% of the Mastree workforce,
which is 190 employees out of the firm's total workforce of 240.

(VII) Unacademy Store - Unacademy is looking to launch "Unacademy Stores",

which will stand as offline experience centers with an aim to develop its physical
presence and spread its wings beyond test preparation. The startup will start with
its Unacademy Stores in the Delhi NCR region. The Unacademy Store has an
experience zone that has a wide range of devices on display with Unacademy's
content running on them.

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 Awards and nominations

2018: TechNode Global- Resilience Awards

2018: IAMAI- Startup of the Year

2020: Named among the GSV Global EdTech 50.

2021: Ranked first in the LinkedIn Top Startups List for India (2021)

1.6 SWOT analysis of Unacademy

(I) Strengths

 Strong brand reputation: Unacademy has a strong brand reputation as a

leading online learning platform in India.
 Wide range of courses: Unacademy offers a wide range of courses across
various subjects, including competitive exams, school education, and
vocational training.
 Strong technology infrastructure: Unacademy has a strong technology
infrastructure to deliver high-quality online classes and learning materials.
 Top educators: Unacademy partners with top educators and subject matter
experts to provide high-quality educational content to learners.
 Funding: Unacademy has received significant funding from leading
investors, which has enabled it to expand its offerings and reach more
learners.

(II) Weaknesses

 Reliance on technology: Unacademy's success is highly dependent on

technology, and any disruption or technical issues could affect its
operations.
 Limited global presence: Unacademy is primarily focused on the Indian
market and has limited global presence.

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  Intense competition: The online learning space in India is highly
competitive, and Unacademy faces intense competition from other
established players in the market.

(III) Opportunities

 Increasing demand for online education: The COVID-19 pandemic has

accelerated the shift towards online learning, and there is a growing
demand for online education in India.
 Expansion into new markets: Unacademy has an opportunity to expand its
offerings and enter new markets outside India.
 Diversification of offerings: Unacademy can diversify its offerings by
providing non-academic courses and vocational training to cater to a wider
range of learners.

(IV) Threats

 Economic downturn: Economic downturns can affect the spending power

of customers, which may lead to a decline in demand for online courses.
 Regulatory changes: Changes in government regulations and policies can
affect Unacademy's operations and business model.
 Technological disruptions: Technological disruptions or advancements
may require Unacademy to invest in new technologies, which can be
costly.
 Cybersecurity risks: Unacademy faces cybersecurity risks, such as data
breaches, which can impact the trust of its learners and reputation.

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2.1 Marketing mix

Market mix revolves around the 4 Ps of marketing, namely product, promotion,

price and place. The marketing mix, also known as the 4 Ps of marketing, refers to
the combination of elements that a company uses to promote its products or
services and achieve its marketing objectives.

The marketing mix elements are interrelated and need to be coordinated to create
a consistent and effective marketing strategy. Companies need to analyze
customer needs, competitive factors, and market conditions to make informed
decisions about their product, price, place, and promotion strategies. Successful
implementation of the marketing mix can help companies achieve their marketing
goals and gain a competitive advantage in the market.

So, it is important for companies to carefully plan and execute their marketing
mix strategies to maximize their marketing efforts and achieve business success.
Overall, the marketing mix serves as a framework for companies to make strategic
decisions about their marketing efforts and achieve their marketing objectives.
Each element of the marketing mix should be carefully considered and aligned
with the overall marketing strategy of the company to create a cohesive and
effective marketing plan.

 The 4 Ps of Marketing mix

 Product
 Place
 Promotion
 Pricing

(I) Product

While making a proper marketing strategy, a person should have a good

understanding of the product. This study not only includes the study of the
product and all the other benefits it has to offer. This concept has different names

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such as the “total product concept”, the “integrated product”, or the “augmented
product”. To develop a marketing strategy, it is very important to look at the
utility not just as it is but also at its value being delivered to the customer. Let‟s
look at the examples to have a better understanding of the value of a product:

 The physical product itself

 The name of the brand
 Convenient availability
 Warranty plans
 Presale information
 Repair services

For example, you buy a crop top from H&M, but the product is not just about the
crop top but also about its delivery within 24 hours and also its return policy.

(II) Place

The place or the marketing channel is a group of mechanisms and networks

through which a company or business goes to the market. This is the way through
which the businesses get through to their consumers. Different types of work
include generation of demand to actual delivery of the utilities. The work that the
members of the marketing channel are assigned revolves around consumers
wanting good support. V. Kasturi Rangan of Harvard Business school brought
forward some basic functions for a marketing channel:

 Product information
 Assurance of product quality
 Availability of products
 Customisable products
 Lot size ( to be able to buy in less quantity)
 After-sale service
 Assessment of the product ( length, width and breadth of the product lines)

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(III) Promotion

The next part of a marketing strategy includes deciding the best ways in which
companies and businesses can communicate with their consumers. It primarily
focuses on creating awareness regarding the utility, giving insights about its
functions, creating an interest in buying, and chances of buying the goods and
repeating it. This marketing method asks for a chronological order that consists of
non-personal selling methods and personal ones, such as public relations, sales
promotion, and advertising. Market, messages, money, media, measurements, and
missions are the 6 Ms model in the planning communication strategy.

(IV) Pricing

The majority of times, the amalgamation of product (communication mix)

promotion and channel (place) decides the target consumers take on the price of
the company‟s utility in a competitive environment. According to the books, the
value calculated is a representation of the highest price that a customer would pay.

This is to be the main guide to setting the value of a product and pricing it. Once
the company has decided on the value of the product for its customer, it has
additional work as well. The company is entitled to keep some of its price/profit
to itself as well. This is because the company requires to put efforts into financing
itself for value creation in the future. This is one of the most eminent functions of
effective pricing.

Unacademy is an Indian online learning platform that offers a wide range of

courses to students and professionals. The 4 P's of Unacademy are:

2.2 Unacademy Product Strategies

Unacademy offers a variety of products and services to its customers, including

online courses, live classes, test series, and study material. These products are
designed to help students prepare for various competitive exams, such as JEE,
NEET, UPSC, SSC, and others. Unacademy products include:

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  Learner App
 Educator App
 Parent App

Here are some of the main products and services of Unacademy:

 Unacademy Plus: This is a subscription-based service that offers live

classes, study material, mock tests, doubt-clearing sessions, and more to
students preparing for various competitive exams like UPSC, CAT,
GATE, JEE, NEET, and more. The platform has some of India's top
educators who help students with their exam preparation.
 Unacademy Community: This is a platform where students can interact
with each other and with educators. It includes features like chat,
discussion forums, and polls, enabling students to engage in collaborative
learning.
 Graphy by Unacademy: Graphy by Unacademy offers courses on non-
academic topics like cooking, music, fitness, and more. These courses are
taught by experts in their respective fields.
 Unacademy Studio: This is a content creation platform that enables
educators to create and upload video lessons and other study material. It
provides tools for creating high-quality videos, including graphics,
animations, and screen recordings.
 Unacademy Test Series: This offers practice tests and mock exams for
various competitive exams. It helps students assess their preparation level
and identify areas that need improvement.
 Unacademy Foundation: This is a social initiative by Unacademy that
provides free education to underprivileged children across India. The
initiative aims to bridge the education gap and provide equal opportunities
to all children.
 Unacademy Prodigy: This is a talent hunt program that identifies and
nurtures young talent across India. It offers a platform for students to
showcase their skills and compete with each other.

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2.2.1 Unacademy Compete app

Unacademy has launched Unacademy Compete, a new feature to the app that
allows learners to go head-to-head against other learners, and evaluate their
preparation in real-time, as per an official statement. According to it, Compete
instantly matches learners from anywhere in India based on preparation and
syllabus completion.

Fig 2.1 Logo of Compete App

According to Unacademy, this product is the first-of-its-kind experience in online

education that allows students to go head-to-head against other Learners, and
evaluate their preparation in real-time.

This product matches students with another Learners from anywhere in India
based on their preparation and syllabus completion.

The high-quality questions are curated from the syllabus the students have
completed so far. As their preparation progresses, new questions are added to help
them get an accurate evaluation of their preparation. Dropper Learners can
compete on questions from their entire syllabus.

Both students answer a total of 5 questions where they are given up to 60s to
answer each question. The Learner who answers faster with more accuracy wins
the Compete match, and improves their rating instantly, the company said.

Based on their rating, students get a unique level from - Beginner, Hustler, Pro,
Scholar, or a Champion. As their rating improves, they rise up the levels.

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 Fig 2.2 Interface of Compete App

2.3 Unacademy’s price strategy

Unacademy offers its products at various price points to cater to different

segments of the market. It has both free and paid courses, and the price of paid
courses varies depending on the course content and duration.

Unacademy follows a freemium pricing strategy, which offers both free and
premium subscription-based options to its users. Let's take a closer look at
Unacademy's price strategy:

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(i) Freemium Model: Unacademy provides free access to a wide range of
educational content, including live classes, recorded videos, practice quizzes, and
interactive learning sessions. This allows users to experience the platform and its
offerings without any cost, which helps in attracting a large user base and creating
brand awareness.

(ii) Premium Subscriptions: Unacademy also offers premium subscription plans,

such as Unacademy Plus and Unacademy Iconic, which provide additional
benefits and features for a fee. These premium subscriptions offer benefits like
access to exclusive content, live classes by top educators, personalized feedback,
and mentorship opportunities.

(iii) Tiered Pricing: Unacademy offers different pricing tiers for its premium
subscriptions, with different levels of benefits and features. Users can choose the
subscription plan that best fits their learning needs and budget, which provides
flexibility and customization.

(iv) Value Proposition: Unacademy's pricing strategy is built on the value

proposition of providing affordable access to high-quality educational content and
personalized learning experiences. The pricing is positioned competitively in the
online learning market, making it accessible to a wide range of learners.

(v) Promotions and Discounts: Unacademy also offers promotional discounts

and offers from time to time, which incentivize users to subscribe to their
premium plans. These promotions may include discounts on subscription fees,
special limited-time offers, referral programs, or discounts for specific target
groups such as students, educators, or working professionals.

(vi) Flexibility: Unacademy's pricing strategy also allows users to cancel or pause
their subscription at any time, providing flexibility and convenience for users to
manage their subscription according to their learning needs and preferences.

Overall, Unacademy's price strategy revolves around offering a freemium model

with premium subscription options, tiered pricing, competitive positioning, value
proposition, promotional discounts, and flexibility to cater to the diverse needs of

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its user base while generating revenue from premium subscriptions. This pricing
strategy has been effective in attracting and retaining users, driving revenue
growth, and positioning Unacademy as a leading online learning platform in India
and beyond.

2.3.1 Unacademy Plus vs ICONIC subscriptions Benefits

Unacademy provides PLUS and ICONIC Subscription Plans for all exams and
candidates choose any Plan according to tier requirements. The longer duration
course would be able to avail the benefit of paying a lesser fee per month.
Students must compare benefits and choose a plan according to their needs.

Features ICONIC Subscription PLUS Subscription

Daily Live Classes Available Available
Live Mock Tests Available Available
Expert & Experienced Available Available
Faculty
Regular Doubt Solving Available Available
Sessions
1:1 Mentorship Available No
Printed Notes & Study Available No
Material
Personalized Doubt Available No
Clearing Session
Personalized Mock Test Available No
Analysis

Table 2.1 subscriptions Benefits of Plus vs ICONIC

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2.3.2 Unacademy Plus subscription Fee structure

The pricing for Unacademy varies depending on the type of subscription and
duration of the course. Here are the current prices for Unacademy:

Course 3 Month fee 6 Month fee 12 Month 24 Month

fee fee
IITJEE, NEET ₹7,500 ₹11,000 ₹15,000 ₹25,000
Foundation &
NTSE
IIT JEE ₹19,250 ₹30,800 ₹42,350 ₹61,600
NEET UG ₹17,500 ₹28,000 ₹38,500 ₹47,250
GATE & ESE ₹14,750 ₹26,650 ₹32,450 ₹47,200
CAT & Other MBA ₹10,250 ₹16,400 ₹22,550 ₹32,800
Entrance Tests
UPSC CSE – ₹11,990 ₹22,490 ₹27,490 ₹39,990
Optional
UPSC CSE – GS ₹22,490 ₹40,490 ₹51,990 ₹74,490
Bank Exam ₹3,400 ₹5,400 ₹6,500 ₹7,800
Railway Exam ₹1,500 ₹2,500 – –
SSC Exams (Non- ₹3,400 ₹5,400 ₹6,500 ₹7,800
Technical)
CDS/AFCAT/CAPF ₹5,000 ₹9,000 ₹11,000 ₹16,000
NDA ₹5,060 ₹8,096 ₹10,120 ₹12,144
NEET PG ₹7,500 ₹22,500 ₹27,500 ₹40,000
CSIR-UGC NET ₹6,250 ₹11,600 ₹14,500 ₹20,000
NTA-UGC-NET & ₹6,875 ₹11,600 ₹14,500 ₹20,000
SET
IIT-JAM ₹5,625 ₹10,125 ₹12,375 ₹18,000
CA Foundation ₹10,000 ₹12,000 ₹16,000 ₹22,000
CA Intermediate ₹11,250 ₹15,750 ₹20,250 ₹27,000

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CLAT & Other 5- ₹10,500 ₹16,800 ₹23,100 ₹33,600
year LLB Exams
IELTS ₹6,750 ₹10,800 ₹13,500 ₹16,200
CMA Foundation ₹8,750 ₹10,500 ₹14,000 ₹21,000
CBSE class-6 ₹7,500 ₹10,000 ₹15,000 ₹25,000
CBSE class-7 ₹7,500 ₹10,000 ₹15,000 ₹25,000
CBSE class-8 ₹7,500 ₹10,000 ₹15,000 ₹25,000
CBSE class-9 ₹7,500 ₹10,000 ₹15,000 ₹25,000
CBSE class-10 ₹7,500 ₹10,000 ₹15,000 ₹25,000
CBSE class-11 ₹7,500 ₹10,000 ₹15,000 ₹25,000
CBSE class-12 ₹7,500 ₹10,000 ₹15,000 ₹25,000
ICSE Class ₹7,500 ₹10,000 ₹15,000 ₹25,000
9/10/11/12

Table 2.2 Unacademy Plus subscription Fee structure

2.4 Unacademy Place strategy

Unacademy is an online platform, and its products are accessible from anywhere
with an internet connection. As an online learning platform, Unacademy's "Place"
strategy primarily focuses on the digital space and online channels to reach its
target audience. Here are some key aspects of Unacademy's place strategy:

(i) Online Platform: Unacademy operates as a digital platform, providing online

access to educational content, live classes, interactive learning sessions, and other
resources through its website and mobile app. This allows users to access
Unacademy's offerings anytime, anywhere, and from any device with internet
connectivity.

(ii) App Stores: Unacademy has a strong presence on various app stores,
including the Apple App Store and Google Play Store, where users can download
and install its mobile app. This makes it convenient for users to access

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Unacademy's services through their mobile devices, which are increasingly
becoming the primary mode of accessing online content.

(iii) Website: Unacademy's website serves as the main online hub for its
offerings, providing information about its courses, instructors, pricing plans, and
other details. The website also allows users to sign up, login, and access their
learning materials, making it a critical touchpoint for Unacademy's place strategy.

(iv) Digital Marketing: Unacademy leverages various digital marketing

channels, such as social media platforms (Facebook, Instagram, Twitter,
LinkedIn, etc.), search engines (Google, Bing, etc.), online advertising, email
marketing, and content marketing, to reach its target audience and drive user
engagement. These digital channels are instrumental in building brand awareness,
promoting Unacademy's offerings, and driving traffic to its online platform.

(v) Partnerships: Unacademy collaborates with various educational institutions,

instructors, and content creators to expand its offerings and reach a wider
audience. These partnerships help Unacademy to leverage the expertise and
reputation of these institutions and instructors, enhancing its credibility and reach
in the online education space.

(vi) User-generated Content: Unacademy encourages its users to generate and

share content, such as reviews, testimonials, success stories, and social media
posts, to promote its offerings and create a community of learners. This user-
generated content serves as a powerful marketing tool for Unacademy, as it helps
in building trust, credibility, and word-of-mouth promotion.

(vii) Localization: Unacademy has also adopted a localization strategy to cater to

regional markets within India, where it offers content and services in local
languages. This allows Unacademy to connect with users in different regions of
India who prefer learning in their native language, expanding its reach and appeal.

Unacademy is an Indian online education technology company with its

headquarters in Bengaluru, Karnataka, India. However, Unacademy operates in

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many cities across India, including Delhi, Mumbai, Hyderabad, Chennai, Kolkata,
and more.

Unacademy also has a presence in the international market, including countries

such as the United States, United Kingdom, Canada, Australia, and more.
Unacademy has expanded its operations globally through partnerships,
acquisitions, and investments in various EdTech companies.

In addition to its online platform, Unacademy also has a physical presence in

various cities across India, including coaching centers, study centers, and test
preparation centers, where students can access offline learning and study material.

Overall, Unacademy's services and offerings are accessible to students and

learners from various locations, both online and offline, making it a popular
choice among students and learners in India and around the world.

2.5 Unacademy Promotion strategies

Unacademy uses various marketing and promotional strategies to attract and

retain customers. It uses social media platforms, such as YouTube, Facebook, and
Instagram, to promote its courses and engage with its audience. It also runs
various campaigns and offers to attract new customers and retain existing ones.
Unacademy employs a variety of promotion strategies to reach out to its target
audience and create awareness about its products and services. Here are some of
the key promotion strategies used by Unacademy:

(i) Social media marketing: Unacademy uses various social media platforms like
Facebook, Instagram, Twitter, and YouTube to promote its products and services.
It shares educational content, success stories, testimonials, and other engaging
content to attract and retain its audience.

(ii) Influencer marketing: Unacademy partners with influencers, educators, and

industry experts to promote its products and services. These influencers share

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their experience of using Unacademy and encourage their followers to try out the
platform.

(iii) Affiliate marketing: Unacademy has an affiliate program where it offers a

commission to individuals who refer new users to its platform. This incentivizes
people to promote Unacademy to their network.

(iv) Paid advertising: Unacademy runs paid advertising campaigns on various

platforms like Google Ads, Facebook Ads, and YouTube Ads. These campaigns
help it reach out to a larger audience and drive traffic to its website.

(v) Content marketing: Unacademy creates and shares high-quality educational

content like blogs, videos, and e-books to attract and engage its audience. This
helps in building trust and establishing Unacademy as a credible brand in the
education industry.

(vi) Events and webinars: Unacademy conducts events and webinars to connect
with its audience and provide them with an interactive learning experience. These
events are a great way to showcase its products and services and attract new users.

(vii) Performance Marketing: Unacademy uses paid advertising on social media

and search engines to promote its courses. It uses data analytics to track the
performance of its ads and optimize its marketing spend.

(viii) Referral Marketing: Unacademy offers referral rewards to its existing

customers who refer their friends and family to the platform. This incentivizes
word-of-mouth marketing and helps grow its user base.

(ix) Partnership Marketing: Unacademy partners with educational institutions,

such as schools and colleges, and organizations to promote its courses. These
partnerships provide credibility to the platform and help reach a wider audience.

Unacademy uses a mix of online and offline marketing strategies to attract and
retain customers. It leverages technology and data analytics to optimize its
marketing spend and provide personalized learning experiences to its users.

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As part of its aggressive marketing strategy, Unacademy makes extensive use
of digital marketing (Google, Social Media and OTT platforms such as Netflix,
Amazon Prime, etc.), TV commercials, Radio, and out-of-home (OOH)
advertising methods such as billboards.
While digital marketing and OTT platforms are the top revenue generators in tier-
1 cities, TV and OOH methods of promotion bring in more leads in smaller
towns.

2.5.1 Decoding Unacademy’s social media strategy

For a brand like Unacademy that resonates with the youth, social media opens up
a wide array of marketing opportunities since the primary consumer of content on
these platforms comprises the student community. Harnessing this insight, the
Unacademy social media strategy has been constantly changing gears with the
evolving times upgrading itself at every level. We take a detailed look.

Leveraging the diverse creative capabilities that platforms like Facebook and
Instagram offer, Unacademy‟s communication strategy is skewed towards visual
appeal in the form of fun creatives, riddles, relatable posts, and video content for
learners and educators. On Twitter, the platform keeps it minimal with one-liners
and campaign announcements while on Youtube, long format content forms the
crux.

 Facebook: 1 million+ followers and likes

 Twitter: 133.1k followers
 Instagram: 981k followers
 Youtube: 719k subscribers
 Key hashtags: #LearnerLife, #LetsCrackit, #Funacademy

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(I) Facebook

A significant focus on Facebook is seen around creating riddles and trivia posts
for the target audience of Unacademy along with some cross-posting of content
from Instagram.

Fig 2.3 Facebook post on Unacademy page

Considering a significant number of its target audience present on Facebook, the

platform ensures that it posts daily trivia, academic and posts general knowledge
and must-know questions for its followers to engage.

Unacademy also leverages the mass reach of Facebook for campaign

launches, #DidYouKnow snippet content, video posts around celebrity
collaborations, and brand announcements.

A visual showcase of an average learner‟s life and back-to-school days depiction

canvasses the platform‟s Facebook profile complemented by a bunch of video
tutorials.

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 Fig 2.4 Facebook post on Unacademy page

(II) Instagram

Reels, IGTV, still creative, video posts form the basic content formats for
Unacademy‟s Instagram strategy. It looks for uploading a maximum of 3-4 posts
and 2 minimum to engage their audiences.

Fig 2.5 Instagram post on Unacademy page

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Conversation starters, guides, learning tutorials, educational sessions, training
videos, expert live sessions, talks with the industry leaders, collab announcements
are the main content divide on the photo-sharing app.

Fig 2.6 Instagram post of Unacademy of TVF Aspirants

According to Unacademy, its social media strategy has been to be more

approachable, quirky, and relatable. So all the posts are curated to ensure that they
are relevant in the daily lives of our Learners, and offer value from a learning
standpoint.

Fig 2.7 Instagram post of Unacademy on Tokyo Olympics 2020

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The brand‟s Instagram presence imbibes a mix of topical posts to inspirational
quotes, types, and kinds of learners, content that triggers nostalgia, creativity that
speaks stories, reels that define friendships, a guide to a learner‟s paradise, web
series associations, relatable content.

(III) Twitter

While the brand keeps it quite elaborative on Instagram and Facebook with an eye
for detail, on Twitter, Unacademy engages its followers in some one-liners and
minimal content that sounds equally relatable.

Fig 2.8 Twitter post of Unacademy

Spewing creativity just through words and picturization of trending memes

complemented by on fleek copies, Unacademy twitter peaks into the learner‟s
mind and skills. Filtering insights on a daily basis, the team puts trending
moments, punchlines and disseminates important company announcements via
Twitter.

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 Fig 2.9 Twitter post of Unacademy about exams

(IV) Youtube

Youtube is largely utilized for uploading long-form campaigns and highlights

from the expert sessions conducted on the platform. Its recent marquee campaigns
include, „The Greatest Lesson,‟ „Let‟s Crack It,‟ „Unacademy Believe‟ and
„Legends on Unacademy.‟ Shroff highlights that every marketing campaign from
Unacademy tends to focus on an ethos that Learners should imbibe for success.

Fig 2.10 “The Greatest Lesson” video thumbnail

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While „The Greatest Lesson,‟ featuring cricket legend Sachin Tendulkar,
encouraged Learners to instill resilience, our „IPL – Let‟s Crack It‟ and „Cracking
The Game‟ urged Learners to be innovative and taught them that learning can be
found anywhere.

Similarly, „Unacademy Believe‟ encouraged Learners to be grateful to those who

have played a part in their learning journey. Its flagship initiative „Legends on
Unacademy,‟ brought stalwarts like Sachin Tendulkar, Virat Kohli, Anushka
Sharma, Kiran Bedi, Shashi Tharoor, Sudha Murthy, and others on the platform to
offer life lessons to our Learners during the pandemic.

For „Let‟s Crack It‟, Unacademy created a 360-degree campaign, tapping into the
pulse of young India. The film went viral and remains one of the most-watched
TV commercials in 2019-20, with over 150 million views.

Fig 2.11 Unacademy-Craking the Game video thumbnail

Unacademy partnered with MS Dhoni on August 11, 2021, and has unveiled an
85-second brand film featuring its brand ambassador, the former Indian cricket
team skipper.

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 Fig 2.12 Unacademy Lesson no. 7 video thumbnail

(V) Content, Influencer And Moment Marketing

As per Unacademy, the teams reach out to influencers when it launches a major
campaign. Shroff shares, “Content marketing is at the heart of what we do, and I
believe it will become increasingly important in the future. Successful marketing
enables a brand to seamlessly integrate itself into the lives of its consumers, and
content plays a significant role in achieving this.”

Fig 2.13 Example of Influencer marketing of Unacademy

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In the traditional sense, according to him, marketing will continue to build
awareness and top-of-mind positioning, while content will enable you to gain a
stronghold in the hearts of your consumers.

Also, in Shroff‟s view, moment marketing is a great way to capture eyeballs as

long as it doesn‟t offend or disparage any business, industry player, or individual.

On the sidelines, commenting on the upcoming IPL season, Shroff thinks that the
break-in this edition of IPL gave marketers a unique opportunity to create a
second burst when the event recommences. During the initial 3-4 weeks when the
campaign was live, Unacademy managed to garner significant momentum, which
started to dwindle as the season progressed.

“We expect the second half of the tournament to be high-impact from a marketing
perspective, which will enable us to create brand visibility and top-of-the-mind
recall for Unacademy,” he says.

All in all, Unacademy has crafted an articulate social media strategy targeted
towards learners and the potential audiences out there, their needs, and demands –
staying true to the brand purpose. It paves an easier way for students to engage
with the brand directly through these platforms and build more cohesive
associations.

(1) Launched 50 youtube channels

Edtech unicorn, Unacademy has announced 50 new YouTube channels, marking

the company's increased focus on content. This was announced at the first edition
of the company's flagship event „Unacademy One'. The channels will help in
increasing accessibility for learners across academic and non-academic categories.

A few of these channels are built on the existing content categories as offered by
the Unacademy and mark its foray into newer terrains such as „Tick Tock Tax‟-
to

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simplify the direct and indirect tax concepts, and Life After IIT, a platform to
crack JEE and discuss success stories of the top rankers.

The educational channels announced by the brand encompass broad categories

like NEET UG and JEE (Neev Udaan, NEET ki Neev, JEE QBank, Flash Learn
And Life after IIT); UPSC and other post-graduation segments (UPSC
Unstoppable, Unacademy Margdarshak, EduQuest, IAS Icons, Tick Tock Tax and
The 99 Percentile club); and Bank, SSC and Defence (Unacademy Indradhanush,
Unacademy Bangla and Kerela Vijya Veethi).

Fig 2.14 List of Unacademy youtube channels

Each channel will have the educators, curating and creating high-quality content
for learners and aspirants pan-India. Some of them leading the charge include Dr
Anand Mani, Namo Kaul, Nishant Vora, Mrunal Patel, Ashish Arora, Mohit
Bharghava and several others.

Unacademy also announced that it is partnering with the GATE Academy and all
aspirants will have access to the best quality content for the category. Umesh

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Dhande has joined Unacademy platform as Vice-President, Academics, GATE &
ESE.

 Let's Crack Finance

 Desi Doctor Abroad
 World of Design
 Medi Bytes
 Pathways to Study Abroad
 99 Percentile Club
 Unacademy Fatafat Gyan
 BreakOut Economics
 Unacademy Olympiad Quest
 Wealth Uncluttered
 JEE Q BANK
 Unacademy USMLE
 JEE Concepts
 Engineering software hacks
 JEE Dreams
 Engineering job alerts
 UA Fun and Facts
 Brain Wizard
 Young and Savvy
 Let's Crack CUET UG
 Unacademy Untheory
 JEE Shuruat
 Unacademy 10
 NEET Shuruat
minutes Engineering
 NCERT Basics
 Campus Diaries
 Unacademy centres

(2) Strategies behind the launching of 50+ channels

Unacademy has made 50 plus YouTube channels as a part of its digital marketing
strategy to target specific audiences and provide them with tailored content that
caters to their learning needs. These channels are focused on different subjects,
courses, and exams, which allows Unacademy to reach out to a larger audience
and provide them with content that is relevant to their needs.

Having multiple channels also allows Unacademy to organize and categorize its
content, making it easier for users to find the content they are looking for. For
example, if a student is preparing for the JEE exam, they can subscribe to
Unacademy's JEE channel and get access to all the relevant content in one place.

In addition, having multiple channels allows Unacademy to track and analyze the
performance of each channel separately, enabling them to optimize their content

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and marketing strategies based on the channel's performance. This helps
Unacademy to provide better user experiences, improve engagement, and drive
traffic to their website.

Overall, the multiple channels strategy is a part of Unacademy's larger digital

marketing and growth strategy, and it has helped them to establish a strong online
presence and reach out to a larger audience.

(i) Unacademy Centre

This is a common youtube channel for all Unacademy‟s offline centres. Here
videos related to centres like any type of funny moment, birthday celebration,
motivation in the classroom, faculties opinion and advices are uploaded. Audience
can see everything that's happening at the Unacademy Centres across the country.

Fig 2.15 Unacademy Centre youtube channel home page

There is three type of teams to handle this channel, one is only for recording short
videos, second is for recording long videos and third is to upload all these videos.
The main target for the employees who are making these shorts videos is 12
videos per day means 60 videos in a week. They record it and upload on google
drive and another team, who have access of this google drive link, uploads them
on Unacademy Centre youtube channel.

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There are some questions those are asked to educators and students to make short
videos.

Questions for educators

 What‟s one piece of advice you always follow and pass on to your
students.
 Please share your favourite quote.
 What‟s one book you recommend to anyone who‟s preparing for
NEET/JEE.
 Do you have a hidden talent? If yes please tell us more about it.
 Explain any concept of your subject under 1 minute.
 Who is your inspiration in this field.
 If not teaching, what would you be doing.
 What do you like most about kota.
 A movie that inspired you/favourite movie.
 Do you remember any of your teacher, share done memory.
 What is one school memory you will never forget.

Questions for students

 Rate your preparation presently out of 10

 Favourite and least favourite subject
 What's in your bag
 What do you like to do in your free time?
 What is your dream college
 Review about Unacademy
 Memorable incident with teacher
 Memorable incident in school life
 What is your biggest frustration as a student
 Funniest excuse for banking class

Unacademy generally hires interns for this job. Selected intern's day-to-day
responsibilities include:

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  Work with the media team in the entire content creation process.
 Schedule and upload the finalized content.
 Support the media team in the execution of projects at the designated center.

(ii) Unacademy Timeout

Unacademy Timeout is a YouTube channel associated with Unacademy that

features interviews with leading personalities from various fields such as sports,
entertainment, politics, and more.

The channel aims to provide insights into the lives and journeys of these
personalities and highlight the lessons that learners can draw from them. The
interviews on the channel are hosted by popular personalities and influencers, and
they cover a wide range of topics such as career guidance, leadership, motivation,
and more.

Fig 2.16 Unacademy timout youtube channel home page

Unacademy Timeout is a part of Unacademy's larger strategy to provide learners

with engaging and informative content that goes beyond the traditional academic
curriculum. The channel has gained a significant following on YouTube and is
popular among learners who are looking for inspirational and motivational
content.

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  The Craziest Scavenger Hunt in Kota ft. Samay Raina

This was an exciting and adventurous event that tooks place in the city of Kota,
Rajasthan. Participants may have to solve chess puzzles, complete gaming
challenges, or engage in hilarious tasks set up by Samay Raina himself. The
scavenger hunt may take place in various locations across Kota, such as famous
landmarks, markets, parks, or educational institutions, and participants may have
to navigate through the city to complete the challenges.

Fig 2.17 Craziest Scavenger Hunt in Kota thumbnail

(iii) Kota Pulse by Unacademy

This channel showcase the best of Kota's educators, best of Kota's academic
excellence, where students of Unacademy are empowered to fulfill their dreams of
cracking the most challenging entrance exams.

It brings an exclusive insider view of Unacademy‟s expert faculty, and innovative

teaching techniques through various academic and non academic sessions that
have helped numerous students to succeed in their exams.

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 Fig 2.18 Kota pulse by Unacademy youtube channel home page

2.6 Unacademy scholarship scheme

Unacademy also provides a scholarship scheme to support students who may face
financial challenges in accessing their courses. The Unacademy Scholarship Scheme
aims to make quality education accessible and affordable for deserving students by
providing financial assistance.

(I) Unacademy National Scholarship Admission Test

The Unacademy National Scholarship Admission Test (UNSAT) is an exam

conducted by Unacademy to identify talented students who need financial support
to pursue their academic goals. The scholarship test is open to students preparing
for various competitive exams such as UPSC, CAT, GATE, and JEE, among
others.

The UNSAT offers scholarships worth up to Rs. 10 crore to deserving students.

The program includes multiple rounds of scholarship tests, and the final selection
is based on the student's performance in these tests. The scholarship covers the
cost of the Unacademy Plus subscription, which provides access to live classes,
study material, and other resources.

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 Fig 2.19 Logo of UNSAT scholarship scheme

Students who pass the UNSAT would be able to enroll at Unacademy Centres in
Chandigarh, Delhi, Lucknow, Kolkata, Bangalore, Jaipur, Ahmedabad, Pune,
Patna, and other locations. Participants could also use the scholarship to sign up
for Unacademy Centers and online subscriptions.

Benefits Of Unacademy Scholarship Test

 Beneficiaries will stand a chance to win scholarships up to rupees 20 lakh

in college grants.
 Beneficiaries can get prizes and scholarships worth rupees 10 crores.

Rank Benefits
1-10 100% scholarship Macbook, iPhone, iPad, Amazon Echo
11-25 75% scholarshipAmazon echo
26-100 50% scholarshipAmazon echo, Amazon vouchers
Table 2.3 Benefits of Unacademy scholarship test

(II) Unacademy Champions: This scholarship program is for Class 6 to 12

students and offers them a chance to win scholarships worth up to Rs. 1 crore.
The program includes weekly quizzes, monthly scholarship tests, and a grand
scholarship test at the end of the academic year.

(III) Unacademy UPSC Championship: This program is for UPSC aspirants

and offers scholarships worth up to Rs. 1.5 crore. The program includes weekly
quizzes, monthly scholarship tests, and a grand scholarship test.

(IV) Unacademy GATE Scholarship: This scholarship program is for GATE

aspirants and offers scholarships worth up to Rs. 1 crore. The program
includes weekly quizzes, monthly scholarship tests, and a grand scholarship
test.

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(V) Unacademy CAT Scholarship: This scholarship program is for CAT
aspirants and offers scholarships worth up to Rs. 1 crore. The program
includes weekly quizzes, monthly scholarship tests, and a grand scholarship
test.

(VI) Unacademy JEE Scholarship: This scholarship program is for JEE

aspirants and offers scholarships worth up to Rs. 5 crore. The program
includes weekly quizzes, monthly scholarship tests, and a grand scholarship
test.

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 Fig 2.20 Scholarships of Unacademy

 Events Organised by Unacademy

Unacademy organizes various events throughout the year, both online and offline,
to provide learners with access to high-quality educational content and engage
with them on a deeper level. Here are some of the events organized by
Unacademy:

 Unacademy Champions League (UCL) - UCL is an online tournament

organized by Unacademy that provides learners with an opportunity to test
their knowledge in various subjects and win exciting prizes.
 Unacademy Road Safety World Series - Unacademy is the title sponsor of
the Road Safety World Series, a cricket tournament featuring retired
cricketers from different countries.
 Let's Crack It - Let's Crack It is an online talent search competition
organized by Unacademy that provides learners with an opportunity to
showcase their skills and win prizes.
 Unacademy Educator Recruitment Program (UERP) - UERP is an annual
event organized by Unacademy to recruit top-quality educators for its
platform.
 Unacademy Summit - Unacademy Summit is an annual event that brings
together educators, industry experts, and thought leaders to share their
insights and knowledge on various topics.

These are just a few examples of the events organized by Unacademy. The
company regularly organizes many other events, including workshops, seminars,
and conferences, to provide learners with access to quality education and help
them achieve their academic and career goals.

 Events sponsored by Unacademy

Unacademy sponsors a variety of events throughout the year, both in the field of
sports and education. Here are some of the notable partnerships of Unacademy:

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Here are some of the events that have been sponsored by Unacademy:

(I) KLF 2K22 - Kota Light Festival is a celebration marked by vibrant,

captivating musical performances by various bands and local artists, festive dining
and rejoicing which is brought by a plethora of food stalls one can indulge into.
But the heart of this event lies in the glowing light Baloons and Lanterns that fill
Kota‟s night-sky with radiance that is only possible when the IHOIK family
comes together. KLF is attended by all, the students, ex-Kotaites, locals,
representatives of various coaching institutes and the elites of the city.

Fig 2.21 KLF 2022 poster

Kota Light Festival (KLF) was first organised in 2017 as a way to promote eco-
friendly Diwali, but its meaning in people‟s hearts is ever changing since. What
hasn‟t changed are the values and emotions attached to this event – providing the
students a moment of relief and tranquillity.Through the years, KLF has come
very far boasting an exponential increase in footfall. And this year too, we eagerly
await your presence as an IHOIK family member at KLF to make this event a
memorable one. Come! Light a lantern with us! See less

 It was fully sponsored by Unacademy

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  It was organised on sunday, 20th of November 2022 at Polytechnic
Cricket Ground, opposite to Kota Airport (Behind Lions Club)
 Entry of Unacademy staff & educators all well as all Unacademy students
was free.

(II) KLF (Kota Literature Festival) - Unacademy was one of the sponsors of the
2020 edition of the KLF.

(III) The Virat Kohli Foundation - Unacademy is a sponsor of the Virat Kohli
Foundation, which aims to empower underprivileged children and provide them
with education and sports opportunities.

(IV) Cricketer Yuvraj Singh - Unacademy sponsored Yuvraj Singh's online

sports platform, YouWeCan, which aims to promote sports and education among
underprivileged children.

(V) Vijay Hazare Trophy - Unacademy is the title sponsor of the Vijay Hazare
Trophy, a domestic cricket tournament in India.

(VI) IPL Teams - Unacademy is the official partner of several IPL teams,
including the Rajasthan Royals, Delhi Capitals, and Punjab Kings.

(VII) Virat Kohli Foundation - Unacademy is a sponsor of the Virat Kohli

Foundation, which aims to empower underprivileged children and provide them
with education and sports opportunities.

(VIII) The Legatum Center for Development and Entrepreneurship at MIT -

Unacademy has partnered with the Legatum Center at MIT to offer an
entrepreneurship course for learners.

(IX) ICC Academy - Unacademy has partnered with the International Cricket
Council (ICC) Academy to offer a cricket coaching certification program.

(X) Top Educators - Unacademy partners with top educators and subject matter
experts to offer high-quality educational content to its learners.

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(XI) Sachin Tendulkar - Unacademy has formed a partnership with cricket
legend Sachin Tendulkar to create a learning platform, Unacademy's Learning
App, to provide access to quality education to millions of learners across India.

These are just a few examples of the events sponsored by Unacademy. The
company has sponsored many other events in the past, and it continues to seek
partnerships and collaborations to promote its brand and expand its reach.

 Unacademy - Partnerships

Unacademy has seen numerous successful partnerships throughout time. Some of

the prominent ones are as follows:

 Unacademy has signed an MoU with the Backward Classes Welfare

Department (BCWD) of the Govt. of Telangana, which will identify and
empower meritorious students from the state and provide them with
scholarships. As per the collaboration, Unacademy is ready to conduct a
series of aptitude tests for the meritorious students of Telangana in 3
phases, which will cater to the college entrance and government job
exams. Around 4500 aspirants will receive the benefits of the scholarship
program, which is the Unacademy Plus subscription, as announced by
Unacademy on April 6, 2022. The ed-tech unicorn had already signed an
MoU for a similar scholarship program with the Odisha Govt. towards the
end of 2021.
 The Gaurav Munjal-led ed-tech company has been declared the official
partner of IPL for 3 seasons of the cricketing carnival, as reported in
August 2020.
 Unacademy has partnered with TapChief on January 24, 2017, to help the
students land their first jobs.

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3.1 Objectives of study

 Consumer mindfulness about the products and services given by the

Unacademy.
 To know that students are aware about Unacademy‟s 4 P‟s or not.
 Consumer inclination about different items and administrations.
 Customer satisfaction with the service provided by the Unacademy.
 To gain the knowledge of products & services of Unacademy and to
compare it with other institutes.
 Recommendation to increase customer satisfaction level.

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3.2 Research Design

A Research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with
economy in procedure.

A Research is purely and simply the framework and plan for the study that guides
the collection and analysis of data. It is a blue print, which is followed in
completing a study.

 Research is an art of scientific investigation.

 Research is a process of systemic study.
 Research is a search of knowledge.
 Research is an area of investigation, which includes collection, analysis
and interpretation of data.
 Research has to proceed systematically in the already planned direction
with the help of a number of steps in sequence.

To make the research systemized the researcher has to adopt certain methods. The
method adopted by the researcher for completing the project is called Research
Methodology.

3.3 Research Methodology

The research methodology is the way to systematically solve the research

problems.

Descriptive type of research methodology is followed here.

Descriptive research is a type of research that is used to describe the

characteristics of a population. It collects data that are used to answer a wide
range of what, when, and how questions pertaining to a particular population or
group.

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3.4 Source of Data

For this project both primary and secondary data were valuable sources of
information

(I) Primary Sources of Data: - such data collected first hand, either by the
researcher or by someone else, especially for the study is known as primary data.
(Google Form based questionnaire)

(I) Secondary Sources of Data: - any data, which have been gathered earlier for
some other purpose, are secondary data in the hand of researcher.(Website of
company & Google)

3.5 Sample Design

Judgement sampling has been used in this study.

Judgment sampling, also referred to as judgmental sampling or authoritative

sampling, is a non-probability sampling technique where the researcher selects
units to be sampled based on his own existing knowledge, or his professional
judgment.

3.5.1 Sample size and Method of Selecting Sample

 Sample size of 82 respondents consisting of based on judgment sampling

 All respondents were the students of Unacademy. The method was simple
random sampling

Simple random sampling is a type of probability sampling in which the researcher

randomly selects a subset of participants from a population. Each member of the
population has an equal chance of being selected. Data is then collected from as
large a percentage as possible of this random subset.

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 Data Collection

Data is collected from Google form based questionnaire sent to the 100 people out
of them only 82 responded.

Questionnaire shared through link with students of Unacademy during they were
sitting in library during period of my internship.

So data collected for research is of 82 respondents.

 Data Analysis

The collected data has been used to know that students are aware or not about the
4 P‟s of Unacademy It has been analysed in the form of pie charts and bar graphs.

Excel software has been used to analyse data & various tests to know the degree
of relativity.

3.6 Scope Of Study

 The store blend of an association particularly the sparing records are the
foundation of each bank as a customary man is most disposed to put
resources into it because of its comfort and simple accessibility.
 This venture manages the different client concerns with respect to these
and attempts to propose suitable recommending considering conclusions.

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3.7 Limitations of Study

 The consider depended on an exceptionally unobtrusive example measure

thus can't be called as a portrayal of the perspectives and conclusion of the
larger part.
 In quickly evolving industry, examination on multi day or in one fragment
can change rapidly. The natural changes are essential to be considered to
absorb the discoveries.
 To convince the people for a proper interviewing process is also difficult.
 Compilation of data on competitor‟s analysis was difficult due to non-
availability of correct information.

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1. Source of information about Unacademy.

Medium Number Percentage

Social media 47 57%
Outdoor advertisement 16 20%
Word of mouth publicity 14 17%
Other 5 6%
Table 4.1 Best mode for attracting students

6%

17%
Social media
Outdoor advertisement Word of mouth publicity Other

57%
20%

Fig 4.1 Chart showing best mode for attracting students

Interpretation

Here graph shows that (57%) students know Unacademy through social media,
(20%) know through outdoor advertisement, (17%) know through word of mouth
publicity and remaining (6%) know through other activites of Unacademy.

Unacademy is doing good advertisement and sales promotion on social media and
17% of word of mouth publicity shows it‟s services are satisfactory. So it should
countinue this.

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2. People follow Unacademy on these social media platforms.

Media platform Number Percentage

Youtube 58 70.7%
Instagram 47 57.3%
Facebook 22 26.8%
Twitter 14 17.1%
Table 4.2 Best social media platform of Unacademy

Fig 4.2 Chart showing best social media platform of Unacademy

Interpretation

Above mentioned graph shows that (70.7%) people follow Unacademy on

youtube, (57.3%) people follow on Instagram, (26.8%) people follow on
Facebook and rest (17.1%) people follows Unacademy on Twitter.

If Unacademy wants to convey any message or advertisement then the best

suitable platform will be Youtube and Instagram. They are attracting more
audience on Youtube and Instagram.

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3. Rate of teaching quality of the educators.

Rating Number Percentage

1 28 34.1%
2 15 18.3%
3 13 15.9%
4 10 12.2%
5 16 19.5%
Table 4.3 Showing teaching quality of educators

Fig 4.3 Chart showing teaching quality of educators

Interpretation

Above chart shows the teaching quality of educators of Unacademy. Here (34.1%)
students gives rating 1, (18.3%) students gives 2 rating, (15.9%) gives 3 rating,
(12.2%) gives 2 rating and (19.5%) students gives 5 rating to education quality to
educators.

The interpretation is that the teaching quality of Unacademy‟s educators is not

good. Unacademy should focus to improve it because Only 34.1% students are
strongly satisfied. If Unacademy wants to rule on Ed-tech industry then it should
improve it‟s teaching quality.

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4. Finding satisfaction rate of learning content and material.

Rating Number Percentage

Strongly satisfied 36 43.9%
Satisfied 35 42.7%
Not satisfied 9 11%
Strongly Dissatisfied 2 2.4%
Table 4.4 Learning content satisfaction

Fig 4.4 Chart showing learning content satisfaction

Interpretation

From above figure it can be concluded that only (43.9%) students are strongly
satisfied, (42.7%) students are satisfied, (11%) students are not satisfied and
(2.4%) students are strongly dissatisfied with learning content and material of
Unacademy.

Unacademy have a good learning content and material so it should maintain it in

future also.

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5. Awareness of Unacademy youtube channels.

Rating Number Percentage

1-10 53 64.6%
10-20 17 20.7%
20-30 6 7.3%
30+ 6 7.3%
Table 4.5 Awareness of Unacademy youtube channels

Fig 4.5 Chart showing awareness of Unacademy youtube channels

Interpretation

The above mentioned chart shows that (64.6%) students know Unacademy‟s 1-10
channels, (20.7%) students know 10-20 youtube channels, (7.3%) students know
20-30 youtube channels and remaining students know that Unacademy have 30
plus youtube channels.

Unacademy have launched 50 plus youtube channels but most of students know
almost 10 channels that‟s why subscribers of most of these 50 channels are very
less. So Unacademy should do proper promotion of it‟s channels also because it is
expending lot‟s on money to run these channels.

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6. Awareness of Unacademy scholarship scheme.

Rating Number Percentage

Yes 44 53.7%
No 38 46.3%
Table 4.6 Awareness of scholarship scheme

Fig 4.6 Chart showing awareness of scholarship scheme

Interpretation

The chart shows that (53.7%) students are aware about the Unademy‟s
scholarship scheme whether (46.3%) students don‟t know about this.

Unacademy is running 7 plus scholarship schemes and scholarship schemes

attracts toppers and other students so Unacademy should do more marketing and
promotion on it‟s scholarship schemes.

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7. Preferred mode of service delivery.

Mode Number Percentage

Online 26 31%
Offline 13 15.9%
Combination of both 43 52.4%
Table 4.7 Best preferred mode of study

Fig 4.7 Chart showing best preferred mode of study

Interpretation

Above chart shows that there are (52.4%) students who prefer the combination of
online and offline classes, (31.7%) students prefer only online classes and
remaining (15.9%) students prefer only offline classes.

It shows that most of students want the combination of online and offline.
Unacademy had launched offline centres one year ago so it can understand
student‟s demand of mode of study. So if it continue it and opened more and more
offline centres in future and improved its online classes strategies then it will
grow more.

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8. Problem solving service of Unacademy

Rating Number Percentage

Yes 57 69.5%
No 25 30.5%
Table 4.8 Problem solving service

Fig 4.8 Chart showing problem solving service

Interpretation

The above mentioned chart shows that (69.5%) students are satisfied with
Unacademy‟s facility of solving query and (30.5%) students are not satisfied. It
means still (30%) students who have many types of queries and problems so if
Unacademy wants to grow more then it should hire more suitable relationship
managers and employees to reduce this dissatisfaction percentage.

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5.1 Conclusion

Unacademy's success can be attributed to its strong product offering, effective

pricing strategy, online accessibility, and comprehensive promotion efforts. The 4
Ps of marketing have played a crucial role in shaping Unacademy's marketing
strategy and have contributed to its growth as a leading online learning platform.
As the online education landscape continues to evolve, Unacademy's focus on the
4 Ps will likely continue to be a key factor in its ongoing success.

From the above charts and graphs it is concluded that

1. It is clear from fig. 4.1 that Unacademy is doing good advertisement and sales
promotion on social media and 17% of word of mouth publicity shows it‟s
services are satisfactory. So it should countinue this in future also.

2. It is clear from fig. 4.2 that if Unacademy wants to convey any message or
advertisement then the best suitable platform will be Youtube and Instagram.
They are attracting more audience from Youtube and Instagram.

3. From fig 4.3 it can be concluded that the teaching quality of Unacademy‟s
educators is not good. Unacademy should focus to improve it because only 34.1%
students are strongly satisfied. If Unacademy wants to rule on Ed-tech industry
then it should improve it‟s teaching quality.

4. From figure 4.4 it can be concluded that only (43.9%) students are strongly
satisfied, (42.7%) students are satisfied, (11%) students are not satisfied and
(2.4%) students are strongly dissatisfied with learning content and material of
Unacademy. Unacademy have a good learning content and material so it should
maintain it in future also.

5. It is clear from fig 4.5 that Unacademy have launched 50 plus youtube channels
but most of students know almost 10 channels that‟s why subscribers of most of
these 50 channels are very less. So Unacademy should do proper promotion of it‟s
channels also because it is expending lot‟s on money to run these channels.

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6. It is clear from fig 4.6 that Unacademy is running 7 plus scholarship schemes
and scholarship schemes attracts toppers and other students so Unacademy should
do more marketing and promotion on it‟s scholarship schemes.

7. It can be concluded from fig 4.7 that most of students want the combination of
online and offline. Unacademy had launched offline centres one year ago so it can
understand student‟s demand of mode of study. So if it continue it and opened
more and more offline centres in future and improved its online classes strategies
then it will grow more.

8. It is clear from fig 4.8 that (69.5%) students are satisfied with Unacademy‟s
facility of solving query and (30.5%) students are not satisfied. It means still
(30%) students who have many types of queries and problems so if Unacademy
wants to grow more then it should hire more suitable relationship managers and
employees to reduce this dissatisfaction percentage.

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5.2 Suggestion

On the basis of above analysis, followings are the suggestions for Unacademy:-

 The services & apps like “Compete” are not used properly in centres so it
should be used by students properly.
 Unacademy is going to to complete one year of launching it‟s 50 plus
channels. Yet most of target audience don‟t know about them so Unacademy
should run proper awareness campaigns of them because it is expanding lot‟s
of money to run them.
 The teaching load is very high on faculties. Normally faculties teach 8 hrs in a
day continuously. That‟s why sometimes they don‟t teach as good as they
can. This problem should be solved by Unacademy as soon as possible.
 There is a very bad thing in whole coaching industry that is switching of
faculty from one institute to another. Like mohit bhargava sir taught for 14
years at Allen Career Institute and now he decided to quit and join
Unacademy. From this switching many students also switch from one to
another coaching because of their favourite faculty. It should be reduced.
 There is a big difference between the advertisement and reality. The culture
of coaching is not same as we see in promotions. There is Discrimination
between toppers and average student. For that faculty you joined the
coaching, they don‟t teach you. So this difference should be reduced.
 The employees are not doing work properly and there their seniors don‟t pay
much attention on their performance. That is also one reason of in going loss
to Unacademy. So Unacademy must build a proper tracking system of
employees also.
 There is a gap between the faculties of different courses. All faculties say
their course is best for students.

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 Reference and Bibliography

Books
1. Philip Kotler and Armstrong Gary, Principles of marketing, 7th edition,
PHI, New Delhi/ Scatt David (1997) "Understanding the Consumer".
2. Kothari C.R.: Research Metholodgy, New Age International (P) Ltd.,
New Delhi, 2005.

Websites
1. https://www.ciim.in/unacademy-marketing-strategy-and-case-study/
2. https://blog.shikshacoach.com/unacademy/
3. https://startuptalky.com/unacademy-success-story/
4. https://one.unacademy.com/
5. https://unacademy.com/content/nta-ugc/study-material/business-and-general-
awareness/understanding-marketing-strategies/
6. https://www.socialsamosa.com/2021/09/unacademy-social-media-strategy-ft-
karan-shroff/
7. https://www.socialsamosa.com/2021/09/unacademy-social-media-strategy-ft-
karan-shroff/
8. https://unacademy.com/explore
9. https://timesofindia.indiatimes.com/education/news/unacademy-opens-50-new-
education-channels-on-youtube/articleshow/94028534.cms

VI
 SUMMER TRAINING PROJECT EVALUATION FORM

Name of Student: Sher Ali

Institute Roll No: 21MUCXX620
College Roll No: 21/721
Session: 2022-2023
Name of Organization: Unacademy
Address: Indraprastha Industrial Area, Kota
Place: Kota Pin: 324005 Phone: 8585858585
Duration of Training Period from 21/10/2022 to 05/12/2022.
No. of Working Days: 45

1) How to you rate the overall training programme as an educational

experience? Excellent ( ) Very good ( )
Good ( ) Fair ( )
Poor ( )

2) To what extent will it help you in future?

To large extent ( ) To some extent ( )
Negligible extent ( )

3) Indicate subject/ area to which training was found relevant.

I did my training in the marketing which was found relevant.

4) Indicate the level of interest taken by the training

organization High ( ) Moderate ( )
Low ( )

5) Any other comments/ suggestions

Unacademy should focus more on it’s promotion and tracking system of
employees and students.
Dated : 15/03/2023
Signature of the Student

VI
Annexure

IX
6. How would you rate the teaching quality of the educator?*

Mark only one oval.

n
2 u
3 C)

4 u
5 n

7. Are you satisfied with the learning content and material?*

Mark only one oval.

0 Strongly Satisfeid

0 Satisfied

0 Not Satisfied

0 Strongly Dissatisfied

8. How many unacademy's youtube channels do you know ? *

Mark only one oval.

01-10

010-20

020-30

030+

X
XI
 Feed Back Form

1. Name of the Industry................................Unacademy

2. Growth (compared to last year)................More than previous year

3. Work Force................................................No Idea

4. Description of Product Range................Teaching apps & study material

5. Area of Training........................................Marketing

6. Contact details of the Person responsible for Summer Training Project

:9571480767

a) Name of contact person:...............................Akshita Sharma

b) Designation….............................................HR Manager

c) Mobile No….....................................................8095255032

d) Email Address:......................................................NA

Name of the student: Sher Ali

University Roll No: 21MUCXX620
Class: MBA 3rd Sem
Mobile No.: 9571480767
Email: sheraliasnari951@gmail.com
Dated: 10-02-23
Signature of the Student

XI