A Dissertation Report On

A STUDY ON MARKETING STRATEGIES OF DUOLINO

DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF
REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
PREPARED BY:
SAHELI KARATI
ROLL NO: PG/VUOAP02/MBA-IVS/062
REGISTRATION NO: VP225040627
Major specialization: Marketing
Name of Institute: EIILM, Kolkata
UNDER THE GUIDANCE OF
Prof. CHITTRESH COOMER
EIILM-Kolkata

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 DECLARATION

I DO HEREBY DECLARE THAT THIS DISSERTATION ENTITLED “A STUDY ON

MARKETING STRATEGY OF DUOLINGO”HAS BEEN DONE BY ME AND ALL
THE INFORMATION PROVIDED IS CORRECT AND TRUE TO MY KNOWLEDGE.
THIS DISSERTATION IS SUBMITTED BY ME FOR THE PARTIAL FULFILLMENT
OF THE AWARD OF DEGREE IN ‘MASTER OF BUSINESS ADMINISTRATION’.
THE DISSERTATION IS EXCLUSIVELY PREPARED BY ME AND HAS NOT BEEN
SUBMITTED TO ANY OTHER INSTITUTIONS OR PUBLISHED ANYWHERE
BEFORE.

DATE: SAHELI KARATI

PLACE: KOLKATA ROLL-PG/VUOAP02/MBA-IVS N0-062

REGISTRATION NO- VP225040627

MBA, 4TH SEMESTER

EIILM,KOLKATA

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 ACKNOWLEDGEMENT

I EXPRESS MY SINCERE GRATITUDE TO “ PROF. CHITTRESH COOMER”,

FACULTY, EIILM WHO HAS SINCERELY PROVIDED ME WITH CRITICAL
SUGGESTIONS AND VALUABLE INSIGHTS WHICH ENABLED ME TO
COMPLETE THIS PROJECT AND BRING OUT THIS REPORT IN THE BEST WAY
POSSIBLE.

I WOULD TAKE THIS OPPORTUNITY TO THANK (DR.) R.P BANERJEE

(DIRECTOR, EIILM) AND OTHER FACULTY MEMBERS FOR THEIR
COOPERATION AND SUPPORT.

I AM ALSO THANKFUL TO ALL OTHERS PERSONS WHO DIRECTLY OR

INDIRECTLY HELPED ME TO ACCOMPLISH MY PROJECT WORK.

Date: Signature

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 TABLE OF CONTENT

SL NO. PARTICULARS PAGE

CHAPTER 1 INTRODUCTION 7-12

CHAPTER 2 REVIEW OF LITERATURE 14-17

CHAPTER 3 SIGNIFICANCE OF THE 19-20

STUDY

CHAPTER 4 OBJECTIVE 22

CHAPTER 5 RESEARCH METHODOLOGY 24

CHAPTER 7 DATA ANALYSIS AND 26-28

INTERPRETATION

CHAPTER 8 FINDINGS OF THE STUDY 30

CHAPTER 9 SCOPE AND LIMITATION OF 32

THE STUDY

CHAPTER10 CONCLUSION 34

CHAPTER11 BIBLIOGRAPHY 36

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5
CHAPTER 1

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 INTRODUCTION

From Humble Beginnings to Viral Fame: Duolingo's Marketing

Masterclass

Duolingo, the ubiquitous green owl app synonymous with language learning, boasts over
500 million users worldwide. But its journey to becoming a global phenomenon wasn't
through traditional marketing channels. Instead, Duolingo's success story hinges on a
clever and constantly evolving marketing strategy that prioritizes user engagement and
entertainment.
In its initial years, Duolingo relied heavily on organic growth. The freemium model,
offering free language lessons with an option for a premium ad-free experience, proved to
be a winning formula. Bite-sized, gamified lessons provided users with a quick and
accessible way to learn a new language, fostering a sense of accomplishment and keeping
them motivated. This positive user experience fueled organic word-of-mouth marketing,
with satisfied users spreading the app's name through personal recommendations and
online reviews.
However, Duolingo didn't rest on its laurels. As the company matured, it recognized the
growing importance of social media. They embraced platforms like Twitter and Facebook,
fostering a playful brand voice that resonated with their target audience. This lighthearted
approach manifested in witty tweets and relatable memes, often featuring their mascot,
Duo the owl. But the true stroke of genius came with the rise of TikTok. Duolingo
capitalized on the platform's short-form video format, creating hilarious and trendy
content that perfectly aligned with their brand identity.
This shift towards social media entertainment wasn't just about brand awareness.
Duolingo understood the power of community building. By injecting humor and
relatability into their content, they fostered a sense of camaraderie amongst users.
Learning a language, often seen as a solitary task, became a shared experience, further
increasing user engagement and retention.
Duolingo's marketing strategy is a masterclass in understanding and adapting to the
evolving digital landscape. By prioritizing user experience, embracing social media
trends, and fostering a strong community, Duolingo has turned language learning from a
chore into a fun and engaging activity. This innovative approach has not only secured its

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 position as a leader in the language learning market but also cemented its place as a
beloved internet icon.

A WELL-CONNECTED SOCIETY:

History of DUOLINGO:

Hatched in 2009, Duolingo's mission was to make language learning accessible. It started
with a few popular languages like Spanish and French, but its nest quickly grew to include
over 40 languages, from German to Japanese and even fictional languages like High
Valyrian! While formal grammar wasn't its initial focus, Duolingo's lessons incorporated
elements like verb conjugations and sentence structure, building a foundation for users to
explore formal languages further.

Using DUOLINGO:
Duolingo's owl swoops in to transform language learning into a fun, bite-sized adventure.
Users engage in a variety of activities like translating words, mastering pronunciations,
and constructing sentences. Each success unlocks points and propels them up the
leaderboard, keeping them motivated. With over 40 languages on the menu, from
common choices like French to more exotic options like Korean, Duolingo caters to
diverse learning interests. While formal grammar isn't the app's specialty, it subtly
incorporates essential elements like verb conjugations and sentence structure, building a
strong foundation. The freemium model allows for free learning, with a premium option
offering an ad-free experience.

Features of DUOLINGO:

 Bite-Sized Lessons: Duolingo breaks down language learning into short, manageable
activities, making it easy to fit learning into your daily routine.
 Gamification: Points, badges, and leaderboards turn language learning into a game,
keeping users motivated and engaged.
 Variety of Activities: Duolingo goes beyond simple translation, offering exercises in
listening comprehension, speaking practice, and sentence construction.

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 Multiple Languages: With over 40 languages to choose from, Duolingo caters to a wide
range of learning goals and interests.
 Focus on Conversation: The lessons prioritize practical vocabulary and sentence
structures used in everyday conversation.
 Speech Recognition: Practice your pronunciation and get feedback with Duolingo's
speech recognition technology.
 Freemium Model: The basic features of Duolingo are free, with an optional premium
subscription that removes ads and offers additional features.
 Personalized Learning: Duolingo adapts to your progress, offering more challenging
exercises as you improve.
 Community Building: Connect with other learners and share your language learning
journey (though this feature is not as prominent).

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10
 Benefits of DUOLINGO:

Duolingo: Bridging Cultures and Boosting Your Travels:

In today's interconnected world, the ability to communicate across languages is more

valuable than ever. Duolingo, the gamified language learning app, goes beyond
memorizing vocabulary. It fosters connections between cultures and equips you with the
skills to navigate everyday life in foreign countries. Let's delve into the key benefits of
Duolingo that empower you to become a citizen of the world.

Benefits of Duolingo:

 Accessibility is provided by Duolingo's free basic features, making language learning

available to everyone.
 Convenience is offered by bite-sized lessons that can be easily fit into your daily routine.
 Motivation is fostered through gamification elements like points, badges, and
leaderboards.
 A variety of learning activities are addressed, including translation, listening, speaking,
and sentence construction.
 A foundation for further language exploration is built by focusing on conversational
skills and incorporating core grammar concepts.
 A wide range of language options are provided, with over 40 languages to choose from
to fit your interests and goals.
 Pronunciation practice and refinement are facilitated by speech recognition
technology.
 A comfortable learning curve is ensured through personalized learning that adapts to
your progress.
 A sense of shared experience is fostered (though to a lesser extent) by connecting with
other learners in the Duolingo community.

Disadvantages of Duoling:

 Limited focus may be placed on formal grammar and in-depth language mechanics by
Duolingo's emphasis on conversational skills.

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 Complexity may not be adequately addressed due to the bite-sized lesson format,
potentially hindering the ability to grasp nuanced language concepts.
 Speaking practice opportunities may be limited as Duolingo primarily focuses on
listening and writing exercises.
 Fluency development may be slowed due to the lack of immersive language exposure
and cultural context.
 Errors may go uncorrected in user-generated content or automated grading systems.
 Limited cultural immersion may be provided compared to traditional language
learning methods that involve living in a foreign country.
 Motivation may be hampered for some users by the repetitive nature of the exercises.
 Subscription fees may be incurred to access all features, although basic
functionalities are available for free.

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CHAPTER 2

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 REVIEW OF LITERATURE

In every type of research, the researcher has to find out the existing literatures in the area
which is to be reviewed for the purpose of the study. It helps the researcher to understand
the various previously conducted researches or existing literatures focused on which all
areas relating to the field of study. This will again help the researcher to identify and
structure the research plan on the problem as well as the area he/she wants to focus and
work upon. Moreover, it makes sure that a particular work is not duplicated and ensures
authenticity of the same. Then, classified as per the relevant heads having common
characteristics.

Here, I classified the existing literatures into three (3) main classification or heads such
as:

(i) Gamification of entertainment

(ii) Social media engagement

(iii) Platform innovation

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 GAMIFICATION OF ENTERTAINMENT

Duolingo: Turning Language Learning into a Rewarding Game

Duolingo's core strength lies in its gamification strategy, transforming the often-mundane
task of language acquisition into a stimulating and enjoyable experience. Here's how they
achieve this:
 Points and Rewards: Every completed lesson, translation, or exercise earns users points,
fostering a sense of accomplishment and measurable progress. This point system fuels a
desire to keep learning and rack up even higher scores.
 Streaks and Leaderboards: Duolingo fosters consistency by rewarding users who
maintain daily practice streaks. Breaking a streak serves as a gentle nudge to keep users
engaged and motivated. Leaderboards add a layer of friendly competition, allowing users
to compare their progress with friends or global peers, further incentivizing consistent
practice.
 Progression and Levels: Like a video game, Duolingo utilizes a level system. Completing
lessons unlocks new levels, offering a sense of advancement and accomplishment. This
keeps users engaged and eager to conquer the next challenge.
 Visually Appealing Interface: The app's user interface is designed to be visually
stimulating, with vibrant colors, engaging characters, and clear progress indicators. This
creates a positive learning environment that users find enjoyable and motivating.
By incorporating these elements, Duolingo effectively gamifies the learning process,
transforming language acquisition from a chore into a rewarding and engaging experience.

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 SOCIAL MEDIA ENGAGEMENT

Duolingo's Social Media Mastery: Cultivating Community Through Engagement

Duolingo's social media strategy thrives on fostering a vibrant online community through
several key tactics:
 Humor and Relatability: Duolingo's content utilizes humor and relatable situations to
connect with users. Their brand voice is lighthearted and often taps into current trends or
memes, creating a sense of shared experience and amusement.
 Direct User Interaction: Duolingo actively engages with users on platforms like Twitter
and TikTok. They respond to comments, answer questions, and participate in
conversations, making users feel valued and fostering a sense of two-way communication.
 User-Generated Content: Duolingo encourages user-generated content by sharing
memes, funny experiences, or success stories created by their users. This empowers users
and strengthens the feeling of community. Additionally, it provides valuable insights into
user experiences and preferences.
 Building Brand Loyalty: Through consistent and positive interaction, Duolingo
cultivates brand loyalty. Users feel a connection to the brand and are more likely to
recommend it to others.
By employing these tactics, Duolingo creates a dynamic social media presence that
transcends simple marketing messages. It becomes a space for fun, learning, and
community, ultimately increasing user engagement and brand affinity.

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 PLATFORM INNOVATION
Duolingo's Platform Prowess: Embracing New Frontiers for Learning

Duolingo's marketing strategy extends beyond traditional methods, showcasing a

commitment to platform innovation through these key points:
 Identifying New Avenues: Duolingo recognizes the importance of staying relevant in an
ever-evolving digital landscape. They actively explore new platforms where their target
demographics reside. This forward-thinking approach allows them to reach new audiences
and expand their user base.
 Adapting Content and Style: Duolingo tailors its content and marketing style to each
platform's specific user base and trends. For instance, their presence on TikTok utilizes
short-form, meme-worthy videos that resonate with younger demographics. This
platform-specific approach ensures maximum engagement within each unique online
space.
 Capitalizing on Trends: Duolingo capitalizes on rising social media trends to gain
traction. By incorporating popular cultural references or challenges into their content, they
increase brand visibility and connect with users on a deeper level.
 Building a Pop-Culture Presence: Through their innovative marketing on emerging
platforms, Duolingo transcends the realm of a language learning app and establishes itself
as a pop-culture icon within the educational technology space. This heightened brand
recognition fosters a sense of trendiness and attracts new users curious about the "viral"
language learning app.
By embracing platform innovation, Duolingo ensures it remains at the forefront of
language learning accessibility. They effectively reach new demographics and maintain
their position as a leader in the EdTech market.

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CHAPTER 3

18
SIGNIFICANCE OF THE STUDY

The Significance of Understanding Duolingo's Marketing Strategy: A Game-

Changer for Language Learning

In today's globalized world, the ability to communicate effectively across languages is

increasingly valuable. However, traditional language learning methods can often be dry,
time-consuming, and expensive. Duolingo, a mobile application offering gamified
language learning, has emerged as a popular alternative, attracting millions of users
worldwide. Understanding the key aspects of Duolingo's marketing strategy holds
significant value for various stakeholders within the language learning landscape.
1. Revolutionizing Language Learning: Duolingo's success hinges on its innovative
gamification approach. By transforming language acquisition into a points-based, level-
driven experience, they've made learning engaging and accessible. This is particularly
impactful for younger generations accustomed to interactive entertainment. Analyzing
Duolingo's gamification techniques offers valuable insights for educators and language
learning app developers. They can leverage these insights to design more engaging and
motivating learning experiences, potentially increasing overall learner engagement and
retention rates across the industry.
2. The Power of Social Media: Duolingo's mastery of social media engagement provides
valuable lessons for educational institutions and businesses alike. Their use of humor,
relatable content, and direct user interaction fosters a sense of community and brand
loyalty. Examining this strategy can offer valuable insights for other organizations
seeking to increase their social media presence and user engagement. By fostering a sense
of community and two-way communication, educational institutions can attract new
students and build stronger relationships with existing ones. Businesses can leverage this
approach to cultivate brand loyalty and build stronger customer relationships.
3. Embracing Innovation and Staying Relevant: Duolingo's commitment to platform
innovation highlights the importance of adaptability in the digital age. Their willingness to
explore new platforms like TikTok demonstrates how educational institutions and
businesses can reach new demographics and maintain relevance in a rapidly evolving
landscape. By studying their approach, one can learn the importance of tailoring content
and marketing strategies to specific platforms and user demographics. This knowledge
can empower educational institutions and businesses to expand their reach and ensure
their message resonates with target audiences on emerging platforms.
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4. Educational Technology and the Future of Learning: Duolingo's success
underscores the potential of EdTech (Educational Technology) to revolutionize language
learning. By making learning accessible, engaging, and affordable, apps like Duolingo can
democratize language education and provide opportunities for a wider range of people to
learn new languages. Understanding Duolingo's marketing strategy can inform the
development of future EdTech tools, potentially leading to the creation of even more
effective and engaging learning experiences across diverse educational disciplines.
5. Measuring Success and Impact: Analyzing Duolingo's marketing strategy can
contribute to the development of more effective metrics for measuring the success of
EdTech tools. User engagement, community building, and brand perception can be crucial
indicators alongside traditional measures like completion rates. By studying how
Duolingo leverages these metrics, researchers and educators can develop a more holistic
understanding of how EdTech tools are impacting users and inform the future
development of the language learning field.
In conclusion, understanding Duolingo's marketing strategy extends far beyond the app
itself. It offers valuable insights for educators, businesses, and EdTech developers seeking
to revolutionize language learning and create more engaging and accessible educational
experiences. By analyzing their gamification techniques, social media presence, and
commitment to platform innovation, we can pave the way for a more dynamic and
effective language learning landscape for the future.

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CHAPTER 4

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 OBJECTIVES:

1. To decipher Duolingo's gamification techniques: points, streaks, leaderboards, and level

progression - how they create an engaging learning experience.
2. To examine Duolingo's social media strategies: humor, user interaction, and user-
generated content - how they build an online community.
3. To evaluate Duolingo's platform innovation: identifying and adapting to new platforms
like TikTok - how they stay relevant and reach new demographics.

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CHAPTER 5

23
 RESEARCH METHODOLOGY

Research Methodology: Unveiling Duolingo's Marketing Magic (Secondary Data)

This study will employ a secondary data analysis approach to decipher the marketing
strategies employed by Duolingo. Here's how we'll leverage existing resources:
1. Case Studies and Industry Reports:
 Analyze existing case studies and industry reports on Duolingo's marketing strategy.
These reports often provide in-depth examinations of the company's marketing tactics,
including their gamification techniques, social media presence, and platform innovation.
2. Scholarly Articles and Journals:
 Explore academic journals and articles that analyze gamification in education or the
impact of social media on educational technology companies. These resources can
provide theoretical frameworks for understanding Duolingo's approach.
3. Public Company Filings and Press Releases:
 Examine publicly available documents from Duolingo, such as press releases or company
blog posts. These resources can offer insights into the company's marketing goals, target
demographics, and brand messaging.
4. Social Media Platforms:
 Analyze Duolingo's social media presence on platforms like Twitter, TikTok, and
Facebook. This will involve studying their content strategy, user engagement metrics
(likes, comments, shares), and overall brand voice.
5. Educational Technology Websites and Blogs:
 Explore articles and blog posts on educational technology websites that discuss
Duolingo's marketing strategies. These resources can offer industry-specific perspectives
and insights.
By thoroughly analyzing these secondary data sources, this study aims to gain a
comprehensive understanding of Duolingo's marketing strategies without requiring direct
interaction with the company. This approach offers a cost-effective and efficient way to
gather valuable insights into their innovative approach to language learning.
.

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CHAPTER 6

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DATA ANALYSIS

NO. OF DOWNLOADS OF THE APP THROUGHOUT

THE YEARS:

DUOLINGO has shown a steady and fast growth through out the years with now nearly
6oo million downloads, it poses as one of the most educational and engaging apps.

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NO. OF DAILY ACTIVE USERS:

Over 575 million people use Duolingo. The language-learning app offers 95 languages which
users can select and learn through quizzes, questions, stories, and many other features.

The table below shows you how many users there were in the previous year of Duolingo's
activity.

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DUOLINGO USERS FIRST LANGUAGE:

The majority of Duolingo users have English as their first language (399 million users speaks
English).

After English, the next most popular mother tongue for Duolingo users is Spanish - it has
142 million users whose first language is Spanish.

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CHAPTER 8

29
 FINDINGS AND SUGGESTIONS

Here are some findings of the study based on the facts you provided, along with some
additional insights:
1. Large and Growing User Base: Duolingo boasts an impressive user base of over 575
million, indicating its popularity as a language learning platform.
2. Diverse Language Selection: With 95 languages offered, Duolingo caters to a wide range
of learners with varying interests and goals.
3. English Dominates: The data suggests that English is the primary target language for a
significant portion of Duolingo users (399 million). This could be due to English being
the global language of business and communication.
4. Spanish in Second Place: Spanish is the second most popular language learned on
Duolingo, with 142 million users. This reflects the widespread interest in Spanish due to
cultural and geographical proximity for many users.
5. Accessibility for All: Regardless of a user's native tongue, Duolingo offers an accessible
platform to learn new languages. This is particularly beneficial for users who may not
have access to traditional language learning resources.
6. Potential Limitations: It's important to consider that Duolingo might be a good starting
point for language acquisition, but fluency might require additional resources or
immersion experiences.
In addition to the above, it would be interesting to see data on:
 User engagement: How many users actively learn languages on Duolingo versus those
who have created accounts but don't regularly use the app?
 Language proficiency achieved: Does Duolingo effectively help users achieve fluency
or conversational ability in their target languages?
 Regional trends: Are there variations in language preferences depending on a user's
geographical location?
By analyzing this additional data, we could gain a more comprehensive understanding of
how people use Duolingo and the effectiveness of the platform in achieving language
learning goals.

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CHAPTER 9

31
 SCOPES AND LIMITATIONS OF THIS STUDY

Scope
This study focused on understanding the user base of the language learning application
Duolingo by examining:
 The total number of Duolingo users
 The variety of languages offered on the platform
 The most popular native languages of Duolingo users (focusing on English and Spanish)
 Accessibility of Duolingo for users with various native languages
Limitations
 Data Source: This study relied on publicly available information, which may not be
completely comprehensive or up-to-date.
 User Engagement: The study did not analyze user engagement levels, such as how many
users actively learn languages compared to those who have created accounts but don't use
the app regularly.
 Language Proficiency: The study did not assess the level of language proficiency users
achieve through Duolingo.
 Regional Variations: While the study touched on popular languages (English and
Spanish), it did not explore potential variations in language preferences based on user
geographical location.
 Marketing Strategies: This study focused on user demographics and language
preferences, not a deep dive into Duolingo's specific marketing strategies.
Future Research
Further research could explore the limitations mentioned above by:
 Analyzing internal Duolingo data (if available) on user activity and language choices.
 Surveying Duolingo users to understand their learning goals and experiences with the
platform.
 Investigating how language preferences vary depending on user location.
 Conducting studies to assess the effectiveness of Duolingo in achieving language fluency.
By addressing these limitations and conducting further research, we can gain a more
nuanced understanding of Duolingo's user base, the platform's effectiveness in language
learning, and potential areas for improvement.

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CHAPTER 10

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 CONCLUSION

While this study focused on user demographics and language preferences, it offers
valuable insights applicable to Duolingo's marketing strategies.
 Target the Right Audience: Duolingo can leverage the finding that English is the
dominant target language to tailor marketing efforts towards regions where English
proficiency is desired.
 Multilingual Marketing: To capture the vast user base with various native languages,
Duolingo could consider creating multilingual marketing materials or utilizing translation
features to promote the app across different regions.
 Highlight Diversity: Duolingo's marketing can emphasize the wide range of languages
offered (95) to attract users with diverse language learning goals.
 Focus on Accessibility: The fact that Duolingo caters to users regardless of their native
tongue can be a central marketing message, promoting inclusivity and ease of access to
language learning.
 Showcase Achievements: If data suggests Duolingo users achieve proficiency, the
platform can leverage success stories in marketing efforts to demonstrate its effectiveness.
By implementing these marketing strategies based on user data, Duolingo can strengthen
its position as a leading language learning platform and attract a wider audience.

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CHAPTER 11

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 BIBLOGRAPHY:

1. https://www.duolingo.com/
2. https://www.usesignhouse.com/blog/duolingo-stats
3. https://en.wikipedia.org/wiki/Duolingo_English_Test

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THANK YOU

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