Project Report

on

BYJU’S
(Think & Learn Pvt. Ltd.)
Selling an App in Supermarkets and Malls
Submitted by

Ayush Pankil Desai

157290585009
Semester X

IN PARTIAL FULFILLMENT OF THE AWARD FOR THE DEGREE OF INTEGRATED MASTERS

OF BUSINESS ADMINISTRATION-IMBA

Submitted to:

LJ Institute of Management Studies – 5 Year Integrated MBA

Gujarat Technological University,

Ahmedabad
2020

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 Declaration

This Project Report is based on my research on “BYJU’S – Think & Learn Pvt. Ltd.” has been
prepared by me under the guidance of Prof. Sonam Arora. I further declare that this is my
original work, as a part of our academic course.

Place: Ahmedabad

Date: April, 2020 Ayush Pankil Desai

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 Guide Certificate

This is to certify that Ayush Desai has worked and completed his Project Report for the
Semester – 10, IMBA Programme, on title “BYJU’S – Think & Learn Pvt. Ltd.” under my
supervision. It is his own work and facts reported in the project are his personal findings and
investigations.

Prof. Sonam Arora

Date of Submission: April, 2020

Dr. Viral Shah

Director of the Institute

Stamp of the Institute with Date

ACKNOWLEDGEMENT
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It is indeed a pleasant task to thank all the people who have contributed towards the
successful completion of this project. I express my sincere gratitude to our director Dr. Viral
Shah and Class Mentor Dr Sonam Arora, for their supervision during the course of the
project. I also give my sincere thanks to internal guides, Finance Department (IMBA), for
their kind cooperation and who as my guides helped me in completing my project work. I
would like to express my gratitude towards my parents & all faculty members of LJIMBA for
their kind co-operation and encouragement which helped me in completion of this project.
My thanks and appreciations also go to my colleague in developing the project and people
who have willingly helped me out with their abilities.

ABSTRACT

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Byju’s Classes is an India based education company which is a subsidiary brand of Think and
Learn Pvt Ltd. It was founded by Byju Raveendran in 2008 and backed by Dr Ranjan Pai and
T.V. Mohandas Pai of Manipal Group.

It provides professional coaching classes for CAT, Civil Services Examination, GMAT, GRE and
School Education. The total annual student base of Byju’s Classes is more than 20,000. Byju
has spent countless hours teaching maths for entrance exams, and his zeal to transform the
nature of learning, working on innovation 24×7, has brought Byju’s so far ahead of being
just another test prep provider. To cut a long story short, Byju’s growth catalyst, along with
his ambition, was going mobile. Think and Learn Pvt Ltd. has been ranked as the biggest
EdTech startup in India under the esteemed guidance of Byju Raveendran and his team.

The pitch includes:

• K-12 broadly classifies the company’s pre-graduate courses, mainly 11 & 12 and 1-10
preparatory courses.

• My work comprises of mainly counselling students and parents with the intention of
selling them the product.

• The above target is achieved by following a well-defined pitch and verbal improvisation.

• Pitching is not just done by highlighting the USPs of the product but mainly by identifying
the lead’s needs and pitching the product accordingly.

• This objective is achieved by classifying the leads on the basis of different criteria into
broadly generic terms.

The project deals with learning of Business environment of education sector with prime
focus on Business development of the organization & its products. It is followed by
understanding consumer behaviour & Competitor analysis which will benefit the
organization by increasing its market share in the future. Thorough analysis of marketing
strategies used by different organizations in the sector has been done. Project
implementation is in the following order: 1. Studying the education industries &
understanding their trends.

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2. Understanding the functions & operations of different departments of the organization &
identifying their products in the market.

3. Identifying the market leaders.

4. Sales & Marketing of the existing products by studying consumer buying behaviour.

5. Understanding the promotional strategies used by market leaders & identifying the
strategy best suited for the organization.

6. Critical Competitor analysis to make peer comparisons of the companies strategies.

7. Managing activities of a fully fledged operational centre (Ahmedabad + Gandhinagar)

8. Qualitative survey so as to understand consumer’s needs & expectations

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 TABLE OF CONTENTS
Foreword...............................................................................................................................................8
Indian Education System.....................................................................................................................10
Digital Landscape of India....................................................................................................................13
Broad Market Segments......................................................................................................................16
Popular modes of training...................................................................................................................18
What is BYJU’S?...................................................................................................................................20
1.2 Methodology Adopted.................................................................................................................21
2.0 BACKGROUND THEORY...............................................................................................................24
2.1.4 GMAT........................................................................................................................................27
Literature survey -1.............................................................................................................................28
Cases of Customer Interaction............................................................................................................33
3.1 Case 1 - 80+ and Joined Coaching..................................................................................................33
3.2 Case 2 - 80+ and Not joined Coaching...........................................................................................35
3.3 Leadsquared..................................................................................................................................37
4.0 Digital Marketing...........................................................................................................................39
4.2 Methodology usually used.............................................................................................................40
4.3 Lead generation through whatsapp...............................................................................................41
4.4 Conducting inquiries......................................................................................................................44
4.5 B2B – Discovery School Super League (DSSL)................................................................................44
SWOT ANALYSIS...................................................................................................................................46
BYJU Evolution:....................................................................................................................................47
Technology BYJU Use:..........................................................................................................................47
CHAPTER 5 - PROMOTIONAL STRATEGY FOR THINK & LEARN PVT LTD...............................................49
STEPS FOR DEVELOPING PROMOTIONAL STRATEGY...........................................................................51
SEGMENTING TARGETING POSITIONING OF THE ORGANIZATION......................................................52
CHAPTER 6 LEARNING FROM THE PROJECT.........................................................................................55

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Foreword
Historically, the Indian education system evolved from the ‘Gurukul’ tradition. Students
resided together at the home of their teacher to receive education from a guru, which was
not based on wealth or personal gain. Over time, certain cities such as Varanasi in Uttar
Pradesh, Kanchipuram in Tamil Nadu, Nagarjunakonda in Andhra Pradesh, etc. evolved as
learning hubs, with famous learning centres such as the ancient Nalanda University,
Takshashila University, and so on. By the end of the British era, this tradition had been
rendered almost entirely redundant, with formal schooling taking its place. The Indian
education practices have now been overhauled by the global practices.

It can be observed that the world has changed dynamically over time. We have moved from
cumbersome landlines to sleek smartphones and from postal letters to e-mails. Setting up
“brick & mortar” educational institutions will not suffice to address the huge need-gap and
ever-changing requirements of the 21st century.

A revolution is taking place in the education system. There is a growing realization that
education needs to be viewed from a lifelong learning perspective. People have begun to
take their learning into their own hands. As a result, a new phase of education has emerged
i.e. “e-Learning”. eLearning refers to innovative use of technology in exchanging ideas and
providing access to more people. The main aim of online education is to facilitate learning
and improve performance by creating, using, and managing appropriate technological
processes and resources. These eLearning methods are transforming the learning
environment from static to dynamic by breaking down the barriers between students and
the world.

The current global market for e-learning, including both self-paced eLearning and the live
online learning, has reached US $107 bn and is expected to grow at a CAGR of ~18% over
the next 5 years. Currently, the US and Western European markets have the biggest
instances of eLearning adoption, ranging from K-12 solutions to business-related training,
with North America being the most dominant market for eLearning in the world.

In US, digital learning is already an integral part of formal education. While the growth rates
in US are flat to negative, it contributes the highest revenues in the industry. Western

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Europe is currently the second largest buying region for eLearning products, but this
is set to change as Asia is expected to surpass Europe by the end of 2016.

The digital learning market is undergoing a rapid expansion in India with a large number of
start-ups entering this segment. According to Technopak’s analysis, India’s digital learning
market is currently estimated at US$2bn in 2016, growing at a CAGR of 30% and is expected
to reach US$5.7bn by end of 2020.

The increasing internet penetration, time constraint faced by the aspirants, geographical
challenges in attending physical classes, and the low expense in the online training are the
primary drivers of the digital learning sector. These drivers act as catalysts to further swell
the reach of the self-paced learning. The increased demand of quality certification has also
resulted in more people opting for online learning programs.

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Indian Education System

The Indian education market, currently estimated at US $100bn, is expected to reach US

$180 bn by 2020. India has one of the largest education systems in the world. It has the
world’s largest population attending classes at school, an age bracket of 6 to 17 – about 310
million. A typical Indian student is introduced to formal education at the age of five. The
Right to Education (RTE8) Act provides free and compulsory education for all children in the
age group of six to fourteen years as a fundamental right. According to the University Grants
Commission, in 2016, India is host to 751 universities and over 35,539 colleges. The distance
education system contributed a quarter of student enrolments in the Higher Education
System, with over 29 million students enrolled in the Indian Higher Education Systems.

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India has around 520 million people in the 25 to 59 (working age) bracket which constitutes
the working population; this is expected to increase continuously, even as the world’s
working population ages and diminishes. India is blessed with a demographic dividend;
every third person in India is a youth. These favourable demographics brings along with
them enormous economic opportunities. However, the ability to seize these opportunities
depend on how successfully the challenges plaguing the Indian education system can be
addressed. Indian education framework suffers from poor infrastructure and capacity
constraints. There is a shortage of trained teachers, which has become a major concern for
the education sector. The comparatively low pay-scale and the availability of jobs in more
lucrative sectors are some of the reasons that have contributed to this shortfall.

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Digital Landscape of India
In India, the internet habitual consumers are rapidly increasing, and this is only set to
escalate in the future. India’s internet user base is estimated to reach 550 million by 2020
with a penetration of approximately 40%, asignificant increase from the current 35%.

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The youth have the highest adoption rate of technology. With every third person in India
being a youth, India will witness an incredible pace of Internet growth.

According to Strategy Analytics Survey report, India would overtake Japan to be the world’s
3rd largest 4G LTE market by 2016. It will also surpass US to be the world’s second largest
smartphone market by 2017. Due to the declining selling price, there is a widespread
adoption of smartphones resulting in an enormous surge in the number of mobile internet
users in India. India is estimated to have 371 million mobile internet users by June 2016.
Mobile internet users have seen much faster growth as compared to broadband users. This
growth is expected to continue given the increase in the penetration of highspeed Internet,
driven by 3G and 4G (more recently) wireless technology.

30 %
400 371 35 %

350 30 %
300 19% 25%
238
250
20 %
200 11%
137 15%
150 12%
91 10%
100 9%
2% 4%
48
30 44 5%
50 1%
12
0 0%
2009 2010 2011 2012 2013 2014 2015 2016
Mobile Internet Users- India (mn.) Mobile Internet Penetration- India (%)

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India’s internet user base increased by 49% in 2015. Mobile internet is primarily
responsible for this growth, with 94% of users accessing the Internet through their mobile
phones in urban India. 65% of the internet traffic comes from mobile phones. Smart phone
users in India are estimated to grow at a CAGR of 38% in the next 4 years. Most of this
growth will come from device migration of feature phones to smart phones. Combining this
with the increase in the Internet user population, a greater demand of digital learning
products among the masses can be expected in the future.

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Broad Market Segments
The digital learning market in India can be categorized from the provider side and the user
side. The provider side consists of companies offering Learning Management Systems (LMS)
for content and assessment solutions. The user side consists of K-12 segment, Higher
Education, Professional Courses, Skill Development, Language Training, Test Prep and
MOOCs.

 K-12

With the current enrolment of 260 million, the K-12 segment offers the largest and most
attractive segment for digital learning providers in India.

Digital learning in the K-12 space comprises segments such as Smart Class solutions, Online
Tutoring, Online Preparation for Exams, Simulation and Virtual Reality, STEM Learning, AR
and Robotics, and Assessment. Sub-segments like Simulation, STEM and Augmented Reality,
Tablet Learning, and Online Tutoring are at an early stage of adoption but demonstrate a
massive potential. Key players in these segments are pushing the boundaries of innovation
and delivering learning in the form of novel and more technologically-efficient models.
 Smart Class

When the SmartClass model was first launched in the Indian market, the high upfront cost
posed a challenge for the players to make inroads. Players explored the model of innovative
and alternative financing wherein computer manufacturers financed the product for
schools. This was similar to a BOOT/Hardware leasing model. Apart from financing, there
were challenges of managing the “last mile” in terms of ensuring that the logistics are
handled effectively and schools don’t face issues in terms of installing and maintaining the
infrastructure.
The Smart Class solution market is dominated by private sector providers. With many new
entrants ranging from traditional education companies (e.g. Everonn, Navneet) to IT
heritage companies (e.g. NIIT, HCL) and start-ups (e.g. TeachNext), the competitive
intensity in the multimedia and ICT market has significantly increased over the last few
years. These companies provide teachers with multimedia tools (hardware and software)
that help blend constructivist pedagogy, innovative learning techniques, and advanced

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information for effective teaching. The multimedia and online formats are being used to
augment or substitute traditional classrooms.

The current market size for digital classrooms in India is estimated at US$ 1bn, out of which
the ICT market for private schools is estimated at US$ 266mn and that of government
schools is approximately US$ 740mn. The market is expected to grow at a CAGR of 13% over
the period 2016-2020.

 Online Tutoring

Online tutoring is another segment in K-12 education that has emerged in the last 5-6
years. In India, online tutoring is operated via two business models - online tutoring model,
where the firms recruit teachers who provide online classes to the students on the firms’
online platform, and agency model, where the firms collect information of different
teachers, add it to their database and students can choose the teachers for face to
face/online tutoring.
The Online Tutoring is currently a US$3.5 mn market growing with a CAGR of 30%
over the period 2016-20.

 Assessment
Assessment for K-12 involves testing modules for skills learned in different subjects. It
stresses more on application of knowledge rather than plain knowledge. These tests focus
on reasoning, thinking, and interpretation of data. The students are able to identify their
academic strengths and weaknesses and can compare their year-on year achievement with
other students. Similarly, schools can monitor and compare students’ performance within
the school, region and depending on the test, inter-nationally. The reports are generally
accompanied with an instructional supplement suggesting the future course of action for
both students as well as teachers.
This segment is estimated at US$ 28 mn with a growth rate of 20%. International
Assessment for Indian Schools, NTSE, Olympiad, and ASSET are a few examples of
assessment tests conducted in India.

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  Tablet Learning Solutions

The Tablet Learning Solution industry in India is still in its nascent stage but is emerging
rapidly. Tablet Learning Solutions offer multiple benefits over book learning by enabling the
delivery of textbooks in an enriched manner. It expands the learning beyond the classroom
walls and allows the teacher to engage with students at home.

The tablet-based learning solutions not only lighten schoolbags but also empower teachers
to analyse and monitor students’ performance on a daily basis. Homework, assignments,
specific content modules can be given on the tablets. With the help of built-in analytics, the
teacher can get insights into every student’s learning patterns and gaps. It can also provide
regular reports to parents, which would help them keep a track on the child’s progress. The
government has also made several efforts to promote tablet usage in Indian schools.
Datawind launched the world’s cheapest tablet “Aakash” with the MHRD, priced at just INR
1,900. In 2014, a cloud-based tablet solution for school students from class 1 to 12 called ‘e-
tutor tablet’ was launched, which was priced at INR 7,500. With increased spending on
education, this market is set to grow at a rapid pace in the future.

Popular modes of training

Content is one of the most important aspects of any educational platform. However, the
method of delivery of that content can make a world of difference in terms of knowledge
acquisition and retention. There are a number of new trends that are creating new
opportunities for education providers and learners so that information can be effectively
accessed by the end-users.

From a global perspective, digital learning can be categorized into three parts on the basis of
the implementation of the course:

 Self-paced e-Learning:

Self-paced learning is a form of learning that moves at a pace set by the student. The
student can start and complete learning targets at any time. S/he isn’t required to be online
at the same time as the instructor and pre-recorded sessions can be viewed at any time that

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is convenient to the learner. In some cases, an instructor may not even be necessary. Self-
paced learning offers convenience that enables more people to attend training programs
and helps in reducing the drop out ratio.

The worldwide market for Self-paced eLearning reached US $46.9 bn in 2015. The five-year
compounded annual growth rate is flat at 0.4%, and revenues will reach US$47.9bn by
2020.

 Live online learning

Live online learning takes place at a scheduled time. The students and the instructor are
online at the same time. A pivotal role is played by the instructor in the entire learning
process. During these classes, it is the instructor who generally sets the pace of the session,
distributes the information, and provides instructions to the students.

 Flexible Online Learning

Flexible online learning combines the best features of self-paced learning and live online
learning. In live online learning, the classes are scheduled by the tutor and the students
have to attend the classes at the fixed time. However, in flexible online learning, students
can set up live sessions and online classes at a date and time convenient to them. Students
get to reap in the benefits of live learning at a pace fixed by them. This model is most
prevalent in the online tutoring industry.

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Prevalent Business Models
1. MOOCS
Since 2012, Massive Open Online Courses (MOOCs) have revolutionized online education,
making elite education accessible and affordable to millions across the globe, and have
received massive investment and support from corporates and from elite educational
institutes such as Stanford, Harvard, and MIT. An MOOC is an online course aimed at
unlimited participation and open access via the web. In addition to traditional course
materials such as filmed lectures, readings, and problem sets, many MOOCs provide
interactive user forums to support community interactions among students, professors, and
teaching assistants.

Most of the online educational delivery models of the past decade or so in higher education
such as hybrid/ flipped classrooms have suffered from the problems of scale and access.
However, in a MOOC, the course itself is scaled to enable an essentially unlimited number of
students to take the course from the faculty members, who design and lead the course,
leveraging the natural scaling power of online tools.

cMOOCs :

In 2008, George Siemens of Athabasca University and Stephen Downes of the National
Research Council offered the first connectivity MOOC (cMOOC)-Connectivism and
Connective Knowledge (CCK08)- with an enrolment of 2200 students. cMOOCs are based on
principles from connectivist pedagogy and the instructional design approaches attempt to
connect learners to each other to answer questions and/or collaborate on joint projects.
cMOOCs are not proscriptive, and participants set their own learning goals and type of
engagement, making it tougher to assess/certify participants.

xMOOCs:

xMOOCs were first established at Stanford University with Sebastian Thrun and Peter
Norvig’s “Introduction to Artificial Intelligence” course in 2011. After the professors offered
then course free to anyone in the world, 160,000 people worldwide enrolled. In this type of
MOOC, the educational technology is used to replicate a typical faceto-face classroom

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experience online, at scale. The Stanford branch of MOOCs includes a course web home,
typically on a home-grown customized learning management system (LMS), hosting course
lectures, homework, and assessments. The centre of the course is the instructor-guided
lesson. Each student’s trajectory through the course is linear and based on the absorption
and understanding of fixed competencies. Learning is seen as something that can be tested
and certified. Certifications to establish educational and professional credentials are the
main focus of such courses, providing a potential revenue stream for these offerings.

xMOOCs have emerged as the dominant format for imparting online education, with
companies such as Coursera, Udacity, and edX, founded by academics, receiving extensive
funding from venture capital as well as educational institutions.

COOCs:

COOC stands for Corporate Open Online Course. They are large scale training modules that
companies are using to train their employees. Companies generally have great in-house
expertise, and COOCs make it possible to take advantage of that knowledge on a larger
scale. COOCs are fairly recent and companies seek to capture these new channels to master
the intricacies of online training of employees.

The two uses of COOCs are in marketing for branding and other training. They promote a
healthy rivalry between the participants and allow closer monitoring of the workers.

SPOCs:

SPOC stands for Small Private Open Course. Contrary to MOOC and COOC, SPOC is aimed to
address a small group of people and offer them a tailor-made course. SPOCs generally
support blended learning and flipped classroom learning. They can include video lectures,
assessments, interactive labs, and discussion forums such as those used in MOOCs. SPOCs
cut down on the manpower needed to manage an open online course. Not only are there
less people who attend, manpower can also be shaved off of parts like application and
assessment.

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 2. The Khan Academy/ Udemy Model
Khan Academy was established in 2006, and while operating in a different format from
current MOOCs, it laid the foundation for the development of MOOCs.

Khan Academy provides micro-lectures (largely focusing on K12 topics) on public platforms
like YouTube, and makes these lectures, exercises, and resources free to learners and
instructors around the world. The establishment of this format has led to an increase in
‘flipped classrooms’, where instructors use the online lectures for imparting basic
knowledge and course material to learners while reserving face-toface interactions for
discussions, application, and problem solving.

This delivery system eschews the scheduled courses and the assessment centric format of
MOOCs. Exercises are present to bring about a ‘gamification of learning’ rather than for
assessment and certification purposes.

3. Short term, outcome-based training model

This model works extensively for working professionals who cannot afford to carve out time
separately to attent trainings and upskill giving up their jobs.

While the previous models provided learning with longer learning cycles with no specific
end objective in mind, a new field which is coming up is online training with clearly defined
end goals delivered via short term certification courses.

The training methodology involves outcome based learning which results in career
advancement of its learners delivered through promotions, pay raises or better quality of
work.

This model has moved to a combination of Online Live learning and online content of late
and professionals usually attend online classes from their home or office on the weekends,
thus working around their jobs.

These are usually short courses spanning 2-3 months, post which the participant clears an
exam and gets certified thus gaining a valuable add on to his profile in addition to the
learning.

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Key Global Players

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What is BYJU’S?

Think & Learn Pvt. Ltd was created in 2005 by Mr. Byju Raveendran, an Engineering
graduate who has scored 100 percentile twice in CAT. From 250 students in 2005 to 20000
students in 2013 & 3.5 million in 2020 its phenomenal growth lies not in any coincidence but
in penchant and pursuit of setting standards of excellence and perfection in the quest for
success in aptitude exams like CAT, CSAT, GS, SAT, IIT-JEE, SAT, GRE and Campus
Recruitment Tests. They are pioneers for conducting online live classes through satellite
enabling a reach to any number of students at any time, even in remote areas. This use of
technology is helping the company to grow exponentially without compromising on quality
which is its USP. It is successfully running its training programs in 232 locations including
some top engineering colleges like NIT-K, NIT-W, NIT-Surathkal, NIT-Trichy, NIT-Calicut, MIT-
Manipal, BITMesra and SRM-Chennai.

Think and Learn has become one of the most recognized brands in education. Based on
founder Byju Raveendran’s ground breaking vision, innovative and inspirational instruction
combines the use of technology and brilliant teaching techniques. With the help of
technology, they ensure that all their students get the highest quality of education from the
highly qualified core team.

Byju Sir’s phenomenal success story can be attributed to his perseverance to pursue his
passion to teach. At the young age of 26, he trod the path less travelled by giving up a
prestigious seat at the IIM’s and a lucrative corporate career to change the way people
“Think and Learn”.

Think and Learn Pvt Ltd. offers digital education to students. They do the needful by
preparing short and engaging video lectures. These video lectures provide visual learning
wherein the student is able to visualize the concept in a 3-D way and relate to the practical
aspects of it. They have provided the videos & Games for the following courses:

 Class 1-3 Early Learn program – Math & English (A partnership with Walt Disney
Company)

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  Class 4-10 – Math, Science

 Class 11-12 – JEE / NEET

 CAT/GMAT/GRE

 UPSC

These videos, along with the various test material are provided in what we call the
‘ThinkTab’, wherein a student can learn concepts through the video lectures and analyze
himself through the unique test material provided on the ThinkTab which provided a
detailed analysis of the student’s performance in the test.

1.2 Methodology Adopted

Through various advertising and marketing campaigns leads have been generated and
leadsquared is an efficient tool which helps manage leads in an efficient manner. Effective
management of leads is the key to revenue generation.

Objective

The main objective is revenue generation through the sale of our various products; this has
been mainly achieved by the various digital marketing and advertising campaigns that have
been employed by us for lead generation. The pitch devised and leadsquared are essential
tools for converting the leads generated into sales number.

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2.0 BACKGROUND THEORY

This chapter includes the unique selling points of all our products.

2.1.Products provided by the company

2.1.1. BUILD CONCRETE FOUNDATION FOR CLASSES 4-12

Byju's are the pioneers in making a wave in the domain of education by creating a unique
generation of students who will gain the expertise to crack any challenge thrown towards
them. As the basic foundation building for the students begins at class 6, we provide them
videos on all topics in Maths and Science starting from the 6th standard. All the videos for
classes 4-12 are based on the CBSE and ICSE syllabi, to help students perform equally well
for their exams at school. Specially designed videos for the class 10 students will ensure that
they create a good base for their future challenges like AIEEE, JEE, AIPMT,etc

At Byju's ,learning will be a fun experience as we don't encourage students to do rote

learning, instead , we walk them through a world of thrilling visual experience where every
tiny concept will be learnt with ease and will stay etched in your mind.

In order to achieve your dream of getting admission to the best colleges like IITs, AIIMS, etc
it is important that you start your preparation for these challenges at a very early stage.
Obtaining guidance through our interesting video lessons will help you relax and take your
lessons at your convenience, rather than having to stress yourself with the constant
commute to your coaching classes after school.

2.1.2. BUILD CONCRETE FOUNDATION FOR CLASSES 11-12 JEE-MED

Class 11 and Class 12 is an important phase in a student's life. It serves as transitional stage
for students which requires application of knowledge that is learnt at school level. Class 11
and 12 is an essential juncture where memorizing the concepts is ineffective, instead a
thorough understanding of a concept and applying the same is consequential. CBSE class 11
and CBSE class 12 students have relatively high competition when compared to others as

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the CBSE syllabus is extensive and demanding. Students of CBSE class 11 and CBSE class 12
have a tough time managing their studies and time. Along with the regular studies, students
have to prepare for competitive exams which plays a significant part in molding their
professional lives.

JEE and AIPMT are the two competitive exams which holds key to the future of many
students as most of them aspire to become Engineers and Doctors by aiming to study at top
colleges. JEE (previously known as AIEEE) is the Joint Entrance Examination for Engineering
aspirants and AIPMT is All India Pre- Medical Test which is the entrance examination for
medical aspirants. It is very important to have a strong foundation at Class 11 and 12 as it
embarks the professional journey of a student. JEE and AIPMT are tough exams which tests
the ability of students as it evaluates their basic knowledge, understanding of a concept and
reasoning capabilities.

CBSE (Central Board of Secondary Education) is the regulating body which conducts board
exams for class 10th, 12th along with JEE and AIPMT. The exams are conducted at a National
level and the competition is high. JEE Syllabus comprises of Physics, Chemistry and
Mathematics studied at Class 11th and 12th and AIPMT syllabus consists of Physics, Chemistry
and Biology from Class 11th and 12th. At Byju's we believe that a strong foundation leads to a
better future and we provide a comprehensive study material which is available in our
learning app. The unique feature of our app is that, it contains video lectures, sample papers
and smart mentorship which helps a student to study anywhere-anytime at their own pace.
The process of learning is made interesting with interactive videos taught by India's best
teachers.

JEE 2020 is made easy with complete JEE syllabus, preparation tips, course materials and
sample papers which help an Engineering aspirant at every step of preparation making the
dream of getting in to an IIT a reality! Studying for JEE 2016 can be less cumbersome and
more interesting with Byju's. Medical students preparing for AIPMT 2016 can access AIPMT
syllabus, study materials, examination tips and previous year’s papers which makes the
process for AIPMT 2016 preparation easy.

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2.1.1. CAT

The Common Admission Test (CAT) is a computer based selection test conducted by the
Indian Institutes of Management (IIMs) for their business administration programs. The CAT
exam is an important prerequisite for admission into more than 100 management institutes
across India which includes reputed institutions like Faculty of Management Studies (FMS),
S.P Jain Institute of Management and Research (SPJIMR), Management Development
Institute (Gurgoan), International Management Institute (IMI), National Institute of
Industrial Engineering (NITIE), Institute of Management Technology (IMT), Jamanlal Bajaj
Institute of Management Studies (JBIMS) and many others.

2.1.2. IAS

Though, the exam is popularly known as IAS exam, but officially it is called the UPSC Civil
Services Exam (CSE). Here’s a complete detail about UPSC exam scheme, which will help all
the civil service aspirants who dream to become IAS officers, to face the exam with right
approach and attitude, appropriate guidance, selection of relevant study materials, right
focus, and exact preparation strategy. The UPSC CSE consists of 3 stages and they are
Preliminary Exam, Mains Exam, and Personality Test/Interview. The UPSC calendar that
consists of the exam dates is announced by the commission through UPSC notifications.
Below given is the tentative calendar by timeline for the candidates reference.

2.1.3. GRE

Thousands of schools across the globe have made Graduate Record Examination or the GRE
as one of their most important yardsticks when it comes to accepting students. GRE, with its
universal appeal, is one of the most frequently taken tests worldwide.

It is probably one of the most structured exams, which tests the strengths and weakness of
the test-takers in the best possible way. Most importantly GRE scores enhances your
chances of getting into top schools, even if you have had a mediocre past academic records,
which no other test can do.

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2.1.4 GMAT

The GMAT(Graduate Management Admission Test) is an online exam which you can write at
any time during the year.

It is one of the most standardized tests that is required by majority of good business schools
to measure your academic ability. It tests you on your reasoning skills and not your memory
skills or computational ability. Engineers, non-engineers or even people having 10+years of
experience can write the GMAT exam.

Most of the top business schools use GMAT score as one of the selection criteria for
admission of students to several graduate management programs. This exam measures
verbal, reasoning, mathematical and analytical skills. The GMAT syllabus and pattern
remains the same throughout the year.

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Literature survey -1

Digital marketing takes precedence, marketers aim to meet consumers where they prefer to
research, engage and purchase: online. How does your business rank in brining in quality
leads from the following sources?

2.1.3. Blogging:

Blogging efforts optimize your website for new visitors (see #3 below), and nurturing
existing leads. Think of the prospect who finds your latest blog post via a long-tail search. He
or she my have never heard of your company before that post. Track blog entrance pages,
engagement, RSS subscribers, and CTAs incorporated into your blog content or layout to
measure the impact of this channel.

2.1.4. Premium Content:

Does your website include a library of gated, or premium, content? Resources like ebooks,
podcasts, white papers, primary research and webinars, provide value to your website
visitors—who are willing to exchange basic contact information for that value. Measure
premium content pieces for overall downloads, as well as individual topic or campaign
performance.

2.1.5. Organic Search:

Optimize your website with persona-focused content to gain an advantage in organic

search. Organic traffic is prime for bringing new and highly qualified visitors to your website.
An answer to organic search should be relevant, and provide value to the visitor.

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Figure : Lead to customer close %

Email Marketing: How advanced and engaging are the email nurturing campaigns your
organization runs? Are you also able to tap into strong partner or industry networks to
expand your reach with additional qualified leads?

Digital Advertising: Does your organization pay for banner ads, social ads, and/or paid
search or retargeting campaigns? To gauge the effectiveness of paid channels, measure
impressions, click-through rates, then content engagement after that first click. Include
relevant content and calls to action for all paid digital ad efforts to better quantify results.

Media Coverage: Media coverage optimizes your website with powerful referring links, can
improve overall brand awareness and credibility, and can make your company top-of-mind
throughout the sales cycle. Track visitors coming to your site from PR efforts or brand
mentions in the media, then qualify this channel as those visitors become leads and work
through the funnel.

Social Media: As more consumers go to social media for customer service or to poll friends
and family for advice on upcoming purchases, the channel becomes an increasingly
important source for marketers to track.

Website: Last, but probably most important—is your website a lead- generating machine? It
should be. Your website houses valuable persona- focused content, contact information,
product and solution information, and more. It’s also likely the hub that social, advertising,
event, email and other tactics drive traffic to. Teach leads to go to your website for solutions
and relevant information, and make sure your website is set up to collect valuable lead
insights.

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Direct Marketing: Still sending direct mail? How are you measuring leads generated?
Consider driving further engagement with vanity URLs to supplement direct mail pieces with
relevant, engaging content. Include calls to action that will further qualify leads and track
online activity.

Traditional Advertising: Are you still measuring impressions for traditional print, radio, TV
or billboard advertisements? Tie this data to leads and sales with dedicated promo codes,
vanity URLs, or calls to action that prompt “impressions” to turn into identifiable leads.

Sponsorships: Sponsorships are pure “pay-to-play,” so it’s critical to track leads and sales
generated for bottom-line return. Start by organizing all the sponsorships your organization
pays for. Evaluate the goals for each, then put the processes in place for tracked
measurement against those goals.

Affiliate / Partner Programs: Some organizations are a natural fit for affiliate or partner
programs. Consider manufacturers who sell through distribution channels, resellers,
software service providers, consultants and more, or value added resellers (VARs) who
partner to sell industry technology.

Events / Shows: Events are an investment for brands at all stages of the marketing funnel—
from awareness with new prospects, through the loyalty and retention of existing accounts.
When measuring effectiveness of events as lead generation drivers, consider cost per new
lead, overall quality of each event’s leads generated, and how many of those event leads
turn into longer-term sales opportunities

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Inbound Phone Calls: Many leads (and customers) opt to pick up the phone to talk to
someone when evaluating options, searching for detailed or specific information, or seeking
service and support. Even though that engagement is happening “offline,” call tracking
software enables marketers to gather data on what prompted a call, what happened during
the call, and actions following that call to connect online and offline marketing efforts.

Outbound Sales: If you’re making outbound calls, you likely have a list of prospects or cold
business phone numbers to call. Evaluating this source comes with lead scoring and updates
to your complete lead database. Integrate call center tracking or management with your
CRM to further track outbound call efforts.

Referrals: Encourage others to drive visitors and leads to your website, products or services.
For example, if your company offers training or consultative services, encourage those
who’ve already taken the training to share resources with others with a profit-share offer.

Speaking Engagements: Track success of corporate speaking engagements by new

connections, followers, visitors and leads. Consider making your presentations and contact
information available with an easy-to-remember vanity URL promoted during the event.
Include a few downloadable assets to drive lead gen, and nurture new social connections
with dedicated monitoring lists.

Traditional / Offline Networking: Often times, the best leads come from in- person
networking. Manually tag these leads and the offline sources in your CRM or contact
database after each event to keep offline networking opportunities in the lead source mix. If
driving networking connections online, consider a dedicated landing page or separate social
list.

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OBJECTIVES OF THIS RESEARCH
 To understand the segregation of promotional activities in Byjus
 To understand various Promotional channels utilised by Byjus
 To deduce the efficacy of each promotional channel
 To find the best mix of channels

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Segregation:

Tier-i cities : all metro cities

 Easy access to coaching industries and quality education

 Financially strong leads
 Educated parents holding white collar jobs

Tier ii cities: Smart Cities proposed by the GoI

 Home tutors and school based education

 Financially stable
 Parents running small scale businesses

Tier iii cities : towns and small commercial hubs

 Prevelence of govt. Schools

 Financially weak
 Uneducated parents holding blue collar jobs.

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 3.1. Leadsquared
Figure 4 depicts the screenshot of the software LeadSquared, which is a cloud based
complete marketing and sales automation software with 300+ customers in India and
United States. Marketing SaaS is the most exciting space in the enterprise software industry
today, and our mission is to be one of the key players in the space. The job profile will suit
those who love working in a tough, relentless yet rewarding start up environment. The
profile would not suit those who are looking for a laid back job. There are tremendous
opportunities to learn of what it takes to scale software to lots of users, build high quality
user experience and consistently release a large software platform month on month. We
aren’t looking for programmers, but professionals who can build software.

Quick Facts about LeadSquared

 Has been recognized as the No.1 Marketing Automation Software in India by

NASSCOM.

 G2 Crowd Grid has recognized us as one of the top performers in Marketing

Automation Software.

 Featured in Deloitte's Technology Fast 50 India 2014

 We are in Red Herring Asia's Top 100 Finalists 2014

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  Has been ranked as one of the Top 20 Most Popular Marketing Automation
Software Solutions by CAPTERRA

 Featured in India’s Most Promising Startups in NextBigWhat List 2013 100+

Indian Startups

Figure 4 – typical outlay for leadsquared campaigns

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4.0 Digital Marketing
Digital marketing is an umbrella term for the targeted, measurable, and
interactive marketing of products or services using digital technologies to reach and convert
leads into customers and retain them. The key objective is to promote brands, build
preference, engage with customers and increase sales through various digital marketing
techniques. It is embodied by an extensive selection of service, product and brand
marketing tactics, which mainly use the Internet as a core promotional medium, in addition
to mobile and traditional TV and radio.

As digital marketing is dependent on technology which is ever-evolving and fast-changing,

the same features should be expected from digital marketing developments and strategies.
This portion is an attempt to qualify or segregate the notable highlights existing and being
used as of press time.

 Segmentation: more focus has been placed on segmentation within digital marketing,
in order to target specific markets in both business to business and business to
consumer sectors.
 Influencer Marketing: Important nodes are identified within related communities,
known as influencers. This is becoming an important concept in digital targeting. It is
possible to reach influencers via paid advertising, such as Facebook Advertising or
Google Adwords campaigns, or through sophisticated SCRM (social customer
relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM
and Sales force CRM. Many universities now focus, at Masters level, on engagement
strategies for influencers.
 To summarize, Pull digital marketing is characterized by consumers actively seeking
marketing content while Push digital marketing occurs when marketers send
messages without that content being actively sought by the recipients.
 Online Behavioral Advertising: Online Behavioral Advertising refers to the practice of
collecting information about a user’s online activity over time, “on a particular device

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 and across different, unrelated websites, in order to deliver advertisements tailored to
that user’s interests and preferences
 Collaborative Environment: A collaborative environment can be set up between the
organization, the technology service provider ,and the digital agencies to optimize
effort, resource sharing, reusability and communications. [11] Additionally, organizations
are inviting their customers to help them better understand how to service them. This
source of data is called User Generated Content. Much of this is acquired via company
websites where the organization invites people to share ideas that are then evaluated
by other users of the site. The most popular ideas are evaluated and implemented in
some form. Using this method of acquiring data and developing new products can
foster the organizations relationship with their customer as well as spawn ideas that
would otherwise be overlooked.
 An important consideration today while deciding on strategy is that the digital tools
have democratized the promotional landscape.
 Remarketing: Remarketing plays a major role in digital marketing. This tactic allows
marketers to publish targeted ads in front of an interest category or a defined
audience, generally called searchers in web speaks, they have either searched for
particular products or services or visited a website for some purpose
 Game advertising: Game ads are advertisements that exist within computer or video
games. One of the most common examples of in-game advertising is billboards
appearing in sport games. In-game ads also might appear as brand-name products like
guns, cars, or clothing that exist as gaming status symbols.

4.2 Methodology usually used

 Downloaded the app (dta leads)
 Live chat leads
 Facebook adwords
 Google adwords
 Whatsapp leads

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4.3 Lead generation through whatsapp
1) Using WhatsApp For Internal Team Communication

Whenever we tried to implement any new tool for internal communication at ProfitBooks,
we got resistance from the employees. People are reluctant to ‘learn’ new things. Best thing
about WhatsApp is that almost everyone uses it and it does not require any training.
Another advantage is, I don’t need to explicitly ask the team to check WhatsApp as they are
anyway hooked to it.

2) Using WhatsApp For Customer Communication

Here is a sales tip – If you do your followups on WhatsApp instead of direct phone calls, you
will get 40% more response. No one appreciates phone calls from unknown numbers but we
are more likely to respond to personal messages. When we start using WhatsApp for
customer communication, we noticed better response and engagement.

This also gives an opportunity to be little informal. For example, you have sent a quotation
to your potential customer but haven’t heard from him, what do you do? You either call him
or send a followup mail using formal language. Instead of doing this, if you just send a short
message on WhatsApp asking about the status, you might get a quick response.

3) Using WhatsApp For Customer Support

WhatsApp could be a great tool for customer support simple because of its wider reach.
Your customers would always prefer to send you a message over WhatsApp rather than
calling a helpdesk number or raising a ticket.

However, offering customer support via WhatsApp may not be a good option for all types of
businesses. Kritika from cloud telephony company, MyOperator warns that responding to
every message on WhatsApp may not be practical for companies that get hundreds of
customer calls everyday.

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So, choose WhatsApp as a customer support tool only if you have lesser number of
customer requests.

4) Using WhatsApp For Marketing & Promotion

You can use WhatsApp to send images, audio files, short video clips of your products
and text messages to users across the world. Unlike SMS or Email, there are less
restriction on the format and delivery chances are higher.
5) Creative Usage of WhatsApp for Business
People have built new businesses using WhatsApp as a platform and some are using it
to grow their business in a cost effective manner. Lets look at some creative usage of
WhatsApp that might give you few ideas for the next project.

4.3.1. Highlights of the Idea

 Lead generation using Whatsapp.
 Indirect Source of Lead Generation
 The idea implements the phrase “Word of Mouth”
 First step involves the sale of a product to a lead from an existing source.
 Then creation of a whatsapp group to which other leads are added by the
customer who has already purchased our product.
 Then the same product is pitched to all the new leads.
 This has been very effective in generating similar leads belonging to a certain
product category.

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4.3.2. Pros and cons of the Idea

Pros Cons
Works using a simple The number of leads
assumption that the generated is very low
leads generated through ranging from 5-20 per
this campaign belong to group as compared to
the same financial class more than 1000
and hence will not have generated through other
any issues like sources.
affordability and costs.
The customer who has
already purchased the
product has a great role
in influencing their Yet to be backed by
friend’s decision. sufficient numbers
Also acts as a showing high amounts of
discussion platforms for revenue generated.
doubts, counseling and
mentoring sessions.

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4.4 BTL Commercial
This is the module of campaigns I conducted for the purpose of lead generation in
multiple locations in Ahmedabad, these include retail chains, supermarkets, cinema
halls, public parks etc. These campaigns were in general conducted 5 days a week with
3 days of 6hr window and 2 days (weekends) of 12hr duration. The main purpose of
such campaigns was to generate leads and fix meetings with interested parents so that
further sales can be pursued. Below are the screen shots of my activities for these
campaigns.

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I have conducted campaigns all over Ahmedabad including;

Cinema Halls: PVR Chain (Motera, Ranip and Acropolis)

Supermarkets: All the prominent branches of BigBazaar, Osia Hypermarket, Reliance Smart

Departmental Stores: Zudio, Pantaloons and Lifestyle

Malls: 10 Acre, Ahmedabad 0ne, Iscon Mega, Pavilion Mall, R World (Gandhinagar)

In this duration I had a conversion rate of over 70% for second meeting, and 20% in sales
with total revenue generated upwards of 31 lakhs in 6 months.

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4.5 Conducting inquiries
Inquiries are one on one counseling sessions with the parents and the children who come to
enroll their child for the various classroom programs that we can offer.

The inquiry session is again divided into 5 different sessions and the total inquiry lasts from
1-3 hours.

 Introduction

 Oral scholarship test

 Counseling the child

 General information of how the program works

 Closing

4.6 B2B – Discovery School Super League (DSSL)

 Business-to-business (B2B) refers to a situation where one business makes a

commercial transaction with another. This typically occurs when: A business is
sourcing materials for their production process, e.g. a food manufacturer purchasing
salt
 Organised by the Byju’s in association with The Discovery Channel, the challenge
tested the students on their Maths and Science aptitude in over 2700 schools in
Gujarat. Round 2 of the competition is held in Ahmedabad in which the top 1
percentile of students from each school battle it out to become the State topper.
 The day starts off with the test, followed by a presentation conducted by Byju's
classes, for the parents and students. CEO and founder of Byju's classes, Byju
Raveendran said, "Today learning is in a one-dimensional format that comprises of
memorising, replicating and forgetting. But if you use your common sense, you can
easily learn and never forget it".
 The session aimed at aiding students to recognise their thinking process and engage
them in a more wholesome and multi-sensory form of learning. This was followed by

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 an award ceremony, where each school topper of Round 1 received a Samsung
Galaxy Tab and a Certificate.
 Apart from the B2C marketing technique, I along with my team, took my first step
towards implementing B2B marketing by approaching renowned schools of Gujarat.
 Our motive was to mentor the students and conduct a creative aptitude test which
would in turn be a source of lead generation.

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SWOT ANALYSIS

 Strengths and Opportunities

1. Internet Penetration

India currently has 462 million internet users with a penetration of 35%. This growth is
being driven by the adoption of mobile internet with 65% of internet traffic originating from
mobile devices. With programmes such as the Digital India Initiative, digital literacy and
penetration is projected to increase significantly in the next few years, further increasing
the market opportunities for digital learning players.

2. MOOC Enrolment

The democratization brought about by affordable and accessible MOOCs has helped in
addressing the quantity and quality education gaps in India, by supporting and replacing
traditional classrooms. India has the second largest MOOC user base after the US and its
rapid expansion means that an increasing number of course enrolments have a majority of
people from India.

3. Government Support
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The Digital India programme is a flagship programme of the Government of India with a
vision to transform India into a digitally empowered society and knowledge economy.
Recently, 22 new initiatives have been launched to widen the scope of the Digital India
Programme to include projects in the areas of digital infrastructure, digital empowerment,
on-demand government services and promotion of industry with the aims of universal
digital literacy and universally accessible digital resources. The government is supporting
the adoption of digital and multimedia technology in schools through the ICT@Schools
program under the RMSA and SSA schemes. The estimated expenditure on the program in
2016 was US $600 bn by the various state governments.

4. Private Sector

Companies like Educomp are using multimedia platforms such as ‘Smart Class’ to replace
and augment traditional classrooms. The Supplementary Education System (SES) consisting
of private coaching is a major component of the growth in online education. The use of
VSAT technology as well as mobile applications is allowing companies like Everonn to reach
remote areas of the country. Companies such as Simplilearn and LearnSocial are focusing on
skill-based professional workforce training.

 Current Challenges
1. Lack of Digital Infrastructure

A major proportion of the Indian population still does not have the required internet
bandwidth and many are illiterate in digital terminologies and devices.

2. Creation of Digital Divide

Almost 85% of the Indian population does not speak or write English. Therefore, in a
country like India, digital education can lead to creation of a ‘Digital Divide’. In order to
prevent it, the government needs put in effort to make Digital education more inclusive for
all. By creating apps in Hindi and local languages, it can tap the tap the rural market
potential.

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 3. Reluctance among teachers

Teachers and faculty in India are not ready to adopt new technology at a mass level and
products like Smart Class are locked and kept for sporadic use. Products like curriculum
management and LMS require a lot of administrative work, and hence teachers prefer
sticking to their traditional teaching methods.

4. Over – regulated & Under – Governed

Segments such as online test preparation are highly regulated. It reduces the autonomy
with the private players, thereby causing major operational challenges. Furthermore, any
issues encountered are not dealt with promptly, making it difficult for the players to ensure
smooth functioning.

5. High Dependency on Private Tuitions

In most of the cases, school children are being spoon-fed and have become dependent on
tuitions. This makes it difficult for self-paced digital learning products to create inroads into
this market.

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Strengths of the Company:

 One of the main strengths of our company is it has a tie up with IFC and Facebook so
funding won’t be a problem.
 Good team of employees who are experts in their own sector.
 The main strength is BYJU’S app

Weakness of the Company:

 Slow logistics in remote areas

 Expensive Product
 No expansion of Byju’s Classes in major cities.
 Fluctuation in market is always a problem.

Opportunities of the Company:

 Money is the life blood of Business Company can grow higher.

 When compared to other growing companies same like we are better in working.
 Expansion of product for all classes
 More financial options for clients

Threats of the Company:

 Competitors like Vedantu, Unacademy

 Relatively more expensive

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BYJU Evolution:

After  2011, growth and many achievements he decided to launch an application for

students who can’t even afford smartphones, laptops and gadgets can easily access the
materials at your own pace which can help them to understand .first he decided to start
courses for 6th to 12th standard student in every possible way like providing easy
conceptual lectures and videos free which can be accessed free of cost anywhere, anytime
in just a couple of seconds.

As he believes perfection is necessary to become successful in any field so he Started to

keep going and think about the bright future of students, so Byju never turns back and move
further following his ideology to create something new which helps the student to achieve
success.

After 2015, in the year 2016, he understood the role of successful businessmen and
achieving numerous awards and long success byju became the first Asian company to
receive investment from the chan-Zuckerberg initiative(CZI).

After it in 2017, Byju launched the k5 app for 4th and 5th grades and became Harvard
business school in October 2017 byju change all the features of his app by change in the
whole avtar with refresh logo and brand new identity also having partnership with Shahrukh
khan also known as king khan of Bollywood industry to celebrate the curiosity of young
minds and importance of loving what they learn.

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Technology Used in Byjus:
 Storage or caching with CDNs: Amazon S3

 Model-based testing: GraphWalker.

 Data processing and management in real-time: Kafka 

 Primary platform structure: DataProc

 Desktop-based UI: Chromium Embedded Framework (CEF)is a better option.

 Bootstrap for the smooth look of website.

 Push Notifications – Twilio, Push.io

 For SMS, Voice, and Phone Verification – Twilio, Nexmo

 Payments – Braintree, PayPal, Stripe, etc.

 Building complex browser-based applications: Google Web Toolkit (GWT)

 Streaming Media System – Helix Universal Server, Nimble Streamer, Wowza

Streaming Engine

 Database – MongoDB, HBase, Cassandra, Postgres

 Real-time Analytics – Hadoop, Spark, Apache Flink, IBM

 CRM – Leadsquared, Inhouse Byjus CRM platform

Revenue Source:

A revenue stream is a source of revenue for a company or organization. In business, a

revenue stream is generally made up of either recurring revenue, transaction-based
revenue, project revenue, or service revenue. BYJU follows a freemium business model, so
most of the revenue is incurred from the subscription amount which is paid by the students
for learning. BYJU also earns from product purchase from its website, offline career
counseling, offline coaching, and revenues from API.

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CHAPTER 5 - PROMOTIONAL STRATEGY FOR THINK & LEARN PVT LTD
The major work that I was assigned was to understand the company objectives, its
customers, company limitation and then to decide a marketing strategy for the organization
which would increase its brand awareness and ultimately lead to its business development.
There are basically two categories of sales promotion:
Above the line sales promotion
Above the line is a type of advertising through media such as TV, cinema, radio, print,
banners and search engines to promote brands. Major uses include television and radio
advertising, web and Internet banner ads. This type of communication is conventional in
nature and is considered impersonal to customers. It differs from Below the line advertising,
which believes in unconventional brand-building strategies, such as direct mail and printed
media (and usually involve no motion graphics).These strategies require huge amount of
investments and are majorly Capital intensive.
Below the line sales promotions
These are short-term incentives, largely aimed at consumers. With the increasing pressure
on the marketing team to achieve communication objectives more efficiently in a limited
budget, there has been a need to find out more effective and cost efficient ways to
communicate with the target markets. This has led to a shift from the regular media based
advertising. These strategies involve high level of ground work involving manpower and
hence are more of Labor intensive

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Before starting promotions, sales forecast is done to decide the amount to be spent on the
promotions based on the revenue expected from the product. Successful advertising
depends on knowing the preferred methods and styles of communications of the target
markets that has to be reached with the ads.

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 STEPS FOR DEVELOPING PROMOTIONAL STRATEGY
The steps involved in developing strategies for Think and learn can be enumerated as:-

1. Understanding company objective

2. STP of the organization
3. Analysing competitor promotional strategy
4. Analyzing organization limitation
5. Selecting effective methods

UNDERSTANDING COMPANY OBJECTIVE

Major objective of Think and learn for conducting promotions are:-

• Understanding consumer buying behavior & their needs

• Hit the target audience in cost effective manner
• Create Brand Awareness for the company nationally.
• Create competitive advantage
• Increase in the customer base
• Positioning for company in the mind of target audience
• Generating sales

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SEGMENTING TARGETING POSITIONING OF THE ORGANIZATION
SEGMENTATION

A segment is a group sharing one or more characteristics that cause them to have similar
product and/or service needs.

A true market segment meets all of the following criteria:

• It is distinct from other segments (different segments have different needs)

• It is homogeneous within the segment (exhibits common needs)

• It responds similarly to a market stimulus

• It can be reached by a market intervention

BASIS OF SEGMENTATION

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Segmentation of an organization can be done depending on many variables:

Demographic

• Age, gender, family life cycle, education, income, occupation

• Socioeconomic, religion, nationality, language

Geographic

• Region, Country, Climate

Psychographic

• Attitude, personality, life style

Behavioral

• Product usage rate, brand loyalty, product end use

• Readiness-to-buy , profitability, income status

SEGMENTATION

Think and learn defines its segment on the basis of Demographic Variables, i.e. age,
education and income. The edu-program is provided at k-12 level, so students are required
to be segmented on their age, their educational specialization i.e. Science, Commerce, and
Arts etc. Income of family helps to segment the students and thus facilitates think and learn
to plan its target audience more accurately.

TARGETTING

For any organization serving all the segments is not possible, so specific segments have to
be targeted which can be most beneficial for the organization. Think and learn decides its
target audience to be students of graduation or passed out. Apart from this, students with
specific interest in civil services, engineering and medical etc. are also targeted. The parents
of these students act as the Opinion leaders and Decision makers & at a later stage in the
season as target audience too.

POSITIONING

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It is the process by which marketers try to create an image or identity in the minds of their
target market for its product, brand, or organization. Most of the competitors serve more
than one segment, with no clear positioning of a specialist management coaching institute.
Many players have positioning in terms of Quality-Prices model, others on basis of faculty
and so on. And if we talk about CSAT I think there is no comparison than others.

Emerging Trends and Forecast

• Gamification of learning and Training
Gamification applies game design techniques and mechanics to digital learning courses.
These strategies can help organisations motivate reluctant workers and increase learner
engagement and achievements. Forbes estimates that 75% of the workforce are casual
gamers and though the ROI on gamification is tough to estimate and can vary wildly, the
incorporation of game design techniques such as badges and leader boards can increase
engagement and achievement because of the social and competitive aspects of games.

Khan Academy has been leading the gamification of learning in online formats since its
inception in 2006 and now the strategies are being adopted by corporations such as
Deloitte which has brought about gamification of leadership training through its Deloitte
Leadership Academy (DLA), Cisco (social media training), and Google (expense submission
and compliance) among others.

Educational learning companies such as Brainscape, which boasts of 7 million users of its
virtual flashcard program for information retention, and ClassDojo, a cloud-based classroom
management tool that helps teachers incentivize good behaviour through gamification, are
utilizing game design techniques to get improved results. Brainscape claims its students
master new information 5 times faster than traditional methods.

The increasing focus on gamification of training is expected to make it a US $10 bn global

industry by 2020. With the gamification digital learning industry predicted to be worth US
$2.8 bn in 2016 itself.

• Simulation and VR in Education

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Simulation can be defined as imitation of the operation of a real-world process or system
over time. There are distinct pedagogical differences between Simulation-based learning
and Game-based learning. Simulation based learning can be broadly classified in four
categories: Physical Object and Environmental, Process, Procedural, and Situational.
Physical Object and Environmental simulation and Process are a part of “learning about
something”, whereas Procedural and Situational can be categorized as “learning to do
something”.

The Global Market Size of Simulation-based learning is US $4,465 mn. With a share of
0.25%, the Simulation learning market in India is estimated to be US $13 mn in FY 2015. It
expected to grow at a CAGR of 100% over the next 4-5 years.

Some of the apps pushing augmented reality in India are:

 Sakaar- Indian Space Research Organization’s first augmented reality app for android
devices. This app is one of the most precise app India has on this genre.

 Fetch! Lunch Rush- This app uses virtual reality to improve mathematics skills where
numbers come to life.

 Geo Google- This app brings geography alive in the classrooms. This app helps calculate
the altitude and the latitude.

 EON Reality’s Virtual 3D Learning solutions- This app has universities like Carnegie
Mellon University among its top customers. It is used by university students and is a
more complex one, helping them to solve calculus and equations.

 Kompanions- India’s first 3D knowledge cube helps a kid to discover himself.

According to the global research firm MarketsandMarkets, the international VR technology

market is expected to reach US $15.89 bn by 2020.

It has a huge potential in the digital learning market. For example, by assuming a virtual
identity, each student can attend classes, go on field trips (to say, ancient Rome) and
perform experiments in labs, all in the virtual domains. A number of new inventions are
coming up.

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 CHAPTER 6 LEARNING FROM THE PROJECT

By far the project has given me immense exposure of the marketing environment & the
education sector. There has been learning at each stage of the project. Lot of responsibilities
during the project has helped me to explore the industry completely and understand how
revenue is generated at the grassroots level.

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Few of my learning at the organization have been listed below:

From BUSINESS:

1. Understanding education industry and their trends.

2. Competition in Education industry
3. Understanding organizational structure & their responsibilities.
4. Employer & Employee relationship
5. Business development activities
6. Flexibility for learning different skills

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From INDUSTRY:

1. A little variation in the pricing strategy of the competitors may divert lot of
customers. So, a continuous check over competitor’s products & prices should be
kept.

2. In an education industry which has a seasonal operation, promotional strategies are

needed to be updated almost every other day to have an edge over the competitors.

3. A good mix of capital intensive & labor intensive techniques should be used in the
promotional activity & it should be influenced by the demographic factors.

4. While deciding on promotional strategies or distribution material, nothing should be

left on the customer to comprehend; a simple language creates a greater amount of
response rather than using bombarded words.

5. In outdoor publicity activity is always mentally and physically tiring, hence rotation
of workforce to different centers is important to reduce monotony in work.

6. Promotional activities are all about response generation. During this, the masses
should get a strong reason to respond.

From CUSTOMERS:

1. Customer relationship management with new, existing & also with those customers
who reject the product.
2. Understanding customer needs & dealing with them differently.
3. Profiling of potential customers.

Other Learning:

1. Grooming personality
2. Time management
3. Team management skills
4. Team player & leadership skills
5. Communication & interpersonal skills

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References

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