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35,000 700,000

30,000 600,000
25,000 500,000
20,000 400,000
15,000 300,000
10,000 200,000
5,000 100,000
- -

K-12 New sales K-12 Renewal sales


Test Prep sales K-12 app downloads

5.00
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
-
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16

Digital marketing spend TV marketing spend Total Revenue

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This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.
19

This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.
Metros 24
Top 10 cities 39
Top 20 cities 51
Top 100 cities 72

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This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.
90
80 77
70
70
58
60 53 51
50
40 35

30
20
10
0
China India Singapore UK USA Average

Parents who belive that paying for their child's education is the best
investment they can make (%)

Average 46 32

USA 26 43

UK 23 42

UAE 51 23

Singapore 59 27

India 71 18

China 74 19

0 20 40 60 80 100
Percentage

Parents who have paid for additional tutoring for their child at primary school,
secondary school or university level (%)

Parents who have not paid but would consider paying for additional tutoring
for their child at primary school, secondary school or university level (%)

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This document is authorized for use only in Vaibhavi Kulkarni, Mukul Vasavada's PGP I (Term 3) : Managerial Analysis and Communication 2017-18 course at Indian Institute of Management -
Ahmedabad, from December 2017 to March 2018.

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