Internship Project Report on

Market Research for Curriculum Sequence at BYJU’S

Submitted for the partial fulfilment of the requirement for the Degree in
Master of Business Administration

Submitted by

Sibananda Sahu
MBA - Marketing & Human Resource
Roll no: BA3021 Regd. no:46234/2017

Under the Supervision of

Dr. Sunil Kumar Pradhan Mr. Sanatan Podili

Assistant Professor- Marketing Manager- Marketing
Department of Business Administration Byju’s – Think & Learn Pvt. Ltd.
Berhampur University, Odisha Bhubaneswar, Odisha

P.G. DEPARTMENT OF BUSINESS ADMINISTRATION

BERHAMPUR UNIVERSITY
(Accredited with ‘A’ Grade by NAAC)
Bhanja Bihar,Berhampur, Odisha – 760007

2020-2022
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 DECLARATION

I, Sibananda Sahu, hereby declare that the Project report entitled

" Market Research for Curriculum Sequence at BYJU’S ''submitted to

Post Graduate Department of Business Administration, Berhampur

University by me for the partial fulfilment of requirement of the

degree in Master of Business Administration. This Project has been

carried out by me during my internship tenure of 2 months at Byju’s -

Bhubaneswar from 31-Jan-2022 to 31-Mar-2022 under the supervision

of Mr. Sanatan Podili, Manager- Marketing, Byju’s. This Report has

been prepared under the guidance of Dr. Sunil kumar Pradhan,

Assistant Professor, Department of Business Administration,

Berhampur University.

This internship report is based on the surveys found by me. This

internship report, neither in whole, nor in part, has been previously

submitted to any University or Institution.

Place: Sibananda Sahu

Date: Roll No. - BA3021

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CERTIFICATION

3
Joining Offer letter

4
Dr. Sunil Kumar Pradhan
Assistant Professor
P.G. Department of Business Administration
Berhampur University, Bhanja Bihar, Odisha
Email: sunilsunita123@gmail.com Contact: 9437962191

Certificate

This is to certify that the internship Project Report entitled

“Market Research for Curriculum Sequence at Byju’s” carried out by

Mr.Sibananda Sahu bearing Roll no. BA3021 and Regd. No.

46234/2017 under my guidance and supervision as partial fulfilment

of the requirement for the Degree in Master of Business

Administration(MBA) under Berhampur University, Odisha during

academic session 2020-22. This work is an independent and original

one as prepared by Mr. Sibananda Sahu.

Date: Sunil Kumar Pradhan

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 Acknowledgement

I express my Sincere thanks to Mr. Sanatan Podili, Manager-

Marketing, Byju’s (odisha) for providing me the opportunity to be a

part of the Discovery Super School League team at Byju’s

Bhubaneswar and for her constant guidance and support throughout

my internship journey.

I would sincerely like to thank Dr. Sunil Kumar Pradhan , Assistant

Professor, Berhampur University for his valuable advice and

guidance for preparing this internship report.

I am very much thankful to Ms. Gayatri Kindo, Assistant Manager,

Byju’s (odisha), Dr.Nihar Ranjan Mishra, Head of the Department,

Professor Dr. Sushant kumarbaral, Dr. suman Kalyan Choudhury,

Berhampur university and all the faculty members of the MBA

Department for their contribution in my professional and educational

journey.

Finally I want to Acknowledge My mother Late Mrs. Runu Sahu for

her love and blessing.

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 Abstract

Curriculum Sequencing is a Offline/Online Primary Market Research campaign

conducted in a large number of schools all over india by Byjus’s (Think & Learn Pvt.

Ltd.).

The primary objective of this campaign is to understand and evaluate different

syllabuses and publications followed in different Schools & Educational Boards of the

country. Futher understanding School’s class-wise and subject –wise curriculum

better.

This data is used for the improvement of Existing product of the company and

production of specialised catalogue according to the regional board and exam

pattern of that geographical region for a completely new product line of the

company- BYJU’S TUITION CENTRE.

These Curriculum details will help in understand the learning footprints of the

students and come up with more challenging and more relevant questionnaire for

India’s favourite national level inter school Quiz contest DISCOVERY SCHOOL SUPER

LEAGUE, which is powered by BYJU’S and telecasted over Discovery channel.

Being a part of BYJU’S Odisha Marketing team, I was responsible for conducting
Market research for Ganjam & Gajpati district in offline mode and later on Various

schools of Odisha in online mode.

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 CONTENT

1. Title --------------------------------------------------------------------------------------------------- 1
2. Declaration ---------------------------------------------------------------------------------------- 2
3. Internship Offer Letter ------------------------------------------------------------------------ 3
4. Certificate From Organisation ------------------------------------------------------------- 4
5. Certificate ----------------------------------------------------------------------------------------- 5
6. Acknowledgement ------------------------------------------------------------------------------ 6
7. Abstract -------------------------------------------------------------------------------------------- 7
8. Table Of Content -------------------------------------------------------------------------------- 8
9. Chapter-1 : Introduction ---------------------------------------------------------------------- 9
o Organisational Profile --------------------------------------------------------- 10
o History ------------------------------------------------------------------------------ 12
o Products And Services -------------------------------------------------------- 13
o Acquisitions ------------------------------------------------------------------------14
o Funding And Financials ------------------------------------------------------- 15
o Philanthropy ----------------------------------------------------------------------- 17
o Sports ------------------------------------------------------------------------------- 17
o Criticism ----------------------------------------------------------------------------18
o The Byju’s Story ----------------------------------------------------------------- 19
10. Chapter-2: Literature Review ----------------------------------------------------------- 20
o Market Research ---------------------------------------------------------------- 21
o Curriculum Sequencing ------------------------------------------------------ 32
11. Chapter-3: Research Methodology --------------------------------------------------- 35
o Offline Registration ------------------------------------------------------------- 37
o Online Registration ------------------------------------------------------------ 42
12. Chapter-4 : Data Analysis --------------------------------------------------------------- 47
13. Chapter-5: Finding & Result ------------------------------------------------------------- 50
o Target & Achievement -------------------------------------------------------- 54
14. Chapter-6: Conclusion ----------------------------------------------------------------------56
o Photo Gallery ----------------------------------------------------------------------58

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 Chapter-1

INTRODUCTION

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Organisational Profile

BYJU’S is a global ed-tech company, providing highly adaptive, engaging and

effective learning solutions to more than 150 million students around the world.

Founded in India in 2011, BYJU’S mission is to make high-quality learning accessible

to students everywhere. The BYJU’S family of brands includes Disney-BYJU’S Early

Learn, BYJU’S Future School, Epic!,Osmo, Tynker, Toppr and WhiteHat Jr, along with

our beloved flagship product BYJU’S – The Learning App. Together, BYJU’S solutions

support Pre-K – 12 education and a wide range of competitive exams. BYJU’S delivers

a world-class learning experience with tools that sit at the cross-section of mobile,

interactive content and personalized learning methodologies. BYJU’S geography-

agnostic solutions and 12,000+ teachers make learning engaging, with visual and

contextual programs that adapt to the unique learning style, skill level and pace of

each student. In addition, we have innovative partnerships with some of the world’s

leading companies, including Disney and Google, to drive engagement and help

even more students become active and lifelong learners. BYJU’S is backed by blue-

chip investors including the Chan Zuckerberg Initiative, Sequoia Capital, Bond

Capital, Silver Lake, BlackRock, Sands Capital Management, Alkeon Capital

Management, Sofina, Verlinvest, Tencent, Prosus (previously Naspers Ventures),

CPPIB, General Atlantic, Tiger Global, Qatar Investment Authority, Owl Ventures,

Lightspeed Venture Partners, Times Internet, Aarin Capital and IFC. Since 2017, we

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have completed more than 15 acquisitions, including companies in the U.S., UK,

Austria, India and Singapore. A 2021 Time 100 Most Influential Company, BYJU’S is

headquartered in India, with operations in more than 21 countries globally and

learning programs in multiple languages. For additional information, please visit

www.byjus.com.

Website: https://www.byjus.com Industries: E-Learning Providers

Company size: 10,001+ employees Headquarters: Bangalore, Karnatak

BYJU'S is an Indian multinational educational technology company, headquartered

in Bangalore. It was founded in 2011 by Byju Raveendran and DivyaGokulnath. as of

Jan 2022, BYJU'S is valued at US$22 billion and has over 115 million registered

students.

The company is focusing on adopting a hybrid model of teaching and learning by

launching 500 tuition centers across 200 cities in India. As of February 2022, 80

centers are already launched.

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History

BYJU'S' app was developed by Think and Learn Pvt. Ltd, a company which was

established by Byju Raveendran, DivyaGokulnath and a group of students in

2011.Byju, an engineer by profession was coaching students in mathematics since

2006. In initial days The company focused on offering online video-based learning

programs for the K-12 segment and for competitive exams.In 2012, the firm entered

Deloitte Technology Fast 50 India and Deloitte Technology Fast 500 Asia

Pacific ratings and has been present there ever since.

In August 2015, the firm launched BYJU'S: The Learning App.In 2017, they launched

BYJU'S Math App for kids and BYJU'S Parent Connect app. By 2018, it had 15 million

users out of which 900,000 were paid users at that time. In the same year, BYJU'S

became India’s first edtech unicorn. By 2019, 60% of BYJU’S students were from non-

metros and rural cities.

In January 2022, the company joined Simplilearn, Unacademy, upGrad,

and Vedantu to become one of the founding members of IAMAI's India EdTech

Consortium.

In March 2022, it signed a contract with Qatar Investment Authority to establish a

new edtech company and a R&D centre in Doha.

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Products and services

BYJU'S is an education tutoring app that runs on a freemium model,with free access

to content limited for 15 days after the registration. It was launched in August

2015, offering educational content for students from classes 4 to 12 and in 2019 an

early learning program has started for classes 1 to 3. It also trains students for

examinations in India such as IIT-JEE, NEET, CAT, IAS, and international examinations

such as GRE and GMAT.

Academic subjects and concepts are explained with 12-20 minute digital

animation videos and through which students learn in a self-paced mode.BYJU'S

reports to have 40 million users overall, 3 million annual paid subscribers and an

annual retention rate of about 85%. In 2019, the company announced that it would

launch its app in regional Indian languages. It also planned to launch an international

version of the app for English-speaking students in other countries. And to cater

students of kindergarten, Byju's launched new programs in its Early Learn App.

In April 2021, the company also announced the launch of "BYJU'S Future School" to

be led by WhiteHat Jr Founder Karan Bajaj. The Future School aims to cross the

bridge from passive to active learning with an interactive learning platform blended

with coding and other subjects like Math, Science, English, Music and Fine arts

through storytelling. BYJU'S will launch the Future School in the United States, United

Kingdom, Australia, Brazil, Indonesia and Mexico in May.

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Acquisitions

In July 2017, Think and Learn acquired TutorVista (including Edurite) from Pearson.In

January 2019, BYJU'S acquired American-based Osmo, a maker of educational games

for children aged 3–8 years for US$120 million. BYJU'S also acquired Indian

startupWhiteHat Jr for US$300 million. In September 2020, BYJU'S acquires virtual

labs simulation startupLabInApp. In February 2021, BYJU'S acquires Mumbai-based

doubt clearing platform Scholr.

In April 2021, BYJU'S acquired test prep firm Aakash Educational Services Ltd. in an

estimated US$950 million cash and stock deal. Aakash's founders and Blackstone

Group will receive minority stakes in BYJU'S as part of the deal. In July 2021, BYJU'S

acquired American-based kids learning platform Epic! in a US$500-million cash-and-

stock deal. The Epic acquisition was part of BYJU'S foray into the overseas market,

from where it expects annual revenue of US$300 million per financial year.In July

2021, BYJU'S acquired Singapore based higher education platform Great Learning at

a cost of US$600 million and after-school learning app Toppr.In September 2021,

BYJU'S acquired two startups including online test preparation platform Gradeup for

an undisclosed price and rebranded it to BYJU’S Exam Prep and American based

coding platform Tynker for US$200 million. In December 2021, Byju’s

acquired GeoGebra in a US$100-million cash-and-stock deal.

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Funding and financials

BYJU'S received seed funding from Aarin Capital in 2013. As of 2019, BYJU'S had

secured nearly $785 million in funding from investors, including Sequoia Capital

India, Chan Zuckerberg Initiative (CZI), Tencent, Sofina, Lightspeed Venture Partners,

Qatar Investment Authority, Verlinvest, IFC, Napsters Ventures, CPPIB and General

Atlantic. BYJU'S was the first company in Asia to receive an investment from Chan-

Zuckerberg Initiative (co-funded by Facebook founder Mark Zuckerberg and Priscilla

Chan).As per the company filings with the Ministry of Corporate Affairs, BYJU'S

became a unicorn and was valued at ₹6,505 crore ($1 billion) as of March 2018. In

June 2020, BYJU'S attained the decacorn status with an investment by Mary Meeker's

Bond Capital.

In September 2020, BYJU'S replaced Oppo as the title sponsor of the India national

cricket team. BYJU'S operates roughly on a premium business model where a paid

subscription is required for most of the content.In 2017, BYJU'S generated revenues

of about ₹260 crore (US$40 million or €33 million) and doubled it in 2018 financial

year, earning ₹520 crore. In June 2020, with the investment of Bond, a global

technology investment firm, BYJU'S became decacorn at US$10.5 billion valuations.

In November 2020, BYJU'S became the title sponsor of the Indian Super

League club Kerala Blasters FC replacing Muthoot Group] In November 2020, BYJU'S

raised US$200 million in a fresh funding round led by BlackRock and T. Rowe Price at

a valuation of $12 billion. In March 2021, BYJU'S secured $460m in a series F funding

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round.In April 2021, B Capital, Baron Funds, and XN invested $1 billion in BYJU'S. In

June 2021, BYJU'S raised $50 million in a Series F round from IIFL's private equity

fund and Maitri Edtech In October 2021, BYJU'S raised $296 million as a part of its

Series F round from Oxshott Venture Fund, Edelweiss Group, Verition Fund, XN

Exponent Holdings, and MarketX Ventures. In March 2022, the company raised $800

million from Byju Raveendran, Sumeru Ventures, Vitruvian Partners, and BlackRock. In

March 2022, Byju's was named as one of the official sponsors of the 2022 FIFA World

Cup.

Year Revenue (In crores) Profits/Loss (In crores)

FY 2018 490 -29

FY 2019 1,376 -8.82

FY 2020 2,381 -262.1

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Philanthropy

In September 2020, BYJU'S launched the “Education for All” Initiative for kids from

marginalized populations.

Among the several initiatives launched under Education for All, BYJU'S Give was

launched in November 2020, under which the company collects old or unused smart

devices for refurbishing purposes and then loads them up with BYJU'S content for

free and distribute to those children who have no access to the internet.

Sports

In July 2019, BYJU'S won the sponsorship rights for the Indian cricket team jersey.

In November 2020, BYJU'S replaced the Muthoot Group to become the title sponsor

of the Indian Super League club Kerala Blasters FC.

In March 2022, BYJU’S was announced as an official Sponsor of the FIFA World Cup

Qatar 2022.

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Criticism

BYJU'S was criticized for charging fees that only the rich can afford. Former

salespeople say the company pushes its products on parents who can’t afford

them. BYJU'S filed a ₹20 crore defamation suit against critic Pradeep Poonia. They

later withdrew the lawsuit.

BYJU'S subsidiary WhiteHat Jr. was asked to remove their five TV advertisements by

the Advertising Standards Council of India (ASCI) due to misleading

advertisements[90] and hard sales tactics. WhiteHat Jr. claimed that a child named

"Wolf Gupta" bagged job offers worth crores in multiple social media

advertisements. This child was often described to be between the ages of 6 to 14

years. Investigations later revealed that this was all fabricated and Mr."Gupta" is a

work of fiction.

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19
 Chapter-2

Literature
Review

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1.Market Reseach

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 What is Market Research

Market research is defined as the process of evaluating the feasibility of a new

product or service, through research conducted directly with potential consumers.

This method allows organizations or businesses to discover their target market,

collect and document opinions and make informed decisions.

The process of market research can be done through deploying surveys, interacting

with a group of people also known as sample, conducting interviews and other
similar processes.

Primary purpose of conducting market research is to understand or examine the

market associated with a particular product or service, to decide how

the audience will react to a product or service. The information obtained from
conducting market research can be used to tailor marketing/ advertising activities or

to determine what are the feature priorities/service requirement (if any) of

consumers.

Three key objectives of market research

A market research project may usually have 3 different types of objectives.

1. Administrative: Help a company or business development, through proper

planning, organization, and both human and material resources control, and thus

satisfy all specific needs within the market, at the right time.
2. Social: Satisfy customer’s specific needs through a required product or service. The

product or service should comply with the requirements and preferences of a

customer when it’s consumed.

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3. Economical: Determine the economical degree of success or failure a company

can have while being new to the market, or otherwise introducing new products or

services, and thus providing certainty to all actions to be implemented.

Why is market research important?

Conducting research is one of the best ways of achieving customer satisfaction,

reducing customer churn and elevating business. Here are the reasons why market

research is important and should be considered in any business:

 Valuable information: It provides information and opportunities about the value

of existing and new products, thus, helping businesses plan and strategize

accordingly.

 Customer-centric: It helps to determine what the customers need and want.

Marketing is customer-centric and understanding the customers and their needs

will help businesses design products or services that best suit them. Remember

that tracing your customer journey is a great way to gain valuable insights into

your customers’ sentiments toward your brand.

 Forecasts: By understanding the needs of customers, businesses can also forecast

their production and sales. Market research also helps in determining optimum

inventory stock.

 Competitive advantage: To stay ahead of competitors market research is a vital

tool to carry out comparative studies. Businesses can devise business strategies
that can help them stay ahead of their competitors.

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Types Of Market Research

Whether an organization or business wishes to know purchase behavior of

consumers or the likelihood of consumers paying a certain cost for a product, market

research helps in drawing meaningful conclusions.

Depending on the methods and tools required, following are the types:

1. Primary Market Research

Primary market research is a process, where organizations or businesses get in touch

with the end consumers or employ a third party to carry out relevant studies to
collect data. The data collected can be qualitative data (non-numerical data) or

quantitative data (numerical or statistical data).

While conducting primary market research, one can gather two types of information:

Exploratory and Specific. Exploratory research is open ended, where a problem is

explored by asking open ended questions in a detailed interview format usually with

a small group of people also known as sample. Here the sample size is restricted to

6-10 members. Specific research, on the other hand, is more pinpointed and is used

to solve the problems that are identified by exploratory research.

As mentioned earlier primary market research is a combination of qualitative market

research and quantitative market research. Qualitative market research study involves

semi-structured or unstructured data collected through some of the commonly used

qualitative research methods like:

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Focus groups: Focus group is one of the commonly used qualitative research

methods. Focus group is a small group of people (6-10) who typically respond to

online surveys sent to them. The best part about focus group is the information can
be collected remotely, can be done without personally interacting with the group

members. However, this is a more expensive method as it is used to collect complex

information.

One-to-one interview: As the name suggests this method involves personal

interaction in the form of an interview, where the researcher asks a series of

questions to collect information or data from the respondents. The questions are

mostly open ended questions and asked in a way to facilitate responses. This method
is heavily dependent on the ability and experience of the interviewer to ask questions
that evoke responses.

Ethnographic research: This type of in-depth research is conducted in the natural

settings of the respondents. This method requires the interviewer to adapt

himself/herself to the natural environment of the respondents which could be a city

or a remote village. Geographical constraints can be a hindering factor in conducting

this kind of research. Ethnographic research can last from a few days to a few years.

Qualitative research method: It is used by organizations to conducted structured

market research by using online surveys, questionnaires and polls to gain statistical
insights to make informed decisions.

This method was once conducted using pen and paper. This has now evolved to

sending structured online surveys to the respondents to gain actionable insights.

Researchers tend to use modern and technology-oriented survey platforms to

structure and design their survey to evoke maximum response from respondents.

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 2. Secondary Market Research:

Secondary research uses information that is organized by outside source like

government agencies, media, chambers of commerce etc. This information is

published in newspaper, magazines, books, company website, free government and

nongovernment agencies and so on. Secondary source makes use of the following:

Public sources: Public sources like library are an awesome way of gathering free

information. Government libraries usually offer services free of cost and a researcher
can document available information.

Commercial sources: Commercial source although reliable are expensive. Local

newspapers, magazines, journal, television media are great commercial sources to

collect information.

Educational Institutions: Although not a very popular source of collecting

information, most universities and educational institutions are a rich source of

information as many research projects are carried out there than any business sector.

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Steps for Conducting Market Research

Knowing what to do in various situations that arise during the investigation will save
the researcher’s time and reduce problems. Today’s successful enterprises use

powerful market research survey software that helps them conduct comprehensive

research under a unified platform and hence provide actionable insights much faster

with fewer problems.

Following are the steps to conduct an effective market research.

Step 1: Define the Problem

Having a well-defined subject of research will help researchers when they ask

questions. These questions should be directed to solve problems and they have to be
adapted to the project. Make sure the questions are written clearly and that the

respondents understand them. Researchers can conduct a test with a small group to

know if the questions are going to know whether the asked questions are

understandable and will they be enough to gain insightful results.

Research objectives should be written in a precise way and should include a brief
description of the information that is needed and the way in which it will obtain it.

They should have an answer to this question “why are we doing the research?”

Learn more: Interview Questions

Step 2: Define the Sample

To carry out market research, researchers need a representative sample that can be

collected using one of the many sampling techniques. A representative sample is a

small number of people that reflect, as accurately as possible, a larger group.

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 An organization cannot waste their resources in collecting information from the

wrong population. It is important that the population represents characteristics

that matter to the researchers and that they need to investigate, are in the chosen
sample.

 Take into account that marketers will always be prone to fall into a bias in the

sample because there will always be people who do not answer the survey because

they are busy, or answer it incompletely, so researchers may not obtain the
required data.

 Regarding the size of the sample, the larger it is, the more likely it is to be

representative of the population. A larger representative sample gives the

researcher greater certainty that the people included are the ones they need, and
they can possibly reduce bias. Therefore, if they want to avoid inaccuracy in our

surveys, they should have representative and balanced samples.

 Practically all the surveys that are considered in a serious way, are based on a

scientific sampling, based on statistical and probability theories.

There are two ways to obtain a representative sample:

 Probability sampling: In probability sampling, the choice of the sample will be

made at random, which guarantees that each member of the population will have

the same probability of selection and inclusion in the sample group. Researchers
should ensure that they have updated information on the population from which

they will draw the sample and survey the majority to establish representativeness.
 Non-probability sampling: In a non-probability sampling, different types of

people are seeking to obtain a more balanced representative sample. Knowing the
demographic characteristics of our group will undoubtedly help to limit the profile

of the desired sample and define the variables that interest the researchers, such

as gender, age, place of residence, etc. By knowing these criteria, before obtaining

the information, researchers can have the control to create a representative sample
that is efficient for us.

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When a sample is not representative, there can be a margin of error. If researchers

want to have a representative sample of 100 employees, they should choose a similar

number of men and women

The sample size is very important, but it does not guarantee accuracy. More than

size, representativeness is related to the sampling frame, that is, to the list from

which people are selected, for example, part of a survey.

If researchers want to continue expanding their knowledge on how to determine the

size of the sample consult our guide on sampling here.

Step 3: Carry out data collection

First, a data collection instrument should be developed. The fact that they do not

answer a survey, or answer it incompletely will cause errors in research. The correct

collection of data will prevent this.

Step 4: Analyze the results

Each of the points of the market research process is linked to one another. If all the

above is executed well, but there is no accurate analysis of the results, then the

decisions made consequently will not be appropriate. In-depth analysis conducted

without leaving loose ends will be effective in gaining solutions. Data analysis will be
captured in a report, which should also be written clearly so that effective decisions

can be made on that basis.

Analyze and interpret the results is to look for a wider meaning to the obtained data.

All the previous phases have been developed to arrive at this moment.

How can researchers measure the obtained results? The only quantitative data that

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will be obtained is age, sex, profession, and number of interviewees because the rest

are emotions and experiences that have been transmitted to us by the interlocutors.

For this, there is a tool called empathy map that forces us to put ourselves in the
place of our clientele with the aim of being able to identify, really, the characteristics

that will allow us to make a better adjustment between our products or services and

their needs or interests.

When the research has been carefully planned, the hypotheses have been adequately

defined and the indicated collection method has been used, the interpretation is

usually carried out easily and successfully. What follows after conducting market

research?

Step 5: Make the Research Report

When presenting the results, researchers should focus on: what do they want to

achieve using this research report and while answering this question they should not

assume that the structure of the survey is the best way to do the analysis. One of the
big mistakes that many researchers make is that they present the reports in the same

order of their questions and do not see the potential of storytelling.

Step 6: Make Decisions

An organization or a researcher should never ask “why do market research”, they

should just do it!

A market research helps researchers to know a wide range of information, for

example, consumer purchase intentions, or gives feedback about the growth of the
target market. They can also discover valuable information that will help in

estimating the prices of their product or service and find a point of balance that will
benefit them and the consumers.

30
 Benefits of Market Research

 Make well-informed decisions: The growth of an organization is dependent on

the way decisions are made by the management. Using market research

techniques, the management can make business decisions on the basis of

obtained results that back their knowledge and experience. Market research helps

to know market trends, hence to carry it out frequently to get to know the
customers thoroughly.

 Gain accurate information: Market research provides real and accurate

information that will prepare the organization for any mishaps that may happen in
the future. By properly investigating the market, a business will undoubtedly be
taking a step forward, and therefore it will be taking advantage of its existing

competitors.

 Determine the market size: A researcher can evaluate the size of the market that

must be covered in case of selling a product or service in order to make profits.

 Choose an appropriate sales system: Select a precise sales system according to

what the market is asking for, and according to this, the product/service can be

positioned in the market.

 Learn about customer preferences: It helps to know how the preferences (and

tastes) of the clients change so that the company can satisfy preferences,
purchasing habits, and income level.

 Gather details about customer perception about the brand: In addition to

generating information, market research helps a researcher in understanding how

the customers perceive the organization or brand.

 Productive business investment: It is a great investment for any business,

because thanks to it they get invaluable information, it shows researchers the way

to follow to take the right path and achieve the sales that are required.

31
2.Curriculum
Sequencing

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What is Curriculum Sequencing?

Curriculum Sequencing is a Primary Market Research campaign conducted in

a large number of schools all over india by Byjus’s (Think & Learn Pvt. Ltd.). In this

campaign we have to collect the Syllabus of various schools using curriculum

sequencing form.

This Campaign was initially conducted in offline mode, where the intern has to

physically visit the respective school by booking an appointment with the principal.
After meeting the principal the intern has to deliver the message about the campaign

by handing over the Invitation Letter Form and convince the principal to register for

Syllabus mapping programme followed by school registration.

After Registration the principal assign a teacher of that school to fill up the Syllabus

mapping form for Math & Science for respective classes, including all the details
about school board, book publication. The teacher also have to fill all the details

about the unit tests and half yearly, annual exams.

After collecting all the details, The Intern has to Scan all the Physical documents and

convert it into a PDF file, which again he has to upload in a google drive.

Similarly in online mode, the intern has been provided with data on School details

and principal’s contact number. Where he has to call the principal and make him

understand about the process and convince hum to register their school for syllabus
mapping via online mode on the website www.curriculumsequencing.com .

All this activities later on updated on a CRM app Leadsquare, by following the app

guidelines.

Also all these Data and activity further updated on MS EXCEL and reported to higher
authorities via Whatsapp Group.

33
Objective of Curriculum Sequencing

 The primary objective of this campaign is to understand and evaluate different

syllabuses and publications followed in different Schools & Educational

Boards of the country. Futher understanding School’s class-wise and subject –

wise curriculum better.

 This data is used for the improvement of Existing product of the company and

production of specialised catalogue according to the regional board and exam

pattern of that geographical region for a completely new product line of the
company- BYJU’S TUITION CENTRE.

 These Curriculum details will help in understand the learning footprints of the
students and come up with more challenging and more relevant questionnaire

for India’s favourite national level inter school Quiz contest DISCOVERY

SCHOOL SUPER LEAGUE, which is powered by BYJU’S and telecasted over

Discovery channel.

 This is to ensure that DSSL quiz questions are better aligned to what students

are learning in school. Which will help them to perform better and win more

prizes.

34
 Chapter-3

RESEARCH
Methodology

35
RESEARCH METHODOLOGY

Curriculum Sequencing has been conducted in a blended mode (offline and

online). Initially the campaign was conducted in offline mode by physically visiting to

the schools, later on it carried out in online mode by reaching the principal via call or
whatsapp and registering their school with the help of website.

It’s completely a Primary Market Research campaign conducted with the help of one

to one interview method with the Principal or the Co-ordinator.

We mainly used 3 ways to contact with the school

1. Calling the Prospect Schools

2. Physically visiting the school

3. Reaching via Email/Whatsapp.

 The complete data we collected is both quantitative as well as

qualitative in nature.
 Each set of Data is unique and different for each individual school.

 Sometimes for schools of similar chain coming under similar

Educational trust, the syllabus and followed publication is found

same.

 These data were directly collected from respective subject teacher/

class teacher and the principal of the school.

 All these data were collected either in physical form or in a Online

form module.

36
 Offline Registration Process

Step:1- Booking Appointment

Interns were provided with a data sheet named DSSL Universe, which contains

all the data of schools all over odisha such as Name of the School, Address, Area, Pin

code, Contact Number, Principal name, Phone number, Co-ordinator Name, District,
State etc.

We have to contact with the Principal of the school and then introduce to him/her
about ourselves and about Discovery School Super League. Then we have to

schedule an appointment to physical visit to the school to discuss about the

campaign with the principal on a suitable time for both parties.

Some time the principal deny for meeting due to busy schedule or other reasons

then we have to approach to the PoC/ Co-ordinator to discuss about the matter.

Some time we have to visit the schools directly if we fail to get appointment or if the
school is not listed in the DSSL Universe data list.

Step:2- Visiting the School

We have to visit to the school on scheduled time with onboarding kit which consists

of Invitation Letter, registration form and syllabus mapping form. We need to have
groomed professionally before the meeting.

We have to wait in the school premises if the principal is in busy or taking classes.
We formally greet the principal on their arrival and then start discussing about the

campaign.

37
Step:3- Invitation Letter

Then we handover the invitation letter to the Principal, where the details of the

campaign has been described precisely. We inform the principal about the whole
process and make them understand each and every detail mentioned in the

invitation letter.

Principal go through the invitation letter and get to know about the objective of the

campaign, then we have to convince them to register their school for the campaign
and to help us in making the DSSL quiz contest more challenging and relavent.

These Schools are already been part of DISCOVERY SCHOOL SUPER LEAGUE in

previous seasons, so they have already received many gratifications for the school
and students from BYJU’S.

For those schools who have never been part of this contest find a little difficult to
understand the process. In this case we have to go through a different approach and

make them understand this is a market research campaign to improve our curriculum

better for the students.

A sample Invitation Letter is attached below.

38
Sample invitation Letter

39
Step:4- Registration Form

After successfully convincing the principal for Curriculum Sequencing we need to fill
up the registration form where all the details about the school needed to be filled by

the principal such as School Name, Adress, City, Medium of Education, board &

Contact information Etc.

School Seal and Principal signature is taken for authentication purpose.

Sample Registration
40 Form
Step:5- Syllabus Mapping form

This is the form where all the necessary data is collected with the help of principal or
the assigned teacher after Successful registration process. They have to fill all the

details about all the chapter they teach for Math & Science from the test book

publication they follow in their school.

They also need to fill the Exam timing for all the Class test/Unit test, Half yearly Exam

& Annual Exam of the school and tick the chapter which will come in the respective

exam.

Sample Syllabus41Mapping Form

 Online Registration Process

Step-1 : Calling The Principal

In the Online registration Process, First we have to Call the Principal by taking the

data from the DSSL Universe and make them understand about the whole process

with a good presentation pitch over the phone.

We were also sending the information Boucher about the campaign in PDF format

over whatsapp for better visual understanding.

Then we again try to convince the principal for registration process and syllabus
mapping for their respective school.

Step-2: School Registration

After successfully convincing the Principal, we send them the registration link

www.curriculumsequencing.com over whatsapp or ask thm to manually visit the site

and put their phone number followed by verification OTP for authentication purpose.

Asking for OTP is the most difficult part of our job as there are lot of fraudulent
activities happening in financial transactions with the help of OTP. So we have to give

the principal trust and assurance from our end to convince him for the online

registration.

In this step most of the principal deny to register for the campaign but we have

successfully convinced them with proper communication and assurance to register

with their phone number and OTP

42
Sample Regisration With Phone Number

Sample OTP verification

43
STEP:3- Enter Principal/Co-Ordinator Details

In this section The Principal/ co-ordinator need to enter his name and Email id.

Step:4- Enter School Details

Here all the details about the school is provided like City, Address, District ,state and

Pincode.

44
Step:5- Enter Class Details

In this step details regarding all the classes,medium of education and school board is
been provided.

Step:6- Curriculum Sequencing Form

After successfully filling the registration form, a link to curriculum sequencing been

originated.

45
Step:7- Subject Teacher Details

This form is been filled by respective subject teacher about that subject

Step:8- Enter Chapter & Exam Details

This is the final step where all necessary data like all the chapter details and the exam

data been entered by the subject teacher.

46
 Chapter-4

Data Analysis

47
Analysis of Data

All the Data collected in the offline mode has been sorted individually and arranged

in a systematical manner according to the available classes as below

 Registration Form with Seal & Signature

 Syllabus Mapping Form Class-4 Math

 Syllabus Mapping Form Class-4 Science

 Syllabus Mapping Form Class-5 Math

 Syllabus Mapping Form Class-5 Science

 Syllabus Mapping Form Class-6 Math

 Syllabus Mapping Form Class-6 Science

 Syllabus Mapping Form Class-7 Math

 Syllabus Mapping Form Class-7 Science

 Syllabus Mapping Form Class-8 Math

 Syllabus Mapping Form Class-8Science

 Syllabus Mapping Form Class-9 Math

 Syllabus Mapping Form Class-9 Science

 Syllabus Mapping Form Class-10 Math

 Syllabus Mapping Form Class-10 Science

Further all these documents scanned and converted into PDF format. All these PDFs

renamed in a systematic manner with the school name followed by School UID.

For example, If the School name is New DePaul School, Berhampur. And UID for the
School is EASTCS069 then we have to rename the file as -

“EASTCS069_NEW DEPAUL SCHOOL BERHAMPUR”

48
For each and every School we need to make a Folder in give Google Drive. There we
uploaded all these data with individual folder.

This data was acsessable to everyone in the team including Interns, Assistant
Managers and Managers.

Further the data has been collected by the assistant manager from the google drive
and put into Tableu.

For online onboardings all the data get submitted automatically to the Tableu.

Also all these data has been recorded and updated on MS Excel on a daily basis.

For Better Data Analysis and Interpretation Company used a third party CRM app
LeadSquared. We were updating each and every activity and changing lead stages
for all the assigned schools regularly after completing the activity.

Sample Leadsquare account Page

Tools used for Data Analysis and management

49
 Chapter- 5

Finding & Result

50
Finding & Result

Our job as an intern was collect the data as a part of primary market research and
then we arranged the data in a systematic way and sent it to the authorized person.
This data has been used by higher authorities of the BYJU’S head office team in
following ways:

 This data is used for the improvement of Existing product of the company and

production of specialised catalogue according to the regional board and exam

pattern of that geographical region for a completely new product line of the

company- BYJU’S TUITION CENTRE.

 These Curriculum details will help in understand the learning footprints of the

students and come up with more challenging and more relevant questionnaire
for India’s favourite national level inter school Quiz contest DISCOVERY

SCHOOL SUPER LEAGUE, which is powered by BYJU’S and telecasted over

Discovery channel.

 This is to ensure that DSSL quiz questions are better aligned to what students
are learning in school. Which will help them to perform better and win more

prizes.

 Modify the Current syllabus followed by the teachers of BYJU’s classes and

design it according to the syllabus of respective schools.

51
Collected Registration Form wit Seal and Signature

Collected Syllabus Mapping Form

52
 Target
&
Achievement

53
Target & Achievement

Team Performance

 Number Intern Assigned for Curriculum Sequencing- 6

 State - Odisha
 Name of Interns-

1. Sibananda Sahu

2. Ipsita Das

3. Suraj Kumar Ray

4. Vidhi agarwal

5. Partha Pattnayak

6. Sarthak Behera

 Reporting Manager Name- Ms. Gayatri Kindo Assistant Manager- Marketing

 Manager Name- Mr. Sanatan Podili Manager- Marketing

 No. of Schools Registered for Curriculum Sequencing(Odisha) – 300

 No. of time Taken- 2 Months

54
Individual Performance

Name- Sibananda Sahu

Designation- Marketing Intern – Byju’s odisha

Joining Date- 31- January 2022

End Date- 31- March 2022

Month 1 Summary (Offline Registration)

Assigned Districts- Ganjam & Gajapati

No. of Schools Physically Visited- 50

No. of Schools Onboarded for Curriculum sequencing- 40

No. of Schools Syllabus Collected- 40

Month 2 Summary (Online Registration)

Assigned territory- Odisha

No. of Schools Approached over Call/Email- 70

No. of Schools Registered online- 45

No. school Syllabus Collected- 45

Total No. of Schools Onboarded- 85

Time Taken- 2 Months

Stipend Received- 20000 x 2 month =40000

Received the Top Performing Intern Award

55
 Chapter-6

Conclusion

56
Conclusion

It’s been a truly amazing experience working at BYJU’S Bhubaneswar as a

Marketing Intern for the Discovery School Super League Tem. It helped me to

boost my confidence and Interpersonal skills during day to day operations. It

enlightened my knowledge on the lead generation and Market research area

of Ed tech industry.

This internship helped me to initiate my corporate career and gave me handful

experience in Marketing. I was able to network with many professionals

working in the industry and tried to get all the knowledge about the company

and process.

The stipend I received helped me in paying my College fee and other study

related expenses.

I would sincerely like to thank to Mr. Sanatan Podili sir & Ms. Gayatri Kindo

ma’am, for their constant support and guidance throughout the journey. It was

super fun working with the team.

Thanks to BYJU’S for this amazing opportunity to start my career in Marketing.

Thank you!!!

57
 Photo
Gallery

58
School Registration for Curriculum Sequencing

59
Execution of Discovery School Super League in Various Schools

60