MARKETING STRATEGY OF BYJU’S

Submitted by: Ripunjoy Sonowal

VCE Marketing Analyst Intern
Contact No. : 9365760164
EXECUTIVE SUMMARY
This internship with VCE has been a total learning experience. These two months
of time with VCE have been very productive as I have got the opportunity to have
interactions with the industry officials with 10+ years of experience and learn new
things about the corporate world. I have learnt about the importance of
corporate communications and business relationships; how vital they are for an
efficient marketing strategy and assist the company in reaching newer heights.
Moreover, VCE’s Corporate Skill Improvement Program has been very helpful and
helped me work on CSD, Pre-placement Training and Personal Interview
Preparation which I am sure will help me in getting hired by good companies in
future. During this internship VCE has provided proper guided mentorship, well-
structured programs and projects, flexibility of dates and helped in proper
utilization of time.

Overall, my experience with this internship with VCE has been very good. The
skills I have learnt and all other learnings from this Management Internship will
surely help me in the near future while doing my MBA and also while working
with a top-notch MNC this knowledge that I have gained, shall help me survive
and perform in there.

I would like to thank Vardhan Consulting Engineers for giving me the opportunity
to work as a Management Intern which shall surely help me towards my goals and
objective in the long run.
 INDEX
SERIAL NO. PARTICULARS
1.  Introduction
2.
 Mission, Vision and Values
3.  Identify the market and the competition

 SWOT Analysis

 SWOT Matrix Strategy

 Competitor Analysis

 The target market

 Bridge the gap between students and parents

4.  Marketing Mix Strategy

5.
 BYJU’S’s Acquisition
6.  Revenue Model
7.  Conclusion
8.
 Bibliography
 MARKETING PLAN:
BYJU’S

INTRODUCTION
BYJU’S is the world’s leading edtech company that offers highly adaptive,
engaging, and effective learning programs for students across K-12,
competitive exams, coding, and upskilling courses for professionals. With
over 150 million registered learners globally, 7.5 million annual paid
subscriptions, and a presence in 120 countries, BYJU’S has been
at the forefront of creating tech-driven and immersive learning experiences
for students around the world.
Since the launch of its flagship Learning App in 2015, BYJU’S has been
innovating learning experiences and pioneering new approaches to
education by blending world-class pedagogy with cutting edge technology.
These include hybrid learning, ‘phygital’ learning, interactive and
personalised approaches, and multiple learning formats.
BYJU’S portfolio of products has now expanded to meet the learning
requirements across grades, levels, and geographies. These include
Disney.BYJU’S Early Learn, which offers highly engaging early learning
programs for the K-3 segment; BYJU’S Classes with Two Teacher Advantage
– a comprehensive after-school learning solution; BYJU’S Tuition Centre – a
hybrid after-school learning centre; BYJU’S Exam Prep for various entrance
tests, and more. BYJU’S Future School offers coding, maths and music
programs to students in the USA, UK, Australia, Brazil, Indonesia, and
Mexico.
BYJU’S is taking big strides in bringing together the best of offline and
online learning experiences and setting up international innovation hubs to
deliver breakthrough solutions across its ecosystem of learning products.
Taking its vision of building a community of active learners globally, BYJU’S
has onboarded strong partners through strategic acquisitions of Osmo,
EPiC, Tynker, White Hat Jr, Aakash, Great Learning, Gradeup, and GeoGebra.
A digital-first company, BYJU’S has been backed by prominent investors like
Chan-Zuckerberg Initiative, Naspers, CPPIB, General Atlantic, Tencent,
Sequoia Capital, Sofina, Verlinvest, IFC, Aarin Capital, TimesInternet,
Lightspeed Ventures, Tiger Global, Owl Ventures & Qatar Investment
Authority.
BYJU’S is heavily invested in the amalgamation of education and sports. It is
the official sponsor of the Indian Cricket Team. In 2022, BYJU’S also became
the first edtech company to be an official sponsor of the FIFA World Cup,
inspiring learning through the unifying power of football.
With the aim to democratise education and break socio-economic barriers
to learning, BYJU’S launched its social impact initiative Education for All in
2020. Within a year of launch, the initiative positively impacted 3.4 million
children across 26 states and 340+ districts by making tech-driven education
accessible and equitable. By 2025, the initiative aims to impact 10 million
children.

MISSION, VISION & VALUES

Mission: BYJU’S mission to create new-age, global learning tools is seated
at the cross section of technology, interactive content and personalized
learning methodologies. BYJU’S aims to become one of the most preferred
education technology platforms across the globe.

Vision: BYJU’s aspires to enhance the power of one-to-one learning that

addresses every child's learning needs, allows students to be holistically
involved in their education and be active, lifelong learners.
Values:

Humility- We talk but we also listen. We believe that communication is a

two-way process. We work as a team, and have each other’s back. We don’t
let ego get in the way of our learning. We celebrate our successes but our
feet stay firmly rooted to the ground.

Innovation- We dream big and set high benchmarks every day. We don’t
settle for anything less than the best. Each of us are empowered to take
challenges head on and provide solutions.

Passion- Passion drives us in every project - small or big. We take pride in

what we do and are forever hungry for challenges. This is not just a job for
us, it’s a collective dream.

Integrity- We are honest, open and transparent. Integrity remains the core
of our pursuit for excellence. We mean what we say and keep our promises.

Empathy- We thrive under collaboration, and flourish with each other’s

support. We experiment, learn from each other and course correct, when
necessary, without hesitation.

Inclusivity- Our differences bring us closer, and our success comes from our
diverse backgrounds. We recognize each person’s right to equality, fairness
and dignity. At BYJU’S, inclusion is a right, not a privilege.
 IDENTIFY THE MARKET & THE COMPETITION

SWOT ANALYSIS

Strengths

 Superior product and services quality can help Byju's App to further
increase its market share as the current customer are extremely loyal
to it. There are enough evidences that with such a high quality of
products and services, Byju's App can compete with other global
players in international market.
 High Margins – Byju's App charges a premium compare to its
competitors. The Learning App case study, this has provided Byju's
App resources to not only thwart competitive pressures but also to
invest into research and development.
 Strong Balance Sheet and Financial Statement of Byju's App can help
it to invest in new and diverse projects that can further diversify the
revenue stream and increase Return on Sales (RoS) & other metrics.
 Successful Go To Market Track Record – Byju's App has a highly
successful track record of both launching new products in the
domestic market but also catering to the various market based on the
insights from local consumers.

Weaknesses

 Lack of critical talent – I believe that Byju's App is suffering from lack
of critical talent especially in the field of technology & digital
transformation. Byju's App is struggling to restructure processes in
 light of developments in the field of Artificial Intelligence (AI) and
machine learning.
 Implementation of Technology in Processes – Even though Byju's App
has integrated technology in the backend processes it has still not
able to harness the power of technology in the front end processes.
 Organization Culture – It seems that organization culture of Byju's
App is still dominated by turf wars within various divisions, leading to
managers keeping information close to their chests. According to
John Jong-Hyun Kim, Rachna Tahilyani of BYJU's The Learning App
case study, this can lead to serious road blocks in future gro wth as
information in silos can result can lead to missed opportunities in
market place.
 Customer Dissatisfaction – Even though the demand for products
have not gone down but there is a simmering sense of dissatisfaction
among the customers of Byju's App . It is reflected on the reviews on
various on-line platforms. Byju's App should focus on areas where it
can improve the customer purchase and post purchase experience.
 Track record on environment consideration is not very encouraging –
Byju's App track record on environmental issues is not very
encouraging. According to John Jong-Hyun Kim, Rachna Tahilyani ,
this can lead to consumer backlash as customers are now considering
environmental protections as integral to part of doing business.
 Byju's App business model can be easily replicated even with the
number of patents and copyrights the company possess. The
intellectual property rights are very difficult to implement in the
industry that Byju's App operates in. According to John Jong-Hyun
Kim, Rachna Tahilyani , Intellectual Property Rights are effective in
thwarting same size competition but it is difficult to stop start ups
disrupting markets at various other levels.

Opportunities

 E-Commerce and Social Media Oriented Business Models – E-

commerce business model can help Byju's App to tie up with local
suppliers and logistics provider in international market. Social media
 growth can help Byju's App to reduce the cost of entering new market
and reaching to customers at a significantly lower marketing budget.
It can also lead to crowd sourcing various services and consumer
oriented marketing based on the data and purchase behavior.
 Increase in Consumer Disposable Income – Byju's App can use the
increasing disposable income to build a new business model where
customers start paying progressively for using its products. According
to John Jong-Hyun Kim, Rachna Tahilyani of BYJU's The Learning App
case study, Byju's App can use this trend to expand in adjacent areas
Strategy.
 Increasing Standardization – Byju's App can leverage this trend to
reduce the number of offerings in the market and focus the marketing
efforts on only the most successful products.
 Reducing Cost of Market Entry and Marketing into International
Markets – According to John Jong-Hyun Kim, Rachna Tahilyani,
globalization along with boom in digital marketing and social media
has considerably reduced the risks of market entry and marketing in
international market.
 Growing Market Size and Evolving Preferences of Consumers – Over
the last decade and half the market size has grown at brisk pace. The
influx of new customers has also led to evolution of consumer
preferences and tastes. This presents Byju's App two big challenges –
how to maintain loyal customers and how to cater to the new
customers. Byju's App has tried to diversify first using different
brands and then by adding various features based on customer
preferences.
 Lucrative Opportunities in International Markets – Globalization has
led to opportunities in the international market. Byju's App is in prime
position to tap on those opportunities and grow the market share.
According to John Jong-Hyun Kim, Rachna Tahilyani , growth in
international market can also help Byju's App to diversify the risk as it
will be less dependent on the domestic market for revenue.
Threats

 Culture of sticky prices in the industry – Byju's App operates in an

industry where there is a culture of sticky prices. According to John
Jong-Hyun Kim, Rachna Tahilyani of BYJU's The Learning App case
study, this can lead to inability on part of the organization to increase
prices that its premium prices deserve.
 Squeezing Middle Class in Developed and Developing World – The
growing inequality is one of the biggest threat to not only
globalization but also to capitalism. Byju's App first hand witnessed
the impact of it where it has seen lower demand of its products from
middle class customers in US and EU market.
 US China Trade Relations – Byju's App has focused on China for its
next phase of growth. But there is growing tension between US China
trade relations and it can lead to protectionism, more friction into
international trade, rising costs both in terms of labor cost and cost of
doing business.
 Government Regulations and Bureaucracy – Byju's App should keep a
close eye on the fast changing government regulations under the
growing pressure from protest groups and non government
organization especially regarding to environmental and labor safety
aspects.
 Increasing costs component for working in developed market because
of environmental regulations – Byju's App has to deal with these costs
as governments are trying to levy higher environmental taxes to
promote cleaner options. For Byju's App it may result into higher
logistics costs and higher packaging costs.
 International Geo-Political Factors – Since the Trump election, geo-
political factors have taken a turn for growing protectionism.
Developments such as Brexit, Russian sanctions, foreign exchange
crisis & inflation in Venezuela, lower oil prices etc are impacting
international business environment. Byju's App should closely focus
on these events and make them integral to strategy making.
 SWOT Matrix Strategy
Opportunities
Strengths
Strengths Opportunities
Strategy
Using Byju's App strengths to
consolidate and expand the
market position.
Weaknesses
Weaknesses Opportunities
Strategy
Building strategies based on
consumer-oriented product
development and marketing
approach.
Threats
Strengths Threats Strategy
Byju's App can use two approaches - building
on present strengths, or analyze the trend
and build processes to two-pronged market
penetration approach.
Weaknesses Threats Strategy
Byju's App should just get out of these
business areas and focus on strength and
threats box , or on weakness and
opportunities box.
 Who are BYJU’S’s competitors?
BYJU’s competitors include quite a large pool of platforms. Few among
them are: Unacademy, Vedantu, Udemy, Toppr, Khan Academy, Adda 247,
Duolingo, SkillShare, Meritnation and many others.

As more and more companies turn from traditional to online learning, there
has been a rising demand for education that is future-proof. With the rise of
Edtech Companies in India, it is interesting to see how Byju’s is dominating
this competitive market through its exceptional marketing strategy and
revenue model.

Share of Indian parents who said their

children are using this platform (%)
70

60

50

40

30

20

10

0
BYJU'S Vedantu Unacademy Udemy Toppr Khan Adda 247 Duolingo
Academy
Who are the Target Audience?

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How BYJU’s bridge the gap between gen-z or millennials and their parents?

These two sets of customers are vastly different from each other. Bridging
the gap in their ages, preferences and consumption patterns is not an easy
task. But BYJU’s has not only managed to achieve this but also emerged as
the market leader. As the world’s most valued EdTech company, Byju’s
engages with students but needs parents to pay for the subscription.
Naturally their marketing construct needs to speak to them both. This
enabled them to figure out a way to communicate with both the sets of
people.

 What Millennials want?

 Millennials and the Gen-Z are driven by the experience of a
product. They are not concerned about what problem is solved
by the product but about how it makes them feel. Their opinions
and perceptions about a brand are driven by their experience of
the brand and once formed, these opinions are hard to change.
In order to connect with the Gen-Z, Byju’s has also come up with
an early learning app. Partnering with Disney and with Shahrukh
Khan as their brand ambassador, the company aims to catch
them young. Interactive learning videos, educational games,
digital worksheets and the trademark Disney stories creates a
winning product for that age group.

 What Parents want?

 Knowing how glued kids are to their phones these days, most
parents are happy to have avenues that can involve them
constructively on a digital platform. However, they do form
their perceptions very differently. While the experience comes
first for the children, in case of parents, they require
information and reviews about the product. Byju’s has managed
to bridge this obvious generation gap with the help of their
‘consultants’. Once the company has your details, thanks to the
information you feed into the app, the consultants get in touch
for a home visit. It is here that the product is actually sold to the
parents. The company makes it clear that the app does not
dilute the need for teachers or personal tutoring. But it is that
extra mile, the supplementary coaching you give your child, to
excel.

Additionally, BYJU’s also target the parent community to create

a pull for their services. The campaign “Come Fall in Love With
Learning” was a phenomenal Video Marketing Campaign and it
left a lasting impact on the minds of parents and broke one of
 the biggest myths about technology. This campaign shed light
on how the modern devices can help their kids in learning and
can offer rich and interactive content for the students.
In the words of Mrinal Mohit, COO BYJU’s “At BYJU’S, creating
quality and seamless learning experiences for students has been
our key focus area. Parents often think that children use
smartphones for entertainment only. This campaign has been
crafted to help parents understand the importance of learning
through smart devices and how the concept of using
smartphones as a learning device is becoming widely popular.
We are confident that this new campaign will help us instill trust
in the fact that better learning experiences enable students to
become self-learners and learn for the love of learning, rather
than the fear of exams.”

Clearly, this two-pronged strategy is working well for the company. They
have grown from 200 employees to 1000 and have also set their feet into
the global market. The success of Byju’s once again demonstrates how vital
it is to understand your target audience in order to develop a marketing
strategy that pushes your sales.
 BYJU’S MARKETING MIX STRATEGY (How the 4 P’s
help in BYJU’S marketing strategy)

Product

The key product of BYJU'S is the learning application. The learning

application is well designed with innovative study materials and teaching
procedures. Based on the quality of products, the management of the
educational institute focuses to meet the needs and requirements of its
customers. The study materials and teaching procedures have successfully
achieved significant place compared to its competitors. The continuous
improvement of BYJU'S always sets new records. The major strength of the
organization is high-quality learning modules and videos. With the impact of
original content, BYJU’s can attract more customers. Video lessons of the
application are prepared and verified by 100 experienced teachers. In the
present time, the collaboration of BYJU'S helps to enter into the new
English market such as the UK, USA and Australia.

Price

BYJU'S has the option of a free subscription business model. The company
has a small subscription fee for eight years which will help students to get
unlimited access to their study materials. Moreover, the management of the
company also has a plan for the students which assists the students to
teach their goals. The course of the application is av ailable with a specific
exam to check the ability of students including the subscription fee. Per
annum fee of BYJU'S is approximately 105,000 rupees for the next eight
years within India, which can be maintained as 2000 AUD in the Australian
market. The company also has other plans monthly, which just also be
introduced within the target market segment. Furthermore, the application
also has a free trial period where students can access the services of the
organization. The free subscription is for 15 days. The transaction model of
BYJU'S is efficient to have hassle-free payment in favour of its users.
Place

In the marketing mix, placement is a very significant part. The company

focuses on those stages where students need the study materials of the
learning app. To enhance its target market in Australia, the collaboration of
the organization with Disney Bats and discovery channel has focused on
entering new markets. The management of the organization has
successfully indicated those areas where it needs the requirements of study
materials. In India, BYJU’s implemented regional advertising so as to target
maximum places of operation.

Promotion

To promote the learning application to its target market, the management

of the educational organization has integrated social media platforms. The
effectiveness of social media platforms helps the organization to advertise
about the efficiency of the learning application. It has created significant
results in organizational perspective. Moreover, the collaborati on of the
educational application helps to expand its business in the international
markets. It has been evaluated that an effective promotional strategy has
prior impact to reach its innovative ideas at the target audiences. Since the
Australian are reliant on digital and social media for retrieving information
about services being offered by organisations so Byju's should avail both
digital and social media platforms for advertising their services and thus,
gaining enhanced reachability in the market segment.
 BYJU’S ACQUISITION (CONTRIBUTION TO ITS
MARKETING STRATEGY)
In its journey to make quality education available for all, BYJU’S acquired
educational companies that aligned with its values.

Some of its well-known acquisitions are:

 Great Learning Pvt. Ltd.

In July 2021, BYJU’S acquired Great Learning Pvt. Ltd. for $600 million.
It is a leading global player in the professional and higher education
segment, and has delivered over 60 million hours of impactful
learning to 1.5 million learners from over 170 countries.

 Epic!
In July 2021, BYJU’S acquired Epic! for $500 million. It is the world’s
leading digital reading platform for kids 12 and under, with a collection
of 40,000+ popular, high-quality books, audiobooks and videos from
250+ of the world’s best publishers.

 Aakash Educational Services Ltd.

In April 2021, BYJU’S acquired Aakash Educational Services Ltd.
(AESL). With over 33 years of experience and more than 215 centres
across India, it is a leader in the test preparation segment for stude nts
preparing for medical and engineering entrance exams, school/board
exams, KVPY, NTSE, Olympiads, and other Foundation level exams.

 WhiteHat Jr.
In July 2020, BYJU’S acquired WhiteHat Jr. for $300 million which
teaches online coding to students through live lessons and interactive
classes.

 Osmo
In January 2019, BYJU’S acquired US-based Osmo for $120 million.
Osmo is famous for its blended learning educational games crafted for
children aged 3-8 years. They have been pivotal in creating ‘play-based
 learning’ for young children. This acquisition has been at the core of
BYJU’S offering of Disney.BYJU’S Early Learn.

 TutorVista, Edurite from Pearson

In July 2017, BYJU’S acquired TutorVista, Edurite from Pearson. It is
one of the largest online tutoring brands catering to school and
college students, majorly in The United States of America.

BYJU’S aims to provide quality education to students through its online

learning programs. Each of the companies acquired BYJU’S has brought
unique value to their content and offerings. During the COVID-19 Pandemic,
BYJU’S provided access to all their content for free of cost. It also launched
online live classes for students to help them in their studies. This latest
offering, known as BYJU’S Classes, has helped students build a study
routine for themselves and continue learning while the schools were closed.

This is how BYJU’S acquisitions also contributed to its marketing strategy.

When students and their parents got knowledgeable about these
acquisitions with other well-known companies, the pull for BYJU’S got
stronger and that attracted more consumer.
 BYJU’S REVENUE MODEL

BYJU’s operates as a Freemium business model where a lot of their services

are offered for free but to gain access to the further content, users have to
opt for a paid subscription.

According to a report, in the fiscal year of 2019, BYJU’s revenue was

recorded to a whooping Rs 1,341 crores and a profit of Rs 20 crores. The top
digital agency mentions that this unbelievable success is the result of the
increase in the number of its paid subscribers and full-throttle marketing
efforts.

BYJU’s Funding Spree: Since the launch in 2011, this edtech leader has raised
over a billion dollars for multiple investors including Tencent Holdings Ltd.,
Naspers Ltd., Chan Zuckerberg Initiative, Sequoia Capital India, Lightspeed
India Partners, and General Atlantic.

Since the beginning of year 2020, BYJU’s has been raising funds and in the
current round, the company has successfully received $500 million from the
investors.
 CONCLUSION
Marketing management is a core tool to measure and enhance the
performance of an organization. BYJU'S learning application has been
evaluated through various stages of marketing management procedures.
SWOT analysis and Marketing Mix Analysis of the organization have been
mentioned elaborately. Moreover, collaboration with other prominent
companies helped to enhance their marketing plan and create a stronger
pull in the market. Marketing segmentation, positioning and target market
have been evaluated. BYJU’s marketing journey teaches that before
creating a marketing strategy for any business, irrespective of the niche, it is
very crucial to analyze the targeted audience and their behavior to
successfully convert leads into customers. Following the latest marketing
strategies is a great plan but for your efforts to actually perform, every
business needs to analyze the everyday performance of the campaign and
improvise their efforts for the best results.

BIBLIOGRAPHY
 www.byjus.com
 www.themarcomavenue.com
 www.totalassignmenthelp.com
 www.medium.com
 www.livemint.com