SUMMER TRAINING REPORT

MARKETING STRATEGY ADOPTED BY THINK & LEARN PVT. LTD.

BYJU’S THE LEARNING APP

Submitted in partial fulfilment of the requirements

For the award of the degree of

Master of Business Administration (MBA)

To
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,
DELHI

Bhagwan Parshuram Institute of Technology

School of Business Administration

New Delhi -110089

Batch 2018 - 20

Guide Name: Submitted by:

Dr. MAMTA GUPTA Asst. Prof. Student Name : RAVI KANT SHAH

Roll No. : 03320803918

1|Page
 Bhagwan Parshuram Institute of Technology
A Unit of Bhartiya Brahmin Charitable Trust (Regd.)
(Approved by AICTE, Ministry of HRD, Govt. of India)
(Affiliated to Guru Gobind Singh Indraprastha University, Delhi for B.Tech and
Management Courses)
PSP Area No. 4, Sector 17 (Opp. Sector 11, Rohini, Delhi 110089)
Tel: 011-27571080, 27572900, Fax: 011-27574642
Email: b [email protected], Website: w ww.bpitindia.com

Date: 16th December 2019

C ERTIFICATE

This is to certify that the project entitled “marketing strategy adopted by think & learn
Pvt. Ltd.” submitted by Ravi Kant Enroll No. 03320803918 has been done under my
guidance and supervision in partial fulfilment of the requirement for the award of Bachelor of
Business Administration.
The work and analysis mentioned in this Project Report have been undertaken by the
candidate himself and references have been recognized and acknowledged in the text of the
report.

(Name of the Guide)

Project Guide
 A CKNOWLEDGEMENT

No task can be achieved alone, particularly while attempting to finish a project of such
magnitude. It took many special people to facilitate it and support it. Hence, I would like to
acknowledge of their valuable support and convey my humble gratitude to them.

I would like to express my gratitude to Ms. MAMTA GUPTA for guiding me on the project
of “THINK AND LEARN PVT. LTD. (BYJU’S THE LEARNING APP)”

I would like to thank her as she had always been open to discussion and frequently enquired
about the project and any problems faced etc. she has also given me valuable guidance as to
how to go about the project.

I have put my best effort to make this project as informative and understandable as possible. I
have done the best I could do and have been honest to the company, and most importantly to
myself.

Thank you, Ma’am, for supporting me in making this project.

RAVI KANT SHAH

 CONTENTS

S No Topic Page No

1 Certificate (s)

2 Acknowledgement

3 Executive Summary

4 Chapter-1: Profile of the Firm/Company

5 Chapter-2: SWOT Analysis of the Company

6 Chapter-3: Data Presentation & Analysis

7 Chapter-4: Summary & Conclusions

8 References/Bibliography

9 Appendices
 EXECUTIVE SUMMARY

Think & Learn Pvt. Ltd was created in 2005 by Mr. BYJU RAVEENDRAN, a Mechanical
Engineering graduate who has scored 100 percentile twice in CAT. From 250 students in2005
to 20000 students in 2013, 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. We are pioneers for conducting online live classes through satellite enabling a reach to
any number of students at a 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, BIT- MESRA 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, our innovative and inspirational instruction combines the use of technology and
brilliant teaching techniques. With the help of technology, we ensure that all our students get
the highest quality of education from our highly qualified core team BYJU Sir’s phenomenal
success story can be attributed to his perseverance to pursue his passion to teach.
The project is based on the product development through content, research and operations
With regard to the Think Tab, which is the primary product of Think and Learn Pvt. Ltd.? In
the content domain, they have to learn and apply their knowledge to make the best set of
scripts and questions to make the product a success. In operations, they have to ensure the
seamless working of all the centres, maintain accounts for the same and innovate in order to
fulfil the motto of the company “Providing best education to everyone in a simpler way”
THINK AND LEARN PVT LTD has now gone in collaboration with Samsung, wherein the
Think tabs will be the new face of education. Samsung provides the tablet and hence the
platform and they provide the educational content and the complete designing of the material
in the tablet vis-à-vis the needs of the customer. Through this deal with Samsung, it is their
endeavour to teach concepts like they have never been taught before. Thus, as a member of
the content team at Think and Learn, it is my responsibility to make sure that the content part
of the tablet has no issues and that the concepts that the teacher orally explains are backed up
by visual animations and caricatures wherever required, so that the learning becomes a
pleasure and studies becomes fun. The primary purpose of these Think Tabs are to ensure
preparation for higher education entrance exams like the GRE, GMAT, UPSC and K-CET I
have been developing content for the K-12 segment In general with the scripting, the
adaptive learning program and other products like NTSE and BANK PO Exams I have been
developing content for the K-12 segment in general with the scripting the adaptive learning
program and other product and like NTSE and BANK PO Exam.

OBJECTIVES OF THE STUDY

a) To study the marketing strategy of the company
b) To study the marketing evolution in BYJU’S the Ed-Tech Company

Great Business Marketing Strategies for Ed-Tech

As a company that focuses on technology for education, you understand that there are no
grade levels where a teacher goes in without a plan. Marketing is no different.
In today’s world, the number of marketing tactics is countless and not all these tactics will
work for your business, especially in education technology. No matter what type of product
you are providing as a service, you will always need a strategy in place. If you were to go
into battle without a strategy in place, what do you think will happen? Marketing
professionals need to understand their audience before marketing efforts are initiated so that
they are successful in achieving their goals in attaining quality leads. You want to be able to
make a strategy that caters to your audiences wants and needs so that you can secure your
customer properly.
As I worked on the DSSL I came to know that this is even excellent company but there is
problem in selling strategy adopted by the salesperson and Some customer are not satisfy by
the product and services mostly illiterate parents are not able to understand the BYJU’S
product and main problem is salesperson make them understand as salesperson want and they
focus on the completing the target what they were assigned. BYJU’S must think about it and
there should be some relief to the salesperson so that they can do work in proper way and also
some help for the illiterate parents so that they can understand to the BYJU’S and its benefits.
 CHAPTER-1

PROFILE OF THE COMPANY

BRIEF NARRATIVE ABOUT THE COMPANY:

Think & Learn Pvt. Ltd was created in 2005 by Mr. BYJU RAVEENDRAN, a Mechanical
Engineering graduate who has scored 100 percentile twice in CAT. From 250 students in2005
to 20000 students in 2013, 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. We are pioneers for conducting online live classes through satellite enabling a reach to
any number of students at a 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, BIT- MESRA 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, our innovative and inspirational instruction combines the use of technology and
brilliant teaching techniques. With the help of technology, we ensure that all our students get
the highest quality of education from our highly qualified core team BYJU Sir’s phenomenal
success story can be attributed to his perseverance to pursue his
passiontoteach.Attheyoungageof26, 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”.
BYJU’S – The Learning App is the common brand name for Think and Learn Private Ltd.,
a Bangalore-based educational technology (Ed-tech) and online tutoring firm founded in
2011 by BYJU RAVEENDRAN at Bangalore (India). In March 2019, it was the world’s
most valued Ed-tech company at $5.4 billion SHAH RUKH KHAN is the brand ambassador
for BYJU’S. In July 2019, BYJU’S acquired Indian cricket team's jersey rights. Learning is
pivotal for a student’s success in academics and life. The Digital Age is deeply shaping the
way students learn and will also determine their future prospects. At BYJU’S, we encourage
students to embrace this fast, changing world and making them ready for tomorrow by being
their constant learning partner. We craft learning journeys for every student that addresses
their unique needs. We believe in 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.

Their Three Pillars

Personalised Learning Journeys

Personalised Learning is the foundation of our unique programs for students. Using
knowledge graphs, the program adapts and creates personalised learning journeys for
students. It provides a comprehensive coverage of over 1lakh concepts with animated videos
and questions, fun quizzes and flashcards. Based on the student’s progress, personal learning
profiles are created which help analyse strengths and areas of improvement. Each concept
gets tagged at different levels of difficulty to create a smooth learning curve which keeps
students motivated through any new learning challenge. Whenever errors are made,
motivating remedial methods are generated to strengthen and improve the student’s learning
experience.

Technology Enabled Learning

At BYJU’S, we leverage technology to merge best practices like use of videos, engaging
content and quizzes with the best teachers so that every child across the globe has access to
the best learning experiences.

Key features of the learning program:

 Interactive and engaging learning modules

 Visually rich content to enable conceptual clarity and lifelong term retention
 Personalized learning programs designed for every student, enabled by the power of
data science

Best Teachers & Engaging Content

The BYJU’S Learning Programs provide students a holistic learning experience. Students
across regions can access the best teachers and see concepts come to life. Every detail of a
student’s journey is planned and executed at the deepest level with subject matter experts,
teachers and tools like videos, interactive animations, quizzes and assessments. The app
integrates these well crafted lessons from our teachers and assessments along with analysis
and Recommendations, personalized to suit each student’s learning style. This holistic
approach has seen a student engagement of over 64 minutes a day, being spent by a student
on the app, making it one of the most loved apps for students across age groups. We at
BYJU’S work towards offering students the best learning experience. We have courses for
students across ages and grades: Math, Physics, Chemistry and Biology for CBSE and ISC
(Classes 4-12) Competitive Exams- JEE, NEET, IAS, CAT, GMAT preparation Courses

OBJECTIVES OF THE STUDY

c) To study the marketing strategy of the company

d) To study the marketing is beneficial for BYJU’S the Ed-Tech Company

NATURE OF THE ORGANIZATION AND ITSBUSINESS

BYJU’S believes in putting our clients and our people at the centre of what’s next

It Believes in:
• Deep local and global knowledge creates significant value for our clients
• Relentless curiosity delivers unseen opportunities
• Every touch point is an opportunity to deliver an exceptional experience for clients
• Diverse backgrounds, cultures, and expertise inspire breakthrough innovation
• Our brand and our people will be the envy of the industry,Alone we are good; together

Company’s Vision & Mission

(a) Company’s Vision

Revolutionise the education system, something which struck a chord with students, parents,
and even investors.

(b) Company’s Mission

At BYJU’S, their mission is to help children fall in love with learning. Their learning
products have enabled millions of students across the globe to take the initiative to learn on
their own.
PRODUCT/SERVICE RANGE OF THE ORGANISATION
The project is based on the product development through content, research and operations
with regard to the Think Tab, which is the primary product of Think and Learn Pvt. Ltd. In
the content domain, they have to learn and apply their knowledge to make the best set of
scripts and questions to make the product a success. In operations, they have to ensure the
seamless working of all the centres, maintain accounts for the same and innovate in order to
fulfil the motto of the company “Providing best education to everyone in a simpler way”
Think and Learn Pvt. Ltd. has now gone in collaboration with Samsung, wherein the Think
tabs will be the new face of education. Samsung provides the tablet and hence the platform
and they provide the educational content and the complete designing of the material in the
tablet vis-à-vis the needs of the customer. Through this deal with Samsung, it is their
endeavour to teach concepts like they have never been taught before. Thus, as a member of
the content team at Think and Learn, it is my responsibility to make sure that the content part
of the tablet has no issues and that the concepts that the teacher orally explains are backed up
by visual animations and caricatures wherever required, so that the learning becomes a
pleasure and studies becomes fun. The primary purpose of these Think Tabs are to ensure
preparation for higher education entrance exams like the GRE, GMAT, UPSC and K-CET I
have been developing content for the K-12 segment in general with the scripting, the
adaptive learning program and other products like NTSE and BANK PO Exams I have been
developing content for the K-12 segment in general with the scripting the adaptive learning
program and other product and like NTSE and BANK PO Exam.

10 | P a g e
Product Range of the Company

Products
BYJU’S IAS Mains Test Series – 2019

IAS Sociology Optional Online Streaming

Class 12 (PCMB) JEE+NEET Preparation

Class 12 (PCM) JEE Preparation

Class 12 (PCB) NEET Preparation

IAS Anthropology Optional Online Streaming

IAS 2020 (Pre & Mains) Tablet Course

CAT 2019 Course – Tablet + 14 Books – BYJU’S

Class 11 (PCMB) JEE+NEET Preparation

Class 11 (PCB) NEET Preparation

Class 11 (PCM) JEE Preparation

Class 11+12 (PCM) JEE Preparation

11 | P a g e
 SIZE OF THEORGANIZATION
 In terms of manpower:
In terms of man power BYJU’S currently employ around 3200to 4000employees.
 In terms of turnover:

Years Turnover
2012 4crore
2013 12crore
2014 20crore
2015 48crore
2016 120crore
2017 256crore
2018 520crore
ORGANIZATION STRUCTURE OF THECOMPANY

ORGANISATION STRUCTURE MARKETING & COMMUNICATION

DEPARTMENT

Founder & CEO

(Mr. Byju Raveendran )

COO
(Mrinal Mohit)

CPO
(Ranjit Radhakrishnan)

Associate VP
(Siddhesh joglakar)

President Marketing
(Atit Mehta)

AGM
(Shradha Dave )
MARKET SHARE AND POSITION OF THE COMPANY IN THEINDUSTRY

NAME OF THE COMPANY:

Company Information

S. no. Particulars Details

1 Name BYJU’S

2 Logo

3 Address Samsung Service Center

D1, VYAPAR MARG, Block D, Sector 3,
NOIDA, Uttar Pradesh 201301
4 Headquarters BANGALORE

6 Website https://byjus.com/

7 E-Mail [email protected]
 8 Type Private

9 Date of 2008
Incorporation

ORGANISATIONAL CULTURE

At BYJU’S, we define our culture as our behaviour amongst ourselves and our clients.
Our Vision drives all that we do and our Values guide our behaviour in all of our business
dealings. Our clients, our core competencies, and the ability of our people to deliver those
core competencies make up our brand, and we approach business with a discipline,
consistency, simplicity and transparency that is unique and is what differentiates BYJU’S
The advent of the new world economy changed the way people interact, changed business,
Throughout it all, we have remained true to our philosophy which guides everything we do –
our clients come first. We are defined by our clients – we strive to align ourselves with our
clients’ needs each and every day.

Product Specialist For 1.5 Years In Bangalore

Likes
The people around are very energetic and active. The compensation is pretty good
for a fresher joining here. That is all, only money.

Dislikes
I am currently working in BYJU’S and completing a year now. I have been shifted to
3 different departments in this short span of time. I can list endless things I dislike
about this company and yet it wouldn’t be enough.
1. There’s no respect for the employees
2. Too much work.10 people are doing what 50 people are supposed to do.
3. Poor higher authorities and managers, they are emotionless and works like a
machine.
 CHAPTER: 2

Marketing strategy for Ed-Tech Companies

Great Business Marketing Strategies for Ed-Tech

As a company that focuses on technology for education, you understand that there are no grade
levels where a teacher goes in without a plan. Marketing is no different.
In today’s world, the number of marketing tactics is countless and not all these tactics will
work for your business, especially in education technology. No matter what type of product
you are providing as a service, you will always need a strategy in place. If you were to go
into battle without a strategy in place, what do you think will happen? Marketing
professionals need to understand their audience before marketing efforts are initiated so that
they are successful in achieving their goals in attaining quality leads. You want to be able to
make a strategy that caters to your audiences wants and needs so that you can secure your
customer properly. If your service does not provide a solution for your customers, then it’s
time to reassess your company services.
One strategy that has been present throughout the history of marketing is outbound
marketing. This style of marketing takes the forms of ads for television, phone calls, print,
and radio, as well as other forms for reaching out to your audience. You are basically fishing
in a lake of consumers in hopes you will attain a few quality leads. The issue with Outbound
is that not everyone is interested in what you have to offer, so that fish in the lake might not
be hungry. In reality, this might work for some businesses that stand out from the rest, but in
the Education Technology industry, one should consider Outbound marketing continuously
while focusing on another marketing approach.
That other marketing approach is called inbound marketing! Inbounds approach to marketing
is right up any Education Technology’s industry because you are providing, relevant, useful
information that your consumer/readers see as a value. You are educating your audience on
solutions that can help their need or want, outlining how your service comes in to save the
day. When utilizing this method, you will help attract website visitors, organically. You are
able to convert those visitors into quality leads, followed by closing those leads into paying
customers. After they become a paying customer, your final job is to secure your customer
retention rates by delighting your customers so they can speak highly of you to their
colleagues.
Providing quality content to you r audience is the latest and smartest approach to marketing.
Why? Aside from what we just went over, you are addressing the needs of the consumer. You
understand what your ideal buy ers are going through and how you can help th em. You want
your customer’s happy, right? By focusing on in bound efforts, you are literally helping and
educating.
Below are the 4 critical phases of developing a Content & Inbound Strategy to create customer-
cantered content.
1. Self-assessment
2. Buyer Persona Develop
ment
3. Buyer Journey Mapping
4. Inbound Campaign Setu p
5. The Bottom Line

Marketing Funnels in Ed-Tech

A marketing funnel is basically a sequence of steps that a prospect takes from the time they
first hear about your business to the time they decide to become paying customers.
Establishing a marketing funnel sequence is one of the most valuable things you can do to
boost your conversion rates. At a basic level, marketing funnels consist of
these stages:
Awareness, interest, evaluation, and decision.

Source:
KISS
metrics
Awareness
At the top of the funnel we have the awareness stage. This is the stage at which customers
become aware of your product or business. Top of the funnel marketing materials could
include content marketing, inbound marketing, referrals, events, SEO, SEM, paid advertising,
and more. Marketing at this stage of the funnel is aimed at reaching the largest number of
potential customers as possible.

Interest
Next, you have the interest stage, where you get customers who have moved on from the
awareness phase and are now interested in your product. Marketing materials at this stage
would be more educational — consisting of webinars, e-books, e-mail marketing campaigns,
white papers, case studies, etc.

Evaluation
After customers have become aware of your product and are definitely interested, they start
evaluating it against competitors. Marketing materials at this stage might be demo videos and
samples.
Decision
Finally, it comes time to actually make the decision to buy. At this commitment stage,
marketing materials can include product demos, free trials or sales calls.

With a funnel, you can see exactly how many people are dropping off at each step, and you’ll
know where you need to increase your conversions so that it translates to the bottom line.

Source: Coast
Digital

18 | P a g e
For example, if you find that a high percentage of customers are moving from the interest
phase to the evaluation phase, then you know you just have to get more people into the top of
the funnel.

If you’re getting lots of people into the top of your funnel, but only a small percentage are
moving to the next step to express interest in your product, then you know that you need to
adjust your top-of-the-funnel content.

The education industry is notorious for being fragmented. These decision makers (the school
board) are usually different from the people who will actually be using your product (teachers
and students), so you have to appeal to multiple stakeholders through your marketing.
Even so, similar fundamentals still apply. According to bee-seen, there are three parts to
converting a sale in the Ed-Tech world: content, acquisition, and conversion.

Source: bee-seen

19 | P a g e
TIPS ON BRINGING YOUR EDTECH COMPANY TO MARKET

Ed-tech product development doesn’t end when the last code has been written. You have to
bring your product to market, and here are seven tips to help you do it.

1. Remember that you are the solution

Teachers spend long hours in their classrooms, but their work doesn’t end when the last bell
rings to dismiss students at the end of the day.

The last thing a teacher wants is something that will make life harder. Offer a time-saving
product. If your Ed-tech company can solve a problem for a teacher, your product will be the
one every educator wants.

Make being the solution part of your market strategy.

2. Data matters

Learning how to gather and use data will help drive your product to market.

Data will allow you to personalize instruction. KAREN BDOYAN, the founder of Show Me,
says, “Being able to collect and store data is nearly not enough in education. The most
important part is to be able to analyze and programmatically understand it. Unlike other tech
industries, Ed-tech is all about personalization.”

3. Build stamina

Bringing your Ed-tech product to market is a race of endurance; sprinting will not take you to
the finish line. That means your Ed-tech company must figure out how to stay afloat until you
land your first clients.

4. Plan your strategy

Having a great Ed-tech product is not enough.

You’ll have to plan your product launch, and that means utilizing the social media platforms
educators prefer. Be aware that teachers in each region of the US may prefer different
communication platforms.

5. Prepare your pitch

As your Ed-tech product goes through its development stages, begin thinking about
your presentation pitch. You’ll need to decide where and how to market to your audience,
and who will be doing the presentation. Some Ed-tech companies like to hire teachers to
assist with presentations, and some prefer a professionally designed approach.

6. Go pro

Regardless of who makes your presentation, you will need a solid pitch. Avoid spending time
tinkering with presentation software unless you are a competent designer and marketer.
Instead, consider hiring professional presentation experts like Duarte.

7. Speak the right language

Whether you choose to hire a professional presentation expert, or you want to make the
presentation pitch yourself, pay careful attention to the denotation and connotation of words.
Word choice can make or break the sale.

Effective marketing strategies Ed-tech

Having worked in the education sector for over 15 years, our education marketing
consultancy has helped a range of Ed-tech companies get their products to market using a
wide range of tried and tested marketing strategies. For Ed-tech companies just starting out,
the prospect of getting your product out into the market and, most importantly, making
money may seem like a daunting challenge, so we’ve put together some top tips for helping
you to develop a successful Ed-tech company.

 Create a great website from the start

Your website will need to grow with you as your business grows, which is why we’d
recommend investing in the best website you can. We suggest that clients start off with a
Word Press website as it is easy to use and search engines love their clear structure which

21 | P a g e
makes them easy to index and search. Read more great reasons you should start with a
Word Press website.

 Consider exhibiting at a trade show

Trade shows can prove to be a cost-effective way to establish your brand to the
education sector allowing you to generate high quality, new business leads, whilst
also giving you a valuable opportunity to take a look at competitor activity.

 Network and learn from some of the best in the business

Join the trade association for education suppliers, BESA who will be able to offer you
insider knowledge based on their years of experience. Start-up businesses can join at a
reduced rate as a launch pad member which will open up access to specialist
seminars, training and special interest groups who focus on specific areas including:
early years, special needs and software and technology. Membership also creates a
valuable opportunity for networking at its regular industry events.

 Get teachers involved in reviewing your product and spreading the word within
their networks

Recruit some teachers and educational professionals as free product testers and work
closely with them with a view to creating some teacher ambassadors who can help
you spread the word about your product. Their product feedback will also be
invaluable for your product development and continued refinement.

 Get Social

Dedicate time to social media, it’ll take time to build up your networks but they’ll
become an increasingly valuable and cost-effective way of communicating with your
target market. Encourage your teacher ambassadors to share their product experiences
on social media, as their views will have the greatest influence with their colleagues
 as well as those in their wider network. Participate in relevant Twitter Chats, join the
conversation using the relevant hash tag and if a relevant Twitter Chat doesn’t already
exist, create your own.

 Get blogging

Get into the routine of writing regular blog posts, not just about your products but
about trends, educational hot topics and other newsworthy content. Leverage your
network to see if you can get teaching professionals to write guest blogs to add variety
and a different perspective to your blog.

 Create a range of educational resources that are available for free

A range of free materials available to access online is a tried and tested way of
getting teachers to test out your materials and follow you for future resources. Use a
range of different channels but include Interest, particularly if your resources have a
visual element.

ENVIRONENTAL ANALYSIS

Internal Environment Analysis of the firm/company:

A Natural examination is a nearby take a gander at an organization's qualities, shortcoming,
opportunities and dangers regarding vital factors, for example, the economy, the item, staff
assets, rivalry, innovation, enactment, purchaser patterns, condition, and etc. It is a typical
device utilized as a part of authoritative arranging and methodology advancement. The
essential supposition of a SWOT examination is that associations must adjust inside exercises
to outer substances to be effective.
Qualities and shortcoming are basically inside to the association and identify with issues
concerning assets and projects inside the organization while openings and dangers are outer
components facing an organization, for example, new advancements, rivalry etc.

Strengths& Weaknesses of the company

The existing structure of the Government of India has evolved over a long period. It has
certain inherent strengths which have helped it stand the test of time. However, there are
weaknesses also which render the system slow, cumbersome and unresponsive. In this article,
you can read about the strengths and weaknesses of the government structure in India for
the UPSC Exam. It is an important topic under polity for the IAS exam.

STRENGTHS

OPPORTUNITIES
SWOT THREATS

ANALYSIS

WEAKNESS

S trengths
a. Time-Tested System – adherence to rules and established norms: The Government of India
has evolved an elaborate structure, rules and procedures for carrying out its functions which
have contributed to nation building and the creation of an inclusive state. These have ensured
stability both during crises as well as normal times. At the same time, where considered
essential, innovative structures have been created in form of empowered commissions,
statutory boards, autonomous societies and institutions especially in the fields related to
research, science and technology.
b. Stability: The structure of Government staffed by the permanent civil servants has
provided continuity and stability during the transfer of power from one elected government to
the other. This has contributed to the maturing of our democracy
c. Commitment to the Constitution – political neutrality: The well laid down rules and
procedures of government have upheld the neutrality of the civil services and prevented
politicisation of government programmes and services. This has helped in the evolution of

institutions based on the principles enshrined in the constitution.

d. Link between policy-making and its implementation: The framework of the Government
of India has facilitated a staffing pattern which promotes a link between policy-making and
implementation. This has also helped the structure of both the Government of India and the
states and promoted the concept of cooperative federalism.
e. A national outlook amongst the public functionaries: Public servants working in
Government of India as well as its attached and subordinate offices have developed a national
outlook transcending parochial boundaries. This has contributed to strengthening national
integration.

W eaknesses
a. Undue emphasis on routine functions: The Ministries of Government of India are often
unable to focus on their policy analysis and policy-making functions due to the large volume
of routine work that they are saddled with. This leads to national priorities not receiving due
attention. Often, functions which are best carried out by the state or local Governments or
could easily be outsourced continue to be retained with the Union Government.
b. Proliferation of Ministries/Departments – weak integration and coordination: The creation
of a large number of Ministries and Departments sometimes due to the compulsion of
coalition politics has led to illogical division of work and lack of an integrated approach even
on closely related subjects. It has been observed that the Ministries/Departments often carve
out exclusive turfs and tend to work in isolated silos. This, at times, detracts from
examination of issues from a wide national perspective and in an integrated manner.
c. An extended hierarchy with too many levels: Government of India has an extended vertical
structure which leads to examination of issues at many levels frequently causing delays in
decision making on the one hand and lack of accountability on the other. Another noteworthy
feature of the structure is that several levels are redundant as they do not contribute to the
decision making process.
d. Risk avoidance: A fall-out of a multi-layered structure has been the tendency towards
reverse delegation and avoidance of risk in decision making. Another aspect of the existing
structure is an increasing emphasis on consultations through movement of files as a substitute
for taking decisions. This leads to multiplication of work, delays and inefficiency.
e. Absence of team work: The present rigid hierarchal structure effectively rules out team
work so necessary in the present context where an inter-disciplinary approach often is the
need of the hour to respond effectively to emerging challenges.
f. Fragmentation of functions: At the operational level also, there has been a general trend to
divide and subdivide functions making delivery of services inefficient and time-consuming.
Several decades ago.

Opportunities
Opportunities are macro environment factors and developments that BYJU’S App can
leverage either to consolidate existing market position or use them for further expansion.
Opportunities can emerge from various factors such as - increase in consumer disposable
income, political developments & policy changes, changes in consumer preferences,
economic growth, and technological innovations .-
-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.
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.
- 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.
- Developments in Artificial Intelligence – BYJU’S App can use developments in artificial
intelligence to better predict consumer demand, cater to niche segments, and make better
recommendation engines.
- Changing Technology Landscape – Machine learning and Artificial Intelligence boom is
transforming the technology landscape that BYJU’S App operates in. According to John
JONG-HYUN KIM, RACHNA TAHILYANI, BYJU’S App can use these developments in
improving efficiencies, lowering costs, and transforming processes.
- Access to International Talent in Global Market – One of the challenges BYJU’S App
facing right now is limited access to high level talent market because of limited budget.
Expansion into international market can help BYJU’S App to tap into international talent
market. According to John JONG-HYUN KIM, RACHNA TAHILYANI, it can also help in
bringing the talent into domestic market and expanding into new areas Strategy.

Threats
Threats are macro environment factors and developments that can derail business model of
BYJU’S App. Threats can emerge from various factors such as - changes in consumer
preferences, technological innovations, increase in consumer disposable income, economic
growth, and political developments & policy changes.
- Threats of New Entrants because of Reducing Costs and Increasing Efficiencies – As
BYJU’S App can leverage low cost of reaching customers using social media and e-
commerce, so can the competitors – both local and international competitors.
- 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.
- 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 labour cost
and cost of doing business.
- Growing Protectionism - BYJU’S App should hedge the risk against growing protectionism
ranging from – storing data into international market to diversifying risk by operating into
countries at different economic cycle.
- Squeezing Middle Class in Developed and Developing World – The growing inequality is
one of the biggest threats 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.
 CHAPTER 3

DATA ANALYSIS AND INTERPETATION

RESEARCH METHODOLOGY
RESEARCH DESIGN: The research is descriptive in nature.

DATA COLLECTION:
Primary Data - This study is focused on identifying the Marketing Strategy adopted by the
Think and Learn Pvt. Ltd. Thus, interviewing and observation are the primary data collection
method used in this study as in the form of questionnaire.

Secondary Data – There is also various information used for the same through various

internet sites, research papers etc.

SAMPLING PLAN:
Size – 23
Respondent – organization interns

TOOLS & TECHNIQUE USED IN ANALYSIS:

Research Instruments - Questionnaire

Tools – Google form, pie charts & attribution analysis formulas.

There are 23 respondents who are take part in the survey of marketing strategy of the think
and learn Pvt. Ltd.

Designation of employees No of employees

Intern 23
Experience in moth No of employees

0-2 23

Above 2 0

QUESTIONNAIRE

Q1. DSSL (Discovery School Super League) is beneficial for BYJU’S the Ed-Tech
Company?

According to the date collection 60.9% responses are strongly agree and 17.4% responses are
agree and 8.7% responses are neutral and 8.7% responses are strongly disagree and 4.3%
responses are disagree.
Q2. Visiting schools help to aware students and teachers in mass number, how is it beneficial
for BYJU’S?

According to this data 30.4% responses are strongly agree and 30.4% are agree and 17.4%
responses are disagree and 4.3% responses are neutral and 17.4% responses are strongly
disagree.

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Q3. Is meeting with School Principal/Headmaster more beneficial in case of visiting school
to aware students about BYJU’S?

According to the response on this question 30.4% responses are agree and 21.7% responses
are strongly agree and 13% responses are neutral and 17.4% responses are strongly disagree
and 17.4% responses are disagree.

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Q4. Is Meeting with School Activity Coordinator beneficial in case of visiting school to
aware students about BYJU’S?

With the reference of this question responses are 21.7% responses are agree with this and
13% responses are strongly agree, 30.4% responses are neutral and 17.4% responses strongly
disagree and 17.4% responses are disagree.
Q5. Is calling before visiting helps in creating pitch to aware them about BYJU’S?

With the reference of this data we get the information in which 47.8% responses are agree
and 21.7% responses are strongly agree, % res13% responses are neutral, 13% responses are
disagree and rest are strongly disagree
Q6. Does using promotional videos and pictures of BYJU’S creates a better image in mind
of person?

With the reference of the data information comes out that 39.1% of responses are agree,
30.4% of responses are strongly agree and 17.4% of responses are neutral, 8.7% responses
are disagree and the rest responses are strongly disagree.
Q7. BYJU’S is sponsoring Indian Cricket team jersey, will it help in marketing the BYJU’S
and will it also help in increasing no of subscription for BYJU’S?

According to data 65.2% responses are strongly agree and 21.7% responses are agree even
8.7% responses are neutral and rest responses are disagree.
Q8. Recent episode of MAN VS Wild with Bear GRYLLS and PM MODI" is powered by
BYJU’S will it be effective marketing strategy?

According to this data 30.4% responses are agree and 47.8% responses are strongly agree and
13% responses are neutral and 8.7% responses are disagree.

Q9. Is India's Biggest Quiz Competition "Discovery School Super League powered by
BYJU’S" the impactful marketing strategy to aware about BYJU’S?
With the reference of this data 56.5% responses are strongly agree and 26.1% responses are
agree and 13% responses are disagree and rest responses are neutral.
Q10. Is collaboration with the Disney India biggest move taken by BYJU’S to target K-
3(KG to 3rd class) category?

According to this data 34.8% responses are agree and 43.5% responses are strongly agree and
13% responses are neutral and 8.7% responses are disagree.
Q11. Is creative video learning helpful in marketing for the BYJU’S?

By this information what I got from responses 22.7% responses are strongly agree, 27.3%
responses are agree, 40.9% responses are neutral, 4.5% responses are disagree and rest are
strongly disagree.
 CHAPTER 4

FINDINGS AND CONCLUSION

FINDINGS:-

1. Discovery School Super League (DSSL) is beneficial for the BYJU’S as per the
survey.
2. Visiting schools helps to aware students and teachers and this meeting with school
principal/headmaster is more beneficial.
3. As per survey most responses are neutral so this is based on the situation that how it
become beneficial or loss.
4. By the data most responses are agree so this is good for BYJU’S,
5. By the responses 65.3% of all responses are strongly agree so this is straight that this
is done for marketing for the BYJU’S.
6. 47.8% responses of all are strongly agreed so this episode which is powered by
BYJU’S is for making people aware about BYJU’S.
7. Most responses are strongly agreed and least is disagree so this is straight that
Discovery School Super League (DSSL) is being done for aware the people and also
this is part of marketing strategy.
8. According to this survey the more than 50% responses are agreed so this step is taken
by the BYJU’S is good for future growth.
9. 40.9% responses are neutral so this straight that this may be include in the marketing
strategy and also cannot. It is depending on the BYJU’S that how they use it.

CONCLUSION

Think and learn Pvt. Ltd. (BYJU’S) is an Ed-tech company which is leading company in the
education sector in India and it has lost of growth in future. It deals in 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. We are pioneers for conducting
online live classes through satellite enabling a reach to any number of students at a 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-

40 | P a g e
SURATHKAL, NIT-TRICHY, NIT-Calicut, MIT-MANIPAL, BIT- MESRA and SRM-
Chennai. Think and Learn has become one of the most recognized brands in education. It is
in under growth for and lots of marketing left which is uncovered by the BYJU’S.

As I worked on the DSSL I came to know that this is even excellent company but there is
problem in selling strategy adopted by the salesperson and Some customer are not satisfy by
the product and services mostly illiterate parents are not able to understand the BYJU’S
product and main problem is salesperson make them understand as salesperson want and they
focus on the completing the target what they were assigned so

BYJU’S must think about it and there should be some relief to the salesperson so that they
can do work in proper way and also some help for the illiterate parents so that they can
understand to the BYJU’S and its benefits. BYJU’S is really good for student and also helpful
to the student in many ways. BYJU’S can vanish the small coaching institute which is opened
in the market by not highly educated teacher.

LIMITATION

 Time is limited if time was more available than the project would be more good.
 The more case studies were not available.
 Due to limited time the responses was less and if the time would be more so the
responses will be more.
 The responses may be some time become subjective by question by question.

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REFERENCES/BIBLIOGRAPHY

JOURNAL:-

1. JOHN JONG-HYUN KIM, RACHNA TAHILYANI (2018), BYJU’S the Learning

App Harvard Business Review Case Study. Published by HBR Publications.

WEBSITES:-
2. https://www.singlegrain.com/res/marketing-guide-for-online-educational-companies/
3. https://www.responsify.com/great-business-marketing-strategies-edtech/
4. https://www.thetechedvocate.org/7-tips-bringing-edtech-company-market/
5. http://www.techedmarketing.com/effective-marketing-strategies-for-your-edtech-
start-up-from-our-education-marketing-consultancy-experience/
 APPENDICES

Q1. DSSL (Discovery School Super League) is beneficial for BYJU’S the Ed-Tech
Company?

Q2. Visiting schools help to aware students and teachers in mass number, how is it beneficial
for BYJU’S?

Q3. Is meeting with School Principal/Headmaster more beneficial in case of visiting school
to aware students about BYJU’S?

Q4. Is Meeting with School Activity Coordinator beneficial in case of visiting school to
aware students about BYJU’S?

Q5. Is calling before visiting helps in creating pitch to aware them about BYJU’S?

Q6. Does using promotional videos and pictures of BYJU’S creates a better image in mind
of person?

Q7. BYJU’S is sponsoring Indian Cricket team jersey, will it help in marketing the BYJU’S
and will it also help in increasing no of subscription for BYJU’S?

Q8. Recent episode of MAN VS Wild with Bear GRYLLS and PM MODI" is powered by
BYJU’S will it be effective marketing strategy?

Q9. Is India's Biggest Quiz Competition "Discovery School Super League powered by
BYJU’S" the impactful marketing strategy to aware about BYJU’S?

Q10. Is collaboration with the Disney India biggest move taken by BYJU’S to target K-
3(KG to 3rd class) category?

Q11. Is creative video learning helpful in marketing for the BYJU’S?