PROJECT REPORT

ON

“A STUDY ON CUSTOMER SATISFACTION TOWARDS

BYJUS”

BY

T R JAYANTH

1NH20BA157

Submitted to

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING,

OUTER RING ROAD, MARATHALLI,

BENGALURU
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

Dr Dhanalakshni R V

Associate professor

2020 - 2022
2
 DECLARATION

I, T R JAYANTH , hereby declare that The Project report On “A STUDY ON CUSTOMER

SATISFACTION TOWARDS BYJUS” prepared by me under the guidance of Dr Dhanalakshni R V,
faculty of M.B.A Department, New Horizon College of Engineering.

I also declare that this Project report is towards the partial fulfilment of the university regulations for the
award of the degree of Master of Business Administration by Visvesvaraya Technological University,
Belgaum.

I have undergone an industry Project for a period of Eight weeks. I further declare that this report is
based on the original study undertaken by me and has not been submitted for the award of a
degree/diploma from any other University / Institution.

Signature of Student
Place:
Date:

3
 DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE
This is to certify that T R JAYANTH bearing USN 1NH20BA157 2020-22 batch, is a bonafide student of
Master of Business Administration, New Horizon College of Engineering, Bengaluru affiliated to Visvesvaraya
Technological University, Belagavi.

Project report on “A STUDY ON CUSTOMER SATISFACTION TOWARDS BYJUS” is prepared by

him/her under the guidance of Dr Dhanalakshni R V, in partial fulfillment of the requirements for the award of
the degree of Master of Business Administration of Visveswaraya Technological University, Belagavi,
Karnataka.

Signature of Internal Guide Signature of HOD Principal

Name of the Examiners with affiliation: Signatures with date

1. External Examiner

2. Internal Examiner

4
 ACKNOWLEDGEMENT

The successful completion of the Project would not have been possible without the
guidance and support of many people. I express my sincere gratitude to Mr.SUHAAS ,
Sales Department of BYJUS, Bengaluru, for allowing to do my Project at BYJUS.

I thank the staff of The BYJUS employees, Bengaluru for their support and guidance and
helping me in completion of the report.

I am thankful to my internal guide Dr Dhanalakshni R V, for her constant support and

inspiration throughout the project and invaluable suggestions, guidance and also for
providing valuable information.

Finally, I express my gratitude towards my parents and family for their continuous
support during the study.

T R JAYANTH

1NH 20BA157

5
 TABLE OF CONTENTS

Pter no Page no
Tittle

ACKNOWLEDGMENT

1 THEORITICAL BACKGRUND OF STUDY ON

SELECTION PROCESS

2 INDUSTRY PROFILE AND COMPANY

PROFILE

3 RESEARCH METHODOLOGY

4 ANALYSIS AND INTERPRETAION OF

FINANCIAL STATEMENTS AND REPORTS

5 FINDINGS SUGGESIONS AND CONCLUSION

BIBLOGRAHY

6
EXECUTIVE SUMMARY

CUSTOMER SATISFACTION

It is a measure of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings) exceeds
specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and
constructs ofclasses of measures that appear in Marketing Metrics as part of its ongoing Common
Language in Marketing Project. In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customersatisfaction metric very useful in managing and monitoring their
businesses.

It is seen as a key performance indicator within business and is often part of a Scorecard. In a
competitive marketplace where businesses compete for customers, customer satisfaction is seen as a
key differentiator andincreasingly has become a key element of business strategy.

Purpose of Customer Satisfaction

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
"Customersatisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message aboutthe importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."

2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases inthe future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."

7
On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return
customers and might even evangelize for the firm. (A second important metric related to satisfaction
is willingness to recommend. This metric is defined as "The percentage of surveyed customers who

indicate that they would recommend a brand to friends." When a customer is satisfied with a product,
he or she mightrecommend it to friends, relatives and colleagues.

This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as
'1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative
comments about it toprospective customers. Willingness to recommend is a key metric relating
to customer satisfaction."
The value customers places on the product compared to another may be a better
indication ofcustomer loyalty.
Customer satisfaction should not be viewed in a vacuum.
For example, a customer may be satisfied with a product or service and therefore rate the
product orservice highly in a survey and yet same customer may buy another product.

CUSTOMER PERCEPTION OF QUALITY

ASQ SURVEY SHOWS THAT IMPORTANT FACTORS THAT INFLUENCE PURCHASING

ARE

1. PERFORMANCE

2. FEATURES

3. SERVICE

4. WARRANTY

5. PRICE

6. REPUTATION

Why customer satisfaction is important?

A Loyal customer is a treasure you should keep and hide from the world
According to the White House Office of Consumer Affairs, on average, loyal customers are worth up
to 10 times as much as their first purchase. Some research says that it is 6-7 times more expensive to
acquire a newcustomer than it is to keep a current one.

Banks or mobile providers know it best, so they don’t have any problem with going the extra mile for
a customer who is not quite satisfied and often offer him something special. Not only it is more
8
expensive but also much more difficult to keep existing and loyal clients (let alone keeping them fully
satisfied and happy!)than to gain some new ones.

Take this rule into account while organizing your customer service processes and do your best to look
after them.

9
 CHAPTER -1

THEORETICAL BACKGROUND OF THE STUDY

10
 CHAPTER -1

THEORETICAL BACKGROUND OF THE STUDY

INTRODUCTION

Learning styles have significantly changed over the years. Gone are those days when we memorized
the concepts and put it down during exams. The current teaching-learning environment prefers personalized
learning. The teacher is now a facilitator, a mentor and a guide. He/she is not just a content provider. The
teacher constructs knowledge through interaction with the students. The students do all the work and the
teacher guides them. This method of Constructivism was put forward by John Dewey (1859-1952), Bruner
(1915-2016), Piaget (1896-1980) and Lev Vygotsky (1896-1934). “Constructivism is the philosophical
and scientific position that knowledge arises through a process of active construction.

The strategy of constructivism is against the Behaviourist theory propounded by Pavlov and
Thorndike, which is based on the idea that learning happens through conditioning. The modern strategies
of teaching and learning are highly rooted in Constructivism. The facilitators construct the knowledge
through the active participation of learners. Learning is student-centred and the students are autonomous.
Teachers promote critical thinking of the students. They guide their students to find solutions to a problem.The
modern learning is highly technology oriented. Teachers make use of modern amenities like smart boards,
projectors, audio-visual aids, and online sites for teaching. Teaching and learning materials are available
at the click of a button. The internet, which is the largest network, has become a major tool for teaching-
learning process. Multimedia resources, blogs, online forums, online libraries and various websites,
provide information necessary for the user.

❖ Training and education related aspects have become a crucial part of effective and operative
functioning in power markets. Intense power market pressure in addition to a high financial value of market
actions leads to high educative requirements for corporate. The use of internet is important as many
organizations are now adopting technologies to improvise the efficiency in routine operations. Due to
international expansion of corporations, the opportunities of working with people from different countries
have increased and training people from all those countries together is an issue which e-learning successfully
addresses.
❖ In an era of constant learning and growing competition, many organizations ensure that the
technology which they are using is so developed that their workforce can learn anything, anywhere, anytime
11
with least manual efforts. The pace of change at workplace and resistance of employees to leave the workplace
for training for a longer duration emphasized on reducing cycle time for learning and the implementation of
knowledge has resulted in formation of ―just-in-time‖ rather than ―just-in-case‖ learning (harun 2002).
❖ Organizations require more economic and cost-effective training solutions than standard classroom
training and many companies consider e-learning as an alternative training solution (moolman & blignaut
2008). To ensure that an employee possess requisite knowledge and skills to perform a specific operation, the
importance of corporate training is undisputable for an organization. Primarily, corporate training is centered
on knowledge transfer e.g. Internal as well as external conferences and workshops are an important yet
expensive part for every business.

❖ Corporate learning however involves another dimension in training where learners as participants
contribute in generating new knowledge and skills that assists in the growth and development of the
organization. With the constant changes in all types of work environments brought by the knowledge economy
and rapid changes in technology, it is needed to train and retrain people in new technologies, products, and
services within the given environment (harun 2002). E-learning is a way of training which can assist an
organization in achieving its goal and the overall competitive advantage of the organization (chen & hsiang
2007). It can raise individual‘s employability and corporate effectiveness by increasing knowledge base and
skill base of the organization; also it can improve just-in-time training and employee‘s control over learning.
❖ E-learning means all forms of electronically supported teaching and learning practices (serrat 2010).
Industry training globally is thoroughly prepared to adopt the 'blended learning' approaches where online
learning and use of ict is combined with face-to-face learning (bielawski 2003), perhaps reflecting the diversity
of work-based skills required (de freitas 2007).

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 Era of e-learning

Across the world, every business large or small,

local or global is adopting elearning as a tool to impart
effective learning. E-learning in business refers to a kind
of training delivered via computer to individuals or groups
that helps in achieving organizational goals. The motive
of an organization in adopting.

elearning is to enable individuals to improve job performance and satisfaction, understand and learn the
skills needed for the job and to create a competitive work force in the organization. Undoubtedly, the idea of
e-learning over a period of time is spreading rapidly. E-learning in an organization can be defined as a kind of
training delivered via computer that meets individual learning as well as organizational goals.

The key to success of e-learning is to achieve the organizations strategic goals through reliable learning.
In order to do so, companies need to deliver highquality training programs that potentially can offer good
returns to corporations within their current training plans. They can make it through an electronic medium
hence it is the ―e‖ in e-learning.

All learning material is derived from the content within the e-learning system. Organizations generally
use elearning to help the learner improve job skills which lead to better performance and satisfaction and in-
turn create a competitive work force for the company. Undoubtedly the success of e-learning is spreading
rapidly.

DEVELOPMENT OF ED-TECH INDUSTRY

The outbreak of Covid-19 brought an unprecedented opportunity for the educational technology
(“EdTech”) sector in India. The traditional face-to-face interaction between a teacher and students suffered a
setback and almost instantaneously, there was a paradigm shift to the unconventional mode of online learning.
This change brought the spotlight on EdTech industry following which it received the requisite financial and
policy impetus to thrive through the financial year (FY) 2020-2021. A massive inflow of investments,
acquisitions, and emergence of new start-ups in the previous fiscal bear testimony to EdTech sector’s meteoric
growth.

Growth of EdTech- Turning COVID-19 crisis into opportunity

13
 The nationwide lockdown from March 2020, leading to shutting down of education institutions,
propelled an urgent need for them to look for technological solutions and upgrade their technological
infrastructure to ensure continuity in education. As an immediate measure, these institutions started relying on
third-party video conferencing applications like Zoom, Webex, Microsoft team etc. or on EdTech companies
like Byju’s, Unacademy, Vedantu etc for a seamless transitioning from offline mode to online mode of
learning.

However, it also highlighted how underprepared our economies were to tackle a global pandemic. This
was reflected particularly in the education system, which had been stagnant for decades in a brick-and-mortar
setup. This was even more true for Higher Education where Gross Enrolment Ratio is just 27.4% in India.

The year 2020 was a pivotal year when employers understood the importance and relevance of work
from home as well as learn from home. On the other hand, learners realized that upskilling or reskilling is the
only way to grow and continue to have a sustained career.

Plus, the shift to digital even for Degrees as envisaged in the National Education Policy (NEP 2020) all
align extremely well with emerging tech and give me hope that finally, we shall see a huge surge in digital
adoption in education.

14
 This will be the focal year for that and could be the catalyst for higher GER in Higher Education and
more outcome-led and inclusive education.

As soon as the Covid-19 pandemic hit, governments across the world announced complete lockdowns.
This also meant an acceleration for the need to shift away from brick and mortar and towards a digital form of
education and learning. While this stage was initially difficult for all the stakeholders, it marked one of the
most drastic developments in the education history of the world, let alone our country!

Quality education for a child is an aspiration of every parent in India. Indian education system, being
one of the largest across the world, caters to the education needs of massive population of ~430 mn between
the age group of 6-23 years. Though, formal education system in India is multi fold and regulated, the demand
for informal education which includes supplemental learning tools, coaching classes, test preparation,
vocational training etc. has grown up significantly in last five years as a result of introduction of education
technology in India.

The transformation is significant in tier 3 and 4 cities, towns and villages where the students have been
able to get access to quality education at the remote locations through edtech platforms. Fortunately for India,
the introduction of edtech has coincided with growing internet penetration in with availability of cheaper
smartphones and low data prices.

15
This has increased ease of access to the quality education through various learning platforms among
Indian students across the nation.

16
17
 BACKGROUND OF THE STUDY :

India has the largest K-12 educational market in the world, with about 260 million enrolled students.
Since 2015 when the app was launched, 900,000 students have purchased annual subscriptions. While it has
not yet reached 1 percent of the market, it has made significant inroads beyond the top 10 large metropolitan
cities and has democratized access to education with its footprint across 1,700 towns in tier II, III, and IV
cities. Without a direct marketing effort, it expanded to Middle Eastern countries where there is a large Indian
diaspora. About 4 million students in the Middle East follow the Indian curriculum and Indian TV
programming can be seen in certain parts of the region. Parents and children were seeing BYJU’S television
commercials or had heard about it from friends and family living in India and were downloading the app.

While BYJU’S was not actively marketing in this region, it reaped collateral benefits. Given the success
thus far, it is working on expanding the product, targeting the English-medium population (where English is
not the mother tongue but is the main language of instruction), which is about 120 million students. The content
is easily re-usable in other countries because math, and to a large extent science, is universal. For instance, the
Pythagorean theorem is the same worldwide.

Since the pedagogy for the concepts has already been extensively researched and developed, the script
remains the same. It will change the teachers and select instructors that have a more neutral accent and adapt
the examples to the local context. Many of the special effects created in post-production remain the same.
Given the structure of the micro-modules, it is very easy to align to any curriculum in any geography. It can
eventually adapt the content to other languages.

BYJU’S has about 100 hours of content per subject. It has found that about 60 percent of the content is
common to all students. About 20 percent of content is used by students who are curious and want to explore
the subject further, and an additional 20 percent is used by students who need reinforcement.

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 CHAPTER -2

INDUSTRY PROFILE AND COMPANY PROFILE

19
 CHAPTER -2

INDUSTRY PROFILE AND COMPANY PROFILE

ABOUT EDUCATION INDUSTRY :

India’s education sector offers a great opportunity with approximately 29 per cent of India’s population
being between the age group of 0-14 years. India’s higher education segment is expected to increase to US$
35.03 billion by 2025. The education sector in India is estimated atUS$ 91.7 billion in FY18 and is expected
to reach US$ 101.1 billion in FY19. As of December2018, internet penetration in India had reached 46.13 per
cent. Increasing internet penetration will help in education delivery. India has over 250 million school going
students, more than any other country.

It also has one ofthe largest networks of higher education institutions in the world. Number of colleges
and universities in India reached 39,050 and 903, respectively in 2017-18. India had 36.64 million students
enrolled in higher education in 2017-18. Gross Enrolment Ratio in higher education reached 25.8 per cent in
2017-18. In December 2018, the government of India published that 3.43million candidates had enrolled in
the Pradhan Mantri Kaushal Vikas Yojana (PMKVY) 2016-20

History of ed- industry in India

India holds an important place in the global education industry. The country has one of the largest
networks of higher education institutions in the world, with ~260 million students enrolled in >1.5 million
schools and ~39,000 colleges, primarily dominated by the private sector. In india, the education market stood
at us$ 100 billion in 2016 and is expecte180 billion by 2020, presenting itself as a lucrative opportunity for
monetisation.

Introduction of technology has led to increasing acceptance of alternative learning modes such as online
learning in India. As of 2016, India witnessed a growth in users with 40% of the total population using the
internet. The internet user base is expected to reach 735 million by 2021, highlighting a positive outlook for
online education in India. With the highest adoption rate of technology among the youth and an exponential
rise in the number of smartphone users, the country will witness an incredible pace of internet growth.

The online education market stood at us$ 247 million in 2016 with ~1.57 million paid users; is expected
to expand at a 52% cage to reach us$ 1.96 billion in 2021 driven by increased consumer adoption,
improvements in offerings and changes in business models. The paid user base is expected to increase from
20
1.57 million users in 2016 to ~9.6 million in 2021. Out of 1400 edtech companies in the world, india has the
second-highest number with 327 companies (10%).

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
21
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.

India has over 250 million school going students, more than any other country. It also has one of the
largest networks of higher education institutions in the world. Number of colleges in India reached 39,931 in
FY19. As of May 17, 2021, number of universities in India reached 988. India had 37.4 million students
enrolled in higher education in 2018-19. In FY21, Gross Enrolment Ratio in higher education in India was
27.1%. Higher education institutes in India are focussing on creating online programmes due to the increasing
demand from consumers. In India, the online education market is forecast to reach ~US$ 11.6 billion by 2026.
ICAR is one of the largest national agricultural organisations in the world. It has 122 institutes and 67
agricultural universities across India, as of July 2021.

Industry reports :

• According to KPMG, India has also become the second largest market for E-learning after the
US. The sector is expected to reach US$ 1.96 billion by 2021, with about 9.6 million users from
US$ 247 million and around 1.6 users in 2016.
• In 2020-21, there were 9,700 total AICTE approved institutes. Of the total, there were 3,610
undergraduate, 4,768 postgraduate and 3,979 diploma courses in AICTE approved institutes as
of August 2021.
• According to the National Institutional Ranking Framework, 7 positions were bagged by
prominent Indian Institutes of Technology out of the top 10 institution rankings in 2020.
• Under the National Education Policy 2021, the government will set up regional, national
institutes for virology, >15,000 schools, 100 new Sainik schools and 750 Eklavya model
residential schools in tribal areas
• Education sector in India remains to be a strategic priority for the Government. The Government
has allowed 100% Foreign Direct Investment (FDI) in the education sector through the automatic
route since 2002. From April 2000 to September 2020, Foreign Direct Investment (FDI) equity
inflows stood at US$ 3,849.20 million.
• In India, the edtech market is expected to reach ~US$ 3.5 billion by 2022. Indian ed-tech startups
have received a total investment of US$ 2.22 billion in 2020, up from US$ 553 million in 2019.

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 COMPANY PROFILE :

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-

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

23
 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

24
 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

Recognizing that people learn in different ways, BYJU’S addressed contextual, visual, and theoretical
learners through the platform. By blending all three learning dimensions into one tool, the product became
highly effective because it could impact a broader number of students with different learning styles. To make
the product captivating, the platform effectively integrates content, media, and technology.

The platform is developed by a multi-disciplinary team that is made up of “Rockstar” teachers with more
than 15 years of experience, researchers, and students from the best universities that are passionate about their
subject. First, the research team investigates the pedagogy and develops extensive knowledge maps for each
concept. Then, they analyze the best way to provide real world metaphors that make the content interesting
25
 and relevant to the target age group. They develop a storyboard and brainstorm ideas to make the content come
to life with special effects such as “virtual objects” that are floating visual graphics, animation, and
gamification. Once the script is developed, the content is tested with a group of about 35 paying students at
one of their tutoring centers sites in Bangalore. This focus group environment allows the team to observe
student reactions. The questions they ask are incorporated into the script.

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.

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

26
• 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.

PRODUCT/SERVICES OFFER BY COMPANY:

❖ BYJU’S IAS Prelims Test Series – 2021BYJU’S IAS Prelims Test Series – 2021
❖ Regular price
❖ Rs. 10,000.00
❖ Class 10 – Math & Science
❖ Class 10 – Math & ScienceClass 10 – Math & Science
❖ Regular price
❖ Rs. 26,000.00
❖ Class 9 – Math & Science
❖ Class 9 – Math & ScienceClass 9 – Math & Science
❖ Regular price
❖ Rs. 26,000.00
❖ Class 8 – Math & Science
❖ Class 8 – Math & ScienceClass 8 – Math & Science
❖ Regular price
❖ Rs. 26,000.00
❖ Class 7 – Math & Science
❖ Class 7 – Math & ScienceClass 7 – Math & Science
❖ Regular price
❖ Rs. 26,000.00
❖ Class 6 – Math & Science
❖ Class 6 – Math & ScienceClass 6 – Math & Science
❖ Regular price
❖ Rs. 26,000.00
❖ IAS 2022 (Pre & Mains) Tablet Learning (English)
27
❖ IAS 2022 (Pre & Mains) Tablet Learning (English)IAS 2022 (Pre & Mains) Tablet Learning (English)
❖ Regular price
❖ Rs. 91,000.00
❖ Bank PO Course | IBPS | SBI & Other Major Banks PO
❖ Bank PO Course | IBPS | SBI & Other Major Banks PO

FUTURE GROWTH OF THE COMPANY:

Byju's plans to invest $1 billion in the North American market over the next two years.
...
With steady business growth prediction in India, why do Byju's want to look at the American market?

Company Projected revenue in FY22

Byju's Future School $100 million+

Epic $100 million+

Osmo $100 million+

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

28
 • 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

Size of theorganization

• In terms of manpower:

In terms of man power byju’s currently employ around 3200to 4000employees.

• In terms of turnover:

Turnover
2012 4crore
2013 12crore
2014 20crore
2015 48crore
2017 120crore
2019 256crore
2020 520crore

29
 Chart Title
6

0
Category 1 Category 2 Category 3 Category 4

Series 1 Series 2 Series 3

Market share and position of the company in theindustry

30
MARKETING

In the early days, BYJU’S classes spread like wildfire through word of mouth but to quickly reach millions
of students nationwide, it needed a different tactic that would enable it to rapidly create brand awareness and
scale up. It started with a digital marketing campaign. In the last half of 2016, it was generating 9,000
downloads per day, mostly in the large cities. With the objective of getting in the hands of as many children
as possible, in 2017, it launched a series of nationwide television campaigns that featured a popular Bollywood
star, Shah Rukh Khan. After the television campaigns, app downloads spiked to 50,000 per day. Without any
marketing or communications efforts, downloads are currently sustained at about 25,000 downloads per day.
The television campaigns allowed it to reach very small towns where there was less access to digital platforms.

COMPETITION

There is no directly comparable digital product on the market. The online market consists of a few players such as Khan
Academy, which also offers access to a free library of teaching videos, but it does not generate the same level of
engagement because the format replicates a teacher using a blackboard. The lack of special effects reduces the dynamism
and does not cultivate the same level of child interest. BYJU’S primary competition is the offline tutoring industry,
which is largely focused on test preparation. Anita explains, “They capitalize on fear of exams that is widespread across
India. Students feel pressure and stress and are grappling with complex theoretical material that is being learned through
memorization.” There are a few companies, the largest with 150,000 students, but overall the market is highly
fragmented and consists of teachers offering supplemental services after school to their students. The offline model is
constrained by geography and is very hard to scale.

31
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 )

Organization structure of thecompany

32
 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

Byju's's competitors

• Byju's.
33
• Vedantu.

• Toppr.

• Meritnation.

• Simplilearn.

• Khan academy.

• Wonderschool.

• Age of learning.

Byju's is also not a typical edtech company they are more of an education media technology company. The
programs that byju's has to offer are more comprehensive and interactive as they use movie-like videos and
game-like interaction in their content

Swot analysis

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

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.

34
 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.

Weaknesses

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
35
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

36
 – 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

37
 & 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.

CONCLUSION :

Byju Raveendran’s childhood experiences gave him an innate ability to learn. He had a special aptitude
for difficult subjects that magnetically attracted his peers—yearning to learn his secret. From his early days
coaching his friends for college entrance exams, he wanted to share his same love of learning with others.
Today, Byju wants to revolutionize the way that millions of students think and learn. He has successfully
translated his passion for acquiring deeper knowledge into a highly effective app that is improving the way
that concepts are taught and he is able to do it on a mass scale. Byju explains, “We strongly believe that a
product like this can change the way that students learn across the globe.” By helping students like Jubair learn
more profoundly and become proficient in math and science, the app is bridging major socio-economic divides
and improving chances of upward social mobility that will help break the cycle of poverty. For Byju, success
is not measured by financial performance, rather it is measured by how many millions of students are learning
more effectively. He hopes that by cultivating a new generation of students armed with an inherent curiosity
that they will be able to figure out what they are good at and pursue their dreams with relentless passion. He
wants them to be “inspired to learn more, to dream more, and to become more.” An educated and motivated
population will spur innovation, pioneer the new jobs of the future, and make contributions to societies around
the world, and BYJU’S wants to play a role

38
 CHAPTER-3

RESEARCH METHODOLOGY

39
 INTRODUCTION:

Customer satisfaction

In general satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a

product perceived performance (or outcome) in relation to his/her expectations. If the performance falls short
of expectations, the consumer is dissatisfied. Is the performance match the expectations the customer is
satisfied.

Fundamentals of customer satisfaction

Excellent service is not an end in its own right nor is customer satisfaction; it is a means to anend. The
aim of commercial organization is to make profit and the aim of public organization is toprovide an efficient
service within budget c. service excellence is only required in so for as it achieved these objectives. It is
possible to have very satisfied customer who are not profitable andto invest in high quality service, which
does not affect the customer buying behaviors. It is also possible to over invest in quality to such an extent
that the customer finds the service unattractive.It is therefore important to find out which factors of service
influence most the customer prosperityto buy and to be ahead of nearest rivals of these factors in terms of
services offer.

1.Statement of the problem:

Individuals act and react based on their perceptions, not on the basis of objective reality. For
each individual, reality is a totally personal phenomenon, based on that person’s needs, wants,
values, and personal experiences.

2. Objective of the study:

1. To analysis the factors influencing the role of consumers in buying process.

2. To study the company’s image in the minds of consumers.

3. Opinions about products purchase or service received.

4. Overall satisfaction with a product, location or service.

5. Recognition of the brand and its marketing efforts.

40
3. Research Methodology:

Source of Data: Data was collected based on two sources:

1. Primary Data
2. Secondary Data
Methods of collecting Primary Data:

1. Personal interview
2. Questionnaires
Methods of collecting Secondary Data:

The secondary data is collected through published sources such as:

• Company manuals and textbooks

• Annual reports
• Company profile
• Product profile

PLAN OF ANALYSIS

Percentage Analysis:
It is the method to signify raw streams of data as a percentage (a part in 100 - percent) for better
understanding of collected data.
Pie chart and bar chart will be used for analysis.

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of discovering
useful information, suggesting conclusions, and making a good decision. Information examination has various
methodologies, enveloping assorted strategies under an assortment of names, in various business,science, and
sociology spaces

In this study Pie Chart is used for questionnaire which is collected from the customers.
41
The data collected is analysed and shown in the form of:

Tables
Charts
Graphs
Comparative diagrams/figures.

On the basis information collected by the questionnaire the charts and the tables will be prepared. The tabulated
data and will be analysed with the help of percentages. The result thus obtained will be depicted through charts
and graphs. Inferences will be drawn and suitable suggestions will be given.

LIMITATIONS OF THE STUDY:

1. Consumer’s habits, tastes and preferences are being changing day by day.
2. Due to limitation of time an extensive and through study could not be conducted.
3. Marketing research is a technique of science but is not really an exact science
thereforeresult may not be accurate.
4. The study was conducted on a small sample of customers hence the findings cannot
begeneralized, and all limitation of sampling techniques applies.

42
 CHAPTER -4

DATA ANALYSIS AND INTERPRETITION

43
 1. Gender of the Respondents

Table showing the Gender of the Respondents

GENDER NO OF RESPONDENTS

Male 55

Female 45

Total 100

Analysis

The above analysis shows that 55 percent of respondents are Male and 45 percent of the respondents are
Female.

Chart showing the Gender of the Respondents

Respondents

45% Male
55% Female

Interpretation

The above analysis shows that the majority of the respondents are the Male that is around 55 percent by this it
can be interpreted that Male population is more in preferring Byjus products.

44
 2. Customer level of satisfaction
Table showing the customer level of satisfaction

Particulars Respondents Percentage

Good 54 54%

Average 28 28%

Bad 18 18%

Total 100 100%

Analysis:
this table shows that 54% of the respondents are satisfied to the level of good by buying the product, 28%
of the respondents are averagely satisfied by buying this product, and atlas 18% of the people who have buy
the product are not satisfied.

GRAPH SHOWING THE CUSTOMERLEVEL OF SATISFACTION

Satisfaction
good
18%
Average
28% 54%
bad

Interpretation:
The bar graph shows that the most of the people who buy byjus product are satisfied andthey are happy in
buying the products.

45
3. Does using promotional videos and pictures of BYJU’S creates a better image in
mind of person?

Table showing better image in mind of person.

particulars respondents

Strongly agree 40

Agree 20

Neutral 30

Disagree 10 Analysis:
this
table shows that 40% of the respondents strongly agree to a better image in mind of person, 20% of the
respondents are agree with this product, and 30% of the people who have buy the product are neutral,
10% disagree with the product.

Graph showing better image in mind of person.

strongly agree Agree Neutral Disagree

Interpretation

With the reference of the data information comes out that 40% of responses are agree, 20% of
responses are strongly agree and 30% of responses are neutral, 10% responses are disagree.

46
 4 Online education app preferred by the respondents.
Table showing education app preferred by respondents.

Particulars Respondents

Byjus 65

Vadantu 20

Uncademy 15

Analysis:
The above table revels online education app preferred by the respodents shown that 65% of the
respondents are using byjus, 20% of the respondents are using Vadantu, 15% of the people are using
Uncademy.

Graph showing education app preferred by respondents.

Sales

15%
byjus
20% Vedantu
65% Unacdemy

Interpretation:
The above table revels online education app preferred by the respodents shown that 65% of the
respondents are using byjus, 20% of the respondents are using Vadantu, 15% of the people are using
Uncademy.

47
5: Respondent problem experienced during BYJUS APP

Table showing problem experienced during the app

Particulars Respondent

Advertisement 58%

Poor network 32%

Not user friendly 10%

Interpretation:
The above table shows the problem experienced by respondent during e-learing. It is clear that 58% of
the respondent experienced problem of advertisement. 32% is due to poor network and not user
friendly are 10%.

Graph showing problem experienced during the app

Sales

25% Adveretisment
Poor network
61% 14% Not user friendly

Analysis:
The above table shows the problem experienced by respondent during e-learning. It is clear that 58%
of the respondent experienced problem of advertisement. 32% is due to poor network and not user
friendly are 10%.

48
6: Do you find byjus online classes more interactive?

Table showing respondents find online classes more interactive

Particulars Respondents

Yes 34%

No 30%

Maybe 36%

Analysis:
The above table shows that the respondents interactive toward online education. Mainly here 36% of
the respondents feel interactive where 30% don’t 36% are either way which is not good outcome.

Graph showing respondents find online classes more interactive

Sales

36% 34% Yes

No
Maybe
30%

Interpretation:
The above table shows that the respondents interactive toward online education. Mainly here 36% of
the respondents feel interactive where 30% don’t 36% are either way which is not good outcome as if
interactive toward the online education is the way the prospect its curriculum must be made more
interesting and attractive.

49
7: Which is the better way of learning?

Table showing better way of learning

Particulars Respondents
Online 13%

Offline 22%

Both 65%

Analysis:
The above table shows the respondents are used to learning both ways as online and offline as 65%,
22% respondents for offline and 13% for online.

Graph showing better way of learning

Sales

Online Offline Both

Interpretation:
The above table shows the respondents are used to learning both ways as online and offline as 65%,
22% respondents for offline and 13% for online, still thinks that offline education is more suitable than
13% online education.

50
8: What challenges do you face during the online study?

Table showing challenges faced during the online study

Particulars Respondents
Distraction by notification 25%

Network issue 45%

Problem with Q&A 30%

Analysis:
The above table shows the respondents faced during the online study distraction by notification 25%,
network issue 45%, problem with Q&A.

Graph showing challenges faced during the online study

Distraction by
30% 25%
notification
Network issue

45%
Problem with Q&A

Interpretation:
The above chart shows that the respondents face various types of issue during online education in
which the most common problem is the network 45%, problem with Q&A 30%, 25% with distraction
by notification.

51
 9: Is creative video learning is helpful/useful for students

Table showing video learning is helpful for students

Particulars Respondents

Yes 86%

No 14%

Analysis:
By this information what I got from responses 86% responses are yes, 14% responses are No.

Graph showing video learning is helpful for students

14%

86%

Yes No

Interpretation:
By the above graph shown the respondents for creative video learning is helpful for students, 86% of the
students says yes and 14% respondents says no.

52
 10: Which type of product is does customers prefer in Byjus?

Table showing types of products does customer prefer

Particulars Respondents

BTLA 68%

Neo Classes 32%

Analysis:
The above table shows that customers prefer BTLA 68% more than the neo classes, where as BTLA is
cheaper than neo classes.

Graph showing types of products does customer prefer

32%
BTLA
68%
Neo classes

Interpretation:

By the above graph shown the respondents for products does customer prefer, 68% of the students says
BTLA and 32% respondents says neo classes.

53
11. Service provided by byjus employees
Table showing service provided by byjus employees

Particulars Respondents

Good 46%

Average 38%

Bad 16%

Analysis:
The above table shows that 46% of the respondents are happy with the behavior of the employee,38%
of the respondents are ok or average happy where they are not satisfied fully with the behavior of the
employee, 16% of the respondents are having that they are not happy with the behavior of the employees.

Graph showing service provided by byjus employees

Bad

16%

Goo
d

Averag
e

Good Average
Bad

Interpretation:
The bar graph shows that the most of the respondents replied that the service of the employee was good
where his behaviour was good and he took care of the customer as well and they were satisfied and most
of the respondents think that the service was good but it did not satisfy the customer.

54
12: Does customer like to purchase the product again.
Table showing does customers like to purchase product again.

Particulars Respondents

Yes 78

No 22

Analysis:
The above table shows that 78% of the respondents are willing to purchase again to buy the byjus
product, 22% of the people are not willing to purchase again.

Graph showing does customers like to purchase product again.

Yes No

Interpretation:
the bar graph shows that most respondents are willing to purchase again to buy the Byjus product they are
loyal to the brand as well as loyal to the shop and some respondents were not willing to purchase but
they want to buy the product in any of the online store.

55
 13: Why do customers like to repurchase the Byjus product

Table showing customers like to repurchase the Byjus product

Particulars Respondents

Content in Lessons 66%

More informative videos 24%

Analysis: The above table shows 66% of the people are willing to purchase again because they have
good content in the lessons. 24% of the people are willing to purchase again for of more informative
videos the product that they produce.

Graph showing customers like to repurchase the Byjus product

Content in Chapters More informative videos

Interpretation
The above graph shows 66% of the people are willing for more content in lessons again and because
they have good service towards the customer. 24% of the people are willing for more informative videos
again of the product that they produce.

56
14: Showing better brand to compare with byjus

Table showing better brand to compare with byjus

Particulars Respondents

Vedantu 60

Unacademy 40

Analysis:
The above table shows that 40% of the respondents choose Unacademy as the best competitor for Byjus,
60% of the respondents choose Vedantu.

Graph showing better brand to compare with byjus

Vedantu Unacedemy

40%

60%

Interpretation:
The above graph shows that Vedantu is the brand which is mostly recommended by therespondents as a
better brand to compare with Byjus, and other two brand try to compete with Byjus but they are not
succeeding.

57
15: Overall experience with the byjus the learning application.
Table showing Overall experience with the byjus the learning application.

Particulars Respondents

***** [5 star ] 20

**** [4 star ] 56

*** [ 3 star ] 16

** [ 2 star ] 8

* [ 1 star ] 0

Analysis:
The above table shows that 20% of the respondents choose 5 stars, 56% of the respondents choose 4
stars, 16% of the respondents choose 3 stars, 8% of the people choose 2 stars.

Graph showing Overall experience with the byjus the learning application

8% 0%
20%
16% 5 Stars

4 Stars

3 Stars

2 Stars
56%

Interpretation:
The above graph shows that most of respondents choose 4 stars because they were happy with theproduct
but they felt something was missing and more 50% of the people choose it because they were having
good products, collections, and quality.

58
 CHAPTER 5

FINDINGS AND CONCLUSION

59
 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.

60
SUGGESTIONS

It has been found out from the research that there is no differentiation in gender in the preference of E-
learning courses. However, it has been found out that the male gender preferred the quality of the author
and the technology of the course. Therefore, these aspects must be highlighted when promoting the course.
This further gives insights on how the E- learning industry can increase its market presence in India with
targeting the male audience for the courses.

2) It has been observed that the female gender gave more importance to the location, time schedules and
the availability of course material. Therefore the flexibility in the timings of the course could be an
advantage to tap the market for female students.

3) The research survey undertaken among the HR’s proves that students gaining degrees from traditional
classroom teaching courses are more preferred to the students pursuing the E- learning courses. There
should be an awareness created among the HR about the equivalence of e-learning courses.

4) The number of the students choosing to pursue E- learning courses is higher in the age group of 30-40
followed by 20-30. The number of learner’s undertaking E- learning courses in the age of 40 and above is
low because of the technological complexities involved. Inorder to tackle this issue, institutions must make
the LMS more student friendly and easy to use.

61
 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-

❖ 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.

62
 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/

63
CUSTOMER SATISFACTION
ORIGINALITY REPORT

8 %
SIMILARITY INDEX
%
INTERNET SOURCES
8%
PUBLICATIONS
%
STUDENT PAPERS

PRIMARY SOURCES

1
Elena Gurgu, Rocsana Bucea-Manea-Ţoniş.
"Chapter 13 The Path Less Traversed:
1%
Neuroscience and Robots in Nudging
Consumer Happiness", Springer Science and
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