PROJECT REPORT BYJU’S

STUDY ON THE MARKETING STRATEGIES OF BYJU'S APP

BYJU’S:
Byju’s is an Indian multinational educational technology company, headquartered in
Bangalore, India. It was founded in 2011 by Byju Raveendran and Divya Gokulnath. Byju's
is the world’s most valuable education technology company. After raising $1 billion in 2021,
Byju's' market valuation stands at $15 billion.

ABSTRACT
Over the last fifteen years, technological advancements have brought about significant
improvements to the present educational system.
"Self-learning," which makes use of internet platforms, has supplanted the earlier method of
learning by repetition. Through its more than three million annual memberships, Byju's-The
Learning App (Byju's) has become the most popular educational app in India.
The educational application makes use of a variety of information, media, and technology in
order to foster a more participatory and engaging learning experience for the students. "Byju
Ravindran," the company's founder, began this endeavour in the year 2011, and throughout
its early days, the company's primary emphasis was on providing online video-based learning
packages for the K-12 market as well as for competitive examinations.
During the month of August in 2015, the company introduced Byju's: The Learning App.
Both the Byju's Math App for children and the Byju's Parent Connect app were released in
the year 2017.
The number of users has reached 15 million by the year 2018, with 900,000 of those users
being paying subscribers at that time.
In the same year, Byju's became India's first edtech unicorn.
In the month of September in the year 2023, they are operating it with a net turnover of 5.1
billion dollars, and they have 150 million students enrolled with them.

INTRODUCTION
The techniques of learning have undergone significant transformations over the course of the
years. Gone are the days when we would be able to remember the whole night and then write
it down on the test paper the following day.
The students are in charge of their own education, and learning is centred on them. Students
are encouraged to engage in critical thinking by their teachers. They act as a guide for their
pupils while they search for answers to an issue.
Learning in the current day is driven mostly by technological advancements. In the
classroom, educators make use of contemporary resources such as interactive whiteboards,
projectors, audio-visual aids, and websites that are accessible online.
 The resources necessary for education and instruction may be accessed with only the touch
of a button.
Due to the fact that it is the biggest network, the internet has emerged as a significant
instrument for the teaching and learning process. Information that is required by the user may
be obtained from a variety of websites, blogs, online forums, online libraries, and multimedia
resources.
Students from all around the globe are using these contemporary technologies for the
purpose of acquiring knowledge.
The usage of multimedia courseware, which helps to foster emotional learning that is more
engaging and learner-centered, may be used by both teachers and students alike.
The students are able to identify real-world events that are relevant to their course of study
and make use of individual learning methods that are tailored to their own requirements.
Byju's is an education tutoring app that operates on a freemium basis, with free access to
material restricted for a period of fifteen days following registration.
All of this is accomplished by those applications that are designed for virtual learning.
It was first introduced in August of 2015, and it provides instructional material for kids in
grades four through twelve.
In 2019, an early learning programme was introduced for children in grades one through
three. In addition to this, it prepares students for tests in India, such as the IIT-JEE, NEET,
CAT, and IAS, as well as examinations from other countries, such as the GRE and GMAT.
Students are able to study at their own speed via the use of digital animation movies that
range from 12 to 20 minutes in length and teach students' academic topics and ideas.
According to Byju's, the company has a total of 40 million users and three million paying
members on an annual basis.

HISTORY
Byju's' app was developed by Think and Learn Pvt Ltd, established by Byju Raveendran and
Divya Gokulnath in 2011.
Raveendran, who was trained as an engineer, started coaching students to pass mathematics
exams in 2006. In 2011, he and his wife founded an educational company with the help of his
students offering online video-based learning programs for the K-12 segment as well as
competition exams.
In 2012, Think and Learn entered both Deloitte Technology Fast 50 India and Deloitte
Technology Fast 500 Asia Pacific ratings and has been present there ever since. In August
2015, after 4 years of developments, the firm launched Byju's: The Learning App.
In 2017, Think and Learn launched Byju's Math App for kids and Byju's Parent Connect app
to help parents track their child's learning course.
 By 2018, it had 1.5 crore (15 million) users and 900,000 paid users. In July 2019, Byju's won
the sponsorship rights for the Indian cricket team jersey, replacing its former sponsor Oppo.
Mohanlal and Shah Rukh Khan are the brand ambassadors for Byju's.
Byju's subsidiary WhiteHat Jr. was asked to remove their five television advertisements by
the Advertising Standards Council of India (ASCI) due to misleading advertisements.
WhiteHat Jr. had created a fictional character named "Wolf Gupta" for its social media
advertisements, without disclaiming that he was just a character.
They often claimed his age to be between 6–14 years who got job offers worth crores in
multiple posters.

PRODUCTS AND SERVICES

Byju's is an education tutoring app that runs on a fermium model, with free access to content
limited for 15 days after the registration. It was launched in August 2015, offering
educational content for students from class 4 to 12.
and In 2019 Early learning program has started for class 1 to 3. It also trains students for
examinations in India such as IIT-JEE, NEET, CAT, IAS and international examinations
such as GRE and GMAT.
Academic subjects and concepts are explained with 12-20 minute digital animation videos.
Byju's reports to have 4 crore (40 million) users overall, 30 lakh (3 million) annual paid
subscribers and an annual retention rate of about 85%. In 2019, the company announced that
it would launch its app in regional Indian languages.
It also planned to launch an international version of the app for English-speaking students in
other countries.
Recently, Byju's launched new programs in its Early Learn App for students of kindergarten
as well. In April 2021, the company also announced the launch of "BYJU'S Future School" to
be led by WhiteHat Jr Founder Karan Bajaj.
The Future School aims to cross the bridge from passive to active learning with an interactive
learning platform blended with coding and other subjects like Math, Science, English, Music
and Fine arts through storytelling. BYJU'S will launch the Future School in the USA, UK,
Australia, Brazil, Indonesia and Mexico in May.
ACQUISITION
• In July 2017, Think and Learn acquired TutorVista (including Edurite) from Pearson.
• In January 2019, Byju's acquired a US-based Osmo, a maker of educational games for
children aged 3–8 years for $120 million.
• Byju's also acquired Indian startup WhiteHat Jr for $300 million.
• In February 2021, Byju’s acquires Mumbai-based doubt clearing platform Scholr.
• In April 2021, Byju's acquired test prep firm Aakash Educational Services Ltd. in an
estimated $950 million cash and stock deal. Aakash's founders and Blackstone Group will
receive minority stakes in Byju's as part of the deal.
OBJECTIVE AND ANALYSIS
Understanding the Target Audience 8 It is a real challenge for one marketing campaign to
target two really different audiences of a different age group and thinking process, but
BYJU’s surely managed to find that link which drives decision-making among its audience.
Here is how the company did/does it:

Targeting the Student Community:

Being the actual users of the platform, the students are majorly concerned about the
experience they will receive.
Hence, their opinion about the app is hugely impacted by their learning journey with the app.
To earn the support of the learners, BYJU’s left no stones unturned, and targeted this
audience group very smartly.
Firstly, the company came up with an early learning app for the students. Also, partnered
with Disney to make the learning experience more interactive for the kids and created
trademark Disney stories, educational games and digital worksheets which led their path to
success amongst the students.
BYJU’s also worked with the King of Bollywood, Shah Rukh Khan, as their brand
ambassador which attracted this age group to their platform.
Their television advertisements began with their first ad with Shah Rukh Khan that aired
during India-Pak match and it turned out to be a real success and prompted the audience to
download BYJU’s app.
But, their approach for the grown up students was a bit different, since they have a different
kind of understanding and learning responsibilities.
BYJU’s encountered the common tensions which many students face such as clearing an
entrance exam and conveyed themselves as a powerful tool that will help the students crack
their dream.

Targeting the Parent Community:

You must have heard or watched a video from the campaign “Come Fall in Love With
Learning” It was a phenomenal Video Marketing Campaign and it left a lasting impact on the
minds of parents and broke one of the biggest myths about technology.
This campaign shed light on how the modern devices can help their kids in learning and can
offer rich and interactive content for the students. Mrinal Mohit, COO, BYJU’S commented,
“At BYJU’S, creating quality and seamless learning experiences for students have been our
key focus area.
Parents often think that children use smart phones for entertainment only. This campaign has
been crafted to help parents 9 understand the importance of learning through smart devices
and how the concept of using smart phones as a learning device is becoming widely popular.
 In fact, the TV commercial depicts real-life scenarios that students learning from smart
devices would have gone through at some point or the other.
We are confident that this new campaign will help us instill trust in the fact that better
learning experiences enable students to become self-learners and learn for the love of
learning, rather than the fear of exams.”

MARKETING PROBLEMS FACED

The marketing journey of India’s No 1 Edtech brand has been a rollercoaster with many
successful marketing campaigns gaining a prodigious amount of business for BYJU’S and
even some failed campaigns which have some important learning for every marketer.

SWOT Analysis of BYJU’s

The Learning App SWOT analysis of BYJU s The Learning App can be based to make
important strategic decisions and accomplish the business objectives.
The four components of BYJU s The Learning App SWOT analysis are given below.
Strengths of BYJU s the Learning App Strengths of BYJU s The Learning App is the first
element of the SWOT matrix.
• The geographic presence in different regions can act as one of the major strength of the
organisation. It determines the business’s reach to the target market and ensures the easy
accessibility.
• The wide product portfolio can allow the organisation to expand the customer base and
offset the losses from one product category with benefits obtained from the other.
• Strong online presence on different social networking sites and efficient social media
management can enhance the effect of positive e-WOM and develop strong relationships with
customers.
• Strong financial position and health can allow the firm to make further investments.
• Access to the suppliers that offer raw material at a lower cost can improve the overall
business efficiency.
• The locational advantage can improve the competitive positioning of the firm in various
ways, such as- lower cost, improved accessibility or enhanced brand image.
• Competent and committed human capital can act as a powerful source of competitive
advantage, particularly when business is service oriented in nature.
• High product quality increases brand loyalty and improves BYJU s The Learning App's
performance in a competitive market.
• Workplace diversity can also act as a major business strength, particularly when the
organisation intends to operate in the international market.
• The horizontal and/or vertical integration can increase the control over whole value chain,
result in improved access to raw material and quick product delivery to the final customer.
 • An organisation may own different intellectual property rights that can make the product
offerings unique and exclusive, making it difficult for competitors to imitate. Weaknesses of
BYJU s The Learning App Weaknesses of BYJU s The Learning App is the second element
of the SWOT matrix.
• The organisation can draw the criticism from the environmentalists for its poor waste
management practices and inability to integrate sustainability in business operations.
• The company may lose efficiency due to poor inventory management practices. The
shortage or excessive inventory can either result into
• The cash shortage or insufficient current assets negatively affect the liquidity position and
harms the overall business performance.
• Insufficient budget for the marketing and promotion activities weakens the firms’ ability to
expand the customer base and encourage repeat purchase.
• Less expenditure on the research and development activities can weaken the company
performance due to poor local/international market knowledge.
• The inability to understand customers’ needs and expectations lead to an ineffective
strategic decision-making process. With this weakness, the organisation may not be able to
identify the potential improvement seeking areas in product/service mix.
• The prices charged by the business may not be perceived as justified when compared to the
product/service characteristics.
It indicates the need to revise the pricing strategy. • The poor customer service (such as
inefficient customer complaint handling) can trigger the negative word of mouth about the
business and affect business growth.
• The decision making in the BYJU s The Learning App takes too much time, causing
expensive delays in introducing new products in the market.
• Poor project management practices can internally weaken the ability of the organization to
successfully open new branches or expand the product line.
• Lack of organizational commitment and high employee turnover can increase recruitment
costs and reduce organizational productivity.
• High job stress and consequent low workers’ morale makes the workforce less productive.
• The misalignment between the organization’s leadership style and its core strategic
objectives can make the business organization directionless.
• Organizational culture also becomes a big internal weakness when it does not align with
the strategic/business objectives.
For example, the main strategic objective of the chosen business organization is to launch
innovative and new products in the market.
But there exists a risk adverse attitude prevailing in organizational culture, which
discourages employees from thinking creatively. Opportunities of BYJU s the Learning App
Opportunities of BYJU s The Learning App comes into the third column of SWOT matrix.
 BYJUs The Learning App. The organization currently has the following opportunities
available in the market:
• The exponential growth in the population, and particularly in the existing or potential
customer segments is a great growth opportunity for the business organization.
• The changing customer needs, tastes and preferences can act as an opportunity if the
business organisation has good market knowledge.
• The development of new technologies to assist the product/service production and delivery
process can be exploited to embed the innovation in business operations.
The advanced technological integration can decrease costs, improve efficiency and result in
the quick introduction of innovative products.
• Rise in the customers’ disposable income and increase in the affluent customer base can be
taken as an opportunity to introduce more high-end products.
• Reduction in the interest rates makes the fund raising and financing at lower cost easier for
the business organisation.
• Customers may start preferring new and creative products/services as a result of changing
tastes.
• The emergence of e-commerce and social media marketing as a trend can be a great
opportunity for BYJU s The Learning App if it can ensure strong online presence on different
social networking sites.
• The emergence of new market segments and new niches provide business and product line
expansion opportunities.
• The diminishing boundaries and rising global interconnectedness allow the organisation to
get into the international market; target geographically dispersed customer base and increased
profitability.
• The subsidies provided by the government and other policies to make the business
environment more friendly is a positive external environmental factor for BYJU s The
Learning App.
• Improvement in the customers- lifestyle and standards mean more consumption on
consumer goods and services, and more opportunities to encourage the purchase. BYJU s The
Learning App can improve its performance by exploiting the above-mentioned opportunities.
However, it must also recognise the threats presented in the next section.
Threats of BYJU s the Learning App
Threats of BYJU s The Learning App comes into the fourth column of the SWOT matrix.
BYJU s The Learning App. Besides different opportunities offered by external business
environment, the organisation also faces some threats as presented below:
• The changing regulatory framework and introduction of new stricter regulations impose a
major threat to the BYJU s The Learning App.
 It makes compliance with legal standards more complex and challenging for the business
organization. Inability to comply with changed regulations raises the risk of expensive law
suits
. • Shortage of skilled labour in the market can make it difficult for the organization to attract
talent with the right skills set.
• The increasing number of direct and/or indirect competitors affects the organization’s
ability to sustain and expand the customer base.
• The deteriorating economic conditions affect business performance when they directly
influence the customers' spending patterns and purchasing power.
• The rise in inflation increases the cost of production and affects the business.

profitability
• The growing environmental sustainability trends act as a major threat when offered
products/services are not environment friendly.
It draws the negative publicity and criticism from the environmentalists and affects the brand
image in a competitive market.
• The globalization pushes the organization to cross national boundaries and deal with
cultural diversity, which may have a detrimental impact if the organization lacks the cultural
intelligence.
The BYJU s The Learning App SWOT Analysis requires BYJU s The Learning App to
differentiate between threats having short-term or long-term implications.
Threats with immediate implications need to be addressed on a priority basis to avoid any
possible harm.
While threats with long-term implications can be tackled after addressing the immediate
threatening factors.
BYJU’S goes Feet-on-Street: In 2018, the company planned an on-street approach to reach
out to individual potential customers in the small cities.
The idea was traditional and very simple, with a strong team of 1000 employees, BYJU’S
planned to visit home-to-home and pitch-in their product to the customer.
The top digital marketing company in Gurgaon finds it to be an unusual approach, especially
by an internet based company, which in most scenarios depend on the online platforms to
drive sales while tapping into the customer’s data.
This campaign began from the streets of Bengaluru and later extended to the cities of
Hubballi, Dharwad and Mysore in Karnataka.
BYJU’S executives were successful in generating upto 50% conversions through these
counselling sessions.
According to the digital agency in Gurgaon, any marketing strategy is always based around
the behaviour of the targeted audience, but interestingly, BYJU’s has to create its marketing
plan to win the hearts of two completely different sets of audiences: ‘Students and Parents’.
This is because the students are the ones who will be eventually engaging with the platform
and parents will be the ones paying for the subscription.

OBJECTIVES
1. To Study how it came into existence and how did they grow from a ground level to the
topmost educational institution
2. To Examine the quality, relevance and pedagogical approach of byjus educational content
3. To Analyze the pricing model and accessibility of byju’s products especially for diverse
socio - economic backgrounds
4. To Evaluate the effectiveness of byjus educational content and platform on student
learning outcomes
5. To Identify the future growth prospects of byjus and finally give a conclusion onto how
useful or not it is to the students

HYPOTHESES
1. In terms of the marketing strategies used by Byju's application, there was no discernible
difference in opinion among the respondents based on their age distribution
2. There was no noticeable difference in opinion among the respondents depending on the
gender distribution of the population.
3. The marital status of the population did not contribute to any discernible differences in the
opinions expressed by the individuals who participated in the survey.
4. The population, in terms of its qualifications, did not lead to any obvious disparities in the
views that were stated by the persons who took part in the survey
5. The survey participants' opinions were not significantly different based on how their
income was distributed in the population as a whole.

Hypothesis 1: There is a relationship between a customer's marital status and their opinion
on BYJU's educational courses.

 Test: You could perform a chi-square test to see if there is a statistically significant
difference in opinion between married and unmarried customers.

Hypothesis 2: There is a relationship between a customer's age and their opinion on BYJU's
educational courses.

 Test: You could perform a chi-square test to see if there is a statistically significant
difference in opinion between different age groups.

Hypothesis 3: There is a relationship between a customer's qualification level (undergraduate

or post graduate) and their opinion on BYJU's educational courses.
  Test: You could perform a chi-square test to see if there is a statistically significant
difference in opinion between qualification levels.

Data Interpretation:

After performing the chosen statistical tests (chi-square test in this case), you'll receive a p-
value. This value signifies the probability of observing the data (or even more extreme data)
by pure chance, assuming there's no relationship between the variables. Here's a general
interpretation of p-values:

 p-value < 0.05: There's a statistically significant relationship between the variables.
You can reject the null hypothesis (which assumes no relationship) and conclude that
your chosen hypothesis might be true. However, it doesn't guarantee causality (one
causing the other).
 p-value > 0.05: There's not enough evidence to reject the null hypothesis. You cannot
conclude a significant relationship between the variables based on this data. This
might be due to a small sample size or no actual relationship.

Data Taken:

The data taken would typically involve two variables for each hypothesis:

 Independent Variable: The factor you're manipulating or grouping (e.g., marital

status, age group, qualification level).
 Dependent Variable: The outcome you're measuring (e.g., customer opinion on
BYJU's courses).

Age Distribution:
Eighty-five percent of those who participated in the survey are less than thirty years old. This
suggests that BYJU'S has been successful in attracting a younger audience, possibly students
or young professionals, to its educational platform. Gender Distribution: There is a greater
proportion of females, according to the statistics (82.9 percent ). It is possible that this
demonstrates that BYJU'S has successfully promoted its software to a wide variety of users,
including a significant percentage of female users..
Marital Status:
Due to the fact that 65.9 percent of respondents are single, it is possible that the BYJU'S app
is more popular among those who are not married. It is possible that this is due to the fact that
it is appealing to young professionals or students who are not perhaps married.
Qualification:
The majority of responders, which accounts for 53.7% of the total, have completed their
college education. It may be deduced from this that BYJU'S has been effective in reaching
and recruiting users at a variety of educational levels, with a considerable presence among
students.
Occupation:
The majority of respondents, which accounts for 58.5 percent of the total, consider
themselves to be students. This matches with the target population for educational
applications such as BYJU'S, which indicates that the app is popular among children and
adolescents, maybe for the purpose of providing supplemental education. Based on the
collected data, it seems that BYJU'S has been successful in marketing their educational
software to a wide range of persons, with a significant presence among young people, notably
students. There is a possibility that the marketing methods were effective in appealing to
persons of both sexes as well as those with varying levels of educational accreditation. In
order to arrive at conclusions that are more detailed and definitive on BYJU's marketing
efforts, further data and research would be required going forward.

CONCLUSION
Age Groupings:
The research findings indicate that the marketing strategies employed by BYJU'S app do not
seem to have a substantial impact on the mean ages of users. Gender: The study did not
reveal any significant difference in the mean ages between male and female users, indicating
that the marketing strategies are likely not tailored in a way that significantly influences age
distribution among these gender groups.
Marital Status:
The research does not provide evidence of a substantial difference in mean ages between
users who are married and those who are not married. Qualification: While there is a
suggestion of a potential difference in mean ages between users with undergraduate and
postgraduate qualifications, the data does not provide enough evidence to claim statistical
significance at the conventional level.
Income: According to the research findings, there is no substantial evidence to suggest that
BYJU'S marketing strategies have resulted in a significant difference in the mean ages of
users with an income of less than one million dollars compared to those with an income of
three million dollars or more.
OVERALL IMPLICATIONS:
Across a wide range of demographic subgroups, the marketing methods that BYJU'S app
employs seem to have a compelling appeal. The research highlights the need of exercising
caution when interpreting the results, particularly in situations where statistical significance is
not obtained, despite the fact that it does demonstrate the existence of certain patterns or
probable variations in mean ages. A degree of universality in their appeal is shown by the fact
that it shows that the marketing methods used by the app may not be causing major
demographic inequalities among its users..
RECOMMENDATIONS FOR FUTURE RESEARCH:
It is possible that future study may investigate other demographic characteristics or carry out
more in-depth analysis in order to discover minor subtleties in user demographics and the
influence of marketing methods. The statistical power of the research might be improved by
increasing the sample size to include a wider and more varied group of participants. This
would also give more robust insights on the success of BYJU's marketing techniques.
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