Marketing Strategy of Byju’s : Detailed Case Study

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Most of you will immediately mention Byju’s if I ask you to name an online learning platform where students can participate in live classes, watch pre-recorded videos, and take tests. Why not, too? India’s most well-known edtech decacorn, Byju’s, is worth $22 billion.

The app has has received over 10 billion downloads from the Play Store, with users from more than 1700 cities spending an average of 71 minutes each day on it.

Table of Content

About Byju’s
Product Strategy of Byju’s
Price Strategy of Byju’s
Place & Distribution Strategy ofByju’s
Promotion Strategy of Byju’s
Competitors of Byju’s
Marketing Strategy ofByju’s
Marketing and Advertising Campaigns of Byju’s
SEO Case Study of Byju’s
Content Marketing Case Study of Byju’s
Objective of Byju’s
Solutions of Byju’s
Future Plans of Byju’s
Success Story of Byju’s
Customer Relationship
Revenue Streams of Byju’s
Channels of Byju’s
Conclusion

About Byju’s

BYJU’s, an online tuition and coaching company, was established in Bangalore in 2011. A freemium business model is used. Think and Learn Pvt Ltd is the name of BYJU’s parent company. BYJU’s main objective is to provide online video lectures for instructing kids in grades 1 through 12 and those studying for competitive exams like the CAT, GRE, and GMAT.

The BYJU Learning app’s launch in 2015 was a huge success. It is used by more than 15 million students worldwide, 9,000,000 of whom make purchases. Instead of relying just on lectures, the program promotes individual learning among the pupils. Its strategy combines the reinvention of learning with top lecturers, tried-and-true teaching techniques, and individualized instruction.

Product Strategy of Byju’s

The shutdown greatly increased the popularity of Byju’s marketing plan. The software made all of its content accessible to all pupils as the schools closed. Live lessons were also added to their app. According to analysts, between March and April, 13 million users downloaded the app.

Price Strategy of Byju’s

Pricing is a tremendously complicated activity, and we will only touch on a very small portion of the factors that influence pricing choices. Pricing is significantly influenced by the other 3Ps of marketing—product, place, and promotion. The highest price a consumer will pay for Byju’s App in the given competitive environment is known as its perceived value.

Price Based on Cost

With a cost-based pricing strategy, Byju’s App can calculate the cost of production and add a markup based on the profit it hopes to make. It’s possible that the method won’t work in a highly competitive environment with changeable pricing. For instance, Uber, which is losing billions of dollars, may provide lower costs and continue to operate compared to individual taxi service providers who lack private equity and long-term planning.

Pricing based on value

Value-Based Pricing is a pricing approach that is founded on the value that customers perceive. With a strong knowledge of demand elasticity and competitive constraints, it instills the practice of quantifying both concrete and intangible benefits.

Place & Distribution Strategy of Byju’s

If you’re looking for ways to improve your business, an AI content generator may be just what you need. You can get a lot of advantages from using these technologies, including improved productivity and cost reductions. So why not attempt one? Byju’s is an Indian firm that provides online tuition and educational technologies that were established in 2011 by Byju Raveendran. The company offers online courses for students in grades 6-12. It also provides test preparation for various competitive exams in India. Byju’s main aim is to make learning fun and engaging for students.

The company has seen tremendous growth in recent years and is now looking to expand its reach to more students. To do this, Byju’s needs to have a strong distribution strategy in place. The company has a few options when it comes to distribution.

One option is to partner with schools and colleges. This would give Byju’s access to a large number of potential customers. The company could also set up its own Learning Centers where students can come and learn in a more interactive environment.

Another option is to expand its online presence and make its courses more accessible to students across the country. This can be done by partnering with online platforms or by setting up its own website.

Byju’s needs to carefully consider all of its options before deciding on a distribution strategy. The company’s aim is to make learning fun and engaging for students, and it needs to ensure that its courses are accessible to as many students as possible.

Promotion Strategy of Byju’s

Byju’s is one of the leading educational apps in India. The app provides video lessons, practice questions, and customized learning programs to help students learn better. Byju’s also offers a wide range of other benefits, such as online classes, personalized learning, and more.

Byju’s has a very effective promotion strategy. The company spends a lot of money on advertising and promotions. Byju’s also offers a lot of benefits to businesses, such as discounts on bulk purchases, custom learning programs, and more. This makes Byju’s a very attractive option for businesses.

Competitors of Byju’s

Top Alternatives & Competitors to Byju’s

Unacademy
Topper
Grade Up
Topper
Up Grad

Marketing Strategy of Byju’s

In contrast to many other brands, Byju’s enjoyed tremendous growth in both its user base and revenue during the COVID-19 pandemic.

During the pandemic, Mary Meeker’s Bond Capital in Silicon Valley invested $100 million in the Indian edtech business, transforming it into a decacorn and surpassing a $10.5 billion valuation.

But how did the company continue to grow so much despite the outbreak? To get the solution to this question, let’s examine Byju’s marketing approach at the beginning of the pandemic.

The corporation provided free access to its entire software through March 2020, when all colleges and universities would be closed. For two months, interactive videos and live class participation were available to students without charge. Classes four through twelve could study.

Marketing and Advertising Campaigns of Byju’s

India is a multilingual nation with numerous languages. Therefore, when creating a marketing strategy, each business must target customers in their own language.

Early-stage advertising was typically published by Byju’s in Hindi. However, Byju’s later realized that they needed to launch local marketing in order to reach people in different parts of India.

In May 2019, the business hired Mahesh Babu for a video campaign that focused on Telangana and Andhra Pradesh. The new marketing campaign focused on how children’s learning habits are evolving and how Byju’s app makes homework pleasurable for them. Additionally, it illustrated how technology may support students and aid in their learning.

Later, in July 2020, the company debuted two Kannada-language television ad campaigns in partnership with Sudeep Sanjeev. Additionally, Mahesh Babu, their current brand ambassador, appeared in two new Telugu television commercials that were released. The four adverts were each 50 seconds long. The advertisements emphasized how much students loved their online classes and urged parents to support the innovative teaching strategy.

SEO Case Study of Byju’s

Ranking websites aids in determining a business’s worth. The global rating of byjus.com dropped from 456 to 517 over the past three months.

Content Marketing Case Study of Byju’s

In case you’re not familiar with Byju’s, it’s a massive online education platform based in India. And they’re absolutely crushing it in the content marketing game.

Seriously, just take a look at some of their stats:

-Their YouTube channel has over 9 million subscribers

-They get over 100 million views per month on their videos

-Their app has been downloaded over 10 million times

-They have over 1 million paying customers

-And they’re valued at over $1 billion Pretty impressive, right? But what’s even more impressive is that they’ve built all of this success on the back of content marketing.

Sure, they’ve invested in some paid advertising and partnerships, but the vast majority of their growth has come from their outstanding content. So, how exactly have they done it? Let’s take a look at some of the key elements of their content marketing strategy:

1. They Produce a Ton of Content

One of the most impressive things about Byju’s content marketing strategy is the sheer volume of content they produce. I’m not just talking about blog posts either. They produce all sorts of different types of content, including:

-Videos

-Infographics

-Interactive content

-Podcasts

And they do it all in-house. They have a team of over 400 people working on their content, which is an incredible commitment.

2. They Focus on Quality Over Quantity

While Byju’s produces a ton of content, they never sacrifice quality for quantity. Each and every piece of content they produce is high.

Objective ofByju’s

An educational technology firm called Byju’s wants to provide millions of kids from underserved and economically disadvantaged places with access to digital learning.

Solutions of Byju’s

All the issues covered in the NCERT textbooks have correct, simple solutions in the NCERT Solutions, which were created by our subject experts. In order to assist students in all Classes 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, and 12, NCERT Solutions for Class 1 to 12 at BYJU’S provide a thorough explanation of the solutions to NCERT questions in PDF format. This helps students find the best technique for accurately answering textbook problems. Students can improve their speed and learn problem-solving techniques with ease by practicing Textbook Solutions. Classes 1, 2, 3, and 4 in primary grades, as well as classes 6, 7, 8, 9, 10, and 11 in secondary and higher education, are covered by our NCERT Solutions for NCERT Books.

The NCERT Solutions PDFs at BYJU’S help students build a strong conceptual foundation, which is crucial in the final stages of studying for competitive exams. We offer thorough solutions to NCERT questions in accordance with the strategy advised by the CBSE. All of the subjects presented in their individual classes can be easily and successfully prepared by the students, who can even succeed in the most difficult competitive exams like JEE Main, JEE Advanced, NEET, AIMS, etc.

Future Plans of Byju’s

According to Himanshu Bajaj, Head of Tuition Centers at BYJU, the edtech unicorn plans to grow to 500 centers across 190 locations by the end of 2022. The edtech decacorn BYJU’S plans to invest $200 million over the next two years into its hybrid tuition centers, with aggressive growth goals.

Success Story of Byju’s

Byju’s is one of the most popular online educational platforms in India. The company offers a wide range of courses for students in grades 6-12. Byju’s has been a huge success story, thanks to its innovative approach to education.

The company was founded by Byju Raveendran in 2011. Byju was an engineering student who struggled to understand his lessons. He realized that the traditional educational system was not effective for him and decided to start his own company.

Byju’s offers a unique blend of video lessons, interactive exercises, and personalized coaching. This approach has helped the company to grow rapidly. Today, Byju’s is valued at over $5 billion and is one of the most successful ed-tech companies in the world.

The company’s success is a great example of how businesses can benefit from using technology to innovate. Byju’s shows that there is a huge market for online education, and that businesses can be very successful if they provide a good product.

Customer Relationship

Management of customer relationships. CRM is a tactic to maintain and protect the relationship with both present and potential customers to support the expansion of the company. It is widely used in all emerging industries.

CRMs were set up to gather the business’s customer contact details, such as its email address, website, offerings, phone number, services, live chat feature, and so on. Additionally, it provides thorough customer information such as staff names, phone numbers, sales history, customer feedback, suggestions, and more. CRM software compiles all documents and data pertaining to a specific customer into a single CRM folder. It provides a structured perspective of the relationship between customers and employees and is a simple and seamless approach to managing an organization.

Revenue Streams of Byju’s

As one of the most popular and well-known educational apps in India, Byju’s has been incredibly successful in recent years. A big part of Byju’s success has been its innovative business model, which has involved developing multiple revenue streams to support the company’s growth.

One of Byju’s key revenue streams is advertising. Byju’s has been able to secure advertising deals with some of the biggest brands in India, including Coca-Cola, Samsung, and Flipkart. This has been a significant source of income for the company and has helped it to become one of the most valuable startups in India.

Another important revenue stream for Byju’s is its subscription service. Byju’s offers a range of subscription plans, which give users access to the company’s educational content and services. This has been a key driver of growth for the company, as it has helped to increase its user base and revenue.

Finally, Byju’s also earns revenue from its partnerships with schools and educational institutions. Byju’s works with schools to provide educational content and services to students. This has been a valuable source of income for the company and has helped it to expand its reach.

Byju’s has been successful in developing a range of different revenue streams to support its growth. This has been a key factor in the company’s success and has helped it to become one of the most valuable startups in India.

Channels of Byju’s

Top Marketing channels

Search traffic is the main source of traffic to byjus.com, accounting for 84.50% of desktop visits in the previous month. Direct traffic comes in second place with 14.35% of visits. Ads are the most underused channel. Investigate the primary movers in each of the channels below.

Conclusion

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Sudhir Chaurasiya

Experienced Co-Founder(EDIIFY) with a demonstrated history of working in the e-learning industry. Skilled in Digital Product Management, Marketing Automation, Marketing Strategy, Management, Search Engine Optimization (SEO), Management, Social Media, Social Media Optimization (SMO), and Social Media Marketing. Strong growth hacker professional with a Bachelor of Engineering – B.E focused in Electronics and telecommunications from the University of Mumbai.

Follow Sudhir Chaurasiya on Linkedin Instagram

Table of Content

About Byju’s

Product Strategy of Byju’s

Price Strategy of Byju’s

Place & Distribution Strategy of Byju’s

Promotion Strategy of Byju’s

Competitors of Byju’s

Marketing Strategy of Byju’s

Marketing and Advertising Campaigns of Byju’s

SEO Case Study of Byju’s

Content Marketing Case Study of Byju’s

Objective ofByju’s

Solutions of Byju’s

Future Plans of Byju’s

Success Story of Byju’s

Customer Relationship

Revenue Streams of Byju’s

Channels of Byju’s

Conclusion

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