MAJOR RESEARCH REPORT

ON
MARKETING STRATEGY

SUBMITTED FOR COMPLETION OF THE REQUIREMENTS FOR

BACHELORS IN COMMERCE (HONORS) FOR SESSION (2020-2023)

RAMANAND INSTITUTE OF PHARMACY AND MANAGEMENT

(Affiliated to Sri Dev Suman Uttarakhand University, Badshai Thaul,
Tehri (Garhwal))
Jawalapur, Haridwar (Uttarakhand)

Submitted To: Submitted By:

Name of Guide Anjaney Lochan
Designation Roll No:
 Declaration

I hereby declare that the thesis titled “Marketing Strategy” submitted for the
award of B.COM (HONS.) at RAMANAND INSTITUTE OF PHARMACY
AND MANAGEMENT, JWALAPUR, HARIDWAR, department of
commerce is my original work and the dissertation has not formed the basis for
the award of any degree, associateship, fellowship or any other similar titles.

The material borrowed from other sources and incorporated the thesis has been
duly acknowledged. I understand that myself could be held responsible and
accountable for the plagiarism, if any detected later on the research paper
published based on the research conducted out of and in the course of the study
are also based on the study and not borrowed from other sources.
 CERTIFICATE

This is to hereby certify that, the original and genuine investigation work has
been carried out to investigate about the subject matter and the related data
collection and investigation has been completed solely, sincerely and
satisfactorily done by, ANJANEY LOCHAN a student of department B.COM
HONS. 6TH SEMESTER ,for the academic session 2022-23, regarding the
investigatory project entitled “MARKETING STRTEGIES.”

For marketing department under direct supervision of the under designed as per
the requirements for the Sri Devsuman University, Uttarakhand.
 ACKNOWLEDGEMENT

I sincerely thanks, (name of guide) at RAMANAND

INSTITUTE OF PHARMACY AND MANAGEMENT, HARIDWAR,
department of commerce from the bottom of my heart for given me his/ her
valuable guidance for the project and sparing his/ her precious time for me from
his/her very busy schedule.
I’m thankful to the almighty god for all the blessings showered. I am indebted
to the RAMANAND INSTITUTE OF PHARMACY AND MANAGEMENT,
HARIDWAR, Department of commerce, which has accepted me for B.COM
(HONS.) Degree program an provided an excellent opportunity to carry out this
research project and enhance my erudition.
Apart from the efforts put in by me, I would like to recite the unflinching
support of my best friend, who has been pillar of strengthening the moments of
doubt and has been there when there is no one to answer my queries.
I want to express my heartfelt gratitude to (director name) for
this tremendous support and mentoring. Without his encouragement and
guidance this project would have been materialized the way it was.
I am grateful for the constant support and help given to me by my friends as I
felt motivated and encouraged everytime we discuss about the project which
was vital for the success of the project.
The guidance and support received by my family and friends are beyond the
limits.
I remain grateful to all those who spared their valuable time in filling up the
questionnaire.
Finally, I am sincerely obliged to all those who have helped me directly and
indirectly in the completion of this study.
 TABLE OF CONTENT

CHAPTER TITLE PAGE NUMBER

1. Introduction: About Think And Learn Pvt. Ltd.

2. Introduction: About marketing strategy

3. Literature review on marketing strategy

4. Research Methodology

5. Data analysis and interpretation

6. Finding, Suggestions and Conclusion

7. Bibliography

8. Annexures
 CHAPTER 1

INTRODUCTION TO THINK AND LEARN PVT. LTD.

THINK AND LEARN PRIVATE LIMITED is a private company having CIN No.
U80903KA2011PTC061427, incorporated on 30/Nov/2011, the age as of now is 11year(s) 5
month(s) 29 day(s) day(s). Think And Learn Pvt. Ltd. is classified as Non-govt. company and
is registered at Registrar of Companies located at ROC-Bangalore. With respect to the
financial position at the time of Registration of THINK AND LEARN PRIVATE LIMITED
COMPANY its authorized share capital is INR 6.57 cr. and the total paid-up capital is INR
4.51 cr. . As per company's Registration, it is included under business activity class/subclass
code 80903. The main activity of the said company is THINK AND LEARN PRIVATE
LIMITED is Tuition providing activities, it comes under Division Education and this comes
under section EDUCATION.

The registration number of this company is 061427. Its email address is legal@byjus.com and
its registered address is where the company is physically registered at: IBC Knowledge Park,
4/1, 2nd Floor, Tower D Bannerghatta Main Road Bangalore KA 560029 IN.

Directors of Think & Learn Private Limited are Byju Raveendran, Divya Gokulnath, Riju
Ravindran, Vivian Wu, Russell Andrew Dreisenstock, Ravi Shankar Venkataraman
Ganapathy Agra.
Current status of THINK AND LEARN PRIVATE LIMITED is - Active.

Think And Learn Pvt. Ltd., doing business as Think And Learn Pvt. Ltd., provides
educational services. The company provides a technology-based educational platform for
primary and secondary school subjects, foreign and domestic test preparation courses,
learning programs and lications. Think And Learn Pvt. Ltd. serves students in India.

Think And Learn Private Limited (Think And Learn Pvt. Ltd.) is an educational services
company. The company provides tutoring services through its lication. It provides
educational services for primary and secondary school subjects, competitive exams, exam
preparation material, national and international board syllabus and state boards including
Maharashtra, Gujarat, Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, Telangana, Bihar,
Rajasthan and Madhya Pradesh, among others. Think And Learn Pvt. Ltd. also provides
courses for CBSE, ICSE, CAT, GATE, UPSC, Bank, Government, IAS, JEE, NEET,
NCERT and other competitive exams. The company offers services through byjus.com and
Think And Learn Pvt. Ltd., The Learning. It operates and provides services under Think And
Learn Pvt. Ltd. brand.
 Think And Learn Pvt. Ltd. Situation Overview

Think and Learn Pvt. Ltd. is an Indian multinational educational technology company
headquartered in Bangalore, Karnataka, India. It was founded in 2011 by Byju Raveendran
and Divya Gokulnath. By March 2022 Think and Learn Pvt. Ltd. is valued at US$22 billion.
By April 2023, the company claims to have over 150 million registered students.

COMPETITIVE LANDSCAPE

 Think And Learn Pvt. Ltd. has 2602 active competitors and it ranks 4th among them.

 97 of its competitors are funded while 15 have exited.

 Overall, Think And Learn Pvt. Ltd. and its competitors have raised over $8.31B in
funding across 259 funding rounds involving 1515 investors.

 There are 3 private Unicorns in the entire competition set.

COMPETITOR ANALYSIS

Competitor analysis is an important part of a firm's activities. It is an assessment of the

strengths and weaknesses of current and potential competitors that firms may engage in, not
only in their own sectors but also in other sectors. Directly or indirectly, competitor analysis
is a driver of a firm's strategy and influences how firms act or react within their sectors.
Analysis is an essential component of corporate strategy. Most firms do not conduct
competitor analysis. They operate on what is called "informal impression, guesswork, and
intuition obtained through information about competitors that each manager receives
continuously." As a result, this lack of a complete competitive analysis puts many firms at
risk of dangerous competitive blind spots. In using competitor analysis as part of strategy
formulation, companies are able to adapt or create their strategies and are able to compete
effectively, improve performance and gain market share in their businesses. In the vast
majority of cases, companies are able to tap new markets or create new niches. The main
objective in any business is to offer something better than the competitor.

The competitor analysis framework focuses on four key aspects:

i. Competitor's objectives,
ii. Competitor's perceptions,
iii. Competitor's strategy,
 iv. Competitor's resources and capabilities.

SOME COMPETITORS OF THINK AND LEARN PVT. LTD. ARE:

 Unacademy - Bengaluru based, 2015 founded, Series H company.

 Vedantu - Bengaluru based, 2011 founded, Series E company.

 Bright Champs - Bengaluru based, 2020 founded, Series C company.

ROLES AND RESPONSIBILITIES

As a Business Development Executive at Think And Learn Pvt. Ltd., some of the key roles
and responsibilities include:

 Identify and develop strategies to pursue potential business opportunities and

partnerships.
 Build and maintain relationships with key stakeholders including customers, partners
and investors.
 Conducting market research and analysis to identify trends and opportunities in the
education industry.
 Collaborating with cross-functional teams to develop and implement business plans
and initiatives.
 Monitoring and analyzing sales and revenue metrics, and making recommendations
for improving performance.
 Staying up-to-date with industry developments and competitive activities and making
recommendations to stay ahead of the curve.
 Representing the company at industry events and conferences, and networking to
build relationships and identify new opportunities.

Overall, the goal of the Business Development Executive at Think And Learn Pvt. Ltd. is to
drive growth and revenue for the company by identifying and pursuing new business
opportunities and partnerships.
 THE VISION OF THE COMPANY

Approach of Think And Learn Pvt. Ltd. was to cater to learning experiences that integrate
classrooms from the best teachers, assessments and assignments that are individual,
simultaneous and in-depth analysis for each student and recommendations.

SWOT ANALYSIS OF THINKAND LEARN PVT. LTD.

SWOT analysis of Think and Learn Pvt. Ltd. can be based to make important strategic
decisions and accomplish the business objectives. The four components of Think and Learn
Pvt. Ltd. SWOT analysis are given below:

STRENGTHS OF THINK AND LEARN PVT. LTD.

• The geographic presence in different regions can act as one of the major strength of the
organization. It determines the business’s reach to the target market and ensures the easy
accessibility.
• The wide product portfolio can allow the organization to expand the customer base and
offset the losses from one product category with benefits obtained from the other.
• Strong 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.
WEAKNESSES OF THINK AND LEARN PVT. LTD.
• The organization 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 organization may not be able to
identify the potential improvement seeking areas in product/service mix.

OPPORTUNITIES OF THINK AND LEARN PVT. LTD.

• 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 organization 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 organization.
• Customers may start preferring new and creative products/services as a result of changing
tastes.

THREATS OF THINK AND LEARN PVT. LTD.

• The changing regulatory framework and introduction of new stricter regulations impose a
major threat to the Think And Lear Pvt. Ltd. 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.
PORTER’S 5 FORCES ANALYSIS OF THINK AND LEARN PVT. LTD.
Porter’s five forces analysis of Think And Learn Pvt. Ltd. can be given as-
1. Threat of new entrants: THREAT LEVEL: HIGH
 A platform like THINK AND LEARN PVT. LTD. faces a significant threat of new
entrants.
 New entrants in this industry will result in decreased consumer base thus hampering
the profitability of the company.
 With platforms like YouTube, it has become easier for new individuals and
organizations to enter the industry.
 With a lot of firms dabbling in this industry, it has remarkably held its edge over
others.
 Security threat:
Though the content of Think And Learn Pvt. Ltd. is unique, interactive, it can still be copied.
There have been events of copyright infringement and doctored videos in the industry.
 Barrier:
Conventional methods of learning still remain as barrier for the industry. Think And Learn
Pvt. Ltd. being one of its kind, has captured a huge segment of the market and this gives it an
edge over others.
 Capital:
It will a large amount of capital for new firms to start; and larger to go multinational as they
cannot use the same content due to syllabus difference.
2. Competitive rivalry: THREAT LEVEL: HIGH
Initially, starting up with the venture of THINK AND LEARN PVT. LTD. was a futuristic
idea and not many firms were competent enough to step foot in the industry. However, the
prosperity of Think And Learn Pvt. Ltd. proved the demand of such ligations, which involved
a huge consumer base.
 Concept:
Competitors of Think And Learn Pvt. Ltd. had to bring in an innovative concept in order to
establish themselves in the industry. Meanwhile, Think And Learn Pvt. Ltd. had to keep up
the pace to sustain in the industry.
 Achievements:
The startup has won several awards, including:
 Indian Education Congress – Ed-tech company of the year-2020
 ET NOW Business Leader of the Year Award - Startup of the year-2020
  Deloitte Technology Fast 50 and Fast 500 Asia Award – Year (2012, 2017, 2019)
 VC Circle Awards for Education Company of the year (2016, 2018, 2019) and many
others in its journey yet. These awards play an essential role in the rivalry among the
firms.

3. Threat of substitution: THREAT LEVEL : HIGH

Although Think And Learn Pvt. Ltd. is a successful with a large consumer base worldwide, it
still faces the threat of substitution by peer firms.

 Paid subscription:
Think And Learn Pvt. Ltd. has a portion of its services that are paid, whereas firms like Khan
Academy, provide free services. This might attract Think And Learn Pvt. Ltd. consumers.
 Content and security:
Content is the key factor here, Think And Learn Pvt. Ltd. has been bold enough to try out
new ideas and bring in innovation (e.g.-hiring children having command over a topic to tutor
that specific topic). However security remains to be a major threat, thus the content can be
easily copied.

4. Supplier power: THREAT LEVEL : LOW

Being a technology based industry (ed-tech), the key suppliers include
broadband providers, advertisers, IT Experts, mainly professional and
experienced teachers. The power of these suppliers may vary from their importance to their
availability in the industry.
 Teachers:
Teachers are an important element in the industry, but also are highly available which in turn
increases the bargaining power of the company.
 Broadband provider:
Broadband operators/providers play a vital role for Think And Learn Pvt. Ltd. . Limited
availability of options of this element increases the bargaining power of the broadband
provider.

5. Buyer’s power: Threat level : Low

With a lot of companies catering ed-tech services, consumers have an influence over the type
of content and service that should be provided.
 Demand:
In USA over 43% of parents are willing to pay extra for their kids’ education and the top-
notch services of Think And Learn Pvt. Ltd. fit right in the demand.
 Competition and Position:
Less competition gives less buying power to the customers. Also, Think And Learn Pvt. Ltd.
being one of the leading ed-tech companies is the preference for most of the customers
worldwide.

 Influence:
Students would want a specific teacher for specific topics, specific content and graphic style.
Think And Learn Pvt. Ltd. has to consider these opinions in order to provide better services.

MISSION OF THE COMPANY

“At Think And Learn Pvt. Ltd., our mission is to help kids fall in love with learning, our
learning products have helped millions of students across the world to initiate to learn on
your own.”

COMPANY NETWORK

Number of common
Name State Paid up capital
director
Byjus Investments
3 Karnataka 100.00 Cr
Private Limited
Span Thoughtworks
3 Tamil Nadu 1.74 Cr
Private Limited
Intap Labs Private
3 Rajasthan 18.07 Lac
Limited
Think And Learn
Pvt. Ltd. K3
3 Karnataka 23.74 Lac
Education Private
Limited
Aakash Educational
3 Karnataka 33.85 Cr
Services Limited

Toppr Technologies
3 Karnataka 50.91 Lac
Private Limited

Aakash Edutech 3 Delhi 25.03 Cr

 Private Limited
Specadel
Technologies Private 2 Karnataka 22.71 Lac
Limited
Infiken Internet Labs
2 Gujarat 1.10 Lac
Private Limited
Digital Aristotle
2 Karnataka 3.30 Cr
Private Limited

Whitehat Education
Technology Private 2 Maharashtra 43.69 Lac
Limited

Grade Stack
Learning Private 2 Karnataka 7.35 Lac
Limited
Great Lakes E-
Learning Services 2 Delhi 1.75 Cr
Private Limited
Go Fashion (India)
1 Tamil Nadu 54.01 Cr
Limited
Pure N Sure Food
1 Madhya Pradesh 92.99 Lac
Bites Private Limited
Manuram Finance
1 Tamil Nadu 5.56 Cr
Tamil Nadu Limited
Five-Star Business
1 Tamil Nadu 29.14 Cr
Finance Limited
Capfloat Financial
Services Private 1 Karnataka 67.13 Cr
Limited
Finova Capital
1 Rajasthan 130.47 Cr
Private Limited
Rupeek Fintech
1 Karnataka 7.76 Lac
Private Limited
 Weblength Infonet
1 Madhya Pradesh 2.09 Lac
Private Limited

Homevista Decor
And Furnishings 1 Karnataka 58.42 Cr
Private Limited
Fintech Blue
Solutions Private 1 Maharashtra 1.58 Cr
Limited
K12 Techno
Services Private 1 Karnataka 27.13 Cr
Limited
Inspilearn Education
1 Maharashtra 1.37 Lac
Private Limited
Rebel Foods Private
1 Maharashtra 9.28 Cr
Limited
Sequoia Capital
1 Maharashtra 1.00 Lac
India LLP

THINK AND LEARN PVT. LTD. – YOUR BEST READ IS JUST ONE TAP AWAY!

Think And Learn Pvt. Ltd. is an education tutoring that runs on a freemium model, with free
access to limited content for 15 days after registration. It was launched in August 2015,
offering educational content for students in classes 4 to 12, and in 2019 launched an early
education program for classes 1 to 3. It trains students for exams like IIT-JEE, NEET, CAT,
IAS in India and also for international exams like GRE and GMAT.

Academic topics and concepts are explained with 12–20-minute digital animation videos
through which students learn in a self-paced mode. Think And Learn Pvt. Ltd. reports 40
million total users, 3 million annual paid subscribers, and an annual retention rate of
proximately 85%. In October 2018, the expanded to the United Kingdom, the United States,
and other English-speaking countries.
In 2019, the company announced that it would launch its in regional Indian languages. It also
planned to launch an international version of the for English-speaking students in other
countries. And to meet the needs of kindergarten students, Think And Learn Pvt. Ltd.
launched new programs in its Early Learn .

In April 2021, the company also announced the launch of "THINK AND LEARN PVT. LTD.
Future School" led by WhiteHat Jr. founder Karan Bajaj. The Future School aims to bridge
passive to active learning with an interactive learning platform blending coding through
storytelling and other subjects such as maths, science, English, music and fine arts. Think
And Learn Pvt. Ltd. will launch Future Schools in the United States, United Kingdom,
Australia, Brazil, Indonesia and Mexico in May. Karan Bajaj left WhiteHat Jr. a year after the
acquisition.

The company is focusing on adopting a hybrid model of teaching and learning by launching
500 tuition centers across 200 cities in India. As of February 2022, 80 centers have already
been launched.

CHAPTER 2

INTRODUCTION TO MARKETING STRATEGY

Marketing strategy describes the process of how businesses and organizations understand
their markets and how to influence profitable customer action.

In other words, and in the interest of keeping things simple, marketing strategy is about the
following:

 Understanding who buys your products and services.

 Understanding how you will motivate them to take beneficial action.
 Understanding your competitors who are trying to do the same thing.
 Understanding how you will measure marketing activities will help refine your
approach going forward.

A company's marketing strategy is its plan to reach potential consumers and convert them
into paying customers for its goods and services. A marketing strategy includes:

 Research: Analysis of target markets, competition, pricing triggers, buying behavior,

and more.
 Positioning: Differentiate between value promises, packaging look and feel,
conversion messaging, and more.
 Promotion: The actual marketing of products and services through content,
relationships, and experiences with the goal of influencing profitable customer action.
 Measurement: Proving value, learning from success and failure, and replicating
future work to meet marketing goals.
 4 Ps OF MARKETING STRATEGY

The 4 Ps are key considerations that must be thoughtfully reviewed and wisely implemented
in order to successfully market a product or service. They are product, price, place and
promotion.

1. Product:

Products are goods and services that solve problems and satisfy consumer needs. A product
can be tangible, such as a vehicle or a piece of clothing, or intangible, such as a cruise or a
house cleaning service. A successful product either fills a void in the market or provides a
unique experience that drives demand.

2. Price:

Price is the cost of the product that the consumer pays. During product marketing, it is
important to set a price that reflects current market trends and is affordable to consumers, yet
profitable to the business. The price may fluctuate depending on supply and demand and the
sales cycle of the product. While some businesses may lower the price to compete with the
market, others may raise it – especially if they are promoting a luxury brand.

3. Place:

This is where the product or service is bought by the customers. This also includes where the
product is stored and manufactured. Digital transformation has evolved in how products are
sold, small local shops or global producers. This marketing plan also considers where and in
what format the product is advertised, such as magazines, ads, radio, infomercials or film
product placement.

4. Promotion:
Promotion refers to reaching the target audience with the right message at the right time. It
gets the word out and is an effective way to boost sales and connect with consumers. The
purpose of a promotional strategy is to show consumers why they will need a certain product
and reasons to buy it over other products. The core of marketing communications, product
promotion is pushing out specific and meaningful advertising through popular channels:
word-of-mouth seeding, social networking, Instagram campaigns, print marketing, television
advertising, email marketing campaigns, social media marketing and more.

DEFINITIONS OF MARKETING STRATEGY

Marketing strategy is a process that allows an organization to focus its limited resources on
the best opportunities to increase sales and achieve sustainable competitive advantage.
 By-Philip Kotler:

“Create, communicate, and deliver value to a target market at a profit.”

 By-Omer Farkash:

“Marketing strategy is a long-term, forward-looking approach and overall game plan of any
organization or any business, with the fundamental goal of achieving a sustainable
competitive advantage by understanding customer needs and wants.”
 By-Adam Barone:

"A marketing strategy refers to a business's overall game plan for reaching potential
consumers and converting them into customers of its products or services. A marketing
strategy includes a company's value proposition, key brand messages, data on target customer
demographics, and other High-level elements are involved.”
 By-Noah Kagan:

"Do you have a product or service that people want? If you don't have that, nothing else
matters.”
 By- Clark:

"Numerous techniques, tools, methods, models, frameworks, approaches and methodologies

which are available to support decision making within strategic management.

 By- Stenfors, Tanner, Haapalinna:

"Heterogeneous group of products designed to support organizations in dealing with the
complex demands of competitive markets and the quest to create and maintain strategic
advantage"

 By- Afonina, Chalupsky:

"Different tools which support managers in all phases of strategic management - from the
strategic analysis phase, through the strategic choice to implementation"

DEVELOPING A MARKETING STRATEGY

Marketing strategies serve as the fundamental basis for marketing plans designed to meet
market needs and reach marketing objectives. Plans and objectives are typically tested for
measurable results. Typically, marketing strategies are developed as multi-year plans,
with a tactical plan detailing specific tasks to be accomplished in the current year. The
time horizon covered by a marketing plan varies by company, industry and country,
however, the time horizon is becoming shorter as the pace of change in the environment
increases. Marketing strategies are dynamic and interactive. They are partly employed
and partly unplanned.

Marketing strategy involves careful scanning of the internal and external environment.
Internal environmental factors include the marketing mix, as well as performance analysis
and strategic constraints. External environmental factors include customer analysis,
competitor analysis, target market analysis, as well as an evaluation of any elements of
the technical, economic, cultural or political/legal environment that may affect success. A
key component of marketing strategy is often aligning marketing with the company's
overarching mission statement. In addition to SWOT analysis, portfolio analysis such as
the GE/McKinsey matrix or COPE analysis can be performed to determine strategic
focus.

Once a thorough environmental scan is completed, a strategic plan can be created to

identify business alternatives, establish challenging goals, determine the optimal
marketing mix to achieve these goals, and for detailed implementation. Is. A final step in
developing a marketing strategy is to create a plan for monitoring progress and a set of
contingencies in case there are problems with the plan's implementation.

REAL LIFE MARKETING

Real-life marketing primarily revolves around the application of a lot of common sense;
Dealing with a limited number of factors complicated by uncertainty and tight deadlines
in an environment of imperfect information and limited resources. The use of classical
marketing techniques, under these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the
rational development process can be used (if any) to weed out the worst non-runners. The
design of the advertisement, and the packaging, will be the output of creative minds at
work; Which management will often screen by 'gut-reaction' to make sure it is
appropriate.

For much of their time, marketing managers use intuition and experience to approach and
analyze complex, and unique, situations; Without easy reference to theory. This will often
be a 'fly by the seat of the pants', or a 'gut-reaction'; Where the overall strategy, along
with the knowledge of the customer has been almost absorbed by the process of osmosis,
will determine the quality of marketing employed. This, almost effortless management, is
sometimes called 'fat marketing'; To differentiate it from the refined, aesthetically
pleasing form favoured by theorists.

TYPES OF MARKETING STRATEGIES

Marketing strategies may vary depending on the unique situation of the individual
business. However, there are many ways to classify some common strategies. A brief
description of the most common classification schemes is presented below:

 Strategies based on market dominance - In this scheme, firms are classified on the
basis of their market share or dominance of an industry. There are generally four types
of market dominance strategies:
 market leader
 market challenger
 market follower
 market shorts
 Porter General Strategies - Strategy on the dimensions of strategic scope and
strategic strength. Strategic scope refers to market penetration while strategic strength
refers to sustainable competitive advantage of the firm. The general strategy
 framework (Porter 1984) includes two alternatives each with two alternative scopes.
These are differentiation and low-cost leadership, each along a dimension of focus—
broad or narrow.
 Product differentiation (broad)
 Cost leadership (broad)
 Market segmentation (narrow)
 Innovation Strategies - This relates to the firm's rate of new product development and
business model innovation. It asks whether the company is at the forefront of
technology and business innovation. There are three types:
 pioneers
 close followers
 late followers
 Growth Strategies - In this plan we ask the question, "How should the firm grow?"
There are many different ways to answer that question, but the most common answer
four:
 horizontal integration
 vertical integration
 Diversification
 Intensity

CREATE A MARKETING STRATEGY PLAN

 Define your brand:

First, make sure you have a clear idea of your branding. Consult your brand guidelines or
create guidelines if you have not yet developed one. Consider your brand voice, brand values
and unique selling points – the attributes that set your business apart and convince customers
to choose you over other options.

 Create buyer personas:

Another essential step is creating buyer personas – representations of the different types of
people that make up your target audience. These personas are fictitious but based on data
from your actual customers or campaign visitors. When building your buyer persona, list as
many relevant traits as possible, such as:

 Age
 Job title
  Place
 Interests
 Target

 Create SMART Goals:

You also need to set goals for your marketing plan. These objectives will keep you on track
when creating your marketing strategies. Set overall goals and then break them down into
smaller goals that will help you achieve them.

To make your goals more effective, set SMART goals. SMART goals are:

 Specific: Make broad goals and avoid vagueness. For example, a goal to "increase
generated leads by 20%" is better than just "increase generated leads."
 Measurable: Set up a process to measure your progress towards your goals.
 Attainable: Set ambitious goals but make sure they are realistic to achieve.
 Relevant: Your marketing goals should be relevant to your overall business
objectives.
 Time Bound: Set deadlines for achieving your goals to keep you on track.

 Set Your Marketing Budget:

It's important to define and allocate your marketing budget to avoid overspending and ensure
you're getting the most out of your resources. Research digital marketing pricing and specific
budgets for your industry to help you decide on your budget. Your goals will also be a
deciding factor in how you allocate your spending because you want to devote more
resources to your most important goals.

 Choose Your Digital Marketing Channel:

Next, choose the digital marketing channels and strategies that best match your brand, help
you reach your target audience, and help you achieve your goals. You have many options
when it comes to internet marketing strategies. We will discuss several of these types of
marketing strategy with examples in the next section.

 Plan Your Strategies:

Next, you can begin planning your strategies for each channel, as well as how your different
strategies will work together to achieve your overall objectives. The planning process varies
depending on the channels you are using. For example, social media marketing involves
deciding which platform to use, what kind of content you want to post, and creating a content
calendar.

 Start Your Campaigns:

Once you have completed the above marketing strategy steps, you can start your campaigns!
Be sure to follow the plans you make and carefully track the steps you complete with their
results.

 Track Your Results:

Track your results closely as your campaigns run. As you collect data about campaign
performance, you can uncover potential improvements. Feel free to refine your strategies
based on what you've learned.

10 PROVEN MARKETING STRATEGY

1. Develop a Comprehensive Marketing Plan:

Before you begin implementing any growth strategy, it is important to first develop a
comprehensive marketing plan. This plan should outline your goals, target audience, budget
and the specific strategy you will use to achieve your goals.

Your marketing plan should also include a thorough analysis of your current presence,
including your campaign, social media accounts, and any other assets. This will give you a
good idea of what is working well and where you can improve.

2. Optimize your campaign for search engines:

Having a well-designed and user-friendly campaign is vital for any business to grow. But just
having a campaign isn't enough – you also need to make sure it's optimized for search
engines.

Search engine optimization (SEO) is the process of optimizing your campaign to improve its
ranking in search engine results pages. This includes a variety of strategies, such as keyword
research, on-page optimization, and link building.

3. Invest in Pay-Per-Click (PPC) Advertising:

Paid advertising can be a valuable tool for businesses that want to grow . One of the most
popular forms of paid advertising is pay-per-click (PPC) advertising, which allows you to
advertise on search engine results pages and only pay when someone clicks on your ad.

PPC advertising can be an effective way to drive targeted traffic to your campaign and
increase your visibility. It can also help you reach potential customers who are actively
searching for products or services similar to yours.
 4. Use Social Media to Connect with Customers:

Social media has become an essential tool for businesses looking to grow . Not only can it
help you increase your visibility, but it also allows you to connect directly with customers
and build relationships with them.

In order to effectively use social media for business development, it is important to have a
clear strategy in place. This should include defining your target audience, choosing the right
platform for your business, and creating engaging content that resonates with your audience.

5. Leverage Email Marketing to Reach Customers:

Email marketing can be a highly effective tool for businesses looking to grow . By collecting
email addresses from customers and potential customers, you can send them targeted and
personalized messages that promote your products or services.

To be successful in email marketing, it is important to build a targeted email list and send
engaging and valuable content to your subscribers on a regular basis. This may include
newsletters, promotional offers or special content.

6. Use Content Marketing to Attract and Engage Customers:

Content marketing is a strategy that involves creating and distributing valuable and relevant
content to attract and retain a clearly defined audience. This content can take many forms,
such as blog posts, videos, infographics, or eBooks.

By providing valuable and informative content, you can establish your business as an
authority in your industry and build trust with your customers. This, in turn, can increase
campaign traffic, engagement and conversions.

7. Partner with Local Brands:

Partnering with local brands to market your company can be a highly effective way to
increase your reach and visibility in the local community. By collaborating with other local
businesses, you can tap into their existing customer base and gain access to their networks
and followers. It can help you grow your presence and drive more traffic to your campaign or
social media pages.

Working with local brands can also help build trust and credibility with potential customers.
By aligning your business with well-known and respected local companies, you can
demonstrate your commitment to the community and your shared values and goals. This can
help build customer loyalty and encourage more people to engage with your brand.
 8. Build an Online Community:

Building an online community is a great way to market your company and connect with
potential customers. By creating a space where people can connect and share their
experiences with your product or service, you can foster a sense of belonging and loyalty
among members of your community.

To build an effective online community, focus on creating a welcoming and inclusive

environment. Encourage conversation and engagement by posting regular updates, hosting
discussions, and responding to comments and questions.

9. Implement automation in your marketing funnel:

Automation can be a powerful tool for marketing a company more effectively. Using
automation, businesses can automate repetitive tasks, such as sending emails or posting on
social media, freeing up time for more strategic marketing activities.

10. Take Advantage of Livestreams and Webinars:

Livestreams and webinars can be powerful tools for marketing a company. By hosting a
livestream or webinar, a company can engage directly with its audience and provide valuable
information or insight about its products or services. This can help build trust and credibility
with potential customers and showcase the company's expertise.

‘
10 FACTORS THAT DETERMINE MARKETING STRATEGY LEVEL

1. Product Type:

The type of product plays an important role in deciding on the promotional mix. Products can
be classified as branded products, non-branded products, essential products, luxury products,
new products, etc. All these types of products require different promotional tools. For
example, advertising is suitable for branded and popular products. Personal selling may be
appropriate for non-branded products. Advertising, personal selling, sales promotion and
publicity – all the four tools – are used to gain rapid consumer acceptance for a newly
launched product.

2. Product usage:

The product may be an industrial product, a consumable and essential product, or a luxury
product that influences the selection of promotional equipment and media. For example,
advertising and sales promotion techniques are widely used for consumer goods while
personal selling is used for industrial goods.

3. Product Complexity:

Product complexity affects the selection of promotional tools. Personal selling is more
effective for complex, technical, risky and newly developed products as they require personal
explanation and observation. On the other hand, advertising is more suitable for simple and
easy to handle products.

4. Purchase Quantity and Frequency:

The company should also consider purchase frequency and purchase quantity while deciding
on the promotional mix. In general, often in order to buy a product, advertising is used, and
sometimes in order to buy a product, personal selling and sales promotion are preferred.
Personal selling and advertising are used for heavy users and light users respectively.

5. Funds Available for Market Promotion:

The financial strength of the company is an important factor affecting the promotional mix.
Advertising through television, radio, newspapers and magazines is too expensive to be
afforded by financially poor companies, whereas personal selling and sales promotion are
comparatively cheap tools. Even, the company may opt for publicity by highlighting some
commercially important events.

6. Type of Market:

The type of market or consumer characteristics determines the form of the promotion mix.
Education, location, income, personality characteristics, knowledge, bargaining power,
occupation, age, gender, etc. are important factors that affect the company's promotional
strategy.

7. Market Size:

Naturally, in case of a limited market, personal selling is more effective. Advertising is better
when the market is wide with a large number of buyers. Location is also an important issue.
The type of message, language of the message, type of sales promotion tool etc. depend on
the geographical areas.

8. Stages of Product Life Cycle:

The product passes through four phases of its life cycle. Each stage has different threats and
opportunities. Each stage requires different marketing strategies. Each promotional tool has
been found to have varying degrees of suitability with the stages of the product life cycle.

It can be concluded that, under normal conditions:

i. Advertising, personal selling and, even sales promotion are used during the
introduction stage. However, more priority is given to advertising.
ii. During the second phase more intensive advertising and sales promotion techniques
are used.
iii. In the third stage personal selling as well as more vigorous advertising is followed.
iv. The company prefers to curtail expenses in the fourth stage, and promotional efforts
are reduced.

9. Level of Competition:

Promotional efforts are designed according to the type and intensity of the competition. The
purpose of all promotional tools is to protect the interests of the company against
competition. The level of promotional efforts and the selection of promotional tools depend
on the level of competition.

10. Publicity Objectives:

It is the major factor affecting the promotional mix. Different objectives can be achieved by
using different means of promotional mix. If the objective of the company is to inform a large
number of buyers, advertising is advisable. If the company wants to convince a limited
number of consumers, it can go for personal selling. Even, sales promotion can be used when
the company wants to influence the buyers during a specific season or occasion. Some
companies use promotion to build or improve brand image and credibility in the market.
 IMPORTANCE OF MARKETING STRATEGY
 Helps in achieving competitive advantage:
First and foremost in the list of importance of marketing strategy is that it helps the firm to
gain competitive advantage in the market amidst stiff competition with an edge over the
existing players and new entrants who are trying to establish their brand presence in the
market.
A well-defined marketing strategy emphasizes the unique selling proposition of the brand,
along with the features and benefits of the products and services offered by the firm,
highlighting in a creative, strategic and planned manner that the brand and its offering in what
way is better. Competitor K. Consistent and consistent messaging and communication
strategy helps the brand to create a unique identity in the volatile and competitive market.
 Brand identity:
Along with promoting the goods and services offered by the firm, having a powerful
marketing strategy helps the brand and the overall company gain a notable following in the
target market and industry with customers and industry peers. brand and its offering in a
niche and positive way.
The mainstay of the marketing strategy is to highlight the brand's attributes, heritage and USP
and start going after its offerings.
 Attract a New Group of Customers:
The management and marketing department of the firm need to understand the importance of
marketing strategy if they want to attract new set of customers from the same operating
market as well as untapped markets.
Promotional tools and techniques which are an integral part of the marketing strategy are
planned and selected keeping in view the taste, lifestyle, income level and such other
parameters of the target customers which act as a pull factor for them and help transform the
sales department. Fence sits for quality prospects and customers of the brand.
 Plan the nature of the products and services:
Market research and study is an important part of the marketing strategy and this aspect helps
the management of the company to plan features, and unique selling propositions of the
products and services that are in the pipeline or are in the launch planning stage.
There is in-depth research and study on current market scenarios, competitors' offerings,
government policies, profitability factors, and such other changing dynamics that may affect
the sales and operations of products and services. Therefore, it is important to pay due
attention to the importance of marketing strategy for the company and its promoters.
 Plan the Marketing Budget:
Every department of the company ranging from marketing, sales, HR and others is given an
annual budget by the management which needs to be spent in the profit of the company.
A planned and aligned marketing strategy ensures that the allocated budget is not squandered
by spending it on promotional activities that have low return on investment as well as optimal
utilization and allocation of marketing budget on marketing tools and promotional strategy.
This not only helps in achieving the marketing goals but also the overall business goals and
objectives.
 Creative Edge:
Next in line of importance of marketing strategy is that the brand and all overall marketing
and promotional activities get an edge of creativity as the brand censors and marketing
department liaise with design agencies, media planners, PR agencies and other such vendors,
who dedicatedly understand the nature of the brand and its offerings and come up with
unique, offbeat and distinctive ideas that give a creative edge to the brand and help carve out
a distinctive personality in the market.
 Effective distribution plan:
Once the management understands and understands the essence and importance of marketing
strategy, it can have an effective distribution plan. With the introduction of online sales and
the growing influence of social media, the company needs a wider network of distribution as
the younger generation prefers to buy products and services online directly from the
company's campaign or through its online promotional partners.
This is different for the middle aged or older generation who still believe in visiting physical
stores of our brands to shop and finalize the purchase. The company needs to keep pace with
the latest advancements and the evolving tastes and preferences of customers across all age-
groups.
 Optimum Pricing:
With an in-depth study of market dynamics along with competitive research and the spending
capacity of the target market, marketing strategy helps the company to reach an optimal
pricing plan for its products and services that is competitive as per the market norms, in
nature, and helps the company to generate higher sales and profits. This point is very
important in understanding the importance of marketing strategy.

 Overall growth of the firm:

Marketing strategy facilitates increased brand value, increased market share, competitive
advantage, higher sales and higher profits, resulting in a bigger picture overall growth of the
firm. It helps the company to create a niche in the market with a distinct brand identity and
offering planned products and services with unique features and characteristics.
 MEASURING MARKETING STRATEGY

1. Return on Investment (ROI):

ROI is a common metric that measures how much you invested and spent on your marketing,
versus how much you earned back.
2. Cost Per Win:
Cost per win measures the expense of each sale against the overall cost of marketing, and you
can use it to compare campaigns against each other to see which performs better.
3. Cost Per Lead:
Cost per lead measures the effectiveness of marketing campaigns from a financial
perspective, focusing on the number of leads rather than sales or wins.
4. Cost Per Conversion:
This metric matters most for companies working with direct online sales, especially where a
customer can place an item in their digital cart. The cost per conversion metric measures how
much it costs to convert a campaign visitor into a purchasing customer.
5. Cost per acquisition:
This metric relates to new customers, and calculates how much it costs to acquire someone
through marketing and advertising. Knowing the lifetime value of your customers can help
you determine the right amount to spend on acquiring new customers.
6. Conversion Rate:
Conversion rate, or goal completion rate, measures how many of your campaign visitors
convert into leads or customers during a specific time frame of a campaign. For example, if
1,000 people visit your campaign during a week of marketing campaign and generate 100
leads, that calculate to a 10% conversion rate.
7. New v/s Returning Visitors:
This metric helps show how relevant your campaign is over the long term. A high number of
returning visitors shows that people think your site is valuable enough to keep visiting again
and again. Consider reviewing this metric as you add content to your campaign to gauge how
certain content, campaigns, or ads are performing.
8. Average Session Duration:
An average session duration metric is more applicable to some industries than others and
measures the total amount of time a visitor spent on your campaign.
9. Prints:
An important marketing campaign metric is impressions, which are the total number of times
your content and ads were viewed. It measures when a person sees your ad, even if a person
sees it more than once on a digital platform.

10. Social Outreach:

This metric tells you how many people viewed your content on social media and only counts
individual users as opposed to impressions. A high number in your social reach metric is
good, although not everyone who sees your content will engage, so the wider the reach, the
better for more engagement. You can increase your social reach by:
 Branding all your social profiles
 Connect with people who post
 Frequent sharing of curated content
MERITS OF MARKETING STRATEGY

 Properly researched and targeted marketing will bring in new and returning customers.
 Feedback from current and former customers can identify areas for improvement.
 Increase brand awareness.
 Allows for a more personal relationship between the business and the customer.
 Increase in market share.

DEMERITS OF MARKETING STRATEGY

 Marketing can be expensive and reduce profits, especially for small businesses.
 It is difficult to accurately measure the cost benefit of a marketing campaign.
 Not all campaigns are successful because they were not carefully researched and
planned.
 The business may need additional staff to assist with advertising.
 Profit margin is reduced by the cost of branded items used for advertising.
 Additional staff may be needed for the time required to keep information on
campaigns and social media up to date.

MARKETING PROPORTION
  CUMULATIVE REPRESENTING AMOUNT SPENT BY COMPANIES ON
MARKETING AND OTHER EXPENSES.

 CUMULATIVE REPRESENTING PROPORTION OF REVENUE SPENT BY

COMPANIES ON MARKETING AND OTHER EXPENSES.

TRENDS AND STATISTICS SUGGESTING MARKETING STRATEGY

IS ON RISE

 Marketing Technology Statistics:

 42% of marketers plan to increase their budget in Virtual Reality (VR) and
Augmented Reality (AR).
 33% of marketers who do not use automation or artificial intelligence (AI) plan in the
future.
 34% of retail customers would be comfortable speaking with customer service via AI
chatbots instead of a live customer support representative.
 64% of businesses believe that chatbots will allow them to provide a more customized
support experience for their customers.
  88% of B2B marketers plan to convert 10 to 30% of their content into interactive
content.
 Lead Generation Statistics:
 50% of marketers consider lead generation to be the top priority in their marketing
campaigns.
 61% of marketers consider generating traffic their biggest challenge.
 Of your target audience, 3% are actively shopping, 56% are not ready, and 40% are
getting ready to start.
 Content marketing is 3 times more effective at generating leads than traditional
marketing. Its price is also 62% less.
 79% of top performing businesses have been using marketing automation to generate
leads for three or more years.
 Email Marketing Statistics:
 99% of email users check their email daily, some up to 20 times per day.
 51% of consumers prefer to be contacted by a brand via email. Email is preferred over
social media, mail, text or phone.
 49% of consumers say they would like to receive promotional emails from their
favorite brands on a weekly basis.
 41% of email views come from mobile devices, followed by desktop at 39%.
 The industry average email click-through rate (CTR) is 2.13%.

 Advertising Statistics:
 68% of marketers said that paid advertising is "very important" or "extremely
important" to their overall marketing strategy.
 Search advertising spending was projected to exceed $137 million in 2022.
 In 2022, eMarketer predicts that PPC (pay-per-click) advertising spending will exceed
$258 billion.
 The typical cost per click for search ads is in the range of $2 to $4.
 The industries with the highest average cost per click are attorneys and legal services,
dentists and dental services, and home improvement at $6-8 per click.
 Conversion Rate Optimization Statistics:
 According to marketing spend statistics, for every $92 spent on acquiring a customer,
only $1 is spent trying to convert them.
  68% of small businesses do not have a structured or documented conversion rate
optimization (CRO) strategy.
 Only about 22% of businesses are satisfied with their conversion rates.
 The average landing page conversion rate is 2.35%.
 The best campaigns have an average conversion rate of 11.45%.
 Video Marketing Statistics:
 The current average viewer spends 100 minutes per day watching digital videos.
 86% of businesses use video as a marketing tool.
 34.4% of marketers create new videos monthly, while 33% create new videos every
week.
 The most commonly created types of video are explainer videos (74%).
 Other top video types are social media videos, presentation videos, video testimonials,
video ads, sales videos, and product demos.
 Content Marketing Statistics:
 82% of companies report using content marketing.
 48% of companies with a content marketing strategy use blogging.
 The most popular blog content formats are how-to articles (77%), followed by news
and trends (49%), and guides and eBooks (47%).
 B2B blogs with educational content get 52% more organic traffic than B2B blogs
with company-focused content.
 The leading content marketing types used by B2C marketers are blog posts/short
articles (83%), email newsletters (74%), and pre-produced videos (62%).
 Search Engine Optimization Statistics:
 Google currently holds 83.84% of the search engine market share.
 Google receives over 105,191 searches per second.
 53% of shoppers say they always research a product using a search engine before
making a purchase decision.
 50% of search queries are 4 words or more.
 About 8% of search queries are expressed as questions.
 Social Media Marketing Statistics:
 The average social media user has accounts on more than 8 social media platforms.
 Users spend an average of about 2 hours 29 minutes on social media every day.
 43% use social media to make purchasing decisions.
 Facebook is still the most popular social media platform with 2.9 billion monthly
active users. YouTube ranks second with 2.2 billion monthly active users.

Chapter : 3

Literature Review On Marketing Strategy

 Dr. Sangeeta Mukherjee (March 2020): The technological innovations that are
adopted by BYJU’S are highly helpful to students to understand basic and complex
concepts in a very short time. The BYJU’S App uses web-based learning, visual
learning, and personalized learning which altogether provide an immersive learning
experience to students. One of the findings is that the advertisement claims that the
App makes an interactive learning experience. The premium subscription is a bit
costly for the average earning Indian consumer.

 RR Chavan, Abhishek Shukla (August, 2018): Using technology as an

enabler and unique combination of media and content adopted by BYJU’S helps it to
create a learning app for students. This paper also discusses the approach of e-
entrepreneurship taken by the founder of BYJU’S to start Ed-tech Company to serve
maximum students through a digital platform. Also, the emerging digital technology
will provide new opportunities to a new venture in different business sectors.
 Mohd Shoaib Ansari (January 2017):Learning applications are expanding among
students. Found that portable learning applications can be extremely helpful in the
advanced education condition. Moreover, the outcomes appeared that the students
have sufficient information and attention to utilize portable innovation and the Web in
their instructive condition. Mobile App for learning is popular in higher education in
India. Furthermore , it is also found that student is aware of mobile Apps which
provides learning contents.

 Dr. BADA, Steve Olusegun (December 2015): Found that process of

learning is individual to the learner. The learner tries to relate each and
everything to the real world what he or she has learned. Constructivism refers
to self-learning and knows how to learn things more conceptually. It
emphasized critical thinking and decision making.

 IBEF (April 2019): Online education in India is growing fast and many
student have access to smart phones, computers, and the internet. Integrating
technology is the need of the hour since everything is going digital. India has
the largest K-12 students in the world with over 260 million students. Also,
there is a rise in low-cost smart phones, accessibility to the internet among the
students is increasing.

 Forbes (October 2019): found that the backbone of BYJUS app personalized
learning is its rich learning profile. Graphs of over one lakh concepts and
relationships that have been created to design personal learning journeys --
videos, questions, adaptive flows, quizzes, flashcards, correctional learning
video, and so on. Additionally, the learning content is also tagged to multiple
other properties and parameters. This content is tagged at the sub micro
concept level which helps the algorithms create a smooth learning curve for
the student so that they feel challenged, yet motivated.

 Financial Times (December 2019): Found that, BYJU’s has around 3 million
subscribers who are school going students. BYJU’S has made India an emerging
ground for testing the Ed-tech industry. It is estimated by KPMG
and Google that India’s online learning sector will reach $2B by 2021.

 The Indian Express (April 2020): After nationwide lockdown in India, there
was an increase of 150% in new enrollment on the BYJU’s App. BYJU’s has
also started free live classes on its platform for class 4 to class 12 students in
India.

 Business Insider, India (December 2019): Found that BYJU’s secret of

success is engagement and effectiveness. By adding interactive videos and
media on its platform, it has made the learning fun and interactive. In 2018,
BYJU’s spend Rs.185.5 Cr on advertising.

 Jared Keengwe, Terry T Kidd, (2010): This article examines a review of

literature related to online learning and teaching. The authors provide a brief
historical perspective of online education as well as describe the unique
aspects of online teaching and learning. The barriers to online teaching, the
 new faculty roles in online learning environments, and some implications for
online learning and teaching are also provided. This article is intended to
stimulate reflections on effective strategies to enhance faculty success in their
transition from traditional pedagogical platforms to online learning and
teaching.

CHAPTER :.4

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is a way of explaining how a researcher intends to carry out their
research. It's a logical, systematic plan to resolve a research problem. A methodology details
a researcher's approach to the research to ensure reliable, valid results that address their aims
and objectives.

A research methodology gives research legitimacy and provides scientifically sound findings.
It also provides a detailed plan that helps to keep researchers on track, making the process
smooth, effective and manageable.

RESEARCH DESIGN

This paper titled “Byju’s - The Learning App: An Investigative Study on the Transformation
from Traditional Learning to Technology Based Personalized Learning among High School
and Higher Secondary Students” uses Quantitative Methodology of research to analyse data
collected through questionnaires which were sent through Google Forms. The objectives of
the study include:

 To identify how Byju’s app acts as a facilitator.

 To investigate the students’ transformation from traditional learning to technology based

modern learning.

 To find out how far Byju’s app promotes learning.

DATA COLLECTION PROCESS

 Data Collection in research can be defined as the process of collecting and measuring
information in a systematic manner so as to answer research questions, test hypothesis
and evaluate outcomes.
 For collecting data for this study, the researchers chose learners from class VIII to
XII, of both CBSE and State Boards.
 Questionnaire has been distributed to learners from over 25 schools in 5 Districts of
Kerala, namely, Kannur, Malappuram, Palakkad, Thrissur and
Thiruvananthapuram; in order to find out how Byju’s App transforms and
influences their study behaviour.
 They have been given around two weeks to fill the questionnaire and return the same
to the researchers.
 The learners who use the app actively participated in filling out the questionnaire.

SAMPLING TECHNIQUE
The sampling technique used in this study is Simple random sampling. Simple random
sampling is the method used to call aa smaller sample size from a larger population and use it
to research and make generalizations about a larger group.

 Descriptive analysis
It is concerned with charts, tables and interpretation from the findings of a research of a
research study. The following are the descriptive statistics which are used in this study.

 Percentage analysis:
Percentage analysis is the method to represent raw data as a percentage for better
understanding of data collected. It is one of the statistical estimates used to divulge the
attribute of the sample or population in the total. It includes computing proportions of factors
chosen for the analysis and its findings will give sample elucidation for the researchers and
readers.

QUESTIONNAIRE DESIGN
The questionnaire for the research is to be structured in which different type of questions like
open ended and close ended are covered. The questions will be designed as an option,
multiple choice. A close ended question is one where the respondents is given a range of
answers and has to make a choice of one or more. The questions in the questionnaire were
arranged in a sequential manner.
The instruments used in the study are research instrument which is used for gathering or
collecting information. These instruments are:
 Direct questions
 Close end questions
 Dichotomous questions
 Multiple choice questions

 MULTIPLE CHOICE QUESTIONS

A multiple-choice question refers to one which provide several set alternatives for its
answers. Thus, it is a middle ground between free answers and dichotomous questions.

 DICHOTOMOUS QUESTIONS
It is a question which can have two possible answers. Dichotomous questions are usually
used in a survey that asks for yes/no, true/false, or agree/disagree answers. They are used for
clear distinctions of qualities, experiences or respondent’s opinion.

SAMPLE SIZE
Sample size is the act of choosing the number of respondents. Sample of 100 respondents
were taken from the population by using random sampling method.

SAMPLE DESIGN
Sample design is imperative in every specific study. Hence in this study simple random
sampling methods have been used to collect data.

SAMPLING TECHNIQUE
The collected data will be analyzed with the help of statistical tools. The percentage analysis
is used.

DATA EDITING AND STATISTICAL TOOLS

Primary data source was applied for the collection of the data from TENHARD INDIA PVT.
LTD. Data collected are edited and coded by using the tabular columns. This helps in
converting the gathered data into a tabular grouped data.
 Percentage analysis is applied to create a contingency table from the frequency
distribution and represent to collected data for better understanding.
 Chart analysis is applied for better understanding of percentage analysis and it is done
via pie, bar charts, etc.

CHAPTER: 5

DATA ANALYSIS AND INTERPRETATION

 TABLE 5.1

CLASS OF RESPONDENTS

CLASS NUMBERS % (PERCENTAGE)

Between 5-8 15 25

Between 9-12 45 75

Total 60 100

Figure 5.1

class of respondents

25
Between 9- 12
Between 5- 8

75

Interpretation: From fig. 5.1., it is clear that out of 60 respondents, 75% of respondents are
of class between 9-12 and rest 25% of respondents are of the class between 5-8.
 TABLE 5.2

GENDER OF RESPONDENTS

GENDER NUMBERS % (PERCENTAGE)

Female 36 60

Male 24 40

Total 60 100

Figure 5:2

Gender Of Respondents

40

60

female male

Interpretation: From the above graph, it is clear that 60% of respondents are female and rest
are 40% are male respondents.

TABLE 5.3
USAGE OF BYJU’S APP FOR THE PAST
Particulars Number %(Percentage)
6 months 9 15
1 year 17 28.3
More than one year 15 25
More than 2 years 19 31.7
Total 60 100
 Figure 5.3

Usage of BYJU'S app for the past

15

31.7

28.3

25

6 months 1 year
more than one year more than 2 years

Interpretation: From the graph, it is clear that 31.7% respondents are using BYJU’S app for
more than 2 years, 25% for more than 1 year, 28.3% of respondents are for 1 year and 15% of
respondents are for 6 months.

TABLE 5.4
SOURCES OF INFORMATION
Particulars Number %(Percentage)
TV ads 17 28.3
Teacher suggested 16 26.7
Friends suggested 19 31.7
Cousin suggested 8 13.3
Total 60 100

Figure 5.4

Sources of information

13.3
28.3

31.7

26.7

TV ads Teacher suggested Friends suggested Cousin suggested

Interpretation: From the graph, it is clear that 31.7% of respondents subscribed the app
when friends suggested, 28.3% of them by TV ads, 26.7% of them when teacher suggested
and 13.3% of them when cousin suggested.

TABLE 5.5
USEFUL APP FOR EDUCATION
Particulars Number %(Percentage)
Strongly disagree Nil Nil
Disagree Nil Nil
Neutral 1 1.7
Agree 32 53.3
Strongly agree 27 45
Total 60 100

Figure 5.5

Useful app for education

1.7

45
53.3

strongly disagree disagree neutral

agree strongly agree

Interpretation: From the graph, it is clear that 53.3% of respondents agreed the students,
whereas 45% strongly agreed and rest 1.7% are in neutral. None of them are dissatisfied with
the usage of app.

TABLE 5.6
IT MAKES STUDIES EASIER
Particulars Number %(Percentage)
Strongly disagree Nil Nil
Disagree Nil Nil
 Neutral 3 5
Agree 41 68.3
Strongly Agree 16 26.7
Total 60 100

FIGURE 5.6

It makes studies easier

26.7

68.3

Strongly disagree Disagree Neutral

Agree Strongly agree

Interpretation: From the graph, it is clear that majority of the respondents (68.3%) agreed
the statement, 26.7% are strongly agreed the statement and rest 5% are in neutral state.

TABLE 5.7
VISUAL REPRESENTATION OF TOPICS MAKES STUDYING EASY
Particulars Numbers %(Percentage)
Strongly disagree Nil Nil
Disagree Nil Nil
Neutral 2 3.4
Agree 17 28.3
Strongly agree 41 68.3
Total 60 100

Figure 5.7

Visual representation of topics makes studying easy

3.4

28.3

68.3

Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation: Above graph shows that about 68.3% people strongly agreed the statement
that visual representation of topics makes studying easy, 28.3% of them agreed that and rest
3.4% selected the neutral option.

TABLE 5.8
KNOWLEDGE PROVIDED BY THE APP IS VERY EFEECTIVE
Particulars Numbers %(Percentage)
Strongly disagree Nil Nil
Disagree Nil Nil
Neutral 5 8.4
Agree 38 63.3
Strongly agree 17 28.3
Total 60 100

Figure 5.8

Knowledge provided by the app is effective

8.4
28.3

63.3

Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation: From the graph, it is clear that majority 63.3% of respondents agreed the
statement whereas 28.3% of them strongly agreed and 8.4% of them are neutral. None of
them dissatisfied with the knowledge provided by the app.
TABLE 5.9
USAGE OF APP FOR MORE THAN 2 HOURS A DAY
Particulars Numbers %(Percentage)
Strongly disagree Nil Nil
Disagree 3 5
Neutral 20 33.3
Agree 34 56.7
Strongly agree 3 5
Total 60 100
 Figure 5.9

Usage of app for more than 2 hours a day

5 5

33.3

56.7

Strongly disagree Disagree Neutral Agree Strongly agree

Interpretation: According to table 5.9., 56.7% of respondents agreed that they use app for
more than 2 hours a day and 33.3% of them are neutral alike, 5% of the total people disagreed
and rest 5% strongly agreed that they use for long time.
TABLE 5.10
ORIENTATION EXAMS PROVIDED BY THE APP IS VERY EFFECTIVE
Particulars Numbers %(Percentage)
Strongly disagree Nil Nil
Disagree 1 1.7
Neutral 8 13.3
Agree 45 75
Strongly agree 6 10
Total 60 100

Figure 5.10

Exams provided by the app are effective

1.7
10
13.3

75

Strongly disagee Disagree Neutral

Agree Strongly agree
Interpretation: Above table shows that 75% of the total respondents are satisfied with the
exams provided by app, 10% strongly agreed to the statement, whereas 13.3% of them are
neutral alike, 1.7% of them are dissatisfied with the statement.

CHAPTER :6
FINDINGS AND CONCLUSION

FINDINGS
 The data was collected from the respondents and were collated for analysis based on
statistical models.
 Statistical models help to provide an inference or a conclusion from a small
population.
 Bar Diagrams, and Tables were used to illustrate the data collected.
 After the effective representation of data, the researchers could analyse the data
through Inferential Analysis and Descriptive Analysis.
 Inferential Data Analysis is a type of analysis that helps to test theories based on the
samples collected from a group of subjects.
 Descriptive Data Analysis describes the main features of the data collected
quantitatively.
 The tagline of BYJU’S App is “Fall in Love with Learning.”
 It is inferred that most of the subscribers of BYJU’S app are female only some male
are using it.
 It is inferred that students belong to class between 9-12 are majority and only 25% of
them belongs to class between 5-8.
 It is inferred that almost 31.7% of students are using it for the past more than 2 years,
28.3% of them are using app for the past one year and rest 25% of them are for more
than one year and 15% for 6 months.
 It is inferred that majority of the respondents subscribed BYJU’S app when their
friends suggested, about 28.3% of the people because of the influence of TV ads.
Around 26.7% of the people subscribed BYJU’S because their teacher suggested it.
And the rest 13.3% of them are by their cousin suggested.
 It is inferred that majority of the students agreed that BYJU’S app is very useful for
education and none of them disagreed that.
 It is also inferred that majority respondents agreed that BYJU’S app makes studies
easier and only a few respondents strongly agreed it.
 It is inferred that majority of the people strongly agreed that visual representation of
topics makes studies easier. None of them has disagreed the statement.
 It is inferred that 63.3% of respondents agreed that knowledge provided by BYJU’s
app is very effective and about 28.3% of them strongly agreed.
 Majority of the respondents agreed that they use BYJU’S app for more than 2 hours a
day. While 33.3% of them are in neutral alike.
 It is inferred that orientation exams provided by the BYJU’S is very effective because
most of the people agreed it.
 It is inferred that doubts of students are clearly delivered in a timely manner.
 It is also inferred that tutors are knowledgeable about the subject they teach.
 It is also inferred that most of the respondents agreed that BYJU’S app is very costly.
It is better to provide some financial assistance to the students.
 It is inferred that majority of the respondents agreed that subscription of the app on
BYJU’S website accurately represent what they provide in virtual classroom.
 It is inferred that majority of the respondents disagreed the subscription of other
learning apps. This implies that they are mostly depended upon BYJU’S app.
 Majority of the respondents are happy to recommend BYJU’S app to others.
 It is inferred that most of them strongly agreed that visual learnings make learning
interesting.
  Majority of them choose BYJU’S app rather than going to tuitions.
 It is inferred that respondents agreed that tutors of BYJU’S app can be contacted
easily.
 Majority of the respondents have no exact answer for the statement videos are
available better in YouTube than BYJU’S app.
 It is inferred that Brand image of BYJU’S app is better than any other learning apps.
 Majority of them agreed that learning tougher topics made their studies simple and
easier in BYJU’S app.
 It is inferred that majority of the respondents strongly agreed that artificial
intelligence makes education interesting.

CONCLUSION

This helps the researchers to know about the student’s satisfaction on BYJU’S LEARNING
APP. The BYJU’S App is known for its self-paced learning experience by enabling the
students crack down difficult concepts. The app uses a host of modern techniques like web-
based learning, visual graphics, video-based instruction, etc. to provide an immersive
learning experience. These innovations are highly helpful for the students to understand basic
concepts and enable them to prepare for exams. From this study, it is clear that BYJU’S app
has transformed Indian education scenario by effectively incorporating Constructive methods
of teaching and learning. Most of the respondents agree that the app is interactive,
comfortable and effective. But the study also finds that some users are not able to effectively
use this App for personalized learning as they are not regular subscribers of the app. regular
subscription is on the expensive side for average Indian students. BYJU’S App is striving
hard to transform education scenario and will surely reach to a mass audience if it can
become more affordable.

From this study it is clear that the majority of the subscribers are female. Most of them are
satisfied with the knowledge provided by app, visual representation of topics, orientation
exams conducted. They are also satisfied with the services provided by tutors. BYJU’S app is
very useful for the studies and it makes studies in a interesting way. BYJU’S app is a good
substitute for tuitions. From this it is identified that, most of the students are satisfied with the
subscription of BYJU’S LEARNING APP and agreed that the app is interactive,
comfortable and effective.

CHAPTER : 7

BIBILOGRAPHY

 Sheth Jagdish, N., & Gardner David, M. (1982). History of Marketing

Thought: An Update. University of Illinois at Urbana-Champaign.
 Jaffe, ED. (1979). Multinational Marketing Intelligence: An Information
Needs Model. Management International Review (MIR).
 Van Manen, J. (1979). Recovering qualitative methods for organizational
research: An introduction. Administrative Science Quarterly.
 Strong, E. (1925). Psychology of sales and advertising. New York, NY:
McGraw-Hill Book Company, Inc.
 Kotler, P., Armstrong, G., Agnihotri, P.Y., & Haque, E.U. (2010). Principles
of Marketing (13th ed.). New Delhi: Pearson Education.
 Kotler, P., Armstrong, G., Brown, L., & Adam, S. (2010). (2006). Marketing
(Seventh ed.). Upper Saddle River, NJ: Prentice Hall.
 Holmes, G.R., & Paswan, A. (2012). Consumer feedback on new package
design. Journal of Product and Brand Management.
 Kotler, P. (2010). Principles of Marketing: A South Asian Perspective. India:
Pearson.
 Clough, K.E., & Back, D. (2004). Integrated advertising, promotion and
marketing communications. Upper Saddle River, NJ: Pearson Education Inc.
 Sikala, JE, Smith, RK, & Bush, AJ (2012). What Makes Sales Presentations
Effective: A Buyer-Seller Perspective. Journal of Business and Industrial
Marketing.
 Kotler, P., & Zaltman, G. (2010). (1971). Social Marketing: An Approach to
Planned Social Change. Journal of Marketing.
 CHAPTER: 8
QUESTIONNAIRES

STUDENTS SATISFACTION ON BYJU’S APP

Name: Age: Student studying:

Name of the school:

1. I am using BYJU’S app for the past- 6 months/ 1 year/ more than one year/
more than two years.
2. I have subscribed BYJU’S app when

S.NO How did you subscribe Tick

1. TV Ads
2. My teacher suggested
3. My friend suggested
4. My cousin suggested
5. Newspaper
 Place a tick mark on the appropriate boxes: SDA (Strongly Disagree)/ DA
(Disagree)/ NA (No Answer)/ A (Agree)/ SA (Strongly Agree).

S.NO Statements SDA DA NA A SA

1 It is a very useful app for

education.
2 It makes my studies easier.

3 Visual representation of topics

makes studying easy.
4 Knowledge provided by the
app is very effective.
5 I use this app for more than 2
hours a day.
6 Orientation exams provided by
the app is very effective.
7 Doubts are delivered in a
timely manner.
8 The brand image of BYJU’S
app is better than other
educational apps.
9 I am happy to recommend the
app to my friend.
10 Learning tougher topics is
made easier and simple in
BYJU’S app.