Empirical study on BYJU’s unique marketing strategy in the Indian economy

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P​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​roject Title:
“An empirical study on BYJU’s unique marketing strategy in the Indian economy”.
Aim of the Project:
To analyze BYJU’s marketing strategy and show how it dominated the Indian EdTech market.
It is aimed to provide insights for marketing managers & entrepreneurs about the successful strategies used in the business.
Objectives for the Project:
The main objectives for this study are as follows:
• To study the Indian EdTech industry by using external framework.
• To analyze the BYJUS’s marketing strategy by using secondary data.
• To show a comparative analysis of BYJUS’s and its competitor by using marketing frameworks.
Research Methodology:
This research study analysis is mainly based on a deductive approach, where research mainly starts with a theory. This study uses BYJU’s case study to derive their marketing strategies. Secondary sources of data are also used in this research study. Company’s official documents and w​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ebsites to be referred in this study is to understand their management and marketing processes. Research papers and articles published by various universities, scholars and academicians will be referred. For gaining information about the value-added services provided by BYJU’s, newspaper articles will also be referred. These qualitative methods will strengthen my study further in analysing the marketing sector of BYJU’s and will help me explore other innovative methods to be studied in this research.
Framework & Tools used:
The framework “Porter’s Five forces” to be used for understanding the EdTech Industry. For analyzing the company’s (BYJUS’s & its competitor) marketing data framework such as “STP” model (Segmentation, Targeting & Positioning) and the “7P’s marketing mix” will we used in the study. STP model is used for understanding the target customers and the 7P’s marketing mix is used to define key issues that a​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​ffect the marketing of its products and services.

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