Byju’s is for parents, NOT for students
Let’s see how byju’s know how to capture the Ed-Tech market!
We’ll see the clever marketing startegy which Byju is using to get customers and what mistake Vedantu is doing!!
In this we will look into minor details which is creating difference for Byju
How Ginat is Byju’s?
A company started in 2011 has now become a stuble to every existing ed-tech companies in India and with the growth rate is reaching global at a much faster rate
According to business standard
Byju’s has become the first domestic start-up to reach a valuation of $21 billion. It is ranked as the 13th largest unicorn in the globe based on the latest figures by CB Insights that go up to the beginning of December.
But in this case study, I won’t focus on what’s known to everyone about Byju’s we will deep down and look how cleverly the Byju is playing with the mentallity of target audience to increase it’s suscriber’s
This case study will also show case a glimps of how it’s competitors need to learn and what mistake they are doing in their marketing
This is the popularity of Byju’s is shown in this graph as compared to it’s competitors like Vedantu , Unacademy, internshala
So why Byju’s growth rate is much higher than other of it’s competitors
The main reason is their target audience is not CHILDREN but PARENTS
Let see how
In their ads they try to target every problem that parent face with their child
- The parent had to screem to get their child their to study
-The parents think that their child is not responsible
-They always compare their student’s with other so they know “good sai too good” works
-They know that parents are the decisions maker of child’s education so targeting them is much more feasible and worthy
See how they work
What VEDANTU is doing ?? A mistake!!
Vedantu is targeting the students of class 6–12 and is not getting the pace with “Samaj aayega toh Maja aayegaa” or “learn LIVE online”
The main reason is that for classes 6–12 the parents are mostly involved in the studies of their children so if the marketing is for children only then the conversion rate of customers will be much lesser than expected.
They need to understand in that Children are not decession maker but parents are … so advertisement should be focused on how to adress child’s problem to parents
But why UNACADEMY is not focusing on Parents??
To know see this..
Unacademy focus on education of higher studies like UPSC, GATE CAT ,OMETS, BANKING exams along with JEE and NEET preparation
The students preparing for post graduation exam have high say in their family and when it’s comes to technology part they are the one taking charge.
Because they and their family know that the students are now mature enough and might choose what’s best for them in near future.
That’s how stratigically they focus on their ads
like they know that the best self motivation is poems in regional language
so the mixed HINDI POEM with the MS DHONI and created this..
This is the most viewed add by unacadmy surpassing the IPL ad “ISS IPL SAI KYA SEEKHA”!!
SUMMARY
The major factors like TAM, TEAM , Timming are covered by all brands during their branding but what’s make difference is the minor things which companys ignore.
More Paranoid the Parents are more money you can make!!
Thanks for reading
hope this is helpful and logical, this whole is based on consumer point of view and taking in mind that more the traffic on website more is the conversion rate.
— Sankalp Agarwal
