Solution to Vedantu Case Study: Assignment 3- N2

Vedantu can use mix of online and offline channels to market their services to the target segment.

For digital marketing , Vedantu can use the following channels:

· Google Adwords: Putting ads on keywords for specific academic topics which are found challenging by the students and are hence searched on google. Also, adwords can be put for competitive exams like IITJee where students are highly likely to search regarding their preparation and procedure.

· Youtube: Uploading sample videos on youtube on specific topics which are relevant to the target students. Also, having sponsored links with related academic videos. This will also help Vedantu to optimize their organic search.

· Linkedin: Advertising on linkedin can prove to be beneficial as the user base of linkedin and our target segment of parents is similar.

· Books’ E-commerce and review sites: Strategic Ads can be placed for people buying or reading books online or on mobile apps, as they are likely to exhibit a behavior of self-learning.

For Offline:

· Organizing or sponsoring, orientation, counselling or expert sessions for students.

· Outdoor hoardings and bus shelters, especially near schools and locations of high tution centres’ concentration.

· Print ads in Newspapers highlighting the accolades achieved by students tutored through Vedantu to target the aspirational parents as well as students.

· Standie banners or free printed bookmarks in bookstores

Apart from the above marketing channels, vedantu should induce trial of its product by offering free lectures to new registering students. Also, it should put in place a referral program, where students can refer the services to new students can get incentive for every new registration.