TABLE OF CONTENTS

Sr. No. Sub Point Particular Page no.

1 Introduction
1.1 Introduction 1-8
1.2 Background Of The Study 9
1.3 About Education Industry 10-13
1.4 Company Profile 13-17
2 Review of Literature
2.1 Review of Literature 18-20
3 Research methodology
3.1 Research methodology 21-22

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 CHAPTER -1

1.1 INTRODUCTION

Learning styles have significantly changed over the years. Gone are those days when
we memorized the concepts and put it down during exams. The current teaching-learning
environment prefers personalized learning. The teacher is now a facilitator, a mentor and a
guide. He/she is not just a content provider. The teacher constructs knowledge through
interaction with the students. The students do all the work and the teacher guides them. This
method of Constructivism was put forward by John Dewey (1859-1952), Bruner (1915-
2016), Piaget (1896-1980) and Lev Vygotsky (1896-1934). “Constructivism is the
philosophical and scientific position that knowledge arises through a process of active
construction.

The strategy of constructivism is against the Behaviorist theory propounded by

Pavlov and Thorndike, which is based on the idea that learning happens through
conditioning. The modern strategies of teaching and learning are highly rooted in
Constructivism. The facilitators construct the knowledge through the active participation of
learners. Learning is student-centered and the students are autonomous. Teachers promote
critical thinking of the students. They guide their students to find solutions to a problem. The
modern learning is highly technology oriented. Teachers make use of modern amenities like
smart boards, projectors, audio-visual aids, and online sites for teaching. Teaching and
learning materials are available at the click of a button. The internet, which is the largest
network, has become a major tool for teaching- learning process. Multimedia resources,
blogs, online forums, online libraries and various websites, provide information necessary
for the user.

 Training and education related aspects have become a crucial part of

effective and operative functioning in power markets. Intense power market pressure in
addition to a high financial value of market actions leads to high educative requirements for
corporate. The use of internet is important as many organizations are now adopting

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technologies to improvise the efficiency in routine operations. Due to international
expansion of corporations, the opportunities of working with people from different countries
have increased and training people from all those countries together is an issue which e-
learning successfully addresses.

 In an era of constant learning and growing competition, many organizations

ensure that the technology which they are using is so developed that their workforce can
learn anything, anywhere, anytime with least manual efforts. The pace of change at
workplace and resistance of employees to leave the workplace for training for a longer
duration emphasized on reducing cycle time for learning and the implementation of
knowledge has resulted in formation of ―just-in-time‖ rather than ―just-in-case‖ learning
(harem 2002).
 Organizations require more economic and cost-effective training solutions than
standard classroom training and many companies consider e-learning as an alternative
training solution (moolman & blignaut 2008). To ensure that an employee possess requisite
knowledge and skills to perform a specific operation, the importance of corporate training is
undisputable for an organization. Primarily, corporate training is centered on knowledge
transfer e.g. Internal as well as external conferences and workshops are an important yet
expensive part for every business.

 Corporate learning however involves another dimension in training where

learners as participants contribute in generating new knowledge and skills that assists
in the growth and development of the organization. With the constant changes in all types
of work environments brought by the knowledge economy and rapid changes in technology,
it
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is needed to train and retrain people in new technologies, products, and services within the
given environment (harun 2002). E-learning is a way of training which can assist an
organization in achieving its goal and the overall competitive advantage of the organization
(chen & hsiang 2007). It can raise individual‘s employability and corporate effectiveness by
increasing knowledge base and skill base of the organization; also it can improve just-in-
time training and employee‘s control over learning.
 E-learning means all forms of electronically supported teaching and learning
practices (serrate 2010). Industry training globally is thoroughly prepared to adopt the
'blended learning' approaches where online learning and use of ict is combined with face-to-
face learning (bielawski 2003), perhaps reflecting the diversity of work-based skills required
(de Freitas 2007).

Era of e-learning

Across the world, every business

large or small, local or global is adopting
eLearning as a tool to impart effective
learning. E-learning in business refers to
a kind of training delivered via computer
to individuals or groups that helps in
achieving organizational goals. The
motive of an organization in adopting.

ELearning is to enable individuals to improve job performance and satisfaction,

understand and learn the skills needed for the job and to create a competitive work force in
the organization. Undoubtedly, the idea of e-learning over a period of time is spreading
rapidly. E-learning in an organization can be defined as a kind of training delivered via
computer that meets individual learning as well as organizational goals.

The key to success of e-learning is to achieve the organizations strategic goals through
reliable learning. In order to do so, companies need to deliver high-quality training programs
that potentially can offer good returns to corporations within their current training plans.
They can make it through an electronic medium hence it is the ―e‖ in e-learning.

All learning material is derived from the content within the e-learning system.
Organizations generally use eLearning to help the learner improve job skills which lead

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to

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better performance and satisfaction and in- turn create a competitive work force for the
company. Undoubtedly the success of e-learning is spreading rapidly.

DEVELOPMENT OF ED-TECH INDUSTRY

The outbreak of Covid-19 brought an unprecedented opportunity for the educational

technology (“EdTech”) sector in India. The traditional face-to-face interaction between a
teacher and students suffered a setback and almost instantaneously, there was a paradigm
shift to the unconventional mode of online learning. This change brought the spotlight on
EdTech industry following which it received the requisite financial and policy impetus to
thrive through the financial year (FY) 2020-2021. A massive inflow of investments,
acquisitions, and emergence of new start-ups in the previous fiscal bear testimony to EdTech
sector’s meteoric growth.

Growth of EdTech- Turning COVID-19 crisis into opportunity

The nationwide lockdown from March 2020, leading to shutting down of
education institutions, propelled an urgent need for them to look for technological solutions
and upgrade their technological infrastructure to ensure continuity in education. As an
immediate measure, these institutions started relying on third-party video conferencing
applications like Zoom, WebEx, Microsoft team etc. or on EdTech companies like Byju’s,
Academy, Vedantu etc. for a seamless transitioning from offline mode to online mode of
learning.

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 However, it also highlighted how underprepared our economies were to tackle a
global pandemic. This was reflected particularly in the education system, which had been
stagnant for decades in a brick-and-mortar setup. This was even more true for Higher
Education where Gross Enrolment Ratio is just 27.4% in India.

The year 2020 was a pivotal year when employers understood the importance and
relevance of work from home as well as learn from home. On the other hand, learners
realized that upskilling or reskilling is the only way to grow and continue to have a
sustained career.

Plus, the shift to digital even for Degrees as envisaged in the National Education
Policy (NEP 2020) all align extremely well with emerging tech and give me hope that
finally, we shall see a huge surge in digital adoption in education.

This will be the focal year for that and could be the catalyst for higher GER in Higher
Education and more outcome-led and inclusive education.

As soon as the Covid-19 pandemic hit, governments across the world announced
complete lockdowns. This also meant an acceleration for the need to shift away from brick
and mortar and towards a digital form of education and learning. While this stage was
initially difficult for all the stakeholders, it marked one of the most drastic developments in
the education history of the world, let alone our country!

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 Quality education for a child is an aspiration of every parent in India. Indian education
system, being one of the largest across the world, caters to the education needs of massive
population of ~430 mn between the age group of 6-23 years. Though, formal education
system in India is multi fold and regulated, the demand for informal education which
includes supplemental learning tools, coaching classes, test preparation, vocational training
etc. has grown up significantly in last five years as a result of introduction of education
technology in India.

The transformation is significant in tier 3 and 4 cities, towns and villages where the
students have been able to get access to quality education at the remote locations through
EdTech platforms. Fortunately for India, the introduction of edtech has coincided with
growing internet penetration in with availability of cheaper smartphones and low data
prices.

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This has increased ease of access to the quality education through various
learning platforms among

Indian students across the nation.

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1.2 BACKGROUND OF THE STUDY :

India has the largest K-12 educational market in the world, with about 260 million
enrolled students. Since 2015 when the app was launched, 900,000 students have purchased
annual subscriptions. While it has not yet reached 1 percent of the market, it has made
significant inroads beyond the top 10 large metropolitan cities and has democratized access
to education with its footprint across 1,700 towns in tier II, III, and IV cities. Without a
direct marketing effort, it expanded to Middle Eastern countries where there is a large Indian
diaspora. About 4 million students in the Middle East follow the Indian curriculum and
Indian TV programming can be seen in certain parts of the region. Parents and children were
seeing BYJU’S television commercials or had heard about it from friends and family living
in India and were downloading the app.

While BYJU’S was not actively marketing in this region, it reaped collateral benefits.
Given the success thus far, it is working on expanding the product, targeting the English-
medium population (where English is not the mother tongue but is the main language of
instruction), which is about 120 million students. The content is easily re-usable in other
countries because math, and to a large extent science, is universal. For instance, the
Pythagorean theorem is the same worldwide.

Since the pedagogy for the concepts has already been extensively researched and
developed, the script remains the same. It will change the teachers and select instructors that
have a more neutral accent and adapt the examples to the local context. Many of the special
effects created in post-production remain the same. Given the structure of the micro-
modules, it is very easy to align to any curriculum in any geography. It can eventually adapt
the content to other languages.

BYJU’S has about 100 hours of content per subject. It has found that about 60 percent
of the content is common to all students. About 20 percent of content is used by students
who are curious and want to explore the subject further, and an additional 20 percent is used
by students who need reinforcement.

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1.3 ABOUT EDUCATION INDUSTRIES

India’s education sector offers a great opportunity with approximately 29 per cent of
India’s population being between the age group of 0-14 years. India’s higher education
segment is expected to increase to US$
35.03 billion by 2025. The education sector in India is estimated atUS$ 91.7 billion in FY18
and is expected to reach US$ 101.1 billion in FY19. As of December2018, internet
penetration in India had reached 46.13 percent. Increasing internet penetration will help in
education delivery. India has over 250 million school going students, more than any other
country.

It also has one of the largest networks of higher education institutions in the world.
Number of colleges and universities in India reached 39,050 and 903, respectively in 2017-
18. India had 36.64 million students enrolled in higher education in 2017-18. Gross
Enrolment Ratio in higher education reached 25.8 per cent in 2017-18. In December 2018,
the government of India published that 3.43million candidates had enrolled in the Pradhan
Mantri Kaushal Vikas Yojana (PMKVY) 2016-20

History of ed- industry in India

India holds an important place in the global education industry. The country has one
of the largest networks of higher education institutions in the world, with ~260 million
students enrolled in >1.5 million schools and ~39,000 colleges, primarily dominated by the
private sector. In India, the education market stood at us$ 100 billion in 2016 and is
expecte180 billion by 2020, presenting itself as a lucrative opportunity for monetization.

Introduction of technology has led to increasing acceptance of alternative learning

modes such as online learning in India. As of 2016, India witnessed a growth in users with
40% of the total population using the internet. The internet user base is expected to reach
735 million by 2021, highlighting a positive outlook for online education in India. With the
highest adoption rate of technology among the youth and an exponential rise in the number
of smartphone users, the country will witness an incredible pace of internet growth.

The online education market stood at us$ 247 million in 2016 with ~1.57 million paid
users; is expected to expand at a 52% cage to reach us$ 1.96 billion in 2021 driven

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by

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increased consumer adoption, improvements in offerings and changes in business models.
The paid user base is expected to increase from 1.57 million users in 2016 to ~9.6 million
in 2021. Out of 1400 edtech companies in the world, India has thesecond-highest number
with 327 companies (10%).

Marketing strategy for ed-tech companies

Great business marketing strategies for ed-tech

As a company that focuses on technology for education, you understand that there are
no grade levels where a teacher goes in without a plan. Marketing is no different.

In today’s world, the number of marketing tactics is countless and not all these tactics
will work for your business, especially in education technology. No matter what type of
product you are providing as a service, you will always need a strategy in place. If you were
to go into battle without a strategy in place, what do you think will happen? Marketing
professionals need to understand their audience before marketing efforts are initiated so that
they are successful in achieving their goals in attaining quality leads. You want to be ableto
make a strategy that caters to your audiences wants and needs so that you can secure your

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 customer properly. If your service does not provide a solution for your customers, then it’s
time to reassess your company services.

One strategy that has been present throughout the history of marketing is outbound
marketing. This style of marketing takes the forms of ads for television, phone calls, print,
and radio, as well as other forms for reaching out to your audience. You are basically
fishing in a lake of consumers in hopes you will attain a fewquality leads. The issue with
outbound is that not everyone is interested in what you have to offer, so that fish in the
lake might not be hungry. In reality, this might work for some businesses that stand out from
therest, but in the education technology industry, one should consider outbound marketing
continuously while focusing on another marketing approach.

India has over 250 million school going students, more than any other country. It also
has one of the largest networks of higher education institutions in the world. Number of
colleges in India reached 39,931 in FY19. As of May 17, 2021, number of universities in
India reached 988. India had 37.4 million students enrolled in higher education in 2018-19.
In FY21, Gross Enrolment Ratio in higher education in India was 27.1%. Higher education
institutes in India are focusing on creating online programmes due to the increasing demand
from consumers. In India, the online education market is forecast to reach ~US$ 11.6 billion
by 2026. ICAR is one of the largest national agricultural organizations in the world. It has
122 institutes and 67 agricultural universities across India, as of July 2021.

Industry reports :

• According to KPMG, India has also become the second largest market for E-learning after
the US. The sector is expected to reach US$ 1.96 billion by 2021, with about 9.6 million
users fromUS$ 247 million and around 1.6 users in 2016.
• In 2020-21, there were 9,700 total AICTE approved institutes. Of the total, there were 3,610
undergraduate, 4,768 postgraduate and 3,979 diploma courses in AICTE approved institutes
as of August 2021.
• According to the National Institutional Ranking Framework, 7 positions were bagged by
prominent Indian Institutes of Technology out of the top 10 institution rankings in 2020.
• Under the National Education Policy 2021, the government will set up regional, national
institutes for virology, >15,000 schools, 100 new Sainik schools and 750 Eklavya model
residential schools in tribal areas

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• Education sector in India remains to be a strategic priority for the Government. The
Government has allowed 100% Foreign Direct Investment (FDI) in the education sector
through the automatic route since 2002. From April 2000 to September 2020, Foreign Direct
Investment (FDI) equity inflows stood at US$ 3,849.20 million.
• In India, the edtech market is expected to reach ~US$ 3.5 billion by 2022. Indian ed-tech
startups have received a total investment of US$ 2.22 billion in 2020, up from US$ 553
million in 2019.

1.4 COMPANY PROFILE :

Brief narrative about the company:

Think & learn pvt. Ltd was created in 2005 by Mr. Byju raveendran, a mechanical
engineering graduate who has scored 100 percentile twice in cat. From 250 students in2005
to 20000 students in 2013, its phenomenal growth lies not in any coincidence but in
penchant and pursuit of setting standards of excellence and perfection in the quest for
success in aptitude exams like cat, csat, gs, sat, iit-jee, sat, gre and campus recruitment tests.
We are pioneers for conducting online live classes through satellite enabling a reach to any
number of students at a time, even in remote areas. This use of technology is helping the
company to grow exponentially without compromising on quality which is its usp. It is
successfully running its training programs in 232 locations including some top engineering
colleges like nit-k, nit-w, nit-surathkal, nit-Trichy, nit-Calicut, mit-

Byju’s – the learning app is the common brand name for think and learn private ltd., a
Bangalore-based educational technology (ed-tech) and online tutoring firm founded in 2011
by Byju raveendran at Bangalore (India). In march 2019, it was the world’s most valued

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 ed-tech company at $5.4 billion shah rukh khan is the brand ambassador for Byju’s. In July
2019, Byju’s acquired Indian cricket team's jersey rights. Learning is pivotal for a student’s
success in academics and life. The digital age is deeply shaping the way students learn and
will also determine their future prospects. At Byju’s, we encourage students to embrace this
fast, changing world and making them ready for tomorrow by being their constant learning
partner. We craft learning journeys for every student that addresses

Their unique needs. We believe in the power of one-to-one learning that addresses
every child's learning needs, allows students to be holistically involved in their education
and be active, lifelong learners. Their three pillars personalized learning journeys
Personalized learning is the foundation of our unique programs for students. Using
knowledge graphs, the program adapts and creates personalized learning journeys for
students. It provides a comprehensive coverage of over 1lakh concepts with animated videos
and questions, fun quizzes and flashcards. Based on the student’s progress, personal
learning profiles are created which help analyze strengths and areas of improvement. Each
concept gets tagged at different levels of difficulty to create a smooth learning curve which
keeps students motivated through any new learning challenge. Whenever errors are made,
motivating remedial methods are generated to strengthen and improve the student’s learning
experience.

Technology enabled learning

At Byju’s, we leverage technology to merge best practices like use of videos,

engaging content and quizzes with the best teachers so that every child across the globe
has access to the best learning experiences.

Key features of the learning program:

• interactive and engaging learning modules

• visually rich content to enable conceptual clarity and lifelong term retention

• personalized learning programs designed for every student, enabled by the power of
data science.

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Best teachers & engaging content

The Byju’s learning programs provide students a holistic learning experience.

Students across regions can access the best teachers and see concepts come to life. Every
detail of a student’s journey is planned and executed at the deepest level with subject matter
experts, teachers and tools like videos, interactive animations, quizzes and assessments. The
app integrates these well crafted lessons from our teachers and assessments along with
analysis And recommendations, personalized to suit each student’s learning style. This
holistic approach has seen a student engagement of over 64 minutes a day, being spent by a
student on the app, making it one of the most loved apps for students across age groups. We
at Byju’s work towards offering students the best learning experience. We have courses for
students across ages and grades: math, physics, chemistry and biology for cbse and isc
(classes 4-12) competitive exams- jee, neet, ias, cat, gmat preparation courses

Recognizing that people learn in different ways, BYJU’S addressed contextual, visual,
and theoretical learners through the platform. By blending all three learning dimensions into
one tool, the product became highly effective because it could impact a broader number of
students with different learning styles. To make the product captivating, the platform
effectively integrates content, media, and technology.

The platform is developed by a multi-disciplinary team that is made up of “Rock star”

teachers with more than 15 years of experience, researchers, and students from the best
universities that are passionate about their subject. First, the research team investigates the

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 pedagogy and develops extensive knowledge maps for each concept. Then, they analyze the
best way to provide real world metaphors that make the content interesting and relevant to
the target age group. They develop a storyboard and brainstorm ideas to make the content
cometo life with special effects such as “virtual objects” that are floating visual graphics,
animation, and gamification. Once the script is developed, the content is tested with a group
of about 35 paying students at one of their tutoring centers sites in Bangalore. This focus
group environment allows the team to observe student reactions. The questions they ask are
incorporated into the script.

Company’s vision & mission

(a) Company’s vision

Revolutionise the education system, something which struck a chord with students,
parents, and eveninvestors.

(b) Company’s mission

At Byju’s, their mission is to help children fall in love with learning. Their learning
products have enabled millions of students across the globe to take the initiative to learn on
their own.

Nature of the organization and itsbusiness

Byju’s believes in putting our clients and our people at the centre of what’s
next It believes in:

• Deep local and global knowledge creates significant value for our clients
• Relentless curiosity delivers unseen opportunities

• Every touch point is an opportunity to deliver an exceptional experience for clients

• Diverse backgrounds, cultures, and expertise inspire breakthrough innovation
• Our brand and our people will be the envy of the industry, alone we are good; together

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 Chapter 2

Literature review

Cook DA, (2008) : The author say the use of technology to facilitate better learning and training
is gaining momentum worldwide, reducing the temporal and spatial problems associated with
traditional learning. Despite its several benefits, retaining students in online platforms is
challenging. Through a literature review of the factors affecting adoption, the continuation of
technology use, and learning outcomes, this paper discusses an integration of online learning with
virtual communities to foster student engagement for obtaining better learning outcomes. Future
directions have been discussed, the feedback mechanism which is an antecedent of students'
continuation intention has a lot of scopes to be studied in the virtual community context. The use of
Apps in m-learning and the use of cloud services can boost the ease and access of online learning
to users and organizations.

Rebecca A Croxton, (2014) : The Rebecca told us in online courses is rapidly increasing
and attrition rates remain high. This paper presents a literature review addressing the role of
interactivity in student satisfaction and persistence in online learning. Empirical literature was
reviewed through the lens of Bandura’s social cognitive theory, Anderson’s interaction
equivalency theorem, and Tinto’s social integration theory. Findings suggest that interactivity is
an important component of satisfaction and persistence for online learners, and that preferences
for types of online interactivity vary according to type of learner. Student-instructor interaction
was also noted to be a primary variable in online student satisfactionStudent-instructo

Naila(2016): Naila is conducted a study on nursing students 120 Nursing Students participated
in this quantitative and cross-sectional analysis. To test their attitudes towards E-learning, a
questionnaire has been distributed to all students. The result demonstrated students’ willingness to
embrace e-learning and recognized their use in education. However, technological support and the
difficulty of using technology have been noted as limiting factors for adopting e-learning.

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Rena M Palloff, Keith Pratt(2010) : The both authors are told us the Collaborating
Online provides practical guidance for faculty seeking to help their students work together in
creative ways, move out of the box of traditional papers and projects, and deepen the learning
experience through their work with one another. Authors Rena Palloff and Keith Pratt draw on
their extensive knowledge and experience to show collaboration brings students together to
support the learning of each member of the group while promoting creativity and critical thinking.
Collaborating Online is the second title in the Jossey-Bass Guides to Online Teaching and
Learning. This series helps higher education professionals improve the practice of online teaching
and learning by providing concise, practical resources focused on particular areas or issues they
might c in this new learning environment.

Patricia Bertea(2009):The author observed that there is a link between the technological
skills and the attitude of the students towards e-learning. Differences in attitude were noticed
between the students hired and the unemployed. He observed attitudes of undergraduate students
towards the web-enabled learning components. The findings demonstrated a positive impact on
critical thinking skills, problem-solving skills and learning for students. The conducted a study to
determine gender attitudes toward e-learning. A study of 477 students concluded that there is no
significant link between the attitude of the class and the attitude of the students towards e-
learning.

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 CHAPTER-3

RESEARCH METHODOLOG

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1.Objective of the study:

1. To analysis the factors influencing the role of consumers in buying process.

2. To study the company’s image in the minds of consumers.

3. Opinions about products purchase or service received.

4. Overall satisfaction with a product, location or service.

5. Recognition of the brand and its marketing efforts.

2. Research Methodology:

Source of Data: Data was collected based on two sources:

1. Primary Data

2. Secondary Data

Methods of collecting Primary Data:

1. Questionnaires

Methods of collecting Secondary Data:

The secondary data is collected through published sources such as:

• Company manuals and textbooks

• Annual reports

• Company profile

• Product profile

3.scope of the study:

1.geographical location covered in the study i.e. thane region

2.byjus educated all learners expect the students

3.explore their business in international

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