SEGMENTATION, TARGETING, AND POSITIONING

OF BYJUs
SEGMENTATION
A segment is a group sharing one or more characteristics that cause them to
have similar product and/or service needs.
A true market segment meets all of the following criteria:
• It is distinct from other segments (different segments have different needs)
• It is homogeneous within the segment (exhibits common needs)
• It responds similarly to a market stimulus
• It can be reached by a market intervention

BYJU’S SEGMENTATION

1. UNDERPRIVILIDGED OPPORTUNISTS – They don’t have access

to quality teachers & resources. Majority of this segment lives in Rural
areas. Spending capacities of the parents of this segment is limited.
2. MULTITASKERS – They pick up studies/extra subjects along with
other tasks(job) or their school. Time is essence for them. They want to
learn at their own convenience and pace. They or their parents have high
spending power.
3. CLASSROOM BUGS – They prefer studying in a physical classroom
environment with other students to unleash their competitive spirit. They
are highly sociable students who wants to interact with other students.
Accessibility to quality teachers and resources is not their primary
concern. They are ready to spend time on travelling to physical
classroom.
4. PRIVILDGED – They or their parents have high spending power to
fulfil the requirements of additional resources. Students in this segment
want the best after school support available in the market.
TARGETED SEGMENT

For any organization serving all the segments is not possible , so specific
segments have to be targeted which can be most beneficial for the organization.
Thus, BYJU’s have targeted Privileged and multitaskers as their customer
segment. Both of these segments are capable to buy high end products of
BYJU’s and thus are more preferred over the rest. BYJU’s also fulfil the wants
of these segments and position itself as one of the best Ed-Tech platform
available in the Indian market.

POSITIONING

Positioning is the place that a brand occupies in the minds of the customers and
how it is distinguished from the products of the competitors and different from
the concept of brand awareness. BYJU’s have positioned their product smartly.
They have been keeping up with the dynamic environment in education industry
and introducing more differentiated features to distinguish itself from its
competitors.
Few features of BYJU’s are –
1. Engaging video lessons from best teachers.
2. Application and stimulation games to guide experiential learning.
3. Usage of high quality videos to assist student’s visualisation.
4. One to one session for students.

Recorded Classes

Value High Premium

One to One
interaction