Summer Internship Program 2021

SIP Interim Report

Digital Marketing & Strategy

Company Name:

AhaGuru Education Technology Pvt. Ltd.

Project Domain:

Marketing &

Strategy Submitted

by:

Manas Oli (PGP/1327/06)

Faculty Guide:

Dr. Nidhi Mishra

1
 ACKNOWLEDGEMENT

I am using this opportunity to express my deepest gratitude and special thanks to Gomathi S,
Director, AhaGuru Education Technology Pvt. Ltd who in spite of being extraordinarily busy with
her duties, took time out to hear, guide and keep me on the correct path and enabled me to do my
summer internship at this esteemed organization.
I am highly indebted to Ramesh HS, Head of Sales and Marketing, AhaGuru for his guidance and
constant supervision as well as for providing necessary information regarding the project & also for
his support in helping me understand the technicalities and the strategic planning which went behind
this project
I want to give special thanks to Dr. Nidhi Mishra, Assistant Professor, Indian Institute of
Management, Bodh Gaya, for her guidance during this summer internship. I hope that I can build
upon the experience and knowledge that I gained and make a valuable contribution towards the
institute in coming future
I would like to express my gratitude towards the members of Ahaguru marketing team for their kind
co-operation and encouragement which helped me in the project
My special thanks and appreciations also go to my fellow interns in developing the project and people
who have willingly helped me out with their abilities.
In the end, I express my overall gratitude to my institute and the Placement Committee for providing
me such an opportunity.
 EXECUTIVE SUMMARY

Organization: AhaGuru Education Technology Pvt. Ltd.

Faculty Guide: Dr. Nidhi Mishra
Project Title: Creation and implementation of marketing strategies for different products of the organization

Area of the Project: Marketing (Digital marketing, Marketing communications, & Sales)

Objective of the Project:

1. To boost up the sales of the company
2. Prepare Marketing Plan for the launch of new and sales of core products
3. To increase the brand awareness along with company profit
4. Increase the consumer base in other geographies

Description of the project in Brief: Develop, implement and monitor marketing campaigns that promote the
products and services of the company. Provide support to the social media efforts. Improve the brand awareness
in digital space, acquiring leads and driving website traffic. Prepare Marketing Plan and strategy for the launch
of new and sales of core products from scratch, design creatives, prepare ad copy’s etc. Run social media
campaigns. Help the brand in penetration in other states as well apart from the strong presence in south for the
purpose of expansion in other geographies of India.
 TABLE OF CONTENT

1. Introduction….................................................................................................................................5
1.1. Products…................................................................................................................................5
1.2. About the Product.....................................................................................................................6
2. Company Analysis...........................................................................................................................7
2.1. Key Competitors.......................................................................................................................7
2.2. SWOT Analysis…....................................................................................................................7
3. Economic Analysis of Ed-Tech Industry…......................................................................................8
3.1. Impact of Covid-19...................................................................................................................9
4. Marketing Strategy..........................................................................................................................11
4.1 Facebook & Instagram marketing..............................................................................................11
4.2 LinkedIn Marketing...................................................................................................................12
4.3 Google Ads................................................................................................................................13
5. Reference..........................................................................................................................................14
 INTRODUCTION

Ahaguru was founded in 2015 by Gomathi S and Dr Balaji Sampath. It has been made with the
purpose of educating and simplifying the quality of learning and better education across India.
The mission of Ahaguru is to ensure that every student feels like a winner, their primary goal is not
only to grab students’ attentions but to deepen the subject mastery.
The focuses are mainly on conceptual learning with fun experiments and innovative teaching so that
students remember and grasp things better. It enables students to prepare for and ace entrance exams
like JEE, IIT, NEET and BITSAT.
AhaGuru’s expert teachers, with several decades of teaching experience and research, have developed
unique techniques to help students build problem-solving skills and master the subject. Learning from
the comfort of their home, AhaGuru’s online LIVE classes and recorded video courses equip students
with the right skills to excel.
MISSION - To create a collaborative ecosystem which is self-sustaining through advancing
education and developing entrepreneurship.
VISION - To be a global platform of choice for learning, networking and career development by
offering personalized solution to everyone.

As of now the online platform has been divided into two types of classes in Ahaguru. The first is the
Online Live Classes and the other is Recorded Classes.

ABOUT PRODUCTS
AhaGuru has three products, a self-study course, Live virtual classes and a mentored learning
program.
1. SELF-STUDY COURSE
Ahaguru-Self-study enables student to learn directly from online videos from the comfort of
their home. In the self-study course, student can learn concepts and problem-solving skills at
own pace.

 Concept video lectures

 Solved video examples
 Practice questions

Timeline required: 4 Hours per week for each subject.

Price: Rs 7,203 + GST/ subject

2. MENTORED LEARNING PROGRAM

AhaGuru Recorded Courses enable students to learn concepts and problem-solving

techniques from expert teachers at their own pace and time. Each course has recorded concept
lectures, solved video examples and a large number of practice problems to master each topic.
Each week personal mentor will assign your lessons, track your progress and clear your
doubts.
Facilities received along with the course:
  Printed workbook and study materials
 Concept video lectures
 Solved Video examples
 Practice questions
 Topic Tests
 Personal mentor to guide students and clear doubts
 4 revision tests with live online test discussion with expert teachers.

Timeline required: 6 Hours per week for each subject.

Price: Rs 16,908 + GST/ subject

3. LIVE VIRTUAL CLASSES

AhaGuru LIVE Classes enables students to learn directly from expert teachers from the
comfort of their homes. In the LIVE classes, students can learn concepts and problem-solving
skills and clear their doubts from teachers immediately. With regular online homework,
assignments and tests, students acquire all the skills they need to top their exams.

COURSES
KEY COMPETITORS:
 BYJU'S.
 Vedantu.
 Toppr.
 Meritnation.
 Unacademy
 Aakash Educational Services Limited

SWOT ANALYSIS
 ECONOMIC ANALYSIS OF EDTECH INDUSTRY

 37 Mn
Paid EdTech Users by 2025
 $10.4 Bn
Market Size in India by 2025
 $2.9 Mn
Median Annual Revenue in FY19
 $2.2 Bn
Funding Raised by Indian EdTech Startups (2014-H1 2020)

With over 4,500 EdTech startups in India, only a handful of 219 has managed to raise venture capital investment.
Between 2014 to H1 2020, these 219 unique startups combined raised a total funding of $2.2 Bn across 346 funding
deals. The outbreak of pandemic in India has expanded the addressable market of EdTech solutions provided online
education and application of technology are the only options left to deliver quality education during these tough
times.

The Future of EdTech in India: Decoding the $10 Bn Market Opportunity Report, 2020 covers both the consumer
side and the business side of the Indian EdTech market. This includes aspects such as— brand equity score of
various EdTech startups, financial analysis, list of EBITDA positive startups and the estimated number of paid users
by 2025.
The education sector in India continues to be a strategic priority for the Government. The Government has permitted
100% Foreign Direct Investment (FDI) in the education sector through automatic route since 2002. From April 2000
to September 2020, Foreign Direct Investment (FDI) equity inflows stood at US$ 3,849.20 million.

In India, the EdTech market is expected to reach approximately US$ 3.5 billion by 2022. Indian ed-tech startups
have secured a total investment of US$ 2.22 billion in 2020, up from US$ 553 million in 2019.
Income elasticity towards the expenditure on education-related products is lower than healthcare indicates that Indian
consumers would prefer compromising on healthcare expenses rather than education at various income levels.

Source: KPMG

IMPACT OF COVID 19:

The pandemic has brought plenty of momentum for EdTech adoption in India, the market size of EdTech is
estimated to grow 3.7x in the next five years in India, from $2.8 Bn (2020) to $10.4 Bn (2025). Among the major
EdTech subsectors which include— Test preparation, skill development, certification, enterprise solution and
K12. Test preparation is ahead of others on the market maturity curve.
There has been a dramatic increase in the number of students studying online in India since March 2020. The
lockdown and fear of Covid-19 has taken schools, colleges and educational institutions online. Some Edu-tech
platforms have seen their user base double in the last 10 months in both segments- paid and free unique users in the
K12 and post K-12 segments.
Covid-19 has altered the landscape of education. Even large universities are adopting e-learning and thus in turn
saving on investment in more physical infrastructure. This is also making education more accessible and affordable.
Ever since the pandemic, up-Grad enabled over 100 universities and colleges, including MHRD's NIRF Top 100
universities to replicate their classes online.
According to a recent study from the World Economic Forum and LinkedIn, by 2022, the skills required to
perform most jobs will have shifted significantly. Wiley helps higher education institutions and leading employers
to enable the future of education.
Overall, EdTech platforms will not only themselves continue to grow, in both K12 and post K12 segments bringing
in more students from metros and non-metros online, but will also serve as a means to get better jobs via upskilling
and assist physical institutions in taking part of their curriculum, as required, online.

To say that millions of students turn up for these examinations is an understatement. For instance, in the JEE Main
2019 examination, the total number of registrations stood at 1.8 Mn, a 74% increment compared to the previous
year’s 1.04 Mn for roughly 15000 seats. Limited intake and the growing number of aspirants are making
competition intense across all national level examinations, which means that the possibility for capitalization is
increasing as well.
Coaching institutes were the go-to place for students to prepare for such examinations in older times, but with
EdTech platforms getting more prevalent, online test prep has boomed. The advantages are clear — cost and
convenience. Fueled by these, India's online test preparation market is estimated to be worth 515Mn by 2021,
growing at a CAGR of 64% since 2016.

Prediction of 2021 – By KPMG

Online education in India is expected to grow to USD 1.96 billion over the next five years
driven by increased consumer adoption supported by macroeconomic changes, improvements in
product offerings and changes in business models. The paid user base is expected to increase
from ~1.6 million users in 2016 to ~9.6 million in 2021.

Source: KPMG

Primary and secondary supplemental education is driven by the demand for quality education.
The online channel provides a conducive educational avenue for these students who require
focused, individual learning. There are few growth drivers which effect the business of online
education in India. They are:

 Cost of online education.

 Availability of quality education.
 Government’s digital initiatives.
 Internet penetration witnessing exponential growth across India.
 Growth in smartphone penetration across India to drive technological adoption
 Significant increase in disposable personal income.
 Marketing Strategy:
 Facebook & Instagram Ads
 Email Marketing
 LinkedIn Marketing
 Content Marketing on Quora
 YouTube & Google Ads
 Affiliate Marketing and Partnership with schools

CREATION OF FACEBOOK & INSTAGRAM MARKETING STRATEGY

OBJECTIVE:
Though Instagram and Facebook are the biggest social network out there, and it surely is the most lucrative
one. This is because it is full of decision makers like Students, parents, Teachers and others who use the
platform to network extensively. Hence having a proper Facebook and Instagram marketing strategy is
beneficial in reaching out to target audience. Ahaguru has previously created ads on Facebook & Instagram.
The objective of this project is to target the audience and the strategy to engage maximum audience and
generate more leads and conversions.

ACTION PLAN:
An action plan was made based on the research conducted. The action plan consists of 2 components- the
type of content to be posted on Ad creative and how to monitor and measure those using different metrics.

TYPE OF CONTENT
The type of Ads to be used for posting on Facebook and Instagram was narrowed down to images,
videos, podcasts, webinars and sponsored ads. A detailed action plan will be finalizing soon with
specification of each content type, approx. time taken to create, process of content creation and the
responsibilities.

Refer to the below picture of one of our products for details:

 LINKEDIN MARKETING

OBJECTIVE:
Though LinkedIn is not the biggest social network out there, but it surely is the most lucrative one. This is
because it is full of senior level professionals and decision makers like others who use the platform to
network extensively. Hence having a proper LinkedIn content marketing strategy is beneficial in reaching
out to these otherwise hard-to-get professionals. Ahaguru has a company page on LinkedIn. The objective
of this project is to come up with a detailed LinkedIn marketing and content strategy to engage maximum
audience and generate more leads and conversions.

METHODOLOGY:
The methodology followed for the creation of the LinkedIn Marketing and Content Strategy is as
follows:
 Small tests and experiments were conducted through a LinkedIn page to know about what kind of
content generates more views and engages the audience.
 A detailed analysis was made on over the competitors of Ahaguru on LinkedIn on what kind of
post they share, content of the posts, frequency of posts, usage of sponsored ads etc.
 GOOGLE ADs

OBJECTIVE:
Google is the most popular digital advertising industry and mostly it works on organic result. Unlike
Facebook it works on pay per click model, you only have to pay when someone click on Ad. Google
ad word works on keyword. It is believed that those who served for google ads are closer to
purchasing than any other digital advertising.
TYPE OF CONTENT:
The type of Ads to be used for posting on google was mainly texts Ads or Infographic, and sponsored
ads. A detailed action plan will be finalizing soon with specification of each content type, approx.
time taken to create, process of content creation and the responsibilities.

Refer to the below picture of one of our products for details:

 REFERENCES

 https://yourstory.com/2020/02/ahagurus-online-classes-iit-jee-deep-research-whatsapp-business/amp
 https://www.ahaguru.com/iit-jee-neet
 https://inc42.com/reports/the-future-of-edtech-in-india-decoding-the-10-bn-market-opportunity-
report-2020/
 https://www.ibef.org/industry/education- presentation#:~:text=Education%20sector%20in%20India
%20remains,strategic%20priority%20for
%20the%20Government.&text=In%20India%2C%20the%20edtech%20market,US%24%20553%20
million%20in%202019.
 https://inc42.com/datalab/the-landscape-of-edtech-mapping-the-innovation-revamping-education-in-
india/https://economictimes.indiatimes.com/industry/services/education/acceleration-in-edutech-
growth-will-sustain-post-covid-19-etilc-members/articleshow/81226089.cms?from=mdr