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Case Study on Biyu's Impact of lavish marketing Spend
- 1. CASE STUDY Byju’s : The impact of lavish marketing spend Name :
- 2. Index Introduction ………………………………………………………………...03 History and road Map ………………………………….…………….....04 Objective ………………………………………………………………….05 Promotional Activities …………………………………………………..06 Analysis ……..…………………………………………………………..07 Observations ……………………………………………………………..08 Recommendations ……………………………………………………..09 References ……………………………………………………………….10
- 3. INTRODUCTION BYJU’s is a platform which was created by Byju Raveendran. BYJU'S app was developed by Think and Learn Pvt Ltd in 2011. BYJU'S is India's largest ed-tech company and the creator of India's most loved school learning app. Launched in 2015, BYJU'S offers highly personalized and effective learning programs for classes 1 - 12 (K-12), and aspirants of competitive exams like JEE, IAS etc. With 50 million registered students and 3.5 million paid subscriptions, BYJU'S has become one of the most preferred education platforms across the globe.
- 4. BYJU’s History and Road Map
- 5. Objective To investigate and analyze the consequences of Byju's lavish marketing expenditures on its financial health and overall business performance
- 7. Analysis C o m p e t i t o r s F i n a n c i a l We b & S o c i a l M e d i a
- 8. Financial Analysis Va l u a t i o n Re v e n u e E x p e n d i t u r e
- 9. Web & Social Media Analysis D e m o g r a p h i c s C h a n n e l s
- 10. Competitor Analysis BYJ U ’s V / S TO P P R BYJ U ’s V / S Ve d a n t u
- 11. Observations Correlation Between Marketing spend and Revenue earn is 0.95 Boom During Covid Period Impactful Marketing and selling strategy Losses are continuously increasing even when revenue is increasing Downfall in Valuation
- 12. Recommendations Evaluate Valuation Factors Diversify Revenue Streams Focus on Cost Efficiency
- 14. Thank You..
- 15. 110.31 500.21 1366.98 2703.52 2428.3 5298 49.63 37.15 8.82 249.33 4588.75 8245 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 2017 2018 2019 2020 2021 2022 Amount (Cr.) Year Income V/s Loss Total Income (In Cr.) Loss (in Cr.) 110.31 500.21 1366.98 2703.52 2428.3 5298 0 1000 2000 3000 4000 5000 6000 2017 2018 2019 2020 2021 2022 Axis Title Total Income (In Cr.) Source: Economic Times & Fintrackr Sales of Tablet and SD Cards, 70% sales of reference books, 24% Tutition and service fee, 6% Revenue Breakdown
- 16. 0% 10% 20% 30% 40% 50% 0 2000 4000 6000 8000 10000 12000 14000 16000 2017 2018 2019 2020 2021 2022 Percentage Amt (In Cr.) Year Percentage of Expenditure spend on Advertising Total Expenditure (In Cr.) Marketing exp. (In Cr.) % of Total Expenditure Employee Benefits 14% Advertising promotional 39% Expenses on streaming & study material 15% Depreciation 8% Finance Cost 5% Other Expenses 19% Expenses Breakdown 97% 38% 33% 43% 93% 78% 0% 20% 40% 60% 80% 100% 120% 0 1000 2000 3000 4000 5000 6000 2017 2018 2019 2020 2021 2022 percentage Amt. (In cr.) Year Percentage of revenue spend on Advertising Marketing exp. (In Cr.) Revenue Percentage of revenue 106.7 188.5 450.66 1175.61 2250.94 4134.94 0 500 1000 1500 2000 2500 3000 3500 4000 4500 2017 2018 2019 2020 2021 2022 Amt. (In Cr.) Year Advertising Expenses Source: Economic Tim & Fintrackr