Marketing plan for IITJEE preparation app.

1. OJEE
By
Deba Pratim Sinha
9618146794
14 Oct’18

2. Executive Summary of OJEE
Focus on concepts
and problem
solving
DETAILED ANALYSIS
OF STUDENT
PERFORMANCE
TRUSTED SOURCE FOR
REFERENCE
AFFORDABLE SELF
LEARNING JEE
PREPARATION
01
02
03
04

3. Market Overview
AT PRESENT THERE ARE MULTIPLE
COMPANIES, LIKE TOPPR,BYJU,
EMBIBE AND MERITNATION , WHO
OPERATE IN THE ONLINE EDUCATION
MARKET.
INDIA HAS BECOME THE SECOND
LARGEST MARKET FOR E-LEARNING
AFTER THE US. THE SECTOR IS
EXPECTED TO REACH US$ 1.96
BILLION BY 2021 WITH AROUND 9.5
MILLION USERS.
WITH NEARLY HALF OF THE INDIAN
POPULATION BELOW THE AGE OF 25
AND INCREASING PENETRATION OF
INTERNET & MOBILE DEVICES IN THIS
DEMOGRAPHIC, THE GROWTH OF
ONLINE EDUCATION MARKET IN
INDIA IS UNQUESTIONABLE
AT PRESENT, OVER 15LAKH
STUDENTS APPEAR FOR JEE MAIN,
ALL OVER INDIA.
INDIA’S ONLINE EDUCATION
MARKET SIZE IS AROUND TO $40
BILLIONEDUCATION SECTOR IN INDIA IS
ESTIMATED AT US$ 91.7 BILLION IN
FY18 AND IS EXPECTED TO REACH
US$ 101.1 BILLION IN FY19.

4. Company Overview
The ability of the Tech
Team, to leverage
technology , to gel
with the material will
help set up a solid
base for the app
Detailed analysis,
based on a student’s
performance, as well
as the performances of
his peers can be
utilized to help students
identify their
weaknesses
Perfect combination
of technology, course
and guidance,
resulting into success
Online exam
preparation is a
market with very few
barriers to entry.
There are players in the market:
Toppr, BYJU, FIITJEE, Briliant
Tutorials, Sri Chaitanya, MeritNation
etc, but as the market is HUGE,
there is still a lot of scope for
expansion. Thus, it is the right time
for the company to enter the
market.
The Company will focus on
giving each student guidance
on the COMPLETE JOURNEY,
right from class 9 to 12 plus
guiding for JEE and even after
that which is the USP , it will
help in choosing the right
college.

5. Marketing Process
BUYER’S PERSONA
CREATING & CAPTURING
VALUES( MARKET MIX)
5 C MARKET ANALYSIS

6. 5C Analysis: Customer
Customers Background:
With entrance exams becoming more competitive, it is no longer just a question of one’s intelligence.
Hard work, perseverance and guidance are just as important.
Needs:
Regular revision modules
Meticulously thought out question banks
Detailed analysis of performance
Ranking based on competitors’ performances
Adapting to the new online exam pattern
Who:
Our initial target is Tier 1/Tier 2 cities, where mobile internet is freely available. However, we do expect a
large number of subscribers from Tier 3 cities as well, as a result of increasing mobile internet penetration.

7. 5C Analysis: Collaborators
1
2
3
4
5
6
7
8
OJEE
01
The pool of academics, who will
be picking out and creating the
right questions to include in the
question banks
02
The design and technology
team, who will look into Social
Media integration, and proper
GUI
03
The Market Research team, who
will survey teachers at schools
and at coaching institutes, as
well as students, and people
who have cracked the exams,
for feedback regarding
improving the app
04
The PR Team, and the Social
Media Marketing team, who will
have to generate buzz about
the app
08
Advertisers on the app
07
The various App Stores:
Google Play, Apple Store, MI
Store etc
06
Online booksellers, who seek
to advertise on the app
05
Teachers at various schools
and coaching centres

8. 5C Analysis: Competitors
The Companies do notfocus on
giving each student guidance on
the COMPLETE JOURNEY of 9-12th
They focus mainly on providing
video lectures for the students to
learn from, without major focus on
Problem Solving.
The main competition comes from
already existent online coaching
portals/app like BYJU, FIITJEE
Online
They are in a strong position,
having acquired funding

9. 5C Analysis: Company
In order to achieve this we
need a talented pool of
academicians to work
together meticulously, to
create content tailored to
today’s competitive
scenario.
This group of academicians will
also consist of IITians , NITians,
BITSians and academics from a
wide variety of colleges, who have
experience with the concepts
The Tech team will work on
leveraging technology and
design, which will then gel well
with the content
Regular update and guidance for
Science Olympiad as well as
contests so that student becomes
more competitive
Our goal is to make JEE Journey
the first point of reference for a
student, for good quality
questions and for reference of
concepts

10. 5C Analysis: Context
P E
S T
Technological
Factors
Technology is playing a key role for
the development of this sector
Social Factors
Economic Factors
This industry is growing. The country has
become the second largest market for e-
learning after the US. The sector is expected
to reach US$ 1.96 billion by 2021 with around
9.5 million users.
Political Factors
Government is supportive and
there are many opportunities
With approximately 28.1 per cent of
India’s population* in the age group of
0-14 years, educational sector in India
provides great growth opportunity.

11. Buyer Persona
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4
AIM:
To become NASA Astronaut for that
wants to pursue Aerospace
engineering from IIT Madras
Lorem Ipsum
2
Name
Shweta Mehta1
Parents:
Father is VP in MNC, Mother is
Doctor3
Problem: Proper guidance as
her most of the time is spent
for school academics5
Age:16
Class 11, DPS, Gurgaon

12. Buyer Persona
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quis, lorem nunc.
4
AIM:
To become Data Scientist and work
for Google. For that he want to
pursue Engineering from IIT Bombay
Lorem Ipsum
2
Name
Mahesh Prabhakar1
Parents:
Father is Business man,
Mother is House wife3
Problem: Proper guidance
and coaching5
Age:17
Class 12, KV, Pune

13. Buyer Persona
Lorem Ipsum
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magna maecenas, quam magna nec
quis, lorem nunc.
4 AIM:
To become an IITian
Lorem Ipsum
2
Name
Mohan Reddy1
Parents:
Father is Bank Manager,
Mother is House wife3
Problem: Father wants him to be
IITian and for that he wants to
begin his preparation and hence
needs proper guidance5
Age:13
Class 9, Sri Gowtami Public
School, Vizag

14. CREATING & CAPTURING VALUES( MARKET MIX)

15. PRODUCT
The Product
Points of
Difference
Points of
Parity
Online mock exam for JEE Main/BITSAT, keeping in mind the
changing patterns (especially relevant in tier 3 cities)
Question Bank for practice
Past years’ Papers
Quick Revision Formulae+Basic Concepts
Syllabus for JEE Advanced is the focus
Points of
Parity
Points of
Difference
Social Media integration
Data driven performance analysis
College and Rank Predictor, as well counselling with experts
(USP)
Contains special modules for the topics not in JEE Adv, but
there in JEE Main/BITSAT

16. PLACE
FOR HEAVIER CONTENT SUCH AS
VIDEOS, STUDENTS CAN USE THE
WEBSITE OF JEE JOURNEY
ANOTHER THING WILL BE TO TIE-UP
WITH MAJOR BLOGS, SINCE
RESPECTED BLOGS HAVE STRONG
VALUE ASSOCIATE WITH THEIR
OPINIONS
THE APP WILL BE AVAILABLE ON
ALL THE MAJOR PLATFORMS:
GOOGLE PLAY, APPLE STORE,
GETJAR, MI STORE AND OPERA
MOBILE STORE
PRESENTING THE APP ACROSS
SCHOOLS, AND GETTING
TEACHERS TO REVIEW AND
ENDORSE THE APP THEMSELVES
DOWNLOAD LINKS WILL BE
PROVIDED FROM THE WEBSITE AS
WELL
01
02
0304
05

17. PRICE
Revenue will be generated by
subscription model plus in-app
purchases and add-ons
Pricing need to be very competitive
which not only attracts students but
their parents too
Our main goal is to provide top
quality education to EVERYONE.
One major barrier faced is the cost.
Hence , OJEE will break barriers,
when it comes to pricing

18. PROMOTION
Digital
Marketing
STEP 1
Social-
Media
Marketing
STEP 2
Traditional
Marketing
STEP 3
Others
STEP 4

19. PROMOTION: DIGITAL MARKETING
SEO: Placing of correct keyword and content which will help in come in god ranking system
Keyword Contextual Targeting, Placement Targeting, Topic Targeting and Remarketing Targeting
Email promotions to the parents
Incentivized Cost Per Install (CPI) and app marketing’s version of retargeting are unique to the app world. One app
‘incentivizes’ customers to download the other publisher’s app. The publisher receiving the download, then, would pay
a small commission to the referring party
APP RETARGETING is a retention-boosting strategy of targeting your ads to only those who have already downloaded these
options. These ads provide a non-intrusive way of alerting customers that there is a new version of your app available,
promoting new features, or simply keeping your app top-of-mind with a fleeting customer
Push Notifications: They can be used to introduce new features, inform students of timely and relevant events,(such
as Tests) or to keep the students abreast of their Friends’ challenges(similar to the “gamification” idea) Done right,
push notifications are a great tool for retention. They ensure that your app is always top-of-mind and lure customers
back into your app However, we must take care to ensure that the notifications don’t begin to get annoying, since
frequent notifications can annoy the users, leading to uninstallation.

20. PROMOTION: SOCIAL-MEDIA MARKETING
FACEBOOK
Creation of Ojee page and
make it very interactive with
contest & quizzes plus posting
of informative post. Ojee groups
where student put up queries
and discussion.
Also promotion through display
ads and promoted posts
LINKEDIN
Promotion through display ads
aiming professionals of age more
than 35 and below 65. This will
target parents
Creation of groups where
teachers discuss about the
benefits of OJEE.
TWITTER
Display ads and posting News
& updates about competitive
exams
YOUTUBE
True-view in stream ads showing
the importance of OJEE.
Creation of OJEE channel where
tips and help videos will be
released
Live-stream of classes to
showcase the quality
OTHERS
Blogs: Creation of blogs where
student can check for tips and
short cuts plus suggestions to
crack JEE exams
Education Portals like Pagalguy:
Surrogate marketing can be
done

21. PROMOTION: TRADITIONAL MARKETING
BTL
Knowledge based games and
freebies should be the primary part
of BTL activities. Mostly done in
schools at funfair/ fest
Even during the weekends, malls
can also be a target for BTL
activities
#LearnOnaGO can be a concept
where demos are given in the
school bus. Knowledge based
games can add a good flavour in
the campaign
MEDIA
Aiming both students and their
parents through magazines like
India Today, The Week, Forbes
etc.
Also aiming club magazines which
are more localized
HOARDINGS
Putting up hoardings on location near
to education and corporate areas
POS
Pamphlets and poster distribution in
Schools

22. PROMOTION: OTHERS
Creation of All India OJEE Test
in 2 levels: 1.For 9th standard &
2. For 11th standard. Can be
collaborated with schools or
boards. Awarding the best
students will acknowledge
OJEE national wide. Eventually
a great milege
OJEE Test
1
App loyalty programs to
convert casual customers
(‘users’) into highly active
and highly profitable
evangelists
Loyalty Program
2
Referral by parents can
get them cashback
through paytm or any
other wallets.
This will make the
parents an ambassador
Share is not
just a care
3