Detailed Brand Launch Plan for Byju's in the Australian Market

This report provides a comprehensive brand launch plan for Byju's, focusing on its entry into the Australian market. It includes a SWOT analysis, identifying strengths such as higher profits and powerful branding, weaknesses like declining revenue per unit, opportunities including customer preference for high-end products, and threats such as emerging competitors. The strategy section details customized service offerings, brand equity, and operational flexibility. The report also proposes a demand system, highlighting Byju's ability to meet high online traffic and innovate with products like the Amazon Alexa integration. Furthermore, it identifies prototypical customers and emphasizes the importance of customer experience through the 7 Ps of marketing, ensuring customer satisfaction and loyalty in a competitive market.

Running head: BRAND LAUNCH PLAN FOR BYJUS
BRAND LAUNCH PLAN FOR BYJUS
Name of the Student
Name of the University
Author note

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BRAND LAUNCH PLAN FOR BYJUS
Section 1. SWOT
The SWOT matrix or analysis consists of the overall elucidation of strengths,
weaknesses, opportunities and threats of the Byju’s Learning application to show its competitive
factors and the current scenario in the market of Australia which includes the internal and
external environment affecting the norms and performances of the organization.
Strength
This is the organization’s abilities and sources which can apply to plan, improve and
survive in the competitive advantage of Australian market. The core strengths are as following:
Higher profits- The higher profit rates in comparison to the strategies and executions of the
competitors of similar business group. When this app is compared to its competitors’ service it is
still very popular despite being emerged only few years back. It has high profitability because of
its service offerings.
Powerful branding- The organization in Strategy and Execution industry is an example of a
strong brand. Byjus App literally put hard efforts in building its brand and identifying customers
who needs the service in Australia. The brand gets popular when it spreads the message to the
customers that it has to offer them something of their need. For this kind of service the
organization has enabled premium charges compare to other apps of similar service. Byjus has
the high brand value in similar service industry (Kowalkowski, Gebauer and Oliva 2017).
Managing talents- The organization has responsible HR department who implements strong
plans for the talent management because it believes the latent qualities can be identified once the
desirable chance is given. The company has seen high positions due to the HR operations in
talent and management that serves as one of the greatest strengths for the company.

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Successful service offering- The service channels of this app is commendable as it has extensive
range of products that allows the organization to approach other segments apart from the targeted
one’s and penetrate into Strategy and Execution segments. This has even helped the company to
go for diversification in streams of revenue.
Innovativeness- This app is quite frequent in launching innovations to provide customers with
updated versions and service offerings.
Initiator- The app has understood the demand of the market of Australia and accordingly came
up with products which frequently multiplies the market share of Byjus in industries of Strategy
and Execution (Priem, Wenzel and Koch 2018).
Weaknesses are, the company’s revenue per unit is declining. The company is gradually losing
its market share as it cannot forecast the growth and demands of future market in the Australian
country. The company has weak networking and unidentified segmented markets that allows
other companies to eat up the market. The company has low scope of supply chain networks.
Low loyalty levels among the suppliers and the business model is common in the industry
benchmarks.
Opportunities are, most of the customers prefer high end products and changing demands of
the customers and the country’s inflation rate is low. The government regulations are increasing
gradually. Low tie ups with the suppliers helps in the growth of Byju’s business (Katsikeas et al.
2016). The increasing advancements and technologies have always been the motivation for this
app to go for product adjacent by developing the productivity online.
The threats are unauthenticity of the institutions and increased legal actions. Rate of change in
the demographics and majorly changing technologies and domain expertise at a global rate.

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The future is all about uncertainty still few believe that a learning app would be helpful as a
companion to studies but few people thinks that an application cannot be the apt solution for
getting down the studies. Therefore, there are many emerging expertise in same kind of business
which will affect this particular organization. As per the competitive position, new services and
product induced cycles are getting lesser in the industry of strategies. This became the external
source of pressure on the learning application Byju’s (Gupta et al. 2016.). It has gathered large
number of customers in a very less time but unfortunately is unable to cater to the segmented
markets that its competitors are capturing in no time. This proves as the most disadvantageous
for the Byju’s app. The Byju’s App creates innumerable chances for the customers as this
organization has the strong brand value and high awareness. It is potentially growing in the
identified small segments, services are well satisfied for the customers especially in the lower
parts off the segmented areas of Australia. This can be the winning game for the brand and have
an opportunity to maximize the profitability. It would be advantageous for the end users or the
customers who can enjoy the privilege of the best customer services from Byju’s App. The
demand system is strongly pursued as in, it is a learning application that would never fall
shortage of demand in the market and have chances to increase in near future.
Section 2. Strategy
The strategy planned and owned by the organization is the customized service in the mass
areas as the company serves with learning materials in such segmented areas where it has the
maximum demand of such services but the fact is that the market is getting competitive and
various companies having similar service offerings are emerging in numbers. The position of the
company along with the operational flexibility is that it is catering more than its segmented and
targeted customers in strategy and Execution segment (Tardan, Shihab and Yudhoatmojo 2017).

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The brand has high brand equity and as a result it can provide the maximum of customized
services with the premium charging facilities. The app has weak approach in the operations
section in the organization. The levels of fragmentation for the app is more prominent and
effective through the feasible analysis and the project management system. The learning curve
along with the experience analysis of this app is relatively lower than its strength factors. The
app is almost new in the market but giving tough competitions to the existing brands of similar
segments through the brand penetrations. It can be clearly understood that it has deep roots of
segmentation research and well captured target audience for its customers. The economies of
scale is the voluminous production in the same value chain analysis and producing more in
relatively low cost which is one of the most important criteria of today’s companies.
Section Strategy. 2A.
To strategize in advance what can be the basic criteria used for the customers has a
challenge involved in it which is the challenge of marketing phenomena. The primary criteria
should be product development and innovations on pretty regular basis as this is the source of
strengthening the customer base (Kahn 2018). It involves the variables like demand creation in
the Australian market, to increase availability of purchase decisions and to instigate the measures
for the repeat purchase. These would obviously involve the factors of the cost to company, the
profit from the outputs and production and most importantly the revenue generated. The
branding for a proper business set up is needed. It would be wrong to say that branding is only
needed in the initial stage of business setups. It is a continuous process that increases the
customer base and keeps reminding of the desired brand as that has to stand distinct in the
market. The brand portfolio is highly important to manage throughout the product life cycle. The
customers shopper journey should be determined by the company as such they can be retained as

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the company’s brand loyal customers. In order to shape this 4P’s of customer shopping criteria
must be used involving the product range, price, promotion and place to keep the function intact.
Customers are influenced by the external changing environment and those impacts are like the
buying behaviour and new demand creation (Junge, Severgnini and Sørensen 2016). The change
of growth drivers are, the market penetration methods of the company. The frequent buyers and
their frequency of purchases. The valuation of the average purchases and the quantity of
purchasing. These factors are highly influential in the market to change the market conditions.
The strategy of innovation is the most used technique in all the organization who wants to see
them in some good positions after few years down the line (Aksoy 2017). The innovation
supports the external business environment changes because it is based on the new technologies
and research to induce something new that the customers would be waiting for. The innovation
can be, disruptive, sustaining and effective. The disruptive innovation is generally created to
form a revolutionary change in the market by creating a big crunch to swallow deep the half of
the market. These companies are generally in the declining stage or possible in the maturity stage
of the Product Life Cycle (Serrat 2017). The sustaining innovation is generally for maintaining
the position the company which has already built in the market. The innovation is a never ending
process and this can be implemented in any stages the company wants it to. The sustaining
innovation is the small boost to the product and a solace to the customers that the company has
not stop thinking about them after selling the product. It keeps checking for the possible
innovations and selling them in rising costs (Singh et al. 2019). The efficiency innovation has to
do with the improvements in the latest operations and functions of the product and are generally
applied to the product in maturity and declining stage. This deals with the changes in features
and not much changes from the outer appearance.

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Section 3. Proposed demand system
Byju’s have the permanent and measurable business environment for the customers of
end users on the online sites. It has proposed demands which quickly meets the heavy traffic of
the viewers on the online websites. The proposed demand and the touch points identify that over
15 million students as the Byju’s customers are getting profitable results for their assignments
and learning purposes. The company is quite stable in its innovation process as it do not wants to
sustain but also to crush other competitors of the same field (Priem, Wenzel and Koch 2018). As
an example the Byju’s has recently introduced a product in Australia which has the advantages
of the Amazon Alexa Intelligent which serves as the personal assistant to deliver the audio
functional contents of educational materials over the internet audio sources. This particular
feature has tremendously increased the demand among the customers of Byju’s.
Section 4. Prototypical Customers
The prototypical customers are the oldest customer base that holds the maximum profit
share of the company. The brand is always having intentions to positively hold the old
customers. The two touch point is serving the customer base with the proper price range as per
the Australian market benchmarks and the second touch point is the excellent customer services
with frequent developments and innovations (Gupta et al. 2016). The customers for the first
touch point are basically the decision makers who would decide on to how, when and why the
app has to be installed in the system for use. The customers of the second touch point would be
the core students who deals with the service availability and take educational guidelines from
this app for their personal education materials. The application takes care of the demands of its
customers and therefore considers their changes in demand of pricing and rest 4P’s for the
demand growth.

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Section. 5 Customer experience and 7 P’s
The customers of Byju’s are satisfied with their service quality as they can meet and
suffice several customers at one click online. The 7 P’s of the touch points are Product, price,
promotions, placements, physical appearance, potentiality and provider. The touch points are
defined by the customer experiences at different segmented markets. The customers experience
the merits of the Amazon Redshift which is used to manage, analyze application and the online
website to continue the business keep going through certain software tools.
Section. 6 Implementation program
The implementation of these programs would eradicate the discussed weaknesses and
applies to all the growth areas to transform it on the strengths of the company (Gupta et al.
2016). This service oriented organization is fully managed or say depended on the concept of
customer satisfaction which can be obtained through different scalable measures. The company
must implement the cost effective ways of delivering service to its Australian customers.

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