BYJU'S Brand Launch Plan: Detailed Marketing Strategy Project

This project outlines a brand launch plan for BYJU'S, focusing on its entry into the Australian market. The plan includes a SWOT analysis, identifying strengths like a powerful brand value and innovation, weaknesses such as declining per-unit revenues, opportunities like end-consumer demand in Australia, and threats from competitors and product commoditization. The proposed strategy encompasses growth, the 4 P's of marketing, innovation, customer journey analysis, integrated insights, and global trends. It addresses the demand for innovation, customized services, technology, and rapid solutions. Key touchpoints include serving customers with price ranges available in the Australian market and providing excellent customer service. The implementation program involves market research, brand awareness campaigns, strategy building for disruptive markets, niche market identification, target customer profiling, network channel and supply chain implementation, business model development, and competitive analysis.

BRAND LAUNCH FOR
BYJUS
Name of the Student
Name of the University
Author note

SWOT Analysis
Strengths
• Higher margin
• Powerful brand value
• Managing Talents
• Serving different segments
• Very innovative
• The Great initiator

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Weakness
• Decline in per unit revenues
• Decline in market share
• Competition from local proprietors
• Costly Supply chain networks
• Model of Business
• Supplier and their Loyalties

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Opportunities
• End Consumers demand in Australia
• Rapid changing in consumer preference in Australia
• Low inflation
• Government policies (Grossberg 2016)
• Local networking in Australian country
• Technical know how

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Threats
• Unworthy institutions
• Competitors
• Product development
• Technical expertise
• Commoditization
• Competitive rivalry
• Change in demography

Strategy
• The growth strategy
• The 4 P’s
• The innovation strategy
• The Customer shopping journey
• The Integrated insights (Blakeman 2018)
• Global trends
• Commercials insights

Proposed Demand
• The demand of innovation (Pride and Ferrell 2016)
• The demand of customized services
• The demand of technology
• The demand of the rapid solutions

Identified touch points
• Serving customers with price range available in Australian market
• Excellent customer services

Customer experience
• Experience frequent laid out services
• Handling huge customer base
• Customized services
• New advancements and technological framework

Implementation program
• Market research of Australian market
• Brand awareness (Rowley 2016)
• Strategy building for disruptive markets

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• Identify niche markets
• Identify target customers
• Implement network channels and supply chain
• Develop old business models (Moorman and Day 2016)
• Implement competitive analysis