Business Case Studies,Marketing Strategies Case Study, Reliance JIO: Leadership Strategy in the Indian Telecom Sector

Code : MM0083 Year :2021 Industry :Technology & Communications			Region : Global Teaching Note:Available Structured Assignment :Not Available
			OR

GOOGLE CLASSROOM IN INDIA: PRE COVID-19 LANDSCAPE: As per published information, in 2019-20, India had approximately 1.5 million registered schools (Refer to Exhibit I). Further, Indian schools employed close to 10 million teachers in primary, upper primary, secondary, and senior secondary schools. However, a worrisome aspect of the Indian education spread was its skewness. Of the total number of schools in India, 50% were located in the top six out of 28 Indian states. Among these, two of the larger states by area, namely, Uttar Pradesh (in the northern part of India) and Madhya Pradesh (central part of India), covered more than one-fourth (~27%) of the schools..

GOOGLE CLASSROOM’S GROWTH STRATEGIES – POST COVID: Stagnant performance for more than 5 years had almost pushed Classroom to the stage of maturity on the product lifecycle. However, the COVID-19 pandemic and consequent lockdown came as a natural inflection point for the brand product cycle and Classroom saw massive usage growth in the market. By April 2020, the platform had gained 21X on downloads from 2019 . Further, the product saw a massive surge in interest among its audience, which was clearly visible in 2020 search trends (Refer to Exhibit V) . The search interest on Google shot up from 2 points (2019) to 50 points during March-June 2020 . The brand capitalized on the sudden rise with multiple strategies..

ROAD AHEAD: Despite being among the most downloaded apps in India, Classroom was rated poorly on Play Store in terms of user reviews as of 2020. Users shared their experience with the app. During July 2020, a Play Store reviewer said, “Every time I want to go to an assignment, it won’t let me click the button” . Similarly, on the Apple play store, Classroom had a surprisingly low rating of 1.7 stars..

EXHIBITS:
Exhibit I: Indian Education in Numbers
Exhibit II: Service Area Wise Number of Internet Subscribers per 100 Population at the End of Sep’ 19
Exhibit III: Percentage of Households with Computers and Internet Facility for Different States
Exhibit IV: Products by Next Education Pvt Limited
Exhibit V: Google Search Trends (India)