PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
| Case Code: MKTG452
Case Length: 7 Pages
Pub Date: 2023
Teaching Note: Available
| Price: Rs.300
Organization : PiRuby
Countries : India
Themes: EdTech, New Product Development, Brand Development,Product Launch
Abstract Case Intro 1 Case Intro 2 Excerpts
Piruby Plans to Enter the Edtech Space
In early 2016, Vinay moved back to India after a decade of work experience with various companies in the US, including Microsoft. He was experienced in creating products that showcased his skills and experience in Information Technology. When he returned to India, he had several product ideas..
Launch of The Piruby App
After this successful content co-creation exercise, PiRuby app was finally launched in 2017. The product development team at PiRuby continued to strengthen the mobile app. The app offered a vast repository of videos that catered to high school grades 8 to 12..
Going further, there were several challenges as the e-learning sector in India was gearing up for growth. Existing players like Byju’s were in the process of consolidating their position in the market by seeking funding, attaining unicorn status, and undertaking foreign market expansion. With the rise in competition among edtech companies..
Exhibit I: Factors Influencing the Growth of Online Education in India
Exhibit II: Online Education Market in India – Category Size and Growth
Exhibit III: Revenue Models in Online Education
Exhibit IV: Screenshots of Video Content
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