Services marketing and branding strategies of Englishplz Limited

Abstract

The internship report is a prerequisite for the MBA program completion at BRAC University. The internship report focuses on the EdTech startup named Englishplz Limited’s service marketing and branding strategies. Englishplz is the country’s first English speaking practice application, which started its journey with the aim of providing English language learning through using an app. Several aspects of the service marketing are discussed in this report, which ranges from the gap model analysis, service blueprint, service marketing triangle, service recovery to managing capacity and demand. Aside from the service marketing aspects, marketing promotions and medium through which promotions are carried out also discussed in the report. Being a remote based service, Englishplz focuses on marketing promotions through digital communication channels. In terms of brand strategies core focus was given in the brand positioning and pricing strategy. Despite being a service organization, the report states some major difficulties Englishplz is facing at present and some possible solutions are provided to make the service more attractive towards the customers.