Pensa Media: Deciphering the Indian Marketplace

Case

by K. B. C. Saxena & Sachin Chawla

It was late evening on 25th April 2012 and Mr. Vikram Singh had only three days left to show the management board of Pensa Media the best path forward to be taken by the exponentially growing start up. Mr Vikram Singh – the newly appointed AVP of project delivery at Pensa Media was brought in to bring in the much needed expertise in Digital Marketing under which the Pensa Media rolled out various verticals of services for SMBs and corporate clients. During his previous stint at Clickables, he had successfully spearheaded the enterprise sales and delivery of digital marketing campaigns to wide portfolio of clients.

Pensa Media inherently a digital marketing agency started offering digital marketing services to SMBs in India in January 2011. It offered a bouquet of services including SEO, SMO, UI creation and bespoke application development services. It had developed a niche by catering to SMB marketplace and developing digital marketing campaigns for them through its standard suite of offerings. They provided small business a website along with digital marketing services on Google. However the company had been witnessing a huge growth potential in enterprise segment where the margins were high but was a very competitive segment. Mr. Vikram was given the charge of product head where he had to make the crucial decision of finding the right business strategy for the hot startup. He had to chalk out a strategy for the future path under uncertain climate and lead a rapidly expanding team of project delivery team having 200 people.

India is a diverse market and hence marketers adopt multi-faceted strategies to woo consumers. While there is a consumer who can be acknowledged through conventional media like television and radio, there is an emerging class of consumers who seek awareness through digital platforms and internet media.Thus marketing as an industry is evolving in a big way and offers great opportunities to marketers across the globe. Domestic as well as international players are devising newer and better strategies to please Indian consumer markets that are anticipated to witness immense growth in coming years.The online advertising market in India is projected to reach INR 2,938 Crores by March 2014, according to the findings of 'Digital Advertising in India' report, jointly published by the Internet and Mobile Association of India (IAMAI) and IMRB International.[1]

Digital Marketing Industry Overview

FY 2010-2011 FY 2011-2012 FY 2012-2013 FY 2013-2014

Estimated

54%

29%

30%

1,140

1,750

2,260

2,938

Industry Estimates in INR Crores

Figure 1 : Indian Digital Advertising Market Growth

19FIIB Business Review. Volume 2, Issue 1, January - March 2013