The case entailed designing a pricing strategy for PageTraffic for their foray into the country. While the company targeted start-ups for providing their services, I developed a comprehensive statewise expansion plan along with other key strategies like developing the pricing model, improving the website, current trend analysis, to name a few

1. Presented by-
Biswadeep Ghosh Hazra
Xavier Institute of Management, Bhubaneswar
(XIMB)
Markovista Case Solution

2. Industry Overview- Digital Marketing in India
302 343
422
494
637
697
761
821
876
972 975
0
200
400
600
800
1,000
1,200
2015 2016 2017 2018 2019 2020 2021* 2022* 2023* 2024* 2025*
Number of internet users in India (in MN's) (*Forecasted)
243
282
352
391
421
448
469 487 501
0
100
200
300
400
500
600
2015 2016 2017 2018 2019 2020 2021* 2022* 2023*
Number of mobile users in India (in MN's) (*Forecasted)
Companies offering Digital Marketing courses
0.09
0.11
0.43
0.61
1.39
5.28
8
12.55
40.41
52.5
0 20 40 60
India
Israel
Italy
China
UK
Norway
USA
Canada
Falkland Islands
Saint Helena
Price of 1 GB data in different countries around
the world (in US$)- Global Average (5.09)
Source- https://www.cable.co.uk/mobiles/worldwide-
data-pricing/
2.8
4.1
7.4
8.2
13
14.2
17.4
18.8
19.1
26.7
0 10 20 30
India
China
Italy
Australia
UK
USA
Japan
Norway
Sweden
South Korea
Speed of data in different countries
(Mbps) – Global Avg. (6.3)
Source- https://www.fastmetrics.com/internet-
connection-speed-by-country.php
CAGR- 22.3%
CAGR- 13.3%
Source- Statista
• Revenue of adverts under the
purview of Digital Marketing
reached $1Bn in 2016-17 in India
• Digital Marketing expenditure by
companies is soon expected to
overtake traditional marketing
expenditure
• Search, Display and Banner
adverts hold the lion’s share in
advertisement expenditure
• Mobile is the new battleground

3. Google Trends Analysis
City
digital marketing:
(2020)
digital marketing
service: (2020)
digital marketing
company: (2020)
Thane 100%
Faridabad 100%
Secunderabad 100%
Kanpur 100%
Howrah 100%
Vadodara 100%
Visakhapatnam 100%
Guwahati 100%
Navi Mumbai 97% 3%
Mumbai 97% <1% 3%
Hyderabad 97% <1% 3%
Thana Shankar Dwari 97% 3%
Ghaziabad 96% 4%
Chandigarh 96% 4%
Kolkata 96% 4%
Pimpri-Chinchwad 95% 5%
New Delhi 95% <1% 5%
Bengaluru 95% <1% 5%
Surat 95% 5%
Pune 95% 5%
Bhubaneswar 95% 5%
Gurgaon 94% 6%
Nagpur 94% 6%
Ahmedabad 94% 6%
Chennai 94% 1% 5%
Lucknow 94% 6%
Indore 94% 6%
Bhankrota 94% 6%
Jaipur 93% 7%
Kochi 93% 7%
Bhopal 93% 7%
Noida 92% 8%
Coimbatore 92% 8%
Raipura 91% 9%
Ludhiana 88% 12%
Region
digitalmarketing:
(2020)
digitalmarketing service:
(2020)
digitalmarketing company:
(2020)
DamanandDiu 100%
Puducherry 100%
Goa 100%
Dadra andNagarHaveli 100%
AndamanandNicobarIslands 100%
HimachalPradesh 100%
Tripura 100%
Meghalaya 100%
JammuandKashmir 100%
Nagaland 100%
Manipur 100%
Andhra Pradesh 97% 3%
Assam 97% 3%
Maharashtra 96% <1% 4%
Telangana 96% <1% 4%
Chhattisgarh 96% 4%
Jharkhand 96% 4%
Delhi 95% <1% 5%
Haryana 95% <1% 5%
Karnataka 95% 1% 4%
Kerala 95% <1% 5%
Uttarakhand 95% 5%
Rajasthan 95% 5%
Madhya Pradesh 95% <1% 5%
Bihar 95% 5%
Chandigarh 94% 6%
TamilNadu 94% <1% 6%
Gujarat 94% <1% 6%
WestBengal 94% <1% 6%
UttarPradesh 94% <1% 6%
Odisha 94% <1% 6%
Punjab 93% 7%
• Three search terms were compared (timeline was the entirety of
the current year till 16th of September)-
i) digital marketing ii) digital marketing services iii)digital
marketing company
 “digital marketing” is the most searched term across India. Keywords
like “online digital marketing company” are also accumulating searches
• With the pandemic in motion, many people are learning digital
marketing as evident from keywords such as “fundamentals of
digital marketing google” and “google garage digital marketing
answers” gaining over 750% traction and also breaking out
• The states which have the highest searches in related keywords should
be taken note of as those states have a high demand of the same.
They are- Himachal Pradesh, Tripura, Meghalaya, Andhra Pradesh,
Maharashtra, Telangana, Delhi etc. The related cities like Thane,
Secunderabad, Navi Mumbai should also be taken into account

4. Expansion based on the
following parameters-
State NSDP Per Capita
Internet Searches
Literacy Rate
Unemployment Rate
% of people below poverty
line
Internet Penetration
Number of govt.
recognized startups
The Startup Solution
• For the Go To Market strategy, a States first approach has been followed as individual city data was
almost impossible to gather
• The States that are to be chosen are based on the parameters mentioned in the diagram to the left. The
Overall Impact Equation (OIE) strives to unify all these variables into one unified variable. The
weights assigned are- Internet Searches (0.25), State NSDP in ‘000s (0.1), Literacy Rate (0.15),
Unemployment Rate (-0.1), % of people below poverty line (-0.1), Internet Penetration (0.2),
Number of Govt. recognized startups (0.5)  As startups are the most important factor
• Because Unemployment Rate & % of people below poverty line are both ‘negative influencers’ they are
given negative weights of (-0.1). The overall weight is 1
• The Overall Impact Equation has been applied to the All INDIA variable and any state that fares
above the OIE for All INDIA has been considered
• West Bengal, Rajasthan and Madhya Pradesh have been added to the list because they each have
over 500 startups and have a decent number of search score (with West Bengal missing the OIE cut off
by only a few points). These are the final list of states are the ones that PageTraffic should begin with
Excel sheet
with details
of State
STATE/UT
Internet Searches
(digital
marketing)
State NSDP(Nominal State
Domestic Product) - Per
Capita (in INR) in '000s
Literacy Rate
Unemployment
Rate
% of people
below poverty
line
Internet Penetration
(in %)
Number of govt
recognized
startups
Overall
Impact
Equation
Maharashtra 96 191.7 82.3 4.9 17.4 43 3661 1892.4
Karnataka 95 210.9 75.4 4.8 20.9 39 2847 1484.9
Delhi 95 365.5 86.2 9.7 9.9 69 2552 1361.1
Uttar Pradesh 94 66.5 67.7 6.4 29.4 31 1566 825.9
Telengana 96 204.5 67.0 7.6 9.2 31 1080 599.0
Haryana 95 236.1 75.6 8.6 11.2 49 1052 592.5
Tamil Nadu 94 193.8 80.1 7.6 11.3 47 1004 564.4
Gujrat 94 197.4 78.0 1.2 16.6 36 985 552.9
Kerala 95 204.1 94.0 13.9 7.1 54 849 491.5
West Bengal 94 109.5 76.3 2.4 20.0 29 573 336.0
Rajashthan 95 110.6 66.1 5.0 14.7 33 531 314.9
Madhya Pradesh 95 91.0 69.3 4.5 31.7 30 525 308.1
AllINDIA(Average) 87.7 126.4 73.0 6.1 21.9 50 586 345.7
Quantitative
Analysis

5. Data- Visualized
• The Overall Impact Equation almost closely mimics the Number of
Startups in each state (99.9% correlation) primarily because of the
relative weight given to it in the OIE, 50%
• The map in color shows the state-wise distribution of startups. The States
such as Gujarat, Maharashtra, Karnataka, Andhra Pradesh, Uttar
Pradesh, Haryana all have high numbers of govt. recognized startups
• The graph above shows the two negative parameters visualized. From the
graphs it is clear that Unemployment Rate is not correlated with % of
people below poverty line.
• These two are taken into account because of the fact that states with
higher levels of both are logically poised to have lower number of startups

6. Data- Analyzed
Internet Searches
(digital
marketing)
State NSDP(Nominal
State Domestic
Product) - Per
Literacy Rate
Unemployment
Rate
% of people below
poverty line
Internet
Penetration (in %)
Number of govt
recognized
startups
Overall Impact
Equation
Internet Searches (digital
marketing)
100.00%
State NSDP(Nominal
State Domestic Product) -
Per Capita (in INR) in
-15.72% 100.00%
Literacy Rate -3.70% 44.57% 100.00%
Unemployment Rate 9.50% -12.77% 50.15% 100.00%
% of people below
poverty line
-10.00% -51.12% -41.86% -12.60% 100.00%
Internet Penetration (in
%)
0.72% 50.10% 41.21% 9.24% -41.73% 100.00%
Number of govt
recognized startups
17.71% 22.30% -0.59% -18.79% -5.69% 31.60% 100.00%
Overall Impact Equation 18.77% 24.50% 0.84% -18.64% -7.43% 33.03% 99.96% 100.00%
• The positive correlations are marked in green and the negative ones marked in
grey
• Unemployment Rate and Internet Searches are positively correlated means
that unemployed are looking for a career in Digital Marketing. Also U Rate and
Literacy Rate are positive correlated (50%) potentially meaning many literates
are unemployed
• Internet penetration is an important factor with 50% correlation to NSDP
per capita and only negatively correlated with % people below poverty line
• Number of startups are negatively correlated with U-Rate and % of people
below poverty line, establishing the logic of negative weights
• The fact that literacy rate and no. of startups are negatively correlated might
mean literate folk prefer to go for a job rather than opening their own startups
• OIE is showing the highest correlation with number of startups and for the
remaining, it is showing positive and negative correlations in correspondence to
the weights taken
Channel Preference and Qualitative Analysis
Startup
Ranking
Best
Performer
Gujarat
A&N Islands
Top
Performers
Karnataka
Kerala
Leaders
Maharashtra
Odisha
Rajasthan
Bihar
Chandigarh
Aspiring
Leaders
Telangana
Uttarakhand
Haryana
Jharkhand
Punjab
Nagaland
Emerging
States
Chhattisgarh
Himachal
Pradesh
Andhra
Pradesh
Tamil Nadu
Madhya
Pradesh
Uttar Pradesh
Assam
Delhi
Mizoram
Sikkim
• The GoI has
rated various
states based on
several key
metrices and the
following states
have made it
• These states can be combined with the
states from the Quantitative Analysis
• A primary survey was carried out on
LinkedIn asking the preferred mode
of choosing a Digital Marketing
Service Provider. Google
Search/Other Channels topped with
31 votes followed by LinkedIn with 24
Qualitative
Analysis

7. Competitor Analysis
Name of the company Year established Number of employees
Revenue (estimated) (in
$US Mn)
Revenue per employee
(in $US '000s)
(estimated)
CEO Website Alexa Rank Bounce Rate
Average Daily
Time on site (in
min, sec)
Page Traffic 2002 136 7.9 58.09 Navneet Kaushal https://www.pagetraffic.in/ 67,609 49.50% 02:34
WILDNET Technologies 2006 312 5 16.03 Nitin Agarwal https://www.wildnettechnologies.com/ 3,47,700 52.70% 05:14
Seobysearch 2011 43 2.9 67.44 Fazal Ahmed
https://www.linkedin.com/company/seob
ysearch/
- - -
Percoyo 2015 12 3.8 316.67 Rahil Ahmed https://www.percoyo.com/ 7,85,041 63.00% 01:08
Web Visitors - 13 <1 76.92 Kumar Vivek https://www.webvisitors.co.in/ 35,22,339 - -
SEO India 2009 10 <1 100.00 Kausik Dutta https://www.seoindia.net/ 22,74,262 - 01:08
Octal IT Solution 2007 150 27 180.00 Arun Goyal https://www.octalsoftware.com/ 86,032 62.40% 02:59
Nummero 2010 83 9.9 119.28 Abdul Saleem https://www.nummero.com/ 16,37,051 - 01:47
Isolution Microsystem 2004 20 2.3 115.00 Vishal Singhal https://www.isolutiononline.com/ 6,94,672 45.20% 02:02
NetEasy 2008 20 <1 50.00 Aadya https://www.neteasy.in/ 7,89,465 60.90% 05:12
Name of the company Keyword Gaps Easy to Rank Keywords Buyer Keywords
Optimization
Opportunities
Page Traffic 5,300 272 2,400 376
WILDNET Technologies 912 231 701 189
Seobysearch - - - -
Percoyo 96 13 121 64
Web Visitors 157 28 181 70
SEO India 129 49 99 60
Octal IT Solution 7,200 4,900 3,200 2,800
Nummero 122 8 115 -
Isolution Microsystem 294 84 255 129
NetEasy - - - -
Keyword Gaps- Keywords driving traffic to competitors but not the site (lesser, the better)
Easy to Rank Keywords- Popular keywords that site has competitive power over (more, the
better)
Buyer Keywords- Keywords that have a high purchasing intent. Used by search engine users
to find products and services (more, the better)
Optimization Opportunities- Popular Keywords that already drive some amount of traffic
to the site (more, the better)
The following sections aim to analyze the company along with where it
belongs with respect to its competitors
Pros-
• Page Traffic’s bounce rate is one of the lowest amongst its competitors
which is always a good sign. It is second after Isolution Mictosystem
• The Alexa Rank for Page Traffic is the lowest amongst its competitors
• Buyer Keywords are sufficient in number (2nd in the list)
Cons-
• Average daily time on site can be improved. The highest amongst the
competitors is 5 minutes and 14 seconds
• There are an ample number of Keyword Gaps (5.3k) which represents
missed opportunities. However, Octal IT has more Gaps than Page Traffic
• Easy to rank keywords needs to be increased in quantity
• Optimization Opportunities lesser in number (albeit being 2nd in list)
Source for the data- www.owler.com (company data) & www.alexa.com
(keyword and website analysis)
Some data points were not available and hence have been left out

8. Website Analysis (PageTraffic)
With the competition from a vast number of digital marketing
companies, it becomes imperative to optimize the website to the fullest
extent possible
• The search volume for “digital marketing” is high as expected (60,500)
• The search volume for “digital marketing agency” is 14,800 & “digital
marketing company” is 5,400, CPC of $19.33 and $26.66 showing demand
• PageTraffic has a healthy number of backlinks and referring domains
• PageTraffic (with no space) refers to the company and not to the page
traffic concept used in Digital Marketing or SEO. “pagetraffic” has a low
CPC of $4.27. Paid Difficulty is 10 meaning very low competition and
SEO difficulty is at a moderate 35
The tool used here is Neil Patel’s UberSuggest
Source-
https://bit.ly/2RxdRz8
https://app.neilpatel.com/en/dashboard
https://bit.ly/33zTQh2
https://bit.ly/2ZMUsP1

9. Website Analysis (PageTraffic) (contd.)
• As per the site speed analysis, the mobile loading time is 5 seconds which is
not excellent. The problem areas are-
i) Speed Index – Shows the rate at which the contents of the page are
populated (Shows 10 seconds which is quite a lot)
ii) First CPU Idle – Marks the time at which the page’s thread is quite enough
to handle input (Shows 5 seconds which can be reduced)
iii) Time to interactive – Marks the time when the page is fully interactive
(Shows 5 seconds which can be reduced)
• On Page SEO score which is 85 (great) can be increased to a 100 by fixing
the errors. Top SEO issues and their impacts are highlighted
• Less than 50% of the crawled pages were deemed as healthy
• The search phrase “top digital marketing companies in india” returned
3 mentions of PageTraffic with no links to its website. The query “best
digital marketing companies in india” returned 1 mention with no links

10. Differentiation Strategy
• PageTraffic’s expertise by serving clients from 36 countries have resulted in them
providing excellent services and rapidly gaining satisfied customers
• In India, the challenge will be to deliver the same service but at reduced prices as
Indian consumers are price sensitive to an extent
• The staggering amount of prizes won by PageTraffic is a testament to their service
quality and must be used in further advertisements. Partner status and
memberships (19 in number) have to be used in promotions as well
4 4 3 4 2
15
28
13
22
16
19
0
10
20
30
2002-…
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
• The first data point is for the years from
2002 till 2010
• 2016 was the best year with 28 awards
won
• Total awards won- 130 (almost 7
awards per year average)
Pricing Strategy
Individual SMB SME
Large
Enterprise
₹ 500 ₹ 2,500 ₹ 5,000 ₹ 8,500
• All the prices mentioned are on a per month basis and only service
as examples. Depending upon the requirements, specific service
packages can be designed as per convenience.
• Businesses can be divided broadly into three categories-
 SMB- Small and Medium Businesses which employ less
than 100 people and have between $5-$10 Mn annual revenue
 SME- Small and Medium Enterprises (Mid-Market)
employ between 101-500 employees and have between $10
Mn-$1 Bn of annual revenue
 Large Enterprises employ over 1000 employees and have
over $1 Bn in annual revenues
• Startups and other organizations can be divided accordingly to the
classification mentioned above
• Although both Subscription Based/One Time prices are viable,
subscription models are 217% more profitable and acquiring new
customers is 5-25 times more expensive than retaining existing ones

11. High Medium Low
High
Premium High Value Superb Value
Medium
Over-Charging Average Good value
Low
Rip-Off False Economy Economy
Price
ServiceQuality
• The Price Quality Matrix is one of the most important matrices for
determining the value of service provided
• This matrix is not properly implemented in the Digital Marketing and
SEO industry. The three red blocks are definitely to be avoided as they
provide little to no value to customers
• The Pricing is dependent on the Service Quality- with a high Service
Quality, all three pricing ranges are acceptable. As the service quality
declines, the available pricing options also decline
• Economy option would be viable for Individuals
• Premium option can be utilized for Large Enterprises
• SMB’s and SME’s can intermingle in the High value, Superb Value,
Average and Good Value region
• Service Quality should not deteriorate for existing customers and there
must be proper correlation between this matrix and the price charged
Service Quality – Price Matrix Growth Drivers and KPIs
Growth Drivers
Growth of Tier 2 and Tier 3 Cities
Internet Penetration (Both rural and urban)
Funding Scenario (Both domestic and foreign)
Leveraging Technology
Government Support for Startups
Key Performance Indicators
Lead Conversion Percentage
Market Share
Monthly Website Traffic/Bounce Rate
Lifetime Customer Value
Cost per Acquisition

12. THANK YOU