185472682 Case Study on Bookmyshow Com for Service Perspective

7/21/2019 185472682 Case Study on Bookmyshow Com for Service Perspective

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SUBMITTED TOPROF. HITESH MANOCHA

MARKETING OF SERVICES



CASE STUDY ANALYSIS ON

.COM



TEAM MEMBERS

Archit

Inamul

Naveen

Neha

Pawan mishra

Pawan singh

Sneha Sumiti

Vishwajeet



It was an idea that led Hemrajani to become an

entrepreneur.

Backpacking from Johannesburg to Cape Town, he

struck upon the idea of selling movie tickets online toeliminate the queue outside theatres in India.

This was in 1999, and the country was just about waking

up to computers, customer are not comfortable to usecredit cards and net banking for online transection.

24 years old Hemrajani came back to India and quit his

job with J Walter Thompson.

Case



To start off, Hemrajani sent an email to Chase partners

describing his business plan. "Seven days later, he got

a call from them asking how much money he wanted”.

With half a million dollars of funding, Hemrajani

launched BookMyShow .

The lack of e-ticketing software in theatres and singlescreens meant bookmyshow.com had to buy tickets in

bulk from theatres in advance and then sell this

inventory to customers.

Cont….



Initially days, they suffered losses

When they could not sell the tickets and there was the

opportunity loss because the booking wasn't happening

real time, "It was a non-scalable model.”

Then they introduced their own online inventory software.

Which is deal with cinema hall’s inventory system.

By 2002, Bookmyshow.com had a team of 150, when it

ran into the dotcom bust The company shrunk to just sixpeople.

Between 2002 and 2004, as the number of multiplexes

across India grew, bookmyshow.com turned into asoftware solutions rovider that sold automated ticketin

Cont…



BMS has been growing at 40 per cent year-on-year and

holds over 90% market share in the online entertainment

ticketing space .

BMS has also ensured that it stays ahead of the

competition by selling loyalty software to all multiplexes.

They have exclusive tie-ups with theatres.

They also started focusing on sporting events, theatre

and, more recently, live events in cities.

Cont…



Dotcom Boom

In 2006 there was internet boom in our Country because of

following reasons.

Broadband speeds improved.

Call rates of mobile phone dropped

Net banking arrived with the usage of debit and credit

card.

Set up own call center for booking movie ticket and handling

customer’s query . By 2009 company was selling a million tickets in a month.

BMS became top five transacted web portal in India.

BMS became 3rd highest valued brand in e-commerce

space.



Cont…

The company converted all customer and all transectionto the BMS platform.

They started call centres and generated a toll free no. forthe customers.

Tied up with event organizers and IPL.

Developed mobile application

They have installed automated speech recognitionssoftware for call centre



Tie

Ups

Deliver movie tickets

offline



Industry and

competitionIndustry-

Today the company has ticketing partnerships with over1,000 screens across 50 cities.

There are 80 multiplexes with 295 screens which are

expected to increase.

Competitors – Snapdeal.Com

PVR Cinemas

Fun Cinemas Ticketfinder.Com

Tickets.Com

Seetickets.Com



Official

Partners



Screen Shot Of The

Website



Business strategy

Developed own online inventory system.

Deliver cheaper movie tickets.

Tied up with different corporate and event

organizers

Set up own call centre

Connectivity with social network sites

Mobile application



Advantages of bookmyshow.com

Avoid the queue and rush in movies hall counters

Pool of option for choice the movie ,location and

movie hall

Booked ticked instantly and preferably

Payment mode

Credit card

Net banking

Debit card

Available in social network site and mobile

application



Revenue

Model

Revenue of BMS was generated from two factors:

They charged15 Rs convenience charge per ticket which

was there revenue and they made more than one crore a

month.

They also generated revenue by promoting the events.



Now lets analyze the above numbers given the fact thatbookmyshow can book to 200 multiplexes with about 800

screens across India.

The total capacity of Multiplexes around the country is1,26,00,000.

700 X 3 Shows X 30 days X 200 seats = 1,26,00,000

The average sell is approx. 65% = 81,90,000

Bookmyshow’s claim = 6,50,000 approx.. Tickets

• Given revenue =1,00,00,000 ( 10000000/15 =

6666667)

Example



BOOKMYSHOW.COMMovi

e

hall

Call

centre

Consume

rs

Event

organize

rs

Ticket

Revenue

Ticket

payment

s

Business Model



Strength

1. Vast network of event organizers and major cinema

chains

2. Online portal

Simple and convenient to use

Instant booking

3. Constantly updated with forthcoming events and movies

Weakness

Mostly limited to urban areas as people in India are still

apprehensive for online payments

SWOT



Opportunity1. Expand capabilities to cover more events and movies

across various cities

2. Acquiring more partnerships with various business entities

3.Co-organizing events with various event organizers toincrease physical brand presence.

4. Extend their online portal.

Threats1.Possibility of mismanagement due to lack of coordination

with event organizers

2. Improved functionalities by competitive online ticketing

portals



The Service Marketing

Triangle



7 P’s Of Service Marketing

MixProcess :-Online booking

Visit bookmyshow.com

Choose movie, cinema and seats

Fill information to make paymentGet tickets

Physical Evidence:-

Web Site (www.Bookmyshow.com)

Movie Ticket (hard copy)

Facebook (Ticket buddy)

Mobile Application



People:-Person not visible

Dress not that critical

How he speak is critical

Separate call center and team in each cityQuick handling of customers problems

Product:-

Reworked on its branding

Converted all customer and transection to BMS

Unified its call center operation with single toll free no.



Place:-

Web portal

Call centre

Tie ups with retail outlets like CCD and Reliance fresh

Promotion :-

Collaboration with network 18

Social networking site (facebook)

Tie ups with IPL and various movie hallMobile applications

Price:-

Convenience of RS 15 per ticket



Segment :-Demographical- Age Group(15-34), they are frequent

moviegoers

(Internet users looking for event ticketing solutions.)

Target Audience:-Internet users utilizing services to perform online transactions

like buying tickets.

Positioning:-Positioned as India’s largest entertainment ticketing website

STP



Relationship

marketing Build network via social networking site

(facebook)

Developed mobile application



Conclusion

They made new era for booking movies tickets.

Developed online Inventory system software was

USP.

Tie ups and different collaboration gave them

huge edge.

Call centre and Connectivity with social network

sites build consumer’s trust.

Social sites and Mobile software are helped themto make more connectivity to consumers.

They have reliable manpower.

They delivered good quality of services

(according to consumer’s expectations)



Segment

Target Group

Positioning



EXECUTION We targeted high affinity fans of movie/movie stars and offered them

paid/unpaid content:

Downloads – offered movie goodies like ringtone downloads, wallpapers

and more

Fan clubs

Using analytics, we identified that ticket bookings were highest betweenWed to Sat. Hence, campaigns were run only on these days.

Contextual messages targeted at consumers on movie review sites

185472682 Case Study on Bookmyshow Com for Service Perspective

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