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SUBMITTED TOPROF. HITESH MANOCHA
MARKETING OF SERVICES
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CASE STUDY ANALYSIS ON
.COM
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TEAM MEMBERS
Archit
Inamul
Naveen
Neha
Pawan mishra
Pawan singh
Sneha Sumiti
Vishwajeet
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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
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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….
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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…
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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…
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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.
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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
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Tie
Ups
Deliver movie tickets
offline
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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
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Official
Partners
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Screen Shot Of The
Website
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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
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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
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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.
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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
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BOOKMYSHOW.COMMovi
e
hall
Call
centre
Consume
rs
Event
organize
rs
Ticket
Revenue
Ticket
payment
s
Business Model
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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
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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
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The Service Marketing
Triangle
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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
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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.
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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
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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
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Relationship
marketing Build network via social networking site
(facebook)
Developed mobile application
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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)
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Segment
Target Group
Positioning
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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
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