UNIVERSITY OF MUMBAI Black Book

Brand Management of BMS
“BRAND MANAGEMENT OF BOOKMYSHOW”

A project Submitted to
University of Mumbai for partial completion of the degree of
Master in Commerce
Under the Faculty of Commerce
By
ASIYA MAQBOOL PATEL

B – 15
Under the Guidance of
NIRMALA MEMORIAL FOUNDATION COLLEGE OF

COMMERCE AND SCIENCE
90 FEET ROAD, ASHA NAGAR, THAKUR COMPLEX,
KANDIVALI (E), MUMBAI-400 101.
DECEMBER 2019
1|Page
NIRMALA MEMORIAL FOUNDATION COLLEGE OF

COMMERCE AND SCIENCE
90 FEET ROAD, ASHA NAGAR, THAKUR COMPLEX,
KANDIVALI (E), MUMBAI-400 101.
CERTIFICATE
This is to certify that ASIYA MQBOOL PATEL has worked & duly completed her/his Project
Work for the degree of Master in Commerce under the Faculty of Commerce in the subject of
BUSINESS MANAGEMENT and her/his project is entitled “BRAND MANAGEMENT OF
BOOKMYSHOW” under my supervision.
I further certify that the entire work has been done by the learner under my guidance & that no
part of it has been submitted previously for any Degree or Diploma of any University.
It is her/his own work & facts reported by her/his personal findings & investigations.
Project Guide ______________
Program coordinator _______________
External Examiner _______________
Principal _______________
Date of Submission _______________
2|Page
DECLARATION BY LEARNER
I the undersigned ASIYA MAQBOOL PATEL here by, declare that the work embodied
in this project work titled “BRAND MANAGEMENT OF BOOKMYSHOW” forms my own
contribution to the research work carried out under the guidance of Name of guide is a
result of my own research work & has not been previously submitted to any other
University for any other Degree / Diploma to this or any other University.
Wherever reference has been made to previous works of other, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.
Name & Signature of the Learner
Certified by
Name & Signature of the Guiding Teacher
3|Page
ACKNOWLEDGEMENT
To list who all have helped me in difficult because they are so numerous & depth is so
enormous.
I would like to acknowledge the following as being idealistic channels & fresh dimensions
in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.
I would like to thank my Principal, Dr. T.P.Madhu Nair for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our Co-ordinator, for her moral support & guidance.
I would also like to express my sincere gratitude towards my project guide, whose
guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books
and magazines related to my project.
Lastly, I would like to thank each & every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peers who supported me
throughout my project.
INDEX
4|Page
Sr. no Topics Page No.

1. Introduction 6
2. Literature Review 14
3. Objective of Study 14
4. Research Methodology 22
5. Data Analysis and Interpretation 24
6. Finding 38
7. Conclusion 39
8. Recommendation 40
9. Bibliography 41
10. Questionnaire 42
5|Page
Chapter 1
Introduction
This study focuses on various aspects of formulating a new organizational brand and
how utilizing social media is vital to maintain a strong brand in today’s society. In a
world full of brand names everywhere you look, new brands should take a more direct
approach in their branding process, and reach out through social media. “Social media
has many benefits for a
business, including viral potential, cost, and the creation of brand reputation”
(Mohamed, 2012). By using traditional branding tactics along with new technology like
social media, new brands can easily differentiate from competition, develop a strong
customer base and achieve success. Branding is an important tool, especially for a
newly formed organization, that can be developed and used in conjunction with social
media to create a specific and successful image for a new organization.
A brand’s corporate message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand
or company itself. Social networking sites and blogs allow individual followers to
retweet or repost comments made by the product being promoted. Social media allow
marketers to refine their segmentation strategy by reaching a narrow target audience
Through social networking sites, brands can have conversations and interactions with
individual followers. This personal interaction can instill and strengthen brand loyalty
amongst followers and potential customers. Thus, each participating customer
informally becomes part of the marketing department, as other customers read their
comments or reviews.
Brands often use social media to transform customer comments and testimonials into
relevant and compelling content for personal selling, advertising and other promotional
tactics. Listening to social media “chatter” also helps companies stay in tune with public
sentiment about their brand. By tracking and analyzing conversations on social media,
public relations professionals can catch problems early and prevent negative publicity
from turning into full-blown crises.
Bigtree Entertainment's BookMyShow is India's largest entertainment ticketing

website. Headquartered in Mumbai, it is the only destination for movie and non-movie
options like events, plays and sports. Within a decade of its inception, the company
poses a 40% CAGR in revenues and over 90% market share in the online
entertainment ticketing space.
With offices in India, New Zealand and Malaysia, the company aims to present their
6|Page
customers with endless options to purchase tickets for the latest movies, music
concerts, plays, stand-up comic acts, and major sporting events to name a few. Tickets
can be booked through various platforms like internet, mobile application, WAP and the
in - house call center.
With ticketing for over 3,000 screens across 250 cities, BookMyShow has partnerships
with all major Indian production houses and studios with real time ticketing for major
cinema chains like Inox, Big Cinemas, Cinemax, Fun Cinemas etc. 85% of all cinema
tickets sold online are booked on Bookmyshow, resulting in sales peaking up to 10
million plus tickets per month.
BookMyShow has ticketed for over 1,500 plays online and is the exclusive and
permanent ticketing partners for theatre venues like Prithvi Theater, Mumbai, NCPA
Mumbai, Indian Habitat Centre Delhi and Rangshankara Bangalore. With more than
100 million page views per month, BookMyShow has ticketed for more than 300 live
large format events and sport events such as ICL, city Marathons, etc.
Currently, The company is India’s largest entertainment ticketing platform. Book

MyShow started out in 1999 as a software re-seller for movie theaters and converted
its model into a platform catering to cloud-based events, movies, sports, and plays
booking. BookMyShow was known by the name of its parent company, Bigtree
Entertainment Pvt. Ltd. during inception.
It operates in 5 countries with more than 30 million customers. In sixteen years,

BookMyShow has been through a roller-coaster ride, seeing all kinds of crests and
troughs. From INR 25,000 as initial capital to INR 391 crore revenue in FY2018, from
the Dot Com crash in the early 2000s to the Global Financial Crisis of 2008, the
company has a story no less on par with the David v/s Goliath legend. BookMyShow
managed to sail through the tough times and emerged winner in the end.
7|Page
Background of the study
Social media marketing refer to the process of disseminating messages gaining

internet traffic or attention through social media. In order to promote a
personality cause of business. It involves all methods strategies channels and
platforms aimed at using social media platforms to communicate and engage a
defined target audience in order to meet defined marketing objectives.
The convergence of technology and social media have changed the people
interact with one another and business can no more ignore these digital
communities. The internet has simplified business communication thereby
improving the way companies sell, promote products and services.
Social media marketing communications typically centers on efforts try an

individual or organization to create media content (music, article, and video) that
communicate marketing messages that attract attention and encourage its
target audience to experience interact and share information with their social
networks to meet a business objectives. A corporate message on social media
spreads from user to user and presumably resonates because it appears to
come from a trusted.
Social media advertising is gaining the attention of business and brands
because of basic advertisement which includes: it’s relatively lower cost,
targeted advertising measurement, personalized messages and a great
opportunity to drive traffic from leading social networking sites to business and
brands personalized platform
Social media marketing communications typically centers on efforts try an
individual or organization to create media content (music, article, and video) that
communicate marketing messages that attract attention and encourage its
target audience to experience interact and share information with their social
networks to meet a business objectives. A corporate message on social media
spreads from user to user and presumably resonates because it appears to
come from a trusted.
Social media advertising is gaining the attention of business and brands
because of basic advertisement which includes: it’s relatively lower cost,
targeted advertising measurement, personalized messages and a great
opportunity to drive traffic from leading social networking sites to business and
brands personalized platform.
8|Page
History of BMS (book my show)

BMS’s History - Told the way we like it. Blood, Sweat, Toil and a lot of
Beer :)
12 years ago, in South Africa a seed of an idea was planted, a dream
was shared. Inception happened. 12 years on, we look back at what
we've built. Leave it up to us, and we'd love to do it all over again. Here's
our story:
The Three Musketeers:

What happens when 3 long-time friends go holidaying together in South
Africa? The seed of a Big tree is planted. A company is planned, from
roots to fruits. Soon after the Eureka moment, C.E.O. Ashish Hemrajani
quits his job at JWT, Co-Founder Parikshit Dar takes over Technology,
and CoFounder Rajesh Balpande takes over Finance. The alcohol did
it for him! After his master's, Ashish was working for J.W. Thompson,
an advertising agency. He was on a backpacking trip in South Africa.
On one such day, he was sitting under a tree listening the promotion of
rugby tickets on radio (Newton reincarnated?). An idea sparked in his
mind; a solution that was going to bring about a change. Ashish came
back to his country, India, and resigned from his job immediately to
focus on his idea. He thought of Bigtree Entertainment Pvt. Ltd. to focus
on the niche of ticket booking.
However, starting was far from easy. When Ashish told his parents
about his business idea, they weren't happy. Uncertainty and concern
hit them like any other parent mindful of their child's career. Finally,
Ashish was able to convince them. At the age of 24, he launched his
first ever internet venture with itss head office being his bedroom. Soon
after, his friend Parikshit Dar joined him to lead the technological
9|Page
aspects and another co-founder, Rajesh Balpande, took over the

responsibility of managing Bigtree's finances. The trio, fondly known as
the three musketeers, thus started Bigtree Entertainment Pvt. Ltd., the
parent company of BookMyShow.
The Big Bucks:

Network 18 invested in March 2007. In August, the same year an
internal contest was held to coin a name for the new company. A
developer intern came up with the name BookMyShow.com and the
rest as they say is history.
Launch of Book My Show

What was to become India's largest entertainment ticketing portal today
launches in Aug 2007 as India's first ticketing aggregator – Book My
Show.
10 | P a g e
Winds of Change
The first mega scale concert that was ticketed under the Book My Show
banner was the popular band - Scorpions. An event that turned out to
be a grand success.
Jai Ho
The A.R. Rahman concert goes house full. A 'Jai
Ho' extravaganza held at Kolkata and
Hyderabad that was a roaring success and
added another feather to our cap.
Yeh IPL Hai Boss:

Book My Show becomes the official ticketing partner for
Mumbai Indians, Kings XI Punjab and Delhi Daredevils. Today
we have Pune Warriors and Rajasthan Royals too on board
this high drama entertainment circus called the IPL.
Need for Speed:

Book My Show becomes the exclusive ticketing partner for Formula 1,
the Indian Grand Prix. After the grand success of 2011, we are all
geared up for 2012's extravaganza.
11 | P a g e
The Social Network:

Book My Show's Face book fan page hits 1 Million fans
and today it's on its way to becoming a 1.5 Million
strong fan base soon.
Records are made to be broken: 1 Lakh (a hundred thousand) tickets

in a single day.
As it stands today, the highest number of tickets sold in a single month
was July 2012 - more that 2 Million - 2,006,388.
And the Award Goes To:

Book My Show is awarded 'The Hottest
Company of the Year2011-12' and 'The
Company to watch out for' at the prestigious
CNBC Young Turks Award.
12 | P a g e
Mobile Entertainment:
Book My Show's first tablet app - the
Windows 8 app was launched at a time when
the OS itself was in pre-beta phase
Big Ticket:
The highest revenue generated for a
movie is Ek Tha Tigert 144,419,372 (14
crores)
Money Matters:
Accel Partners invests USD 18 Million
Dollars i.e Rs. 100 crores in Book My Show
Stories continues………………………………
13 | P a g e
Company profile
BookMyShow.com is a two-year old e-ticketing solutions provider

headquartered at Mumbai (India), incepted with a clear focus of
providing cutting-edge digital solutions to the entertainment industry.
Our B2B and B2C solutions directly impact the bottom line while lending
a sharper edge to routine business processes. BookMyShow.com is a
preferred destination for movie and non movie options since we
expanded from movies to plays, events and sports.
14 | P a g e
Chapter 2
Literature review
The review of literature centers on the existing knowledge and research

related to branding an organization, what a brand is, how it is developed
and determined to be successful, and maintain a brand through social
media.
What Makes a Successful Wellness Brand?

If brand equity is linked to a brand’s name and value, then a successful
brand must be expressed through “a set of five dimension: brand
loyalty, perceived quality/leadership, association/differentiation,
awareness and market behavior Applied to successful wellness brands,
according to Bernhart (2006), “Branding all health initiatives under a
single title and logo is technique common to all the platinum-winning
wellness programs.”
In assessing a successful brand, there is high importance in “‘customer
value perception’, ‘customer satisfaction’, ‘brand loyalty’ and
‘competitive differentiation’” (Pitta and Katsanis, 1995). Research by
Pitta and Katsanis suggest, “Successful companies better understand
the importance "customer value-perception" plays in both the short and
long run. Less successful companies appear to be more focused on the
shorter term, citing "customer satisfaction" as a primary measurement
tool. Ultimately, a combination of the two will be critical for successful
Brand management.”
15 | P a g e
One Can Maintain a Wellness Brand through Social Media

Teresa Bozzelli, vice president of consulting firm Sapient Government
Services, says, “what differentiates electronic usage as social media is
that is becomes interactive. It’s not bound by time or place. It’s an
immediate dialogue and a two-way engagement.” Wellness brands
can utilize this two-way connection to maintain a relationship with their
customers, simultaneously building and maintaining their brand
(Marshall, 2011).
Book My Show – Fans don’t just “like” us, they LOVE us too!
It’s been less than four years since Book My Show came out in 2007
and it already boasts 40% CAGR in revenues and holds over 90%
market share in the online entertainment ticketing space. With a listing
of over 1000 screens across 87 cities around the country, we have
partnerships with all major Indian production houses as well as the
Indian counterparts of some which are based abroad. Our
partnerships also extend to cinema chains which include INOX, BIG
Cinemas, Cine MAX and Fun to name a few. 75% of all cinema tickets
sold online are via Book My Show with peak sales which have
touched the mark of over a million tickets. Book My Show has already
sold tickets for over 1500 plays online and we have exclusive tie-ups
with theatres viz.
Prithvi Theatre and the NCPA (Mumbai), Indian Habitat Centre (Delhi)
and Rangshankara (Bangalore). In addition to plays, we have also
been ticketing partners for concerts and sport events, too. Book My
Show was the official ticketing partner for Mumbai Indians, Kings XI
16 | P a g e
Punjab, and Rajasthan Royals and was the official online ticketing
partner for Delhi Daredevils for the latest season of IPL in 2011. We
improved on the customer experience by providing an intuitive way to
book tickets online and allowed easier accessibility by tie-ups with
Café Coffee Day, Reliance Fresh and Reebok to allow sale of tickets
in their outlets. We were also the official ticketing agency for the
prestigious Yonex – Sunrise Badminton Asia Tournament, hosted in
the capital for the first time in April.
Pre Book is our distinctive method of allowing our customers to book

for tickets for their favorites movie well in advance so that they can be
the chosen few who get to see it “first-day-first-show.”
Book My Show, as a web-based product, needed to be propagated

more fully to the internet savvy customers that we had. Having a social
media campaign seemed to be the best solution and we hit it head-on.
“The Social Network” has helped us in bridging the gap that the
customers had with Book My Show and gave them a personal
experience for every problem that they faced. We also decided that our
customers got the benefits of being loyal to us and organizing contests
to reward them free tickets, merchandise and free previews seemed
like the best thing.
We were on Facebook as early as August 2007 but it wasn’t until Nov

2010 that we decided that our approach needed a strategic change and
we started seriously focusing on our Facebook campaigns. 1Nov 2010
– 15th June 2011 marks months during which we ran several
campaigns to supplement our new strategy – improving visibility and
reaching out to our potential
17 | P a g e
Consumers
All our customers are internet savvy as our product itself is web-based.
Considering this, we found it imperative that the best way to get to our
customers would be by use of something that would be web-based. Our
earlier efforts to increase our customer base had primarily been
advertising campaigns during key events. We felt the need to give our
customers a better experience and solving their doubts, queries, and
grievances in a more effective manner. What we most required was a
platform which would allow all of this and also let us put our points
forward and allow us to reach more people. That was the research that
went behind tackling the problem at hand. Our main aim in creating Bob
was to make our Fan page friendly, informal & interactive for all our
fans. Gaining maximum visibility via consumer connect was the prime
idea. Instead of major spends on traditional advertising media (TV/ radio
etc.) we opted for a cost-effective way to create our brand image via
Bob and directly connect with our consumers.
We have kept our fans engaged via exclusive fresh first looks of
movies& movie content, exciting contests, quizzes, movie merchandise
freebies and tickets to be won. We started approaching &associating
with major production houses (Hollywood & Bollywood) for content,
merchandise and tickets (and later even FB Apps & cross promos for
publicizing their Fan Pages). It is a cost effective win-win for both where
our fans are happy and the films get great visibility and promotion. We
have done the same for events, plays, concerts & sporting events as
well.
We have an integrated FB application named Ticket Buddy which

allows users to book tickets without leaving their social hub. Ticket
Buddy allows you to book movie tickets in the same fashion as on the
website. The Pre Book functionality on Ticket Buddy is, however,
18 | P a g e
innovative. It allows you to “Make Your Friends Pay” by reserving seats

for you and your friends but just paying for your tickets and making your
friends pay for theirs by links that are posted on their wall. If the Pre
Booking gets confirmed, you and your friends will all be seated together.
Our fans interact with us as well as other fans through our fan page. This
creates a broad community of people who share a common interest
whether it may be movies, plays, concerts, sports, actors, actresses,
the latest gossip – just about anything! What’s more via face book
mentions (@tags) we have started promoting other Fan page
communities to our fans & vice-versa is also applicable as is in the case
of Y-films, Mumbai Indians & Delhi Daredevils official Fan Pages that
use us in their mentions to talk to our fan community regularly.
However, our social strategy has also been aimed to help us get more
tie-ups with the production houses and using our demographics to help
them understand how our fan page can get them more exposure too.
This has worked both ways and we can usually brag about having “first-
look” promos – photos and/or videos and/or merchandise – that
heightens the customer experience.
19 | P a g e
Reach
Book my show reach is across channels like Face book, Twitter,
YouTube, and Book my show Blog. But our major platform that is used
the best is Face book.
Face book Fan Page – The fan page is a more current informative
platform where our posts include latest movie trailers and event
updates, periodically spiced with quiz questions, movie merchandise,
premier and free screening of movies and celeb Meet & Greets.
Blog – The blog features the latest movie reviews from BMS reviewers
as well as renowned critic Rajeev Masand, a B-town Buzz section with
the latest pictures from the latest Bollywood events & parties, polls,
offers and discounts and miscellaneous articles about our activities, tie-
ups, products, etc.
Twitter – Entertaining while interacting is our aim here. We tweet music,
trivia, quizzes, polls and latest movie news. We are proud to have
recently added cricket to our agenda.
YouTube – This is where we upload our latest trailers & some exclusive
ones which are provided to us before any other media or channel.
20 | P a g e
21 | P a g e
Chapter 3
Objective of the study
 To know the popularity of a brand Book my show.

 To know how influencing the company roll out of its ATL marketing
campaign to build the image of the brand book my show.
 To understand how their online activities influence brand perception.
 To know what the expectation are of a customers from the brand book my
show.
 To understand the effectiveness of the social media for a brand.
 To know the brand loyalty
o Scope of the study
 Currently only 10% of the Indian audience buy tickets online on an

average. Having seen the great potential for market expansion, especially
with accelerated growth of the Indian film industries and emergence of
smart phone.
 Induce customers buy their entertainment tickets online.
 Social media marketing has a rich potential to reach virtually unpredicted

traffic within the limited span of time.
 It is also one of the cost-effective ways of promotion of web business with

structured approach and dedicated participation.
 With the development of web 2.0 technologies there is a significant

improvement noticed in the social networks. Virtually every people are
22 | P a g e
connected to some or the other networks and many out of them are
multiple networks profile. Wide the wider audience base on social
networking platforms can be use as effectively as mass promotion
platforms.
 It is also one of the cost-effective ways of promotion of web business with
structured approach and dedicated participation.
 BookMyShow initially kept itself to movie tickets but soon had its fingers
in various pies. Now, BookMyShow sells tickets for anything and
everything that has to do with entertainment—from movies, to events like
plays, fairs, sports, etc. You can also book tickets for monument
exhibitions and international events on the platform. The company has
also introduced tickets for activities happening in one's vicinity.
 One can avail the services of BookMyShow through its website or through
the BookMyShow app. The app was first launched in 2012. It's available
for Windows, Android, iOS, and Blackberry.The company keeps updating
and upgrading the app from time to time. BookMyShow also launched a
Progressive Web App in 2017. The app allows users to check show
timings, book tickets, read reviews, watch trailers, and more.
23 | P a g e
Limitations
Collection of data is always a tedious task. There were a number of
constraints and difficulties faced by me during the collection of data for
this project. They can be enlisted as follows:
• Most of the people were not ready to fill up the questionnaire due to
time constraints.
• The information obtained may be biased because of the tendency to
finish the questionnaire fast
• The geographic area covered was only Pune, the answers of this survey
cannot be considered for other cities as it may vary from city to city
• Due to less time my research was limited we only considered college
students rather than the population having impact of social media
marketing on their perception towards brands. One of the major
disadvantages of online booking systems is that, for all their positives,
they do come at a monetary cost – don’t believe the promises of free
online booking systems.
• Some charge you per transactions, whilst others charge a flat monthly
fee, so you’ll always know how much you’re paying. Custom made
online booking platforms will charge you a hefty lump sum up front, as
well as recurring costs for bug fixes and support.
• Ultimately, the benefits of an online booking system for your business
far outweigh the small monthly cost it would take to implement one, but
the notion of cost is something you’re going to have to come to terms
with.
24 | P a g e
Message for customers facing booking issues.
EAT PRAY LOVE REVIEW
DABANGG ALL THE WAY IN SEPTEMBER
A lot of customers in South India have been complaining about the

problems they have been facing while getting tickets for the opening
days of blockbuster films. This has been especially true for Hyderabad,
Vijayawada, Vizag and Chennai. The general impression seems to be
that the BookMyShow systems are unable to handle the load and are
returning frequent errors.
We would like to clarify a few aspects of how the ticketing process

actually works. Each cinema has its own box office ticketing server
which is the master system. When we get a web ticketing request, our
systems connect to that cinema through the internet and try to book the
tickets. The problems occur when any of the following things happen:
BookMyShow.
1. The cinema internet connection is down or is fluctuating. In this case,

we are unable to contact the cinema and users are returned a
connectivity error.
2. The cinema server is unable to handle the web load. At peak times,
the number of requests that are transferred through BookMyShow is
quite phenomenal, and some cinema servers slow down considerably.
In this case, the users start getting booking errors or partially
committed transactions because the cinema server is unable to
25 | P a g e
service these requests optimally.

3. Internet ticketing is restricted for blockbuster films. This again is a
problem unique to the South where a lot people who do not have net
access go directly to the box office. In order not to disappoint this very
high number of customers, cinemas often restrict internet sales for a
few hours.
However, at the end of the day, we are directly responsible to you for
the customer experience and that is the reason you keep coming back
to us. Please be assured that we are listening closely to you and
making the best effort from our side to make the user experience even
better.
We did a major upgrade of our servers early this year and since then
have not faced any problems regarding managing the peak load. We
are also now working with certain cinemas to upgrade their internet
bandwidth as well as their server capacities. Since these are
infrastructure issues, they may not happen overnight, but they are in
progress.
As always, we would like to thank all our customers for trusting us and
continuing to visit us. Please keep your feedback coming.
26 | P a g e
STP in marketing
STP in marketing stands for Segmentation, Targeting, and Positioning.
The STP model helps marketers craft their messaging and develop and deliver tailored
and relevant messages that engage segmented, target audiences.This approach is
helpful in developing a digital strategy for content marketing. You can use STP to apply
marketing personas and archetypes that help develop relevant and targeted digital
communications.This is an audience and customer approach to marketing. The goal is to
deliver relevant messages to commercially attractive audience segments. STP focuses
on identifying the most valuable segments and then creating the right marketing mix and
product positioning strategy (think 4Ps) for those segments.
Segmentation
In marketing we want to identify potential customers and convince them to buy. We also
are interested in convincing past customers to be repeat customers.We do this by
providing products and services they need and want. It’s all about making the right people
aware of our value proposition.
Everyone is unique but we also tend to have interests in common with others. We want
to identify those commonalities in the most refined and granular ways possible. These
are called niches.We use segmentation to identify niches with specific needs and desires
that we can articulate clearly. In mature markets we use segmentation to find new
customers. Segmentation allows us to focus our messaging and deliver it more
effectively.
Marketing messages should be designed to address and inform each segment of the
benefits and features that are most relevant to that segment. This is a different approach
from mass marketing where one size fits all for all customer types. This approach is more
efficient and affective, as it delivers the right mix to the right group of people, rather than
a spray-and-pray shotgun approach.Markets can be sliced and diced based on any
variable, as long as it’s clearly definable and measurable. Here are some examples:
27 | P a g e
Demographics
This is the most well known way of classifying people into groups. It can be done by:
geography, age, gender, income, education, ethnicity, marital status, profession or
occupation. Demographics explain ‘who’ your buyer is.
Psychographics
Psychographics delve into ‘why’ your customer makes a purchase. This is a way of
classifying behavior based on personality and emotional traits linked to purchasing
decisions. Psychographics include: attitudes, lifestyle, hobbies, personality and
leadership traits and attitudes toward risk.
Gather data to help form psychographic profiles for your typical customers through
interviews, surveys, questionnaires, customer data and feedback. This is the kind of
information that Facebook gathers based on “likes”.
Create archetypes of your customer segments based on their psychographic profile.
You can purchase and access massive troves of data on the interests and attitudes of
potential customers from Internet, web and mobile sources. We will explore this more
when we discuss analytics tools and sources later in the book.
Lifestyle
Lifestyle refers to non-work time endeavors like hobbies, recreational activities,
entertainment, vacations, and other. Keywords and search terms used in such tools as
Google Adwords can help you locate and address potential customers by their lifestyle
interests and preferences. More on this later when we get into digital marketing.
An effective way to research these behavioral niches is Reddit, where like-minded people
create subReddits about a given interest or hobby. The information that gets shared can
be very valuable in understanding customer segments.
28 | P a g e
Belief and Values

This refers to Religious, political, nationalistic and cultural beliefs and values. Social
media platforms like Facebook are Twitter good sources.
Life Stages
People change and prefer different activities and have different interests based on their
age. A twenty something falls into different categories than a 60 year old. Life Stages is
the benchmarking of people’s lives at different chronological stages. Check out the book
“Passages” for a great primer on this approach.
Geography
This is where you locate people by country, region, area, zip codes, metropolitan or rural
location, climate or mountains etc.
Language
With translation tools freely available like Google and Bing we can think about targeting
language groups relatively easily.
Behavior
Behavioral economics studies the effects of psychological, cognitive, emotional, cultural
and social factors on the economic decisions of individuals. In segmenting it refers to how
a customer relates to the nature of the purchase, brand loyalty, usage level, benefits
sought, distribution channels used, and the reaction to marketing messages. Amazon has
mastered accumulating this data to create profiles of purchasers.
Usage level
Usage is an interesting variable. Many companies recognize that they have “power users”
that are responsible for an outsize portion of sales. Coca Cola for example has a club for
their power users because they estimate that 20 percent of their customers are
responsible for 80 percent of their sales. Identity and cultivate your power users.
29 | P a g e
Targeting
The list below relates to various criteria for evaluating the potential commercial viability
of each segment.
Size
The market must be large enough to justify segmenting. Market potential size has
expanded as Long Tail markets have emerged. Long tail refers to markets that can be
reached via the Web where there is no concentration geographically but there is
enthusiastic interest diffused across the globe. Add up all those loners and they can
represent significant markets. The more idiosyncratic your offering the more you will be
marketing across geographic zones.
Difference
Segments need to be distinct and identifiable. Measurable differences must exist
between segments. Measuring tools and techniques have proliferated with digital
marketing. Google Analytics is a major tool.
Money
It has to be worth it economically. The anticipated incremental profits must exceed the
additional marketing costs. The cost of acquisition of a customer (CAC) must be less
than their lifetime value of purchases (LTV). CAC<LTV
Accessibility
The potential customers in each segment must have the ability to receive your
marketing messages and distribution networks must be able to reach them. Accessibility
has increased dramatically with the advent of web and mobile messaging, digital
downloads, SaaS models, and overnight shipping.Different segments respond to
different benefits so focus on communicating the different benefits.
30 | P a g e
Positioning
Positioning maps the variables discussed in the Segmenting and Targeting steps and
defines the space where your offering resides relative to competitors in the view of your
customers.
Thoughtful positioning is critical in staking out a competitive advantage in the market.
Positioning is a component of Branding, which we will discuss next. Customer

perceptions and feedback influence a brand’s positioning in the market.
Three types of positioning impact a brand and its competitive advantage:
· Functional
· Symbolic
· Experiential
Functional Positioning
Functional Positioning has to do with feature sets and user experience.
It is focused on the aspects of the value proposition that speak to meeting and fulfilling
customers’ needs and desires.
Symbolic Positioning
Luxury and prestige brands operate in this realm. These are the aspirational elements
of your offering; the characteristics of the brand that fulfill customers’ self-esteem.
Experiential positioning
Experiential positioning focuses on the elements of a brand that address emotional
connection with customers.
31 | P a g e
SWOT Analysis
SWOT analysis (or SWOT matrix) is a strategic planning technique used to
help a person or organization identify strengths, weaknesses, opportunities, and
threats related to business competition or project planning.[1] It is intended to
specify the objectives of the business venture or project and identify the internal
and external factors that are favorable and unfavorable to achieving those
objectives. Users of a SWOT analysis often ask and answer questions to
generate meaningful information for each category to make the tool useful and
identify their competitive advantage. SWOT has been described as the tried-
and-true tool of strategic analysis,[2] but has also been criticized for its
limitations.
STRENGTH WEAKNESS
OPPORTUNITY THREAT
32 | P a g e
Strengths
Strengths are internal, positive attributes of your company. These are things that are
within your control.
 What business processes are successful?
 What assets do you have in your team, such as knowledge, education, network, skills,
and reputation?
 What physical assets do you have, such as customers, equipment, technology, cash,
and patents?
 What competitive advantages do you have over your competition?
Weaknesses
Weaknesses are negative factors that detract from your strengths. These are things
that you might need to improve on to be competitive.
 Are there things that your business needs to be competitive?
 What business processes need improvement?
 Are there tangible assets that your company needs, such as money or equipment?
 Are there gaps on your team?
 Is your location ideal for your success?
Opportunities
Opportunities are external factors in your business environment that are likely to
contribute to your success.
 Is your market growing and are there trends that will encourage people to buy more of
what you are selling?
33 | P a g e
 Are there upcoming events that your company may be able to take advantage of to
grow the business?
 Are there upcoming changes to regulations that might impact your company positively?
 If your business is up and running, do customers think highly of you?
Threats
Threats are external factors that you have no control over. You may want to consider
putting in place contingency plans for dealing them if they occur.
 Do you have potential competitors who may enter your market?
 Will suppliers always be able to supply the raw materials you need at the prices you
need?
 Could future developments in technology change how you do business?
 Is consumer behavior changing in a way that could negatively impact your business?
 Are there market trends that could become a threat?
34 | P a g e
FDGHHG
bbbvvfvffdc
35 | P a g e
Services.
BookMyShow is an online ticketing facility like Movietickets.com and

Ticketmaster.com. BookMyShow took the primary services provided
by these two websites and consolidated it into one website for movies,
plays, events and sports tickets.
Apart from being an online ticketing portal, BookMyShow offers
information about upcoming movies and events, show timings, venue
details and artist bios.BookMyShow occupies 85 to 90 percent of the
online entertainment-ticketing market; 70 percent of its sales comes
from movie tickets and the remaining from sports, plays and live
events.
At present, sports accounts for almost 20 percent of its revenues and
is seen as a future growth area. The website gets 1 billion page views,
50 million visits, it sells 6 million (60 lakh) tickets a month and has sold
$269.7 million (Rs.1,700 crore) worth of tickets as of March 2015.
36 | P a g e
How he made a profitable biz from online ticketing.
Ashish Hemrajani, the young entrepreneur behind India's biggest

online ticketing site, Bookmyshow, convinces Priyanka Joshi that
taking a risk does pay off sometimes.
It is hard to imagine Ashish Hemrajani, the boyish looking 35-year old

founder-CEO of online entertainment ticketing site Bookmyshow, as a
tough nut. But he must be one.
After all, he's survived two recessions in the 11 years he has been in
business - the dotcom bust of 2000 and last years' global FINANCIAL
crisis.
Today, bookMyShow is India's premiere online ticketing site, having

sold movie tickets worth Rs
6.21 crore (Rs 62.1 million) for Avatar and Rs 9 crore (Rs 90 million)
for 3 idiots early this year.
Hemrajani may sound bullish when he says he is the largest player in

the online ticketing business, but the numbers corroborate his claims.
BookMyShow is one of India's top five websites in terms of
transactions, with sales of over 750,000 tickets and customer spends
of over Rs 100 million, on an average, every month.
It was a fleeting idea that led Hemrajani to become an entrepreneur.
Backpacking from Johannesburg to Cape Town, he struck upon the
idea of selling movie tickets online to eliminate the queue outside
theatres in India.
This was in 1999, and the country was just about waking up to
computers; few had credit cards and net banking was unheard of.
37 | P a g e
Only 24 years old then, Hemrajani came back to India and quit his job
with J Walter Thompson, the advertising agency, to start his business.
"Much to my father's chagrin," he recalls.
To start off, Hemrajani sent an email to Chase Capital describing his

business plan. "Seven days later, I got a call from them asking me
how much MONEY I wanted," he says, his face breaking into a smile.
With half a million dollars of FUNDING , Hemrajani launched Bigtree
Entertainment that ran its business as under the brand name Go for
ticketing -rebranded as India ticketing in 2002, before finally being
christened BookMyShow three years ago.
The lack of e-ticketing software in theatres and single screens meant
Hemrajani had to buy tickets in bulk from theatres in advance and
then sell this inventory to customers.
"During weekdays, we suffered losses when we could not sell the
tickets and on weekends there was the opportunity loss because the
booking wasn't happening real time," he says, adding, "It was a non-
scalable model."
It did not help that the Telegraphic Act and Cinematic Act (1950) did
not allow automated BOOKING OF TICKETS outside the box office,
but an amendment 18 months later took care of that difficulty.
By 2000-2001, Bigtree had a team of 150 and added Rupert

Murdoch's News Corp as an investor partner - when it ran into the
dotcom bust. The company shrunk to just six people as Hemrajani
realized that he had to tighten the business.
38 | P a g e
39 | P a g e
Chapter 4
Research methodology
A quantitative and qualitative research is designed to determine

consumer’s perception towards organizations that use social media.
Through this study a safe conclusion can be arrived at on the
involvement of brands on social media. This research will also help
organizations determine the potency of their social media campaigns
and to anticipate the response of their target audience.
Project design
Descriptive: Descriptive work aims to gather information that

illuminates relationships, patterns and links between variables. In my
research I used this design to find out the relationship between the
social media marketing and the consumers perception towards brands
because of that.
Explanatory: Explanatory research aims to show why relationships,

patterns and links occur.
Quantitative research: Quantitative research is generally associated

with the positivist/post positivist paradigm. It usually involves collecting
and converting data into numerical form so that statistical calculations
can be made and conclusions drawn. “Quantitative research refers to
the systematic empirical investigation of quantitative properties and
phenomena and their relationships”. The objective of qualitative
research is to develop and employ mathematical models, theories or
hypothesis pertaining to phenomena. Quantitative research involving
the use of structured questions, where the response options have been
Pre-determined and large number of respondents is involved.
40 | P a g e
Sample design
Under sample design the method of non probability Sampling is been

used to collect data from the respondents. The respondent of different
age group is considered who uses the benefits of online marketing.
Sample selection
Size of 100 respondents was taken under this research.
SOURCES OF DATA COLLECTION
Primary data
Primary data is a data which is collected in a first time, whether sample

surveys or census surveys, then we can obtain primary data either
through observation or through direct communication with respondents
in one form or another through personal interviews. This in other words,
means that there are several method of collecting primary data,
particularly in surveys and descriptive researches. Important ones are:-
Observation method, Interview method, Questionnaire, through

schedules etc.
Secondary Data
Secondary data means data that are already available i.e., they refer
the data which have already been collected and analyzed by someone
else. Secondary data may either be published data or unpublished data
.usually published data are available in:-(a)various publication of
central, state and local government;(b)books, magazines and
newspapers; etc.. The sources of unpublished data are many; they may
be found in diaries, letters, unpublished biographic etc.
41 | P a g e
Data collection method:
Questionnaire is used as a method of data collection. This method of

data collection is quite popular, particularly in case of big enquiries. A
questionnaire is a research instrument consisting of a series of
questions and other prompts for the purpose of gathering information
from respondents. A questionnaire consists of numbers of question
typed in a definite order on a form or set of forms. The survey instrument
itself will include 13 close ended and 3 open ended questions. The
instrument is probe the consumer’s awareness, behavior, opinions and
perception towards social media platforms and how they want
organizations to interact with them. It is the most convenient way of
collecting the information in a short span of time.
42 | P a g e
43 | P a g e
44 | P a g e
Chapter 5
Data analysis and interpretation

The analysis will help us determine frequencies and percentages of the
responses. The analysis will reveal and help evaluate Indian
consumer’s attitudes and behaviors towards brands that use or
participate in digital conversation. This research also determines if
consumers want organization to use social media to communicate with
them and how they perceive organizations already using the platforms.
1. Do you know Bookmyshow.com
Optio Number of respondent

ns
Yes 95
No 5
Sales
Fig-1 doughnut showing awareness of book my show by respondents

Interpretation:
From the above doughnut we interpret that about 95% of respondents know or
aware about book my show (BMS) which is a huge percentage where only 5%
of respondents said they are not aware about book my show
45 | P a g e
2 .If yes how did you come to know about it?
Options No. of Respondent

Television ads 5
Hoardings 0
Newspaper 0
Email 0
Online 40
Friends/Family/Peer 55
Others,specify 0
Chart Title
60
50
40
30
20
10
0
Fig-2 bar chart showing the medium of knowing about book my show by
respondents
Interpretation
The survey reveals that the 95% of respondents who know about book
my show among which 10% of respondents said they know through
television ad, 45% respondents said they know through online and from
their friends/family/peer groups. Here the online and family/friends/peer
plays an important role for spreading a word of book my show.
46 | P a g e
2. What do you know about BMS?
Interpretation
According to survey about the most common answer that we get are -
• online ticket booking
• It’s a online ticket booking n show timing app of movies
• Helpful in collecting information about latest movie and event shows.
• Updates daily and saves a lot of time and hassle in booking tickets.
• online movies, event booking site Ticket booking website for movies
Which reveals that out of 100 respondents only 30% of respondents

know that book my show is online ticket booking for movies, events,
sports, theaters etc. rest 70% of respondent know its for online movie
ticket booking. They only book tickets for movie through book my show.
47 | P a g e
4. Did you like BMS fan page of face book.
Option Numbe
r of
respon
dent
Yes 80
No 20
Sales
Fig-4 the doughnut showing BMS fan page of face book liked or not by
respondents
Interpretation
The survey reveals that about 80% of respondent liked the book my
show face book fan page whereas only 20% of respondents says no
they didn’t liked the book my show face book fan page. From this the
company should think of 20% respondents who didn’t liked the page.
48 | P a g e
5. Is The message from BMS is effective or not
Option Numbe
r of
respon
dent
Yes 85
No 15
No. of respondemt
Fig-5 The doughnut showing response to message effectiveness of BMS by

respondents.
Interpretation
The survey reveals that about 85% of respondents found the message
provided by book my show is effective whereas only 15% of respondent
do not agree on this part. It interprets that most of the respondents are
happy and satisfy with the message given by book my show.
49 | P a g e
6. Which component of the BMS social media did you like the most?
Option Number of
respondent
Quick 55
communication
customized solution 25
Through information 20
Remedies 0
Others specify… 0
Chart Title
60
50
40
30
20
10
0
Quick Customized through Remedies Others
Communication solutions information
Fig-6 bar graph showing which component of the BMS social media
liked by respondents
Interpretation
The survey reveals that about 55% of respondent says they like BMS
(book my show) social media because of their quick communication
regarding anything other 25% of respondents says they like BMS
because they provide customized solutions and 20% of respondent
says their adequate and accurate information provided by book my
show forced them to like the book my show social media.
50 | P a g e
7. Rate the BMS (1 being least and 5 being the most)
1 2 3 4 5 Weig
htetd
avera
ge
2 2 16 8 72
Chart Title
80
70
60
50
40
30
20
10
0
1 2 3 4 5
Fig-7 line graph showing the rating from least to most of BMS as a brand by respondents
Interpretation
The study reveals that about 72% of respondents rate the book my show brand as
the most preferable which shows the book my show within a very short span of time
made a strong brand in a market whereas about 16% of respondent says it is
satisfactory and only 2% of respondents says it is least preferable
51 | P a g e
8. In your opinion how is the BMS logo/Name/Branding Image
Strongly Disagree Neutral Agree S

Disagree t
r
o
n
g
l
y
A
g
r
e
e
Attractive 0 2 8 82 8
Logo name 0 12 8 70 1
has positive 0
connotattion
Logo name 0 2 1 81 5
has healthy 2
connotation
Capture 0 2 2 64 1
Attention 0 4
Logo is 0 2 1 64 2
inviting 2 2
Chart Title
logo is inviting
capture attention
logo name healthy connotation
logo name gasa pisotive connotation
Attractive
0 10 20 30 40 50 60 70 80 90
Strongly Agree Agree Neutral Disagree strongly disasgree

+
Fig- 8 bar graph showing response of BMS on the stated characteristics by

respondents
52 | P a g e
Interpretation
The survey reveals that about 64% of respondents believes that book my show (BMS)
logo and name is inviting and capture attention as its name justify it very well, 81% of
respondent believes logo name has a healthy connotation, 70% of respondents agree
that logo name has a positive connotation and about 82% of respondents are attracted
to book my show name
53 | P a g e
9. According to you how is the idea of starting webinars or Live Chats with
celebrities for our movie-buffs.
Option Number of respondent

Exciting 3.5
Interesting 5.4
Acceptable 1.1
Okay- okay 0
Not working 0
Chart Title
6
0
Exiting Interesting Acceptable okay-okay Not working
Series 1 Column1 Column2
Fig-9 bar graph showing a response of respondents on the idea of starting

webinars or Live Chats with celebrities for our movie-buffs.
Interpretation
The survey reveals that about 54% of respondents found the idea of starting
webinars or live chats with celebrities for movie-buffs is interesting such activity
involve in high customer engagement, about 35% of respondents found this
idea exciting whereas only 11 of respondents think it is acceptable. According
to survey its reveals that this activity may help book my show to build strong
relationship with its customer, high customer involvement on social media and
may help to build a strong brand
54 | P a g e
10. Do you agree, BMS below stated characteristics
Strongly Disagree Neutral Agree Strongly

disagree Agree
Services 0 0 4 80 16
Updated information 0 0 4 66 30
Time consuming 0 0 4 28 68
Convenient 0 0 3 64 33
Easy to access 0 0 3 20 77
55 | P a g e
Chart Title
Easy to access
Convenient
Time consuming
Updated information
Services
0 10 20 30 40 50 60 70 80 90
Strongly Agree Agree Neutral Disagree Strongly Disagree
IMG- 10 bar graph showing response on book my show logo/name by respondents
Interpretation
The survey reveals that about 77% of respondents strongly believes

that the book my show is easy to excess you can excess it anytime
from anywhere no time bar which attracts the customers more 64% of
respondents believes that book my show is convenient, 68% of
respondents strongly believes that book my show is time consuming
which saves the time of going at a place and book the ticket you can
book the ticket at a time when you think of going to watch a movie or
an event whereas about 66% and 80% of respondents believes that
book my show provide a updated information and services
respectively. Basically these characteristics are the USP of the book
my show to build a strong brand which no other company is providing.
56 | P a g e
57 | P a g e
11. Which social media network is more frequent promoting the products and services?
Options Number of
responde
nt
Face book 85
Twitter 0
Google+ 10
LinkedIn 0
blog 5
Other 0
Chart Title
90
80
70
60
50
40
30
20
10
0
Facebook Twitter Google+ LinkedIn Blog Other
Fig-11 the bar chart showing which social networking is more frequent promoting the
product by respondents.
Interpretation
The survey reveals that 85% of respondents think face book is more frequent promoting
the brands/products which is maximum from other social networks, it’s obvious as 85%
of users using face book so it is right place to promote the product/brands/service to trap
a maximum audience. After face book 10% of respondent feels Google plus is more
frequent very few respondent with 5% are in favor of blog.
58 | P a g e
Fig-11 the bar chart showing which social networking is more frequent promoting the
product by respondents.
Interpretation
The survey reveals that 85% of respondents think face book is more frequent
promoting the brands/products which is maximum from other social networks, it’s
obvious as 85% of users using face book so it is right place to promote the
product/brands/service to trap a maximum audience. After face book 10% of
respondent feels Google plus is more frequent very few respondent with 5% are in
favor of blog.
59 | P a g e
12. Do you prefer other online ticketing portal for online booking rather than BOOK MY SHOW
Options Number of
respondent
Yes 5
No 95
If yes specify the name www.ticketnew.com local movie theater sites
Yes no
5%
95%
Fig- 12. doughnut showing respondents prefer other online ticketing portal for online
booking rather than book my show
Interpretation
The survey reveals that about 95% of respondent only prefer book my show for
online ticket booking which clearly shows that the level of brand loyalty is higher in
case of book my show rather than other online ticket portals. Book my show come
up with strong brand and standing strong in a market against its competitors
whereas only 5% of respondent says they book their tickets from the following sites
www.ticketnew.com,pune.burrp.com,or any local theater sites 13) Is BMS able to
solve your doubts, queries and grievances in a more effective manner through web-
based (face book fan page, BMS blog, twitter)
60 | P a g e
13. BMS able to solve your doubt,query,etc
Options Number
of
respond
ent
Always 24
often 63
Sometim 8
es
Seldom 0
Rarely 0
Never 5
Chart Title
70
60
50
40
30
20
10
0
Always Often Sometimes Seldom Rarely Never
no.of respondent Column1 Column2
Fig -13 bar graph showing is BMS able to solve your doubts, queries and grievances in a
more effective manner through web- based by respondents.
Interpretation
The survey reveals that about 63% of respondents feels that the book my show
often able to solve their doubts, queries and grievances in more effective manner
which is possible because of book my show social media activities. Through the
social networking sites like face book fan page of book my show and blog help to
solve the grievance more frequently and effectively as social media involve in two
way interaction and for building a strong brand it is very important to solve all the
problems of the customers properly and give them a first priority, whereas only 5%
of respondents says they will never able to solve the queries.
61 | P a g e
62 | P a g e
14. Can you recall the tag line of BMS?
Interpretation
After the survey done we come to know that very few respondents able
to recall the tagline of book my show which is “my show my time my
seat” which might risk the brand development as respondent are not
able to recall the tag line which interpret that book my show need to do
some extra efforts to create or build a image in their mind in order to
capture those customer also who are not preferring book my show.
Book my show is doing need to make people recognize their brand well.
15. Is there any area of improvement in providing the services?
Interpretation
According to survey the respondents couldn’t able to find the area of

improvement in providing the services as they are getting their work
done in a less time in a more frequently way.
63 | P a g e
Chapter 6
Findings
Through this study following points are come out-
• Book my show have strong brand position in an e-ticketing market

beating a competitors.(with reference to fig-1)
• Only 30% of respondents know that book my show is online ticket
booking for movies, events, sports, theaters etc rest know it for online
movie ticket booking only with (reference to question no 3)
• Book my show have strong brand loyalty people prefer only BMS for
online ticket booking rather than other online portals (with reference to
fig-11)
• People couldn’t able to recall the book my show brand tagline which is
need to be considered.(with reference to question number 14)
• People finds book my show name and logo appealing which is important
for branding image. (With reference to fig-9)
• Book my show social media have a great impact on the customers as
its involves in high customer engagement and involvement (with
reference to fig-5 and fig-12)
• Face book is the most popular social network with the 82% active user
so this is place where company can promote their brands easily (with
reference to fig-10)
64 | P a g e
Conclusion
Social Media has created a powerful platform for consumer
engagement. This report tell us how much more power the consumers
have in influencing a brand/product perception. Businesses will need to
stay at the top to their game and improve the quality of product and
services or their consumers will fight back.
The social media space also presents a basket of customer opinions,

perceptions and customer feedback, which help to build their brand
image in the market. Social media as a form of marketing will present a
whole new phase challenges. It will require businesses to develop their
marketing strategy genuine relationship building. Some businesses
have jumped into the uncharted world and they are raising ambassadors
and advocated for brands through social media. They are increasingly
recruiting their fans and followers to spread word-of-mouth
recommendation about their products and services and they are
tapping into the large youth market.
65 | P a g e
Recommendation
In order to create a emotional attachment beyond just being “good”, Continually

brand image you need create emotional connection with customers on these
grounds- Grounded in the brand’s core values, able to create some sort of positive
reinforced, Consistent across advertising and marketing mediums.
The book my show can use these Ways to Build Trust in their Brand Using Social
Media- Attractive and colorful Design of your Website and Social Media Pages
should be given first priority in case of virtual world as the rule apply more you look
attracted more you will be able to attract the customers or retain them. The
monotony should not be there in design and style it should keep on changing time
to time which help to gain credibility with online visitors instantly.
Make it entertaining –keep sharing the experiences, stories, share knowledge to
make it entertaining the company have the ability to connect with thousands upon
thousands of people from every nationality and life experience.
Brand promise-always provides the best quality service to your customers for
keeping them satisfied which will create trust in your brand.
For brand recall and recognition the company needs to look after these things.
Great design
Memorable logos Recognizibility Current information:
Up-to-date appearance
This will help BMS to retain their customers and gain the new one’s?
For Building credibility and trust Delivering the goods efficiently, politely, and with
as little intrusion on the customer's life as possible will make your customers love
you, and they will tell their friends about how great you are. Failing to deliver can
destroy your online business faster than you can imagine.
66 | P a g e
Bibliography
www.bookmyshow.com
http://www.dummies.com/how-to/content/developing-brandrecognition.html
http://www.exacttarget.com/blog/45-ways-to-build-trust-in-your-brandusing- social-
media/
www.youtube.com/user/BookMyShow
https://www.facebook.com/BookMyShowIN in.bookmyshow.com/entertainment/
67 | P a g e
QUESTIONNAIRE.
Topic: -A STUDY OF BRAND DEVELOPMENT OF BOOK MY SHOW (BMS) THROUGH
SOCIAL MEDIA
Gender:-…………………………….
Occupation:-…………………………………………………………….
Email id:-
…………………………………………………………………………………………………………………..
1) Do you know Bookmyshow.com
a) Yes b) No
2) If yes how did you come to know about it?
a) Television ads b) Hoardings c)Newspaper

d) Email e) Online f)Friends/family/peer
g) Others, specify…………………..
3) What do you know about BMS?
……………………………………………………………………………………………………………………….
4) Did you liked BMS fan page of facebook.
c) Yes b) No
4 ) Is The message from BMS is effective or not
d) Yes b) no
5) Rate the BMS as a BRAND
6) Which component of the BMS social media did you like the most?
a) Quick communication b) customized solution c) through information
d) Remedies e) others specify…………………………….
68 | P a g e
7. Do you agree, BMS provides below stated characteristics
Strongly Disagree Disagree Neutral Agree Strongly Agree
Services
Updated Information
Time Consuming
Convenient
Easy to excess
According to you how is the idea of starting webinars or Live Chats with celebrities for
our movie buffs.
a) Exciting b) Interesting c) Acceptable
d) Okay- okay e) Not working
9.In your opinion how is the BMS logo and name/branding image?
Strongly Disagree Neutral Agree Strongly Agree

Disagree
Attractive
Logo/Name has positive
connotation
Logo/Name has “Healthy”
connotation
Logo/Name is inviting
Capture Attention
69 | P a g e
10.Which social media network is more frequent promoting the products?
a) Face book b) Twitter c) Google+

d) LinkedIn e) blog f) Other
11.Do you prefer other online ticketing portal rather than book my show
a) Yes b) no
If yes specify the name …………………………………..
12.Can you recall the tag line of BMS?
……………………………………………………………………………………
13. Is BMS able to solve your doubts, queries and grievances in a more effective manner
through web-
based (face book fan page, BMS blog, twitter)
a) Always b) often c) sometimes

d) Seldom e) rarely f) never
14.Is there any area of improvement in providing the services?
-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
70 | P a g e
71 | P a g e

UNIVERSITY OF MUMBAI Black Book

Uploaded by

Copyright:

Available Formats

UNIVERSITY OF MUMBAI Black Book

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

UNIVERSITY OF MUMBAI Black Book

Uploaded by

Copyright:

Available Formats

What is the project about?

What is the project about?

What are the objectives of the study?

What are the objectives of the study?

Brand Management of BMS

“BRAND MANAGEMENT OF BOOKMYSHOW”

ASIYA MAQBOOL PATEL

NIRMALA MEMORIAL FOUNDATION COLLEGE OF

NIRMALA MEMORIAL FOUNDATION COLLEGE OF

BUSINESS MANAGEMENT and her/his project is entitled “BRAND MANAGEMENT OF

BOOKMYSHOW” under my supervision.

Project Guide ______________

Program coordinator _______________

External Examiner _______________

Date of Submission _______________

in this project work titled “BRAND MANAGEMENT OF BOOKMYSHOW” forms my own

indicated as such and included in the bibliography.

presented in accordance with academic rules and ethical conduct.

Name & Signature of the Learner

Name & Signature of the Guiding Teacher

Sr. no Topics Page No.

5. Data Analysis and Interpretation 24

Bigtree Entertainment's BookMyShow is India's largest entertainment ticketing

Currently, The company is India’s largest entertainment ticketing platform. Book

It operates in 5 countries with more than 30 million customers. In sixteen years,

Background of the study

Social media marketing refer to the process of disseminating messages gaining

Social media marketing communications typically centers on efforts try an

History of BMS (book my show)

The Three Musketeers:

aspects and another co-founder, Rajesh Balpande, took over the

The Big Bucks:

Launch of Book My Show

Yeh IPL Hai Boss:

Mumbai Indians, Kings XI Punjab and Delhi Daredevils. Today

we have Pune Warriors and Rajasthan Royals too on board

this high drama entertainment circus called the IPL.

Need for Speed:

The Social Network:

Records are made to be broken: 1 Lakh (a hundred thousand) tickets

And the Award Goes To:

BookMyShow.com is a two-year old e-ticketing solutions provider

The review of literature centers on the existing knowledge and research

What Makes a Successful Wellness Brand?

One Can Maintain a Wellness Brand through Social Media

Pre Book is our distinctive method of allowing our customers to book

Book My Show, as a web-based product, needed to be propagated

We were on Facebook as early as August 2007 but it wasn’t until Nov

We have an integrated FB application named Ticket Buddy which

innovative. It allows you to “Make Your Friends Pay” by reserving seats

Objective of the study

 To know the popularity of a brand Book my show.

o Scope of the study

 Currently only 10% of the Indian audience buy tickets online on an

 Induce customers buy their entertainment tickets online.

 Social media marketing has a rich potential to reach virtually unpredicted

 It is also one of the cost-effective ways of promotion of web business with

 With the development of web 2.0 technologies there is a significant

Message for customers facing booking issues.