University of Mumbai: Brand Management of Bookmyshow"

University of Mumbai
A project on
"BRAND MANAGEMENT OF BOOKMYSHOW”
Under the Partial fulfilment of the requirement of
BACHELOR ACCOUNTING AND FINANCE
Submitted by
NAKUSHA NAMDEV MADAGE
TYBMS
Roll No-222309037
Under guidance of
PROF.Anita Talreja
SINDHU EDUCATION SOCIETY’S
SWAMI HANSMUNI MAHARAJ DEGREE COLLEGE OF
COMMERCE
NETAJI ROAD, ULHASNAGAR-421004
2022-23
"BRAND MANAGEMENT OF BOOKMYSHOW”
A project submitted to
University of Mumbai for partial completion of the degree of
Bachelor of Accounting & finance
Under the Faculty of Commerce
By
Name-Nakusha Namdev madage

Under the guidance of
PROF. Anita Talreja
Swami Hansmuni Maharaj Degree College Of

Commerce Opp. Dena Bank, Netaji Chowk
Ulhasnagar-421 004
2022-23
CERTIFICATE
This is to certify that Ms.Nakusha Namdev Madage has worked and duly completed her
Project Work for the degree of Bachelor Accounting & finance under the Faculty of
Commerce and her 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 and that
no pert of it has been submitted previously for any Degree or Diploma of any University.
It is her own work and facts supported by her personal findings and investigations
.
(Signature of principle)
(Signature of project guide)

DECLARATION BY LEARNER
I the undersigned Ms. Nakusha Namdev Madage here by, declare that
the work embodied in this project work titled “BRAND MANAGEMENT AND
BOOKMYSHOW” forms my own contribution to the research work carried
out under the guidance of Prof. Anita Talreja is a result. Of my own
research work and 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 work of others, it has
been clearly indicated as such and included in the bibliography.
I, hereby further declare that all information of this document has been
obtained presented in accordance with academic rules and ethical
conduct.
Date:
Place:
NAKUSHA NAMDEV MADAGE
Roll No: 222309037
Certified by
Prof.Anita Talreja
ACKNOWLEDGEMENT
To list all who have helped me is difficult because they are so
numerous and the depth is so enormous
I would like to acknowledge the following as being idealistic
channels and fresh dimensions In the completion of the 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. Kiran Chimanani for providing the
necessary facilities Required for completion of this project.
I take this opportunity to thank our Co-ordinator prof. Ninad Kasale. For
her moral support guidance
I would like to express my sincere gratitude towards my project
guide prof. Anita Talreja 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 and 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.
lOMoARcPSD|23489056
Brand Management of BMS
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
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Downloaded by Ramdas Methal ([email protected])

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
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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.
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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.
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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
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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.
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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.
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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.
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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………………………………
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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.
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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.”
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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
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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
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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,
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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.
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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.
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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
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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.
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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.
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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
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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.
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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:
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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.
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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.
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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.
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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.
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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
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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?
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 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?
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FDGHHG
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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.
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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
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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
0102030405060708090
Strongly AgreeAgreeNeutralDisagreestrongly disasgree
Fig- 8 bar graph showing response of BMS on the stated characteristics by

respondents
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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
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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
5
4
3
2
1
0
Exiting Interesting Acceptable okay-okay Not working
Series 1Column1Column2
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
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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
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Chart Title
Easy to access
Convenient
Time consuming
Updated information
Services
0 10 20 30 40 50 60 70 80 90
Strongly AgreeAgreeNeutralDisagreeStrongly 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.
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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
Facebook Twitter Google+ LinkedIn Blog Other
0
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.
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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.
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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)
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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.
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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.
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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)
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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.
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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.
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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/
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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…………………………….
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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) Facebook 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

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University of Mumbai

BACHELOR ACCOUNTING AND FINANCE

Name-Nakusha Namdev madage

Swami Hansmuni Maharaj Degree College Of

(Signature of project guide)

Brand Management of BMS

Sr. no Topics Page No.

5. Data Analysis and Interpretation 24

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

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

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Background of the study

Social media marketing communications typically centers on efforts try an individual or

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History of BMS (book my show)

The Three Musketeers:

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

The Big Bucks:

Network 18 invested in March 2007. In August, the same year an internal

Launch of Book My Show

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Yeh IPL Hai Boss:

Indians, Kings XI Punjab and Delhi Daredevils. Today we have

entertainment circus called the IPL.

Need for Speed:

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The Social Network:

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

And the Award Goes To:

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Downloaded by Ramdas Methal ([email protected])

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

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The review of literature centers on the existing knowledge and research

What Makes a Successful Wellness Brand?

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One Can Maintain a Wellness Brand through Social Media

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

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We have an integrated FB application named Ticket Buddy which allows

Downloaded by Ramdas Methal ([email protected])

Downloaded by Ramdas Methal ([email protected])

Downloaded by Ramdas Methal ([email protected])

Downloaded by Ramdas Methal ([email protected])

Objective of the study

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

o Scope of the study

 Induce customers buy their entertainment tickets online.

 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

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Downloaded by Ramdas Methal ([email protected])

Downloaded by Ramdas Methal ([email protected])

Message for customers facing booking issues.

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