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MARKETING OF SERVICES

SUBMITTED TO PROF. HITESH MANOCHA

CASE

STUDY

ANALYSIS

ON

.COM

TEAM MEMBERS
         Archit Inamul Naveen Neha Pawan mishra Pawan singh Sneha Sumiti Vishwajeet

 24 years old Hemrajani came back to India and quit his job with J Walter Thompson. .Case  It was an idea that led Hemrajani to become an entrepreneur. customer are not comfortable to use credit cards and net banking for online transection. and the country was just about waking up to computers.  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.

com had to buy tickets in bulk from theatres in advance and then sell this inventory to customers.  With half a million dollars of funding. "Seven days later.  To start off. he got a call from them asking how much money he wanted”.Cont…. Hemrajani sent an email to Chase partners describing his business plan.  The lack of e-ticketing software in theatres and single screens meant bookmyshow. Hemrajani launched BookMyShow . .

”  Then they introduced their own online inventory software. Which is deal with cinema hall’s inventory system. when it ran into the dotcom bust The company shrunk to just six people. Bookmyshow.com had a team of 150. bookmyshow. as the number of multiplexes across India grew.  By 2002. they suffered losses  When they could not sell the tickets and there was the opportunity loss because the booking wasn't happening real time. "It was a non-scalable model.com turned into a software solutions provider that sold automated ticketing .Cont…  Initially days.  Between 2002 and 2004.

.  They also started focusing on sporting events. theatre and. live events in cities.  BMS has also ensured that it stays ahead of the competition by selling loyalty software to all multiplexes.Cont…  BMS has been growing at 40 per cent year-on-year and holds over 90% market share in the online entertainment ticketing space . They have exclusive tie-ups with theatres. more recently.

 Call rates of mobile phone dropped  Net banking arrived with the usage of debit and credit card.  Broadband speeds improved. Set up own call center for booking movie ticket and handling customer’s query . By 2009 company was selling a million tickets in a month. BMS became top five transacted web portal in India. BMS became 3rd highest valued brand in e-commerce space. .Dotcom Boom  In 2006 there was internet boom in our Country because of     following reasons.

 Tied up with event organizers and IPL. for the customers.  They started call centres and generated a toll free no.Cont…  The company converted all customer and all transection to the BMS platform.  Developed mobile application  They have installed automated speech recognitions software for call centre .

Tie Ups Deliver movie tickets offline .

Industry and Industrycompetition  Today the company has ticketing partnerships with over 1.Com .Com PVR Cinemas Fun Cinemas Ticketfinder.Com Tickets.Com Seetickets.  There are 80 multiplexes with 295 screens which are expected to increase. Competitors –       Snapdeal.000 screens across 50 cities.

Official Partners .

Screen Shot Of The Website .

 Deliver cheaper movie tickets.  Tied up with different corporate and event organizers  Set up own call centre  Connectivity with social network sites  Mobile application .Business strategy  Developed own online inventory system.

location and movie hall  Booked ticked instantly and preferably  Payment mode  Credit card  Net banking  Debit card  Available in social network site and mobile application .Advantages of bookmyshow.com  Avoid the queue and rush in movies hall counters  Pool of option for choice the movie .

.Revenue Model  Revenue of BMS was generated from two factors:  They charged15 Rs convenience charge per ticket which was there revenue and they made more than one crore a month.  They also generated revenue by promoting the events.

00.000. 65% = 81.000 ( 10000000/15 = 6666667) .00.  700 X 3 Shows X 30 days X 200 seats = 1.50.26.00.90.26.  The total capacity of Multiplexes around the country is 1.000  Bookmyshow’s claim = 6..Example  Now lets analyze the above numbers given the fact that bookmyshow can book to 200 multiplexes with about 800 screens across India. Tickets • Given revenue =1.00.000  The average sell is approx.000 approx.

Business Model Call centre Movi e hall Ticket payment s BOOKMYSHOW.COM Ticket Revenue Consume rs Event organize rs .

Constantly updated with forthcoming events and movies Weakness Mostly limited to urban areas as people in India are still apprehensive for online payments . Online portal  Simple and convenient to use  Instant booking 3. Vast network of event organizers and major cinema chains 2.SWOT Strength 1.

Opportunity 1.Possibility of mismanagement due to lack of coordination with event organizers 2. Expand capabilities to cover more events and movies across various cities 2. 4. Acquiring more partnerships with various business entities 3.Co-organizing events with various event organizers to increase physical brand presence. Improved functionalities by competitive online ticketing portals . Threats 1. Extend their online portal.

The Service Marketing Triangle .

com Choose movie.com) Movie Ticket (hard copy) Facebook (Ticket buddy) Mobile Application . cinema and seats Fill information to make payment Get tickets Physical Evidence:Web Site (www.Bookmyshow.7 P’s Of Service Marketing Mix Process :Online booking Visit bookmyshow.

.People:Person not visible Dress not that critical How he speak is critical Separate call center and team in each city Quick handling of customers problems Product:Reworked on its branding Converted all customer and transection to BMS Unified its call center operation with single toll free no.

Place:Web portal Call centre Tie ups with retail outlets like CCD and Reliance fresh Promotion :Collaboration with network 18 Social networking site (facebook) Tie ups with IPL and various movie hall Mobile applications Price:Convenience of RS 15 per ticket .

they are frequent moviegoers (Internet users looking for event ticketing solutions.Age Group(15-34).) Target Audience:Internet users utilizing services to perform online transactions like buying tickets. Positioning:Positioned as India’s largest entertainment ticketing website .STP Segment :Demographical.

Relationship marketing  Build network via social networking site (facebook)  Developed mobile application .

 Developed online Inventory system software was      USP. Call centre and Connectivity with social network sites build consumer’s trust.Conclusion  They made new era for booking movies tickets. They have reliable manpower. Tie ups and different collaboration gave them huge edge. They delivered good quality of services (according to consumer’s expectations) . Social sites and Mobile software are helped them to make more connectivity to consumers.

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Segment Target Group Positioning .

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Hence. we identified that ticket bookings were highest between Wed to Sat. Contextual messages targeted at consumers on movie review sites .EXECUTION We targeted high affinity fans of movie/movie stars and offered them paid/unpaid content: Downloads – offered movie goodies like ringtone downloads. wallpapers and more Fan clubs Using analytics. campaigns were run only on these days.