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
Case
It was an idea that led Hemrajani to become an entrepreneur.
Backpacking from Johannesburg to Cape Town, he struck upon the
idea of selling movie tickets online to eliminate the queue outside
theatres in India.
This was in 1999, and the country was just about waking up to
computers, customer are not comfortable to use credit cards and net
banking for online transection.
24 years old Hemrajani came back to India and quit his job with J
Walter Thompson.
Cont….
To start off, Hemrajani sent an email to Chase partners describing his
business plan. "Seven days later, he got a call from them asking how
much money he wanted”.
With half a million dollars of funding, Hemrajani launched
BookMyShow .
The lack of e-ticketing software in theatres and single screens meant
bookmyshow.com had to buy tickets in bulk from theatres in
advance and then sell this inventory to customers.
Cont…
Initially days, they suffered losses
When they could not sell the tickets and there was the opportunity
loss because the booking wasn't happening real time, "It was a non-
scalable model.”
Then they introduced their own online inventory software. Which is
deal with cinema hall’s inventory system.
By 2002, Bookmyshow.com had a team of 150, when it ran into the
dotcom bust The company shrunk to just six people.
Between 2002 and 2004, as the number of multiplexes across India
grew, bookmyshow.com turned into a software solutions provider that
sold automated ticketing software to theatres.
Cont…
BMS has been growing at 40 per cent year-on-year and holds over 90%
market share in the online entertainment ticketing space .
BMS has also ensured that it stays ahead of the competition by selling
loyalty software to all multiplexes. They have exclusive tie-ups with
theatres.
They also started focusing on sporting events, theatre and, more
recently, live events in cities.
Dotcom Boom
In 2006 there was internet boom in our Country because of following
reasons.
Broadband speeds improved.
Call rates of mobile phone dropped
Net banking arrived with the usage of debit and credit card.
Set up own call center for booking movie ticket and handling customer’s
query .
By 2009 company was selling a million tickets in a month.
BMS became top five transacted web portal in India.
BMS became 3rd highest valued brand in e-commerce space.
Cont…
The company converted all customer and all transection to the BMS
platform.
They started call centres and generated a toll free no. for the
customers.
Tied up with event organizers and IPL.
Developed mobile application
They have installed automated speech recognitions software for call
centre
Tie Ups
Deliver movie tickets offline
Industry and competition
Industry-
Today the company has ticketing partnerships with over 1,000 screens
across 50 cities.
There are 80 multiplexes with 295 screens which are expected to increase.
Competitors –
Snapdeal.Com
PVR Cinemas
Fun Cinemas
Ticketfinder.Com
Tickets.Com
Seetickets.Com
Official Partners
Screen Shot Of The Website
Business strategy
Developed own online inventory system.
Deliver cheaper movie tickets.
Tied up with different corporate and event organizers
Set up own call centre
Connectivity with social network sites
Mobile application
Advantages of bookmyshow.com
Avoid the queue and rush in movies hall counters
Pool of option for choice the movie ,location and movie hall
Booked ticked instantly and preferably
Payment mode
Credit card
Net banking
Debit card
Available in social network site and mobile application
Revenue Model
Revenue of BMS was generated from two factors:
They charged15 Rs convenience charge per ticket which was there
revenue and they made more than one crore a month.
They also generated revenue by promoting the events.
Example
Now lets analyze the above numbers given the fact that bookmyshow
can book to 200 multiplexes with about 800 screens across India.
The total capacity of Multiplexes around the country is 1,26,00,000.
700 X 3 Shows X 30 days X 200 seats = 1,26,00,000
The average sell is approx. 65% = 81,90,000
Bookmyshow’s claim = 6,50,000 approx.. Tickets
• Given revenue =1,00,00,000 ( 10000000/15 = 6666667)
Thats 15% of all the Multiplex tickets NATIONALLY, are booked
through bookmyshow!
Business Model Call centre
Ticket Ticket Consumers
BOOKMYSHOW.COM
Movie payments
hall Revenue
Event
organizers
SWOT
Strength
1. Vast network of event organizers and major cinema chains
2. Online portal
Simple and convenient to use
Instant booking
3. Constantly updated with forthcoming events and movies
Weakness
Mostly limited to urban areas as people in India are still apprehensive for
online payments
Opportunity
1. Expand capabilities to cover more events and movies across various cities
2. Acquiring more partnerships with various business entities
3.Co-organizing events with various event organizers to increase physical
brand presence.
4. Extend their online portal.
Threats
1.Possibility of mismanagement due to lack of coordination with event
organizers
2. Improved functionalities by competitive online ticketing portals
3. Newly emerging competitive online ticketing portals
The Service Marketing Triangle
7 P’s Of Service Marketing Mix
Process :-
Online booking
Visit bookmyshow.com
Choose movie, cinema and seats
Fill information to make payment
Get tickets
Physical Evidence:-
Web Site (www.Bookmyshow.com)
Movie Ticket (hard copy)
Facebook (Ticket buddy)
Mobile Application
People:-
Person not visible
Dress not that critical
How he speak is critical
Separate call center and team in each 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
STP
Segment :-
Demographical- Age Group(15-34), they are frequent moviegoers
(Internet users looking for event ticketing solutions.)
Target Audience:-
Internet users utilizing services to perform online transactions like buying
tickets.
Positioning:-
Positioned as India’s largest entertainment ticketing website
Relationship marketing
Build network via social networking site (facebook)
Developed mobile application
Conclusion
They made new era for booking movies tickets.
Developed online Inventory system software was USP.
Tie ups and different collaboration gave them huge edge.
Call centre and Connectivity with social network sites build
consumer’s trust.
Social sites and Mobile software are helped them to make
more connectivity to consumers.
They have reliable manpower.
They delivered good quality of services (according to
consumer’s expectations)
Segment
Target Group
Positioning
EXECUTION
We targeted high affinity fans of movie/movie stars and offered them paid/unpaid content:
Downloads – offered movie goodies like ringtone downloads, wallpapers and more
Fan clubs
Using analytics, we identified that ticket bookings were highest between Wed to Sat.
Hence, campaigns were run only on these days.
Contextual messages targeted at consumers on movie review sites
