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INSTITUTE OF BUSINESS MANAGEMENT

A PROJECT REPORT

ON

“THE STUDY OF BRAND DEVELOPMENT OF BOOK MY SHOW (BMS)

THROUGH SOCIAL MEDIA”

SUMITTED TO: SUBMITTED BY:

Neeraj Kumar Singh Sheelendra Pratap Singh

BBA-6th sem

Roll No. 0703793

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CERTIFICATE

This is to certify that Mr. Sheelendra Pratap Singh of Institute of Business

Management has successfully completed the field work titled “A study of brand

development of book my show (BMS) through social media” in partial fulfillment

of requirement for the award of Bachelor of Business Administration (BBA)

prescribed by the University of Kanpur

This project is the record of authentic work carried out during the academic year

2015 – 2016.

(Dr. Neeraj Kumar Singh) (Prof. Mukesh Ranga)

Internal Project Guide Director IBM

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DECLARATION

I, Mr. Sheelendra Pratap Singh hereby declare that this project is the record of

authentic work carried out by me during the academic year 2015 – 2016 and has

not been submitted to any other University or Institute towards the award of any

degree.

Sheelendra Pratap Singh

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ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my

guide Dr. Neeraj Kumar Singh for his exemplary guidance, monitoring and

constant encouragement throughout the course of this thesis. The blessing, help

and guidance given by him time to time shall carry me a long way in the journey of

life on which I am about to embark.

Lastly, I thank almighty, my parents, brother, sisters and friends for their constant

encouragement without which this assignment would not be possible.

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TABLE OF CONTENT

Chapters Titles Page no

Chapter 1

Introduction

Background of the study Purpose of the Study

BMS (book my show) history BMS Company profile

8

9 10

11-14 15

Chapter 2 Literature Review What Makes a Successful Wellness Brand?

One Can Maintain a Wellness Brand through Social Media Book my show – fans don’t just like us, they love us too

18 18

19 19-24

Chapter 3 Objective of the study Scope of the study

Limitation of the study

26 27

28

Chapter 4 Research Methodology

Project design Descriptive

Explanatory Quantitative research Sample design

Sample selection Sources of data collection

Primary data Secondary data

Data collection method

30

30 30

30 30 31

31 31

31 31

32

Chapter 5 Data Analysis and interpretation 34-48

Chapter 6 Finding Conclusion

Recommendation Bibliography

Annexure

50 51

52-53 54

55-58

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LIST OF TABLES/GRAPHS

CHAPTER NO

TABLE NO

TITLE OF THE TABLE/GRAPH PAGE NO

5 1 Doughnut showing awareness of book my

show by respondents

35

2 Bar chart showing the medium of knowing about book my show by respondents

36

3 The doughnut showing BMS fan page of face book liked or not by respondents

37

4 The doughnut showing response to message

effectiveness of BMS by respondents.

38

5 Bar graph showing which component of the BMS social media liked by respondents

39

6 line graph showing the rating from least to

most of BMS as a brand by respondents

40

7 Bar graph showing response of BMS on the stated characteristics by respondents

41

8 Bar graph showing a response of respondents on the idea of starting webinars or Live Chats with celebrities for our movie-buffs.

42

9 Bar graph showing response on book my show logo/name by respondents

43

10 The bar chart showing which social networking

is more frequent promoting the product by respondents

44

11 Doughnut showing 45

12 Bar graph showing is BMS able to solve your

doubts, queries and grievances in a more effective manner through web- based by

respondents.

4

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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.

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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.

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

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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.

PURPOSE OF THE STUDY

With new technologies available like social media and social networks, such as

Face book and Twitter, a growing number of companies are using these outlets to

connect with customers and consumers, while simultaneously creating a brand and

brand personality. By connecting with these customers directly, on a one-on-one

level, these customers begin to create an attachment with that specific brand, and

remain loyal to it.

HISTORY OF BMS (BOOK MY SHOW)

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Our ‘story' - 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 Co-Founder Rajesh Balpande

takes over Finance.

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.

2007

Aug 2007

1999

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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.

2007

2009

Mar 2010

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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 Year-2011-12' and 'The Company to watch out for'

at the prestigious CNBC Young Turks Award.

2011

July 2011

Jan 2012

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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

Tiger - 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……………………………….

Feb 2012

Aug 2012

Aug 2012

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COMPANY PROFILE

BookMyShow

Type Private

Industry E-Commerce

Founded 2007

Founders Ashish Hemrajani Rajesh Balpande Parikshit Dar

Area served Asia & Oceania

Services Online Movie Ticketing At Venue Event Ticketing

Parent www.bigtree.in

Website www.bookmyshow.com

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BookMyShow is India's biggest online movie and events ticketing brand. The

website caters to ticket sales for movies, plays, concerts and sporting events via the

online platform. Launched in 1999, it is headquartered in Mumbai, Maharashtra. It

also has offices in New Delhi, Bangalore, Hyderabad, Chennai and Kolkata.

BookMyShow reaches about 800 to 900 cinemas in 200 cities and towns. About 60

percent of its transactions take place via its mobile app which, say experts, is the

most successful mobile ecommerce app in the country

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. [1] 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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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

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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 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 consumers

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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, innovative. It allows you to “Make Your Friends Pay”

by reserving seats for you and your friends but just paying for your tickets and

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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.

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.

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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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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

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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

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.

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LIMITATION

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.

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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.

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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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.

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1) Do you know Bookmyshow.com

Options Number of respondent

Yes 95

No 5

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.

yes95%

no5%

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2) If yes how did you come to know about it?

Option Number of respondent

Television ads 5

Hoardings 0

Newspaper 0

Email 0

Online 40

Friends/family/peer 55

Others, specify 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.

50 0 0

45

55

0

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3) 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 Number of respondent

Yes 80

No 20

Fig-3 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

.

yes80%

no20%

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5) Is The message from BMS is effective or not

Option Number of respondent

Yes 85

No 15

Fig-4 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.

yes85%

no15%

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6) Which component of the BMS social media did you like the most?

Fig-5 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.

quick

communication

customized

solution

through

information

remedies others specify

55

2520

0 0

Option Number of respondent

Quick communication 55

customized solution 25

Through information 20

Remedies 0

Others specify… 0

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7) Rate the BMS (1 being least and 5 being the most)

1 2 3 4 5 Weighted average

As a

brand

2 2 16 8 72

Fig-6 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

2 2

16

8

72

0

10

20

30

40

50

60

70

80

1 2 3 4 5

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8) Do you agree, BMS provides below stated characteristics

Strongly disagree

Disagree Neutral Agree Strongly 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 excess 0 0 3 20 77

Fig- 7 bar graph showing response of BMS on the stated characteristics 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.

service

updated information

time consuming

convenient

easy to excess

0

0

0

0

0

0

0

0

0

0

4

4

4

3

3

80

66

28

64

20

16

30

68

33

77

strongly disagree disagree neutral agree strongly agree

43 | 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 35

Interesting 54

Acceptable 11

Okay- okay 0

Not working 0

Fig-8 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

0

10

20

30

40

50

60

exciting interesting acceptable okay-okay not working

35

54

11

0 0

44 | P a g e

10) In your opinion how is the BMS logo and name/branding image?

Fig- 9 bar graph showing response on book my show logo/name by respondents

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

attractive

logo name has a positive connotation

logo name has a healthy connotation

capture attention

logo is inviting

0

0

0

0

0

2

12

2

2

2

8

8

12

20

12

82

70

81

64

64

8

10

5

14

22

strongly disagree disagree neutral agree strongly agree

Strongly

disagree

Disagree Neutral Agree Strongly

agree

Attractive 0 2 8 82 8

Logo name has a positive connotation

0 12 8 70 10

Logo name has a healthy

connotation

0 2 12 81 5

Capture attention 0 2 20 64 14

Logo is inviting 0 2 12 64 22

45 | P a g e

11) Which social media network is more frequent promoting the products and services?

Options Number of respondent

Face book 85

Twitter 0

Google+ 10

LinkedIn 0

blog 5

Other 0

Fig-10 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.

facebook

twitter

google+

linkedIn

blog

other

85

0

10

0

5

0

46 | 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

Fig- 11doughnut 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 site

5%

95%

yes no

47 | P a g e

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)

Fig -12 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.

0

10

20

30

40

50

60

70

always often sometimes seldom rarely never

24

63

8

0 05

Options Number of respondent

Always 24

often 63

Sometimes 8

Seldom 0

Rarely 0

Never 5

48 | 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.

49 | P a g e

50 | P a g e

FINDING

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)

51 | 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.

52 | P a g e

RECOMMENDATION

In order to create a 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 emotional attachment beyond just being “good”,

Continually 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.

53 | P a g e

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.

54 | P a g e

BIBLIOGRAPHY

www.bookmyshow.com

http://www.dummies.com/how-to/content/developing-brand-

recognition.html

http://www.exacttarget.com/blog/45-ways-to-build-trust-in-your-

brand-using-social-media/

www.youtube.com/user/BookMyShow

https://www.facebook.com/BookMyShowIN

in.bookmyshow.com/entertainment/

55 | P a g e

ANNEXURE

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

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

Others, specify…………………..

2. What do you know about BMS?

……………………………………………………………………………………

……………………………….

3. Did you liked BMS fan page of face book.

Yes b) No

56 | P a g e

4. Is The message from BMS is effective or not

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…………………………….

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

8. 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

57 | P a g e

9. In your opinion how is the BMS logo and name/branding image?

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?

………………………………………………………………………

Strongly

disagree

Disagree Neutral Agree Strongly

agree

Attractive

Logo/name has positive

connotation

Logo/name has "healthy" connotation

Logo/name is inviting

Capture attention

58 | P a g e

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?

………………………………………………………………………………………

………………………………………………………………………………………

………………………………………………………………………………………

…………