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SUBMITTED TOPROF. HITESH MANOCHAMARKETING OF SERVICES

CASE STUDY ANALYSIS ON .COM TEAM MEMBERSArchit Inamul NaveenNehaPawan mishraPawan singhSnehaSumitiVishwajeet

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. Case

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 halls 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.Cont Dotcom BoomIn 2006 there was internet boom in our Country because of following reasons. Broadband speeds improved.Call rates of mobile phone droppedNet banking arrived with the usage of debit and credit card. Set up own call center for booking movie ticket and handling customers 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.

ContThe 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.ComPVR Cinemas Fun Cinemas Ticketfinder.Com Tickets.Com Seetickets.Com

Official Partners

Screen Shot Of The WebsiteBusiness strategy Developed own online inventory system.Deliver cheaper movie tickets.Tied up with different corporate and event organizersSet up own call centreConnectivity with social network sites Mobile application

Advantages of bookmyshow.comAvoid the queue and rush in movies hall counters Pool of option for choice the movie ,location and movie hallBooked ticked instantly and preferablyPayment mode Credit card Net banking Debit cardAvailable in social network site and mobile application

Revenue ModelRevenue 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.

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

Bookmyshows claim = 6,50,000 approx.. TicketsGiven revenue =1,00,00,000 ( 10000000/15 = 6666667)

Thats 15% of all the Multiplex tickets NATIONALLY, are booked through bookmyshow! ExampleBOOKMYSHOW.COMMovie hallCall centre Consumers Event organizers TicketRevenueserviceserviceserviceRevenueTicketpaymentsBusiness Model

Strength

Vast network of event organizers and major cinema chainsOnline portalSimple and convenient to useInstant booking Constantly updated with forthcoming events and movies

Weakness

Mostly limited to urban areas as people in India are still apprehensive for online payments

SWOT

Opportunity

1. Expand capabilities to cover more events and movies across various cities2. Acquiring more partnerships with various business entities3.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 organizers2. Improved functionalities by competitive online ticketing portals3. Newly emerging competitive online ticketing portals

The Service Marketing Triangle

7 Ps Of Service Marketing MixProcess :-Online booking Visit bookmyshow.comChoose movie, cinema and seats Fill information to make paymentGet tickets

Physical Evidence:-

Web Site (www.Bookmyshow.com)Movie Ticket (hard copy) Facebook (Ticket buddy) Mobile Application

People:-

Person not visibleDress not that criticalHow he speak is criticalSeparate call center and team in each cityQuick handling of customers problems

Product:-

Reworked on its brandingConverted all customer and transection to BMS Unified its call center operation with single toll free no.

Place:-

Web portal Call centreTie ups with retail outlets like CCD and Reliance fresh

Promotion :-

Collaboration with network 18Social networking site (facebook)Tie ups with IPL and various movie hallMobile applications

Price:-Convenience of RS 15 per ticket

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 Indias largest entertainment ticketing website

STP

Relationship marketingBuild 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 consumers 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 consumers expectations)

SegmentTarget GroupPositioningEXECUTIONWe targeted high affinity fans of movie/movie stars and offered them paid/unpaid content:Downloads offered movie goodies like ringtone downloads, wallpapers and moreFan clubsUsing 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