A FIELD WORK REPORT

ON

TOPIC: THE STUDY OF BRAND DEVELOPMENT OF BOOK MY SHOW (BMS) THROUGH SOCIAL MEDIA

BY

SHIKHA NAGAR

13MMM007

(MMM) (2013-2015)

IN PARTIAL FULFILLMENT OFMASTERS PROGRAMM IN MARKETING MANAGEMENT

UNIVERSITY OF PUNEMAEER’S MIT SCHOOL OF MANAGEMENT-PUNE

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CERTIFICATE

 

This is to certify that Mr. / Ms /Mrs. Shikha Nagar of MAEER’s MIT School of 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 Masters program in Marketing Management (MMM) prescribed by the University of

Pune.

 

This project is the record of authentic work carried out during the academic year 2013 –

2014.

 

 

 

(Mr. Girish Kulkarni) Prof. Dr. Sayalee Gankar

Internal Project Guide Director MITSOM

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Declaration

I, Mr./Ms./Mrs. Shikha Nagar hereby declare that this project is the record of authentic

work carried out by me during the academic year 2013 – 2015 and has not been submitted

to any other University or Institute towards the award of any degree.

SHIKHA NAGAR

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ACKNOWLEDGEMENT

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

Girish Kulkarni 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

1223-56

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

7777-11

Chapter 3 Objective of the study Scope of the study Limitation of the study

121314

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

1515151515151516161616

Chapter 5 Data Analysis and interpretation 17-29

Chapter 6 Finding Conclusion Recommendation

303132

Bibliography Annexure

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LIST OF TABLES/GRAPH

CHAPTERNO

TABLE NO

TITLE OF THE TABLE/GRAPH PAGE NO

5 1 Doughnut showing awareness of book my show by respondents

17

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

18

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

19

4 The doughnut showing response to message effectiveness of BMS by respondents.

20

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

21

6 line graph showing the rating from least to most of BMS as a brand by respondents

22

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

23

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

24

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

25

10 The bar chart showing which social networking is more frequent promoting the product by respondents

26

11 Doughnut showing 2712 Bar graph showing is BMS able to solve your doubts,

queries and grievances in a more effective manner through web- based by respondents.

28

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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. 

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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.

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.

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History of BMS (book my show)

Our His'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.

Winds of Change

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2007

Aug 2007

2007

1999

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.

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.

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:

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2009

2011

July 2011

Mar 2010

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.

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……………………………….

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Jan 2012

Feb 2012

Aug 2012

Aug 2012

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.”

One Can Maintain a Wellness Brand through Social Media

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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

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

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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

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

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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.

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

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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

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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.

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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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

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of structured questions, where the response options have been Pre-determined and large number

of respondents is involved.

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.

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

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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.

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

Options Number of respondent Yes 95No 5

yes95%

no5%

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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.

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

Option Number of respondent Television ads 5Hoardings 0Newspaper 0Email 0Online 40Friends/family/peer 55Others, specify 0

television ads hoardings newspaper email online friends/family/peer other

5

0 0 0

45

55

0

Fig-2 bar chart showing the medium of knowing about book my show by respondents

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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.

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.

4) Did you like BMS fan page of face book.

Option Number of respondent

Yes 80

No 20

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yes80%

no20%

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

.

5) Is The message from BMS is effective or not

Option Number of respondent

Yes 85

No 15

yes85%

no15%

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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.

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

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Option Number of respondent

Quick communication 55

customized solution 25

Through information 20

Remedies 0

Others specify… 0

quick co

mmunication

custo

mized so

lution

through

inform

ation

remed

ies

others sp

ecify

55

2520

0 0

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.

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

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1 2 3 4 50

10

20

30

40

50

60

70

80

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

8) Do you agree, BMS provides below stated characteristics

Strongly disagree Disagree Neutral Agree Strongly agree Services 0 0 4 80 16Updated information 0 0 4 66 30Time consuming 0 0 4 28 68Convenient 0 0 3 64 33Easy to excess 0 0 3 20 77

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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

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.

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

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Okay- okay 0

Not working 0

exciting interesting acceptable okay-okay not working0

10

20

30

40

50

60

35

54

11

0 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

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

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Logo is inviting 0 2 12 64 22

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

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

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

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facebook

twitter

google+

linkedIn

blog

other

85

0

10

0

5

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.

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 namewww.ticketnew.com

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local movie theater sites

5%

95%

yes no

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 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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Options Number of respondent Always 24often 63Sometimes 8Seldom 0Rarely 0Never 5

always often sometimes seldom rarely never0

10

20

30

40

50

60

70

24

63

8

0 05

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.

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

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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.

Chapter 6

FindingThrough this study following points are come out-

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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)

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

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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.

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

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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.

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/

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www.youtube.com/user/BookMyShow

https://www.facebook.com/BookMyShowIN

in.bookmyshow.com/entertainment/

Annexure

Topic: -A STUDY OF BRAND DEVELOPMENT OF BOOK MY SHOW (BMS) THROUGH SOCIAL MEDIA

Gender:-…………………………….

Occupation:-…………………………………………………………….

Email id:-…………………………………………………………………………………………………………………..

8) Do you know Bookmyshow.coma) Yes b) NoIf yes how did you come to know about it?b) Television ads b) Hoardings c)Newspaperd) Email e) Online f)Friends/family/peerg) Others, specify…………………..

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9) What do you know about BMS?……………………………………………………………………………………………………………………….

10) Did you liked BMS fan page of face book. a) Yes b) No

11) Is The message from BMS is effective or not a) Yes b) no

12) 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

ServicesUpdated informationTime consumingConvenientEasy 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

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

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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?

……………………………………………………………………………………

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?

…………………………………………………………………………………………………………………………………………………………………

………………………………………………………………………………………………………………

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Strongly disagree

Disagree Neutral Agree Strongly agree

Attractive Logo/name has positive connotationLogo/name has "healthy" connotation Logo/name is inviting Capture attention