Book my show project report

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INSTITUTE OF BUSINESS MANAGEMENT
A PROJECT REPORT
ON
“THE STUDY OF BRAND DEVELOPMENTOF 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
Purposeof the Study
BMS (bookmy show) history
BMS Company profile
8
9
10
11-14
15
Chapter 2 Literature Review
What Makes a SuccessfulWellness Brand?
One Can Maintain a Wellness Brand through Social
Media Book my show – fans don’tjust
like us, they love us too
18
18
19
19-24
Chapter 3 Objective of the study
Scopeof 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
Secondarydata
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 responseof 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 responseon bookmy show
logo/name by respondents
43
10 The bar chart showing which social networking
is more frequent promoting the productby
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 corporatemessage 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
Aug2007
1999

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Winds of Change
The first mega scale concertthat 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 concertgoes 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 bookfan page hits 1 Million fans
and today it's on its way to becoming a 1.5 Million strong
fan basesoon.
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
July2011
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……………………………….
Feb2012
Aug2012
Aug2012

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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 successfulmobile 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.BookMyShowoccupies 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 bookmy show (BMS) which is a huge percentage where only 5%
of respondents said they are not aware about bookmy show.
yes
95%
no
5%

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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 bookmy 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.
5
0 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.
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
bookmy show face book fan page. From this the company should think of 20%
respondents who didn’t liked the page
.
yes
80%
no
20%

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5) Is The message from BMS is effective or not
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.
yes
85%
no
15%

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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
25
20
0 0
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 responseof 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.
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
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?
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
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 bookfan 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 0
5
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.

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
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 bookmy show
a) Yes b) no
If yes specify the name …………………………………..
12.Can you recall the tag line of BMS?
………………………………………………………………………
Strongly
disagree
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 bookfan 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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