Services and Services Marketing

SERVICES AND SERVICES MARKETING

SERVICES

Various Services offered by bookmyshow.com are as follows:-

Delivery of Tickets - Bookmyshow offers multiple delivery options. The options may vary from for different events/movies. Currently the following delivery options are available:

• Email confirmation:Booking confirmation is  sent via an email. This confirmation needs to be printed and shown at the ticket counter to get a physical ticket

• SMS confirmation: Booking confirmationis  sent via an SMS. The SMS details need to be shown at the ticket counter to get a physical ticket

In case one experiences any problem(s), customers can call at  the helpdesk 3989 5050 and dial '4' for assistance

Bookmyshow may chose to send the physical tickets for the event/movie. Delivery will be attempted twice before canceling your transaction

Home Delivery of tickets - Customers are given an option of home delivery of tickets in case of any sports event such as Indian Premier League or an F1 race 

Telebooking - Customers have the option of booking the tickets by simply making a phone call also. This service proves to be very useful in cases when customers are not immediately inaccessible to internet or are not tech savvy at all 

Customer Care  -  Customers have various options of solving queries or issues which are mentioned as follows:-

Various options of solving queries or issues

1. FAQ's - There is a list of Frequently asked questions present on the customer support tab to solve a frequently asked problem
2. E-Mail - Customers can resolve query or ask a question to the support team by e-mail. Customers can drop an e-mail to helpdesk@bookmyshow.com
   
3. Phone Number - Customers can call on 3989 5050 and get their problem solved
4. Live Chat - Bookmyshow.com also gives an option to have a live chat with customer care executive to resolve any issue or query
   

 SERVICES MARKETING

Services Marketing of bookmyshow.com is being done at various social marketing mediums and also through its own applications
 

List of applications that can be used for Bookmyshow,com

Various applications or tools available for marketing services are:-

1. iPhone application - Tickets can also be bought through iPhone applications which makes it readily available for the customers to buy tickets form their phones
2. Android application - Tickets can also be bought through android phone applications to book tickets on the go
3. Windows Phone application - Tickets can also be bought through Window phones applications which makes it easy for customers to not to look for computer to make bookings
4. Blackberry application - Tickets can also be bought through blackberry phone applications for the benefit of the customer
5. Facebook application  -  Tickets can also be booked on social networking website www.facebook.com  which makes it convenient for customers to book ticketd while they are socializing

Hence, these additions to their services help in the marketing of www.bookmyshow.com  and lead to positive branding of the entity

Product Mix

PRODUCT MIX

The products offered by bookmyshow.com are having good variety and mix. The major or primary offering of bookmyshow.com are the movie tickets

Movie Tickets

Drop Down option of Movie tickets

Bookmyshow.com has these options in its movie drop down menu:-

• Now Showing - Movies that are currently being run at the time of booking
• Coming Soon - Movies that are yet to be released
• Prebook - In case you want to book a movie before its release, bookmyshw.com gives that option also. It asks for your three preferred cinemas, preferred time slots and preferred ticket prices
• Trailers - Website also showcases trailers of the upcoming movies
• Reviews - Customers can also read reviews of the released movies if they wish to refer to it before seeing a movie

The cities for which tickets can be booked are:-

List of cities in which service is available

Events and Theater Tickets 

The website also has ticket buying options of many upcoming events such as rock concerts, plays and comedy standup acts

Drop down list of Events and Theater

Bookmyshow.com has these options in its events and theater drop down menu:-

• Events - Tickets for all the upcoming events such as rock concerts, music festivals can be bought from the website
• Plays - Tickets for the upcoming theatrical plays and ongoing plays are offered
• Comedy - Tickets for stand up comedy acts are also on sale through the website

Sports Events Tickets

The website also offers tickets for upcoming and ongoing sports events such as F1 Race or IPL. It caters to all kind of sports such as Cricket, Motor Racing, Hockey, Bodybuilding etc

Drop Down list of Sports Events

It also gives information about the past sports events on the website

Exclusives

The product mix is not limited to ticket buying only. One can use the website to buy merchandize of sports entities such as Mumbai Indians or can use the website for donations by buying a Being Human T-Shirt or donation Rs. 1/- by "Book a smile" initiative of bookmyshow.com and the Akanksha Foundation

Drop Down list of Exclusives

Bookmyshow.com has these exclusive options apart from ticket buying :-

• Book A Smile - It is a tie up between bookmyshow.com and The Akanksha Foundation, an NGO which gives options to the customers to contribute Rs.1/- to the noble cause
  
• Rajeev Masand - Movie reviews can also be seen by renowned movie critic, Rajeev Masand
  
• Being Human T-Shirts - T-shirts of the NGO founded by Bollywood actor, Salman Khan can also be bought through the website
• Mumbai Indians Merchandize - Customers can also buy merchandize of Mumbai Indians, an Indian Premier League cricket team
  
• Offers - This option states the different offers run @bookmyshow.com in association with various banks and pay transfer mediums
• BMS Gift Cards -  Options of giving services of bookmyshow.com as gifts is also available in the website  
• Corporate Vouchers -This option is provided for making the bulk purchases of vouchers such as WINPIN, Movie Money and Gift Vouchers

Product Life Cycle (PLC) and Industry Life Cycle (ILC)

PRODUCT LIFE CYCLE

 Life cycle of any product has 4 stages namely:-

1. Introduction
2. Growth
3. Maturity
4. Decline

Product life cycle

For Bookmyshow.com,  it has certainly passed on the introduction state because

Introduction - It started in 1999 when Indian IT industry was on a growth side. Hence, it did not face much of a problem of reaching to the customers. The problem that it faced was of educating people about e-ticketing and creating awareness about the benefits that it provided over the conventional methods of buying tickets

Growth  -Analyzing the current scenario, I believe that bookmyshow.com is in the growth stage and to be precise, in initial growth stage. As trend of online ticketing is beginning in India, hence, I believe that this is a promising time for bookmyshow.com. Also, as more and more people get computer friendly or internet friendly, the industry for online ticketing is going to have its positive effects

INDUSTRY LIFE CYCLE

Bookmyshow.com holds 90% market share in the online ticketing industry in India, , being the major destination for movie and non-movie options like concerts, plays, events and sports.

Kyazoonga.com is the second major holder after bookmyshow.com

Introduction - As the industry is too young in India i.e around a decade old, it is still in the introduction stage as more and more players join the industry. The major role that competition can play is to break the hold of bookmyshow.com and pose a threat to its advantageous position. The times when every competitor is competing to have the maximum hold will be the time to look up to. I feel that there are exciting times ahead.

 

Competition

Lets examine the competition faced by bookmyshow.com with respect to Porter's five forces model :-

Porter's five forces

Suppliers - Suppliers to the offerings are the event organizers and cinema owners who find a benefit in outsourcing the logistics of handling ticket sales. As much as it help them to use that cost in other revenues, it helps the e-ticketing site to generate business. Suppliers will outsource their ticket sales to that company, with whom they are able to strike the best deal, hence, they add to the competition in industry

Buyers- Buyers are the customers that find benefit in booking through these tickets through e-ticketing sites. Customers are not able to choose between the different sites because tickets of one event is available on only one platform. Hence, they do not add that much to the competition

Potential Entrants - New players in the industry add to the competition but not to that much significant levels because potential entrants can vouch for a new event only as it is very difficult for new entrants to take over an event from an established competitor

Substitutes- Substitutes to the ticketing websites are the box offices in cinemas and physical ticket vending boxes at the events. Hence, people who do not prefer to book in advance or who are not technologically sound to book through internet will be catering to such choices. Hence, this target group would also not contribute much to the industry rivalry

Industry Rivalry  - All the above options lead to industry rivalry which leads to competition. The competitors information is as follows:-

COMPETITORS

As India has just experienced online ticketing sector i.e it emerged around a decade ago, hence there are not many competitors of bookmyshow.com. Few of the competitors are :-

KYAZOONGA.COM 

Logo of Kyazoonga.com

 Kyazoonga.com holds the second best share in the market after bookmyshow.com. It is a website which covers various events such as films, theater, sports and  music. It also has good number of clients with respect to number of movie screens are concerned on a pan India basis. It has offerings in major cities of Indi as well as in tier II and III towns. Kyazoonga.com is giving a strict competition to bookmyshow.com in today's time

NoMoreQueue.COM

Logo of No More Queue.com

NoMoreQueue.com also has pan India presence but mainly into tier II and tier III cities of India for movie screening options. It also has limited offerings in terms of events are concerned. Hence, it is catering to specific audiences

 Ticketgreen.COM

Logo of Ticketgreen.com

Ticketgreen.com caters specifically to South Indian market and primarily movie offerings produced in southern India.  It has its operations confined mainly to South Indian towns, however, it has some offerings in the cities present in western India also. It is not present in north India, hence, this proves to be a hindrance to its growth in the sector

MULTIPLEXES - Ticket selling on its own

Many of the multiplexes, such as PVR Cinemas, Fame Cinemas and INOX Movies have not outsourced there ticket selling operations. Tickets for their cinemas are only available through their websites, hence, whole of the revenue generation by the ticket sales is their own and they do not need to logistically connect with other entity

Logo of PVR Cinemas

Logo of Fame Cinemas

Logo of Inox Cinemas

Family Life Cycle and SEC

Family Life Cycle for BookMyShow.com will be classified according to the usage of the website by different age groups or at different stages of life:-

1. Unmarried, Working - This is the time when customer indulges in the form of entertainment and hence, would certainly log on to the website for buying tickets for cinema, events or theater. Savings must be on the mind at this stage of life, hence spending on the entertainment would be monitored and not at that big scale
   
   
2. Married, No Kids - At this stage, newly married couples indulge actively in the form of entertainment. Hence, spending would be at a greater level than previous stage
   
   
3. Married, Newbie Kids, Pre Teens - Entertainment takes a back seat at this stage of life as focus shifts to baby things, child care and savings for education. Also, people do not give priority to entertainment at this point of life
   
   
4. Married, Growing / Grown up kids (Teens) - As teens do not prefer to go for entertainment activities with kids, the couple goes for entertainment activities on their own and entertainment again comes to forefront in their lives
   
   
5. Empty Nest - As kids go on to live their own lives, there is greater disposable income present for expenses with the couple. As the couple begin to live a retired life without any worldly liabilities, they prefer to go for entertainment and are involved with it
   
   
6. Single Survivor - As person lives a single survivor life, he or she would not be involved in entertainment and would just prefer to live quietly in their homes. Hence, this stage of live does not cater at a good extent to bookmyshow.com

 Socio - Economic Classification (SEC)

According to the Socio -  Economic Class (SEC) defined  in India:-

• A1 & A2 - This classification is the one which forms the target group in maximum numbers or consumer base of bookmyshow.com .  As the people in this classification are executives, officers, professionals, they are more likely to be familiar to internet and e-commerce, and they are able to reap the benefits of technology and E-Commerce
  
  
• B1 & B2 - Shopkeepers in this classification may be using the technology but only those, who are technology savvy. Most of the shopkeepers in the middle aged segment, may not be using it as their generation is not accustomed to use of computers. Also, as most people may not be even graduates, hence, the numbers are surely going to be less if not zero 
  
  
• C,D & E - These classifications do not form the target group for bookmyshow.com as most of them are working class, clerical level workers or unskilled workers which more or less have not completed their secondary education or even are illiterates. There might be exceptions arising out of this class also, but those numbers may not that big as compared to the whole set of people in this class