Field work project report- A study of brand development of Book my show through social media

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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 OF
MASTERS PROGRAMM IN MARKETING MANAGEMENT
UNIVERSITY OF PUNE
MAEER’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
1
2
2
3-5
6
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
7
7
7
7-11
Chapter 3 Objective of the study
Scope of the study
Limitation of the study
12
13
14
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
15
15
15
15
15
15
15
16
16
16
16
Chapter 5 Data Analysis and interpretation 17-29
Chapter 6 Finding
Conclusion
Recommendation
30
31
32
Bibliography
Annexure

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LIST OF TABLES/GRAPH
CHAPTER
NO
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 27
12 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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Chapter1
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

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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.
Backgroundofthestudy
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.
PurposeoftheStudy
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

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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.
Historyof BMS (bookmyshow)
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.
2007
Aug 2007
1999

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Winds of Change
The first mega scale concert that was ticketed under the Book My Show banner was the popular
band - Scorpions. An event that turned out to be a grand success.
Jai Ho
The A.R. Rahman concert goes house full. A 'Jai Ho' extravaganza
held at Kolkata and Hyderabad that was a roaring success and
added another feather to our cap.
Yeh IPL Hai Boss:
Book My Show becomes the official ticketing partner for Mumbai Indians, Kings XI Punjab and
Delhi Daredevils. Today we have Pune Warriors and Rajasthan Royals too on board this high
drama entertainment circus called the IPL.
Need for Speed:
Book My Show becomes the exclusive ticketing partner for Formula 1, the Indian Grand Prix.
After the grand success of 2011, we are all geared up for 2012's extravaganza.
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.
2007
2009
2011
July 2011
Mar 2010

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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.
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……………………………….
Jan 2012
Feb 2012
Aug 2012
Aug 2012

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Companyprofile
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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Chapter2
Literaturereview
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

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Brand management.”
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 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.”

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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
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

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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 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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Chapter3
Objectiveof thestudy
 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.

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 To understand the effectiveness of the social media for a brand.
 To know the brand loyalty
Scopeof thestudy
• 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.

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• 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.
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

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 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.
Chapter4
Researchmethodology
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

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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.
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

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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
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.
Chapter5
Dataanalysisandinterpretation
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 95

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No 5
Fig-1 doughnut showing awareness of book my show by respondents
Interpretation
From the above doughnut we interpret that about 95% of respondents know or aware about
book my show (BMS) which is a huge percentage where only 5% of respondents said they
are not aware about book my show.
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
yes
95%
no
5%

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Fig-2 bar chart showing the medium of knowing about book my show by respondents
Interpretation
The survey reveals that the 95% of respondents who know about book my show among which
10% of respondents said they know through television ad, 45% respondents said they know
through online and from their friends/family/peer groups. Here the online and family/friends/peer
plays an important role for spreading a word of book my show.
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
5
0 0 0
45
55
0

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 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.
Yes 80
No 20
Fig-3 the doughnut showing BMS fan page of face book liked or not by respondents
Interpretation
The survey reveals that about 80% of respondent liked the book my show face book fan page
whereas only 20% of respondents says no they didn’t liked the book my show face book fan
page. From this the company should think of 20% respondents who didn’t liked the page
.
5) Is The message from BMS is effective or not
Yes 85
No 15
yes
80%
no
20%

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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?
yes
85%
no
15%
Quick communication 55

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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
customized solution 25
Through information 20
Remedies 0
Others specify… 0

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7) Rate the BMS (1 being least and 5 being the most)
1 2 3 4 5 Weighted average
As a brand 2 2 16 8 72
Fig-6 line graph showing the rating from least to most of BMS as a brand by respondents
Interpretation
The study reveals that about 72% of respondents rate the book my show brand as the most
preferable which shows the book my show within a very short span of time made a strong brand
in a market whereas about 16% of respondent says it is satisfactory and only 2% of respondents
says it is least preferable
2 2
16
8
72
0
10
20
30
40
50
60
70
80
1 2 3 4 5

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8) Do you agree, BMS provides below stated characteristics
Strongly disagree Disagree Neutral Agree Strongly agree
Services 0 0 4 80 16
Updated information 0 0 4 66 30
Time consuming 0 0 4 28 68
Convenient 0 0 3 64 33
Easy to excess 0 0 3 20 77
Fig- 7 bar graph showing response of BMS on the stated characteristics by respondents
Interpretation
The survey reveals that about 77% of respondents strongly believes that the book my show is
easy to excess you can excess it anytime from anywhere no time bar which attracts the customers
more 64% of respondents believes that book my show is convenient, 68% of respondents
strongly believes that book my show is time consuming which saves the time of going at a place
and book the ticket you can book the ticket at a time when you think of going to watch a movie
or an event whereas about 66% and 80% of respondents believes that book my show provide a
updated information and services respectively. Basically these characteristics are the USP of the
book my show to build a strong brand which no other company is providing.
service
updated information
time consuming
convenient
easy to excess
0
0
0
0
0
0
0
0
0
0
4
4
4
3
3
80
66
28
64
20
16
30
68
33
77
strongly disagree disagree neutral agree strongly agree

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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

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10) In your opinion how is the BMS logo and name/branding image?
Fig- 9 bar graph showing response on book my show logo/name by respondents
Interpretation
The survey reveals that about 64% of respondents believes that book my show (BMS) logo and
name is inviting and capture attention as its name justify it very well, 81% of respondent believes
logo name has a healthy connotation, 70% of respondents agree that logo name has a positive
connotation and about 82% of respondents are attracted to book my show name
attractive
logo name has a positive connotation
logo name has a healthy connotation
capture attention
logo is inviting
0
0
0
0
0
2
12
2
2
2
8
8
12
20
12
82
70
81
64
64
8
10
5
14
22
strongly disagree disagree neutral agree strongly agree
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Attractive 0 2 8 82 8
Logo name has a positive connotation 0 12 8 70 10
Logo name has a healthy connotation 0 2 12 81 5
Capture attention 0 2 20 64 14
Logo is inviting 0 2 12 64 22

33 | 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

34 | 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 sites
5%
95%
yes no

35 | P a g e
13) Is BMS able to solve your doubts, queries and grievances in a more effective manner
through web- based (face book fan page, BMS blog, twitter)
Fig -12 bar graph showing is BMS able to solve your doubts, queries and grievances in a
more effective manner through web- based by respondents.
Interpretation
The survey reveals that about 63% of respondents feels that the book my show often able to
solve their doubts, queries and grievances in more effective manner which is possible because of
book my show social media activities. Through the social networking sites like face book fan
page of book my show and blog help to solve the grievance more frequently and effectively as
social media involve in two way interaction and for building a strong brand it is very important
to solve all the problems of the customers properly and give them a first priority, whereas only
5% of respondents says they will never able to solve the queries.
0
10
20
30
40
50
60
70
always often sometimes seldom rarely never
24
63
8
0 0
5
Always 24
often 63
Sometimes 8
Seldom 0
Rarely 0
Never 5

36 | 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.

37 | P a g e
Chapter6
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)

38 | 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.

39 | 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.
 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?

40 | P a g e
 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/
 www.youtube.com/user/BookMyShow
 https://www.facebook.com/BookMyShowIN
 in.bookmyshow.com/entertainment/

41 | P a g e
Annexure
Topic: -A STUDY OF BRAND DEVELOPMENT OF BOOK MY SHOW (BMS) THROUGH SOCIAL MEDIA
Gender:-…………………………….
Occupation:-…………………………………………………………….
Email id:-…………………………………………………………………………………………………………………..
8) Do you know Bookmyshow.com
a) Yes b) No
If yes how did you come to know about it?
b) Television ads b) Hoardings c)Newspaper
d) Email e) Online f)Friends/family/peer
g) Others, specify…………………..
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

42 | P a g e
6) Which component of the BMS social media did you like the most?
a) Quick communication b) customized solution c) through information
d) Remedies e) others specify…………………………….
7) Do you agree, BMS provides below stated characteristics
Strongly
disagree
Disagree Neutral Agree Strongly agree
Services
Updated
information
Time
consuming
Convenient
Easy to excess
8) According to you how is the idea of starting webinars or Live Chats with celebrities for our movie-
buffs.
a) Exciting b) Interesting c) Acceptable
d) Okay- okay e) Not working
9) In your opinion how is the BMS logo and name/branding image?
10) Which social media network is more frequent promoting the products?
a) Face book b) Twitter c) Google+
d) LinkedIn e) blog f) other
11) Do you prefer other online ticketing portal rather than book my show
a) Yes b) no
If yes specify the name …………………………………..
12) Can you recall the tag line of BMS?
……………………………………………………………………………………
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Attractive
Logo/name has positive
connotation
Logo/name has "healthy"
connotation
Logo/name is inviting
Capture attention

43 | P a g e
13) Is BMS able to solve your doubts, queries and grievances in a more effective manner through
web- based (face book fan page, BMS blog, twitter)
a) Always b) often c) sometimes
d) Seldom e) rarely f) never
14) Is there any area of improvement in providing the services?
…………………………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………

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