AURORA’S P.G.

COLLEGE (MBA)
DEPARTMENT OF MANAGEMENT
ACADEMIC YEAR 2019-2020
MBA II YEAR II SEMESTER

CASE ANALYSIS

Name of the Student: A. SAI TILAK

Hall Ticket No: 1325-18-672-163

Name of the Case: Case Study on Bookmyshow

Marks Scored:

Signature of the Faculty

 Case Study on Bookmyshow

It was an idea that led Hemrajani to become an entrepreneur Backpacking from

Johannesburg to Cape Town, he struck upon the idea of selling movie tickets online
to eliminate the queue outside theatres in India This was in 1999, and the country
was just about waking up to computers, customer are not comfortable to use credit
cards and net banking for online transection 24 years old Hemrajani came back to
India and quit his job with J Walter Thompson. To start off, Hemrajani sent an email
to Chase partners describing his business plan. "Seven days later, he got a call from
them asking how much money he wanted”. With half a million dollars of funding,
Hemrajani launched Bookmyshow.
The lack of e-ticketing software in theatres and single screens meant
bookmyshow.com had to buy tickets in bulk from theatres in advance and then sell
this inventory to customers. Initially days, they suffered losses When they could not
sell the tickets and there was the opportunity loss because the booking wasn't
happening real time, "It was a non-scalable model.” Then they introduced their own
online inventory software. Which is deal with cinema hall’s inventory system. By
2002, Bookmyshow.com had a team of 150, when it ran into the dotcom bust The
Company shrunk to just six people.
Between 2002 and 2004, as the number of multiplexes across India grew,
bookmyshow.com turned into a software solutions provider that sold automated
ticketing. BMS has been growing at 40 per cent year-on-year and holds over 90%
market share in the online entertainment ticketing space.
BMS has also ensured that it stays ahead of the competition by selling loyalty
software to all multiplexes. They have exclusive tie-ups with theatres. They also
started focusing on sporting events, theatre and, more recently, live events in cities.
In 2006 there was internet boom in our Country because of following reasons.
• Broadband speeds improved.
• Call rates of mobile phone dropped
• Net banking arrived with the usage of debit and credit card.

After increase in business the company Set up own call center for booking movie
ticket and handling customer’s query. By 2009 company was selling a million tickets
in a month. BMS became top five transacted web portal in India. BMS became 3rd
highest valued brand in e-commerce space.
The company converted all customer and all transection to the BMS platform.
• They started call centres and generated a toll free no. for the customers.
• Tied up with event organizers and IPL.
• Developed mobile application
• They have installed automated speech recognitions software for call centre

Industry and Competition

Today the company has ticketing partnerships with over 2500 screens across
220cities. 5 million App downloads and there are 2000 cinema partnership
Competitors –
• PVR Cinemas
• Fun Cinemas
• Ticketfinder.Com
• Tickets.Com
• Seetickets.Com

Business strategy
 This are the some business strategy adopted by Bookmyshow.
• Developed own online inventory system.
• Tied up with different corporate and event organizers
• Set up own call centre
• Connectivity with social network sites
• Mobile application

Advantages of bookmyshow.com
• Avoid the queue and rush in movies hall counters
• Pool of option for choice the movie, location and movie hall
• Booked ticked instantly and preferably

Payment mode
• Credit card
• Net banking
• Debit card
• Available in social network site and mobile application

Revenue Model

Revenue of BMS was generated from two factors:

• They charged15Rs to 30RS convenience charge per ticket which was there
revenue and they made more than one crore a month.
• They also generated revenue by promoting the events.
 SWOT
Strength
1. Vast network of event organizers and major cinema chains
2. Online portal
• Simple and convenient to use
• Instant booking

3. Constantly updated with forthcoming events and movies

Weakness
Mostly limited to urban areas as people in India are still apprehensive for online
payments
Opportunity
1. Expand capabilities to cover more events and movies across various cities
2. Acquiring more partnerships with various business entities
3. Co-organizing events with various event organizers to increase physical brand
presence.
Threats
1. Possibility of mismanagement due to lack of coordination with event organizers.
2. Improved functionalities by competitive online ticketing portals 3. Newly
emerging competitive online ticketing portals.

STP
Segment: - Demographical- Age Group (15-34), they are frequent moviegoers
(Internet users looking for event ticketing solutions.)
Target Audience: - Internet users utilizing services to perform online transactions
like buying tickets.
Positioning: - Positioned as India’s largest entertainment ticketing website

Relationship marketing
• Build network via social networking site (Facebook)
• Developed mobile application

Conclusion
• They made new era for booking movies tickets.
• Developed online Inventory system software was USP.
• Tie ups and different collaboration gave them huge edge.
• Call centre and Connectivity with social network sites build consumer’s trust.
• Social sites and Mobile software are helped them to make more connectivity
to consumers.
• They have reliable manpower.
• They delivered good quality of services (according to consumer’s
expectations)