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

  • 312 views
Uploaded on

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, …

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.

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
312
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
20
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 1 | P a g e 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
  • 2. 2 | P a g e 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
  • 3. 3 | P a g e 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
  • 4. 4 | P a g e 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.
  • 5. 5 | P a g e 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
  • 6. 6 | P a g e 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
  • 7. 7 | P a g e 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
  • 8. 8 | P a g e 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
  • 9. 9 | P a g e 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
  • 10. 10 | P a g e 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
  • 11. 11 | P a g e 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
  • 12. 12 | P a g e 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.
  • 13. 13 | P a g e 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
  • 14. 14 | P a g e 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.”
  • 15. 15 | P a g e 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
  • 16. 16 | P a g e 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.
  • 17. 17 | P a g e
  • 18. 18 | P a g e 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.
  • 19. 19 | P a g e  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.
  • 20. 20 | P a g e • 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
  • 21. 21 | P a g e  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
  • 22. 22 | P a g e 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
  • 23. 23 | P a g e 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
  • 24. 24 | P a g e 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%
  • 25. 25 | P a g e 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
  • 26. 26 | P a g e  Helpful in collecting information about latest movie and event shows.  Updates daily and saves a lot of time and hassle in booking tickets.  online movies, event booking site Ticket booking website for movies Which reveals that out of 100 respondents only 30% of respondents know that book my show is online ticket booking for movies, events, sports, theaters etc. rest 70% of respondent know its for online movie ticket booking. They only book tickets for movie through book my show. 4) Did you like BMS fan page of face book. Option Number of respondent Yes 80 No 20 Fig-3 the doughnut showing BMS fan page of face book liked or not by respondents Interpretation The survey reveals that about 80% of respondent liked the book my show face book fan page whereas only 20% of respondents says no they didn’t liked the book my show face book fan page. From this the company should think of 20% respondents who didn’t liked the page . 5) Is The message from BMS is effective or not Option Number of respondent Yes 85 No 15 yes 80% no 20%
  • 27. 27 | P a g e 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% Option Number of respondent Quick communication 55
  • 28. 28 | P a g e 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
  • 29. 29 | P a g e 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
  • 30. 30 | P a g e 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
  • 31. 31 | P a g e 9) According to you how is the idea of starting webinars or Live Chats with celebrities for our movie-buffs. Option Number of respondent Exciting 35 Interesting 54 Acceptable 11 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
  • 32. 32 | 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 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. 33 | P a g e 11) Which social media network is more frequent promoting the products and services? Options Number of respondent Face book 85 Twitter 0 Google+ 10 LinkedIn 0 blog 5 Other 0 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. 34 | P a g e 12) Do you prefer other online ticketing portal for online booking rather than BOOK MY SHOW Options Number of respondent Yes 5 No 95 If yes specify the 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. 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 Options Number of respondent Always 24 often 63 Sometimes 8 Seldom 0 Rarely 0 Never 5
  • 36. 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. 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. 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. 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. 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. 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. 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. 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? ………………………………………………………………………………………………………………………………………………………………… ………………………………………………………………………………………………………………