Blogs Posted on 2024-10-02

Book My Show Marketing Strategy

Marketing Mix of BookMyShow

The marketing mix of BookMyShow is a thorough analysis of the platform’s 7Ps: Product, Price, Place, Promotion, People, Physical Evidence, and Process. BookMyShow is a highly popular online portal for booking tickets, widely recognized for its ease of access to sporting events, concerts, plays, and primarily movies. Established in 2007 by Ashish Hemrajani, alongside his friends Rajesh Balpande and Parikshit Dar, it has rapidly grown into one of the most trusted names in the ticket-booking industry. It operates under the parent company, Big Tree Entertainment Private Limited, which is part of Network 18, headquartered in Mumbai, Maharashtra. 

BookMyShow’s widespread reputation stems from its specialization in entertainment-related ticketing. The platform caters to a wide audience, offering services for both local and international events. This comprehensive service has positioned it as a dominant player in the online ticketing space. Here’s a breakdown of the 7Ps in the marketing mix for BookMyShow:

Product Strategy

BookMyShow has continuously evolved its product strategy to accommodate the dynamic needs of entertainment seekers. Over the years, it has diversified beyond just movie tickets to become a one-stop shop for various forms of entertainment. Below is a detailed analysis of the products offered by BookMyShow:

1. Movie Tickets: Movie ticket bookings remain the core offering of BookMyShow. Users can book tickets for a variety of films in multiple languages, formats (2D, 3D, IMAX), and across different cinema chains.

   

2. Concert Tickets: BookMyShow offers tickets for live concerts, allowing customers to enjoy performances by both international and local artists in different music genres.

   

3. Theater and Play Tickets: Users can easily book tickets for stand-up comedy shows, theatrical performances, and drama events through the platform.

   

4. Sports Events: Catering to sports fans, BookMyShow allows bookings for a wide range of sporting events like cricket, football, badminton, and more.

   

5. Experiences and Events: Beyond conventional entertainment, BookMyShow offers bookings for experiential events like workshops, exhibitions, adventure sports, and lifestyle-based activities.

   

6. Gift Cards: BookMyShow has ventured into offering gift cards that can be redeemed on the platform. These cards serve as perfect gifting options for people looking to treat others to a movie or event experience.

   

7. Loyalty Programs: With frequent users in mind, BookMyShow has introduced a loyalty program that provides discounts, exclusive offers, and priority access to certain events for regular users.

   

8. Mobile App and Website: BookMyShow’s mobile app and website ensure a seamless user experience, offering features like seat selection, showtimes, venue details, reviews, and ratings.

Place Strategy

From its inception, BookMyShow’s place strategy has been pivotal in reaching a wide audience across different geographies. Its ability to provide convenience and quick access to tickets makes it stand out. The place strategy focuses on how the platform makes its services accessible to customers across diverse regions.

1. Online Accessibility: The primary platform for BookMyShow is its website and mobile application, ensuring users can access services and book tickets with ease from anywhere at any time.

   

2. Geographical Reach: BookMyShow partners with a large network of entertainment venues such as cinemas, theaters, and event spaces across various cities and regions, enabling users to choose from a wide range of available options.

   

3. Partnerships with Venues: By collaborating with cinemas, theaters, and event organizers, BookMyShow ensures seamless integration with their booking systems, allowing real-time updates on seat availability and show timings.

   

4. Strategic Collaborations: BookMyShow forms alliances with other online platforms, payment gateways, and service providers, enhancing its reach and service distribution, while also offering promotional discounts.

   

5. Customer Support: In addition to its online presence, BookMyShow offers customer support services through call centers and helpdesks, which assist users with their queries and provide post-booking support.

Price Strategy

BookMyShow follows a diverse pricing strategy that allows it to cater to various customer segments. With an estimated revenue of over 19.2 million dollars and consistent sales, BookMyShow has been able to scale its business by offering competitive and dynamic pricing models.

1. Competitive Pricing: BookMyShow ensures that its ticket prices are competitive when compared to other platforms in the market. It allows them to attract price-conscious customers while maintaining their market leader position.

   

2. Value-Based Pricing: For premium experiences, such as VIP seating or special event access, BookMyShow employs value-based pricing. Customers are willing to pay more for these experiences, which offer enhanced value in terms of convenience and exclusivity.

   

3. Dynamic Pricing: For high-demand events like concerts and sports games, BookMyShow often adjusts prices dynamically. Prices may vary based on the time of booking, demand, and the availability of seats, giving early bookers an advantage.

   

4. Service Charges: BookMyShow adds convenience fees or service charges on top of ticket prices. These charges are justified by the convenience provided by the platform, including easy access to tickets and secure payment processing.

   

5. Promotional Offers: To attract and retain customers, BookMyShow regularly runs promotions like discounted prices on bulk bookings, cashback offers, and morning show discounts. Additionally, loyalty programs help frequent customers save more on bookings.

Promotion Strategy

Promotion plays a crucial role in BookMyShow’s success. The company has continuously invested in various promotional channels and campaigns to build strong brand visibility.

1. Partnerships with Major Events: BookMyShow has partnered with high-profile events like the IPL (Indian Premier League) and Formula 1 Grand Prix to become their official ticketing partner, creating significant brand exposure.

   

2. Social Media Campaigns: BookMyShow has an active social media presence with a large fan base. With millions of followers on platforms like Facebook, the company engages with its audience through regular posts, contests, and promotions.

   

3. Awards and Recognition: Over the years, BookMyShow has received numerous awards, including “The Hottest Company of the Year” award in 2011-12, adding to its brand credibility.

   

4. App Downloads: The mobile app is an integral part of BookMyShow’s marketing efforts, with over 7.2 million downloads across various platforms like Android, iOS, Windows, and Blackberry.

   

5. Promotional Ads: BookMyShow runs regular video and print ad campaigns across different media platforms to increase brand awareness and reach new customers.

People Strategy

The success of BookMyShow is driven by its team and the customer-centric approach they adopt. People, as a key element of the service marketing mix, refers to everyone involved in delivering the product or service, from employees to customers and partners.

1. Customer-Centric Staff: BookMyShow places great emphasis on ensuring that its customer service team is professional, well-trained, and ready to assist users with any issues they encounter, creating a strong customer satisfaction base.

   

2. Skilled IT Team: The seamless functionality of BookMyShow’s website and mobile app is due to its dedicated IT team, which consistently ensures that the platform is secure, easy to navigate, and operates without glitches.

   

3. Operations Team: BookMyShow’s backend operations, from managing partnerships with entertainment venues to ensuring ticket availability, are run by an efficient operations team that ensures users have a smooth experience from booking to attending events.

   

4. Marketing Team: BookMyShow’s marketing team plays a crucial role in creating strategies to engage customers and drive brand awareness, ensuring the platform remains the go-to for entertainment bookings.

   

5. Feedback Mechanism: BookMyShow values customer feedback and consistently monitors customer reviews and suggestions to refine their service offerings and enhance customer satisfaction.

Process Strategy

The process aspect of BookMyShow's marketing mix is centered around delivering a hassle-free, convenient experience for customers from the moment they browse for tickets to after-sales support.

1. Streamlined Booking Process: BookMyShow offers an intuitive and easy-to-use booking process, ensuring that customers can search for entertainment options, select their preferred seats, and complete the payment in a few simple steps.

   

2. Multiple Payment Options: BookMyShow provides a wide range of payment methods, including credit/debit cards, net banking, UPI, and digital wallets, ensuring users have a convenient checkout experience.

   

3. Real-time Confirmation: As soon as a customer completes a booking, they receive real-time confirmation via email or SMS, eliminating the need for physical tickets and ensuring that they have all the details they need.

   

4. Customer Support: BookMyShow’s responsive customer support system ensures any issues, such as cancellations or inquiries, are quickly resolved through multiple channels, including phone, email, and social media.

   

5. Continuous Improvement: The platform regularly updates its services based on user feedback, improving its user interface, process flows, and service offerings to stay ahead of customer expectations.

Physical Evidence Strategy

Although BookMyShow is an online platform, the physical evidence plays a significant role in enhancing user trust and confidence in the platform’s services.

1. Website and App Design: The design and functionality of BookMyShow’s website and mobile app serve as physical evidence. The aesthetic appeal, ease of navigation, and responsive design create a positive user experience that reassures users of the platform’s quality.

   

2. Confirmation Emails and Digital Tickets: Upon booking, customers receive digital tickets and confirmation via SMS and email, providing tangible proof of their purchase. These tickets can be scanned at the venue, eliminating

the need for printed copies.

   

3. Customer Reviews and Ratings: BookMyShow displays user reviews and ratings for events and venues, providing potential customers with valuable insights and building trust in the platform’s offerings.

   

4. Security Badges: To build confidence, BookMyShow prominently displays security badges and certifications on its website, highlighting that customer data is protected during transactions.

   

5. Event Partnerships: BookMyShow’s presence at major events like concerts and sporting events, often branded with banners and physical counters at venues, enhances its visibility and reinforces its credibility as a trusted ticketing partner.

The marketing mix of BookMyShow has been pivotal in making the platform a household name in the online entertainment ticketing industry. By focusing on product diversification, dynamic pricing, convenient accessibility, and a customer-centric approach, BookMyShow has maintained its leadership in the industry.

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