Marketing Mix Of BookMyShow and 7Ps (Updated 2024)

The Marketing mix of BookMyShow analyses the 7Ps of BookMyShow which includes the Product, Price, Place, Promotion, people, physical evidence and process of BookMyShow. BookMyShow is a renowned platform for booking tickets online. It is used to book tickets for sporting events, concerts, plays, and especially movies. This online portal business was founded in 2007 by Ashish Hemrajani and his friends Rajesh Balpande and Parikshit Dar. It is a subsidiary of its parent company, Big Tree Entertainment Private Limited, Network 18. It is headquartered in Mumbai city in the state of Maharashtra. BookMyShow is a private company and is associated with the Internet software sector.

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About BookMyShow

• Type: Online ticketing platform
• Industry: Entertainment
• Founded: 1999
• Founders: Ashish Hemrajani, Rajesh Balpande, and Manish Kalra
• Headquarters: Mumbai, India
• Area served: India, Middle East, and South-East Asia
• Current CEO: Ashish Hemrajani
• Number of employees: Over 1,500
• Major products: Online booking of movie tickets, event tickets, and sports tickets

BookMyShow Product Strategy

BookMyShow, as a comprehensive platform for booking tickets for movies, concerts, plays, sporting events, and other entertainment activities, has evolved its product mix to cater to various entertainment preferences.

The new Product Mix of BookMyShow in 2024 is as follows (Source).

1. Movie Tickets: This is the core product of BookMyShow, allowing customers to book tickets for movies in various languages and formats (2D, 3D, IMAX, etc.) across multiple cinemas.
2. Concert Tickets: BookMyShow offers tickets for live music concerts featuring both international and local artists across various genres.
3. Theater and Play Tickets: Customers can book tickets for plays, stand-up comedy shows, and other theatrical performances.
4. Sporting Event Tickets: BookMyShow also caters to sports enthusiasts by providing booking services for cricket matches, football matches, badminton tournaments, and other sporting events.
5. Experiences and Events: This category includes tickets for workshops, exhibitions, adventure sports, and other lifestyle events.
6. Gift Cards: BookMyShow offers gift cards that can be gifted to others and used to book any entertainment option on the platform.
7. Loyalty Program: They have a loyalty program that rewards frequent users with discounts, offers, and exclusive event access.
8. Mobile App and Website Services: The BookMyShow mobile app and website offer a user-friendly interface for booking, along with additional features like seat selection, showtimes, venue information, reviews, and ratings.

BookMyShow Place Strategy

It was a new beginning for cinema lovers as the industry was on a high, and to attract as many customers as possible, a new notion of movie watching was taking place with the advent of cinema chains and multiplexes. At this stage, the concept of a ticketing website was formed, and Bigtree took over service and retail rights for Vista in India, a ticketing site Software from a New Zealand company.

In 2007, one of the biggest portals for booking tickets was born in India. For the smooth running of operations, BookMyShow has nearly 446 employees. Its primary focus has always been on providing hassle-free and comfortable experiences to experiences. This online company has a vast network through which it handles all its operations successfully.

BookMyShow’s place strategy, focusing on how it distributes data and makes its web services accessible to customers, can be summarized as follows.

1. Online Platform Accessibility: Primarily operates through its website and mobile application, ensuring users can easily book tickets and view entertainment options from anywhere.
2. Wide Geographic Coverage: BookMyShow partners with a vast network of cinemas, theaters, and event venues across multiple cities and towns, enabling it to offer a wide range of entertainment options to customers in various geographical locations.
3. Integration with Entertainment Venues: Collaborates closely with entertainment venues to integrate their booking systems, ensuring seamless ticket availability and real-time updates on showtimes and seating.
4. Strategic Partnerships for Distribution: Forms strategic partnerships with various online platforms and payment gateways, enhancing its service accessibility and offering promotional discounts to reach a wider audience.
5. Customer Support Centers: Maintains customer support centers and help desks to assist users with bookings, cancellations, and inquiries, ensuring a satisfactory customer experience beyond just the online interface.

BookMyShow Pricing Strategy

The estimated revenues of BookMyShow are nearly 19.2 million dollars. It has broken various records, like selling one lakh tickets daily. BookMyShow offers its customers various price options. A customer can pay through his debit or credit card and, without both, can book their ticket and pay in cash after collecting them from the theatres. The pricing policy for its tickets is competitive and value-added, as a hit movie ticket costs more than an average movie. Sometimes, to balance the extra amount, the company offers discounts like tickets, lower prices on morning shows, and discounts on bulk booking.

BookMyShow employs a dynamic and multifaceted pricing and marketing strategy to maximize market penetration, customer satisfaction, and revenue. This strategy leverages a combination of competitive pricing, value-based pricing, and dynamic pricing mechanisms to cater to a diverse customer base. Here’s an in-depth look at its pricing and marketing strategy below.

1. Competitive Pricing: BookMyShow keenly observes the market to ensure its prices are competitive with other ticketing platforms. This helps attract price-sensitive customers while ensuring the company remains a preferred choice for online ticket bookings.
2. Value-based Pricing: Understanding the value its services provide to different segments of customers, BookMyShow employs value-based pricing for premium offerings. This includes exclusive access to events, VIP seating, and bundled services like food and beverage or merchandise, which are priced higher due to the added value they provide to the customer experience.
3. Dynamic Pricing: For certain events, such as huge concerts, plays, or sports events, BookMyShow utilizes dynamic pricing strategies. Prices may fluctuate based on demand, time to the event, and remaining seat availability, allowing the platform to maximize revenue while offering fair pricing to early buyers.
4. Service Charge and Convenience Fees: BookMyShow applies service charges and convenience fees on top of ticket prices. These fees are communicated to customers and are justified by the convenience of secure, hassle-free online bookings and the added value of services like customer support and mobile app access.
5. Promotional Discounts and Loyalty Programs: To attract and retain customers, BookMyShow regularly offers promotional discounts, cashback offers, and loyalty points. These pricing tactics incentivize repeat purchases and enhance customer satisfaction by making entertainment more affordable.

Through this strategic approach to pricing, BookMyShow seeks to balance profitability with customer satisfaction, adapting its prices to market demands, event exclusivity, technology, and customer value perception. This flexibility ensures that BookMyShow remains competitive in the entertainment ticketing market, catering to various customer preferences and financial and business considerations.

BookMyShow Promotion Strategy

The mission of BookMyShow is to provide the best movie experience; for this, the company has to maintain its brand awareness in the market. It has adopted several promotional policies to increase its brand visibility. The company became an official partner for tickets to IPL teams like Delhi Daredevils, Kings XI Punjab, and Mumbai Indians. It has the monopoly as a ticketing partner for the Indian Grand Prix, Formula 1.

The popularity and traffic of BookMyShow can be estimated through its Facebook page, which has an estimated traffic of one million fans. This online website has been awarded various awards, such as The Hottest Company of the Year for 2011-12. Its App has 7.2 million downloads, including Blackberry, Android, Windows, and iOS.

Some Recent Video ads and Print ads for BookMyShow are:

BookMyShow People Strategy

The “People” element of the Service Marketing Mix for BookMyShow is crucial as it directly influences customer experiences and perceptions of the brand. This aspect encompasses not just the employees and management of BookMyShow but also its interaction and communication with customers, partners, and suppliers. Here are key points to consider when discussing the “People” aspect of BookMyShow.

1. Customer-Centric Staff: BookMyShow invests in training its staff to be customer-centric, ensuring that every interaction – be it through customer service, social media, or in-person engagements – is professional, helpful, and friendly. Focusing on quality customer service helps build a positive brand image and enhances customer loyalty.
2. Skilled IT and Development Team: The backbone of BookMyShow’s seamless online booking experience is its skilled IT and development team. They are responsible for maintaining the website and App’s functionality, security, and user-friendly design, ensuring customers have a smooth and hassle-free booking experience.
3. Efficient Operational Team: From managing partnerships with cinemas and event organizers to handling logistics of ticket distribution and payments, the operational team ensures that all backend processes run smoothly. This efficiency is pivotal in delivering the promised service quality to customers.
4. Marketing and Strategic Partnerships: The people behind BookMyShow’s marketing strategies and partnerships are critical to its brand development and market expansion. Through innovative marketing campaigns and strategic partnerships, they work to enhance BookMyShow’s reach and service offerings.
5. Feedback and Continuous Improvement: BookMyShow places a strong emphasis on listening to customer feedback, whether it’s through social media, customer service channels, or market research. This feedback is crucial for continuous improvement, allowing BookMyShow to refine its offerings and address any gaps in service quality.

BookMyShow Process Strategy

The “Process” aspect of the Service Marketing Mix for BookMyShow refers to the procedures, mechanisms, and flow of activities by which its services are consumed. This critical element directly impacts the first stage of the customer experience, from discovering entertainment options to completing a booking and post-booking support. Here’s an example of how BookMyShow excels in its process strategy.

1. Seamless Booking Experience: BookMyShow has streamlined its ticket booking process to be intuitive and user-friendly. From selecting an event to choosing seats and making payments, the platform minimizes friction, ensuring customers can complete their bookings with ease and convenience.
2. Diverse Payment Options: Understanding the importance of flexibility in payments, BookMyShow offers various payment options, including credit/debit cards, net banking, wallets, and UPI. This inclusivity in payment methods caters to customer preferences and enhances the checkout process.
3. Real-time Confirmation and Digital Ticketing: Upon completing a booking, customers receive real-time confirmation via email and SMS, along with digital tickets. This instant confirmation and digital delivery process eliminates the need for physical ticket collection, aligning with the convenience customers seek today.
4. Customer Support and Service Recovery: BookMyShow has set up a responsive customer support system that handles inquiries, complaints, and requests through multiple channels, including email, phone, and social media. This process ensures that any issues are addressed promptly, maintaining high customer satisfaction.
5. Feedback and Continuous Improvement: BookMyShow integrates customer feedback into its service improvement process. By analyzing customer reviews, ratings, and direct feedback, the platform identifies areas for enhancement, whether in the user interface, booking process, or service offerings, ensuring that it continues to meet and exceed customer expectations.

BookMyShow Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix for BookMyShow refers to the tangible and intangible elements of internet services that customers interact with, which help to make the service more concrete and reassure customers of their purchase decision. For an online ticketing platform like BookMyShow, physical evidence plays a crucial role in shaping perceptions and enhancing customer experience despite the primary service being digital. Here are some key aspects of physical evidence for BookMyShow.

1. Website and Mobile App Interface: The design, usability, and aesthetic appeal of BookMyShow’s website and mobile App serve as critical physical evidence. A user-friendly interface that is visually appealing, easy to navigate, and reliable provides a positive first impression and reassures customers of the platform’s professionalism and quality.
2. Booking Confirmation and Digital Tickets: Although BookMyShow operates digitally, the booking confirmation emails, SMS messages, and digital tickets serve as tangible proof of service. The clarity, design, and information provided in these confirmations reinforce trust and reliability in the service.
3. Branding and Marketing Materials: The visual identity of BookMyShow, including its logo, color scheme, and marketing materials, contributes to its physical evidence. These elements help create a strong brand image that customers recognize and associate with quality and reliability.
4. Customer Reviews and Testimonials: Customer reviews and testimonials on the website, App, and social media platforms serve as social proof, offering potential customers tangible evidence of others’ experiences and satisfaction with the service.
5. Partnerships and Co-Branded Activities: Collaborations with cinemas, theaters, and event organizers, along with co-branded tickets or promotional materials, constitute physical evidence. These partnerships not only extend the tangible aspects of BookMyShow’s service but also enhance its credibility and the perceived value of the service.
6. Customer Support and Interaction Points: The professionalism and responsiveness of customer support, whether through call centers, email, or live chat, provide customers with physical evidence of BookMyShow’s commitment to service quality. The way these interactions are handled can significantly impact customer perceptions and trust.

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