Table would call and book their tickets

Table
of Contents
Abstract. 2
Introduction. 2
Bdtickets.com.. 2
What it offers and how it
works?. 2
Process: 2
Marketing and Branding: 2
Marketing Mix (4ps). 2
Product in the Marketing Mix. 2
Place in the Marketing Mix. 2
Price in the Marketing Mix. 2
Promotions  in the Marketing mix. 2
Business
Strategy. 2
Star VIP
or Star Premium services: 2
Revenue
model 2
Advantages of bdtickets.com.. 2
Business Model 2
The Five Service Quality
Gaps. 2
Five Service gaps of
Bdticket.com.. 2
Actions taken for
feedbacks. 2
Identifying Growth
Opportunities. 2
Time Savings. 2
Creating Consultative
Analytics for Clients. 2
More Effective Marketing. 2
Reaching Full Potential 2
SWOT ANALYSIS. 2
Conclusion. 2
Bibliography. 2
 

 

 

 

Case study on Booking
Movie show online Bdticket.com

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Abstract

 

In the pre-internet era, movie tickets were
initially sold at the ticket counters. You would find long queues in front of
the movie hall whenever a new movie was released. By gauging at the length of
the queue, you could tell whether a film was a dud, hit, or a superhit. The
closest one got to online booking was telebooking, where one would call and
book their tickets in advance in the cinema hall. With internet, came
e-commerce, and the convenience of booking tickets for services like Travel and
movies from home. As technology progressed, the number of platforms from which
the online portal could be accessed increased from laptops to mobile phones, to
smartphones to tablets.

Along with convenience for consumers, came
power to the cinema halls to access the enormous data about consumer
preferences, and an opportunity to understand them better. As internet
marketing capabilities went up, brands got the power to gauge which consumer to
target for what product. Bdtickets.com is one of the red party team of Bangladesh’s
multiplexes who sells ticket online and promotes the upcoming movies along with
other value added services to the customers nearby and distant customer in an
easy and efficient way. It’s not long Bd tickets have started its business but
this recent years it has gained a lot popularity and success. There are
positive sign of future growth in this industry. And it is also taking
customers viewpoint in improving its services.

 

 

 

Introduction

 

Nothing can beat the experience of watching
a movie in a theatre on the big screen. Whether watching a classic movie or
turning out for the first day first show of new release,
there’s something special about watching movies on the big screen. Movies are
best experienced in the theatre! In Bangladesh there is not much of
multiplexes. It numbers only 3 Star Cineplex, Blockbuster and Shyamoli Cinema.
Beside that there are many renowned cinema hall such as Balaka, chourangi, pollovi,
utsob, urvasi and the likes of multiplexes numbers are only three.

Show
Motion Limited, incorporated in 19th December 2002, pioneered the modern
Multiplex Movie Theater industry with STAR Cineplex brand in Bangladesh. With
lucid vision for the entertainment development in the country, the local and
foreign promoters of Show Motion Ltd. started the first international quality
state-of-the-art multiplex cinema theatre on 8th October 2004 in Bangladesh at
Bashundhara City Mall at Panthapath, Dhaka. Then came another Blockbster which
started from 2012 and then came Shyamoli in 2017.

Multiplexes
has fully digital cinema screens with state-of-the-art 3D Projection
Technology, Silver Screens, Dolby-Digital Sound and stadium seating. With a
total capacity of 1,600 seats the theater has large lobby with full concession
stands serving pop-corns, soft drinks, ice-creams and many other items. In
addition to scheduled shows, multiplex also caters to special corporate
bookings, red-carpet premieres and private events.

Bdtickets.com

 

Bdtickets.com is a premium online
booking portal which allows you to purchase tickets for various bus services,
launch services, movies and events across the country. It also lets you
purchase travel tickets in the simplest, easiest, smartest and most convenient
way.

Search for bus availability, choose
your preferred seat, and purchase bus tickets with utmost convenience using
your mobile phone. It can’t get simpler than this.

 

Along with offering, the ease of
booking movie tickets online, they give all you need to keep up with the best
and newest of movies, while keeping you entertained. From movie reviews and
gossip, to which upcoming movies to watch, you will find everything at
bdtickets.com. For all the filmy Keedas out there who crave much more than just
the movie, bdticket.com keep at the centre of all the dhallywood golposholpos,
news and scoops. We keep you up-to-date with your favorite stars, both Indian
and international. Their trailers and insights of the upcoming and new movies
will show glimpses of movies like never before.

What it offers and how it works?

bdtickets.com
enables consumers to purchase tickets from any location at any time, just by
using your mobile phone. You can rest assured that your payment will be transferred
safely through a highly secured payment channel.

A
customer can purchase tickets through the Website and Mobile App.

You will
be offered the list of available tickets based on your selection. Then you can
proceed for payment through the portal. In just a few clicks, you can purchase
tickets from anywhere!

An SMS
is sent to the user once the purchase is confirmed. This SMS has the reference
number along with other ticket related information.

Process:

Step 1:

Install
the app or go into the link https://www.bdtickets.com/movies

Step 2:
select your desired movie

Step 3: Click on buy now

Ste 4: proceed to processing and
then provide your email address and mode of payment.

Step 5: get the ticket on your
phone.

Marketing and Branding:

 

The
main aim of the company is to provide best movie experience in the country and
for this it has to maintain its brand awareness. In order to maintain the brand
awareness, the company has spent heavily on digital media marketing. Its
presence on social media is the result of that and they are also ticketing
partners of BPL teams which helps them to have their logo printed on the team’s
kits.

Marketing Mix (4ps)

 

Product in
the Marketing Mix

At
one-time booking tickets for a movie was a very tiring experience as one had to
go beforehand to buy it and in most cases had to acquire it with extra money
especially if the movie was a hit. Bdticket.bd.com changed the concept of
booking a ticket. At the onset, it was just a website where
a person could easily book his movie ticket while sitting at any place. He/she
also had the alternative of going through every available option and choosing
the day, time and show of preference.

The company has come a
long way from only movie tickets to ticketing website for plays, sports and
concerts. It is dedicated to providing the best experience for watching Hollywood
 blockbusters, Hollywood hits and regional movies. Besides ticket booking,
it provides relevant information about venue
details, show timings, upcoming events and movies.

Place in
the Marketing Mix

It
was a new beginning for cinema lovers as the industry was on a high and in
order to attract as many customers as possible a new notion of movie watching
was taking place with the advent of cinema chains and multiplexes. It was at
this time that the concept of ticketing website was formed.

Its
primary focus has always been and always be on providing hassle-free and comfortable
experience to its customers. This online company has a wide network through
which it handles all its operations successfully.   

Its
distribution channel consists
of its presence in every district all over Bangladesh so that people can book
their show from anywhere. For instance, if someone is planning to have his/her
birthday in Dhaka and watch out movie, but stays at Rajshahi, bdtocket.com can
provide them a hassle free platform where they can buy ticket sitting back at
home. 

Price in
the Marketing Mix

Offers various price options to its customers. A
customer can pay through his debit card or credit card and in absence of both
can book his/her ticket and pay in cash after collecting them from theatres.
Price is same as regular price with some premium added.  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 company provides
several offers like a discount on tickets, fewer prices on morning shows and
discounts on bulk booking.

Promotions in
the Marketing mix

It has adopted several promotional policies to increase
its brand visibility. The company became an official partner for tickets to BPL teams like Chittagong Vikings, Rangpur Riders, Sylhet
Sixers, Rajshahi Kings .It has the monopoly as ticketing partner.  

Mobile Application- Now a days, people can easily install
their app , share their app. Or also can get into the link. Or they can they
can also connect through facebook page , other social networking sites such as
imo, whatsapp, viber, hike and the like.

Business
Strategy

 

Availability is very high. Their presence and service can be
found to all the areas, suburb areas, districts and prices doesn’t vary they
charges same to all the customers thus maintaining transparency, which has
increased loyalty of customers. they read the mind of people and provides
service according to regions, such as in remote areas they prefers bkash and has
lesser number of master visa cards, so they provide those services there. They
has various payment modes such as debit card, credit card, banking payment,
bkash, rocket, and cash on delivery. Their strategy is being accessible from
everywhere, provide wide network service so that they can reach to maximum
number of people. Bangladesh is overly populated country so if they reach to
everyone and provide their best of service they may ultimately promote their
business through word of mouth.

They developed their own inventory system and call centers to
provide service and handle customer issues. In their site they have several
options such, seeing which movies are currently , which are about to come, to
see the aisle arrangement, to see your seat , to see vacancy, to see the break
time, there are also categories such as premium lounge, economic lounge, offering
members sophisticated Top Line services for the Ultimate Movie Experience in
Bangladesh. There are different categories such as Royale VIP, Star premium,
Others Hall, etc.

Star VIP or Star
Premium services:

 

Get
free welcome drinks and popcorn.

Get
free Car parking facility round the year.

Get
priority in online booking and seat reservation facilities.

Receive
advance information of upcoming movies via E-mail.

Receive
advance information of Movies Show times via SMS.

Revenue
model

 

Bdticket.com
has not started since very long. Cineplex has started in 2002 but got its popularity
around 2006 and blockbuster since 2012, shyamoli scinema has been started
lately this year but is not well recognized yet. And now it’s a new trend
everyone wants to enjoy their life, spend some times with their family so they
prefer watching movies in theatre to spend quality time. So people keeps eye omits
upcoming movies to book a ticket or else it will be booked. So this increasing people’s
desire to watch movie has made the ticket sold out so fast. 

As
there is only 3 multiplexes of which only 2 are renowned those are blockbuster
in Jamuna Future Park and Cineplex at Bashundhara Shopping Mall. So they don’t
have to compete with much there arre 2 sellers ruling the market. They are
leading as monopoly and can charge higher prices as customers are willing to
pay even higher prices.  So they can reap
as much profit they want.

Both
the multiplexes are huge in size and has several movies and slots running
simultaneously. Like lately Jumanji is going on which has 6 slots starting from
11:00 am morning to 7:30 pm evening. There are other movies such as Halda,
Ferdinand, star wars and more. There are at least 25-30 slots per day. Each
slot has almost 250-300 customers. Per ticket cost above 200 in Cineplex and
above 400/- in Blockbuster and movie wise ticket price varies. Beside that 50/-
is charged for convenience per ticket and there are different charges for
premium services. They also provides membership cards, where there are lot of
offerings for the members, where the members have to pay annual charge of
15000/-.

They also charges for different events, programs, show
booking, stage booking, drama plays, shooting, wedding reception booking for
convention hall. They get about 65% of their revenue from movies, 30% from
events and convention center and 5% from others.

Beside movie tickets bdticket.com also has other ticket
services such as travel tickets. Further we are focusing on movie tickets we
are talking about revenue generated from movies.

Advantages
of bdtickets.com

·        
Avoid
the long queue and rush in movies hall counters

·        
Pool
of options for choice of movies and seat and desired time and category of
classes such as VIP, Premium, Economic, Others.

·        
Book
ticket instantly and preferably

·        
Payment
can be made y home

o  
Debit
card

o  
Credit
card

o  
Master/Visa
card

o  
Net
banking

·        
Available
in Social networking sites

·        
Easily
accessible

·        
Has
apps which can be downloaded from Google play, play store

Business Model

 

 

 

The
Five Service Quality Gaps

Five Service gaps of Bdticket.com

 

Perception 1

His gap is also little. Because service os provided on
real time and promptly each customers are dealt.

Perception 2

Bdtickets.com have thought of their system ahead of 5
years. Their inventory system and well equipped technologies along with
highly skilled labor plays an efficient role.

Perception 3

Here it is near to perfect. Their delivery process is up
to dated.

Perception 4

Should increase online advertisement, posters, and
billboards.

Perception 5

The gap is negligible. After sales team is there to refund
the amount or deal with return tickets.

Actions taken for feedbacks

 

They did customer survey and matched customer
perception with expectations. They tailored their service according to the
needs and wants of customers and also have charged a supreme price

Identifying
Growth Opportunities

In the first phase their goal was
to assess overall market share. For example, what percentage of tickets sold
are purchased through Bdtickets.com? From that, they gained insight into what
kind of movie gave high penetration vs. low penetration. Then moved on to
understand the theater metadata.  Such as
layer of geographical data to understand the effect of proximity of the
theaters in a geography.

Time
Savings

Queues that used to take a full day or two. With this one can sit back at home
or office and take tickets of their choices and prices without a minute waste.
Finishes these same thing in a couple of minutes. This can create a workflow,
validate it, and run it in the background while one works on other projects,
rather than having to wait for hours or day long.

.

Creating
Consultative Analytics for Clients

Apart from running price-optimization models with predictive tools has been
able to analyze which sections of a stadium could sell better to optimize
revenue. Actually recommended changes in the layout of one of the stadiums
because it supported better pricing. Because their recommendation was something
different than what the layout allowed, the client made some changes in the
layout by creating a new section out of an existing section.” They made
the recommendation based on data, and the new layout and mix of seating
generated more revenue for the client.

More
Effective Marketing

Created a workflow that guide marketing and strategic initiatives. It helped
them understand where the revenue potential is, where to target, where to channel
spending, marketing activities, and business development guides. Some of the
analysis done has become a part of branding strategies.”

Now Bdtickets.com has a clearer picture of its overall
market share and a better view into data at the customer level. They should
create next-level data analytics evaluating how various marketing efforts
change customer behavior.

Reaching
Full Potential

Data shows for future growth. Bdtickets.com have achieved 60% mark right now.
There is still room for growth using the responses of customers.

SWOT ANALYSIS

 

Conclusion

 

Bdticket.com is playing monopolistic
role they usually have their own site and ticket selling management and as they
have more customers less. So they can sell almost all the ticket at very less
of time and gain huge revenue and they also provides huge offerings and
benefits to customers to reap maximum benefits. Blockbuster Cineplex are the
leading multiplexes and they don’t have much competitor in the market. So they know
well they are ultimately going to get the customers there’s no such neck on
neck battle for low prices. Neither have they had lot of 3rd party
to sell their tickets its only bdticket.com. So is a opportunity for
bdtickets.com to reap as much benefit and take monopolistic advantage in the
market. They has reliable, enthusiast and creative skilled manpower who are
24/7 providing services. They have shown their existence though their presence
in Social Networking Sites, mobile Apps, online ad, Pop-up messages, text
messages, billboards, TV advertisements, leaflets and more. They tied up
different collaboration with different programs, charities, events, BPL where
they gained popularity.

Bibliography

 

1.      
(n.d.). Retrieved from
http://www.blockbusterbd.com/contact.php

2.      (n.d.). Retrieved December 27, 2017, from
http://www.blockbusterbd.com/contact.php

3.      (n.d.). Retrieved December 27, 2017, from
http://www.blockbusterbd.com/contact.php

4.      (n.d.). Retrieved December 27, 2017, from http://www.blockbusterbd.com/contact.php

5.      (n.d.). Retrieved December 27, 2017, from
http://www.blockbusterbd.com/contact.php

 

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