Demystifying Indian Cinema from a Customer Perspective: A Case Study of Recent Bollywood Movies

Abstract

In the business domain, one of the major industry which is growing at a faster pace is the media and entertainment industry. The information and communication revolution further contributed to the fast growth of this sector. Indian cinema is the backbone of the industry. But in the domain of management research, it is often neglected. The scale of business it generates and the impact that it creates on the society is unmatchable. In this direction the current study analyses the case of two recently released Bollywood movies and tries to identify the reasons behind their huge success. For an in-depth analysis the study uses a case study method. After analysing the cases in great detail, the study draws some important lessons from managerial perspective. The findings of the study show the importance of a strong core product element, providing superior value to the target customer, word of mouth communication, use of social media to create a buzz, and to cultivate opinion leader for success of a service brand.