Introduction

The Industry:
Wearable technology, also commonly referred to as "wearables,"
is an
electronics category that can be used as daily accessories, have
them embedded
in clothes, or even implanted in the user's body. These are
intended to be hands-
free gadgets with a variety of useful applications. They have
game-changing
potential in medicine and other allied sectors. They derive their
power through
microprocessors and have the capability of sending and receiving
data through
the Internet.
The expansion of mobile networks facilitated the development of
wearable technologies. Fitness
activity trackers were the rst signi cant wearable technology to
gain popularity with
consumers. The wristwatch was then transformed into a screen,
and more complex mobile apps
were added. Bluetooth headphones, wristbands, and web-
enabled glasses also receive data from
Wi-Fi networks. With augmented reality and virtual reality
headsets, the gaming industry is
introducing more accessories in wearable technology.
About BoAt:
Aman Gupta and Sameer Mehta launched their direct-to-
consumer electronics company, boAt, in
2016. Moreover, in 2014, they established Boat's parent business,
Imagine Marketing India, with
whom they are closely af liated. BoAt was founded with a
bootstrapped capital of INR 30 lakhs.
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 The wide variety of products that the rm offers has attracted a
large customer base. These
products range from speakers to wireless earbuds and
earphones to smartwatches and home
audio devices and smartphone accessories. According to the
company's own description, they are
a "lifestyle brand." Customers may obtain the latest and greatest
products from them at a price
that won't break the bank.
According to International Data Corporation (IDC), boAt ranked
fth in the wearables market by
volume of deliveries and market share in Quarter 1 2022. Apple,
Samsung, Xiaomi, and Huawei
took the rst four spots.
BoAt offers an incredible collection of earphones, earbuds,
headphones, and audio equipment
that stand out for their great quality, low costs, and world-class
designs. Since its inception in
2016, boAt has been named India's leading earwear audio brand.
Through the company, users
can experience both spirit and energy. Boat's primary objective
was to give people valuable,
long- lasting
,andwell-knownstylishproducts.
The narrative of a humble Indian startup's sudden journey to
stardom is certainly endearing.
They met numerous con icts throughout their travels. Despite the
hardships, they never gave up
hope. They, too, had humble origins. It grew from its beginnings
as a network of connection
producers and sellers. One of its creators, Aman Gupta, was
familiar with the gadget sector. He
led his small
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4
group of workers for several years (2007 to 2010). He worked for
Citibank from 2003 to 2006
after completing his CA degree. In 2010, he decided to pursue an
MBA at ISB Hyderabad. This
was the beginning of his problems with the auditing rm KPMG.
Despite the fact that he was
there for a little more than a half-year, it was long enough to leave
an impression. The same can
be said of his interest in machinery and technology, which drove
him to apply at
JBL. Sameer Mehta is Boat's principal nancial backer and chief
operations of cer. After
graduating from college, Sameer Mehta created and maintained
his own company, Redwood
Interactive.
Source: StartuptalkySource: IDC Monthly wearable share
May,2022

5
Product Portfolio of BoAt
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 CategoryProducts
Airdopes
boAt Airdopes 131
True Wireless
Wireless Earbuds
boAt Airdopes 121 PRO TRebel Airdopes 601 ANC
Rockerz Wireless
boAt Rockerz 235 V2
boAt Rockerz 255 Pro
Bassheads Wired
boAt BassHeads 172
TRebel BassHeads 242
Smart Watches
boAt Wave Connect
boAt Watch Flash boAt Xtend
Stone Speakers
boAt Stone 650
boAt Stone 1200F boAt Stone 1010
boAt Aavante Bar 1150
Home Theatre
boAt Aavante Bar 1500N
Systems & Soundbars
Mobile Accessories
boAt LTG 500
boAt Micro USB 150 boAt Micro USB 600
Trimmers
Mis t TSO Trimmer Mis t T200
Immortal Gaming
boAt ImmortallOOOD
Headphones
boAt Immortal 1300
Car Accessories
boAt 3A Qualcomm 3.0
Turbo Car Charger
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 6
Objective:
To study the go-to market strategy of the company and
understand the complexities connected
with expanding in a highly competitive market and how to
maintain growth while maximizing
pro tability.
GTM strategies foresee the challenges of this competitive sector
by correctly identifying the
target market, explaining the product's value proposition, building
a marketing plan, and also
developing a sales and distribution channel strategy.
Value Proposition
BoAt recognised the vast gaps in India's audio and wearable
markets and launched BoAt with the
objective of bringing fashion and consumer electronics together
.
After ve years, BoAt has become an important part of cultural
dialogues for the millennial
population, social media in uencers, audiophiles, and many
others. As a result, BoAt has
become an outspoken supporter of self-expression, adventure ,
and discovery. BoAt aspires to
provide more than simply a product to its community, driven by a
strong love of music and an
instinct for innovation.
What is Strategic Marketing Communication:
Strategic Marketing Communication is a communication strategy
used by a company to convey
its message or market its product or service through various
channels to reach its target
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customer; this strategy enables this company to ef ciently decide
on what to be said, whom to be
said and how to say it, so it reaches target customer.
Multiple channels are present for this:

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