CHAPTER-01

1
INTRODUCTION TO STUDY
Media plays a very important role in shaping the personality of people. It has been observed
that citizens become more sensible and capable to shoulder their responsibility towards the
nation and the society because of the media. We get our role models by hearing about the
appreciation of their great deeds from the media itself. Over the years, mass media has played
an important role in making people understand the meaning of democracy. We also come to
know about the strengths and weaknesses of the economy of our country, the population
figures, the various problems faced by the nation, achievements of the nation in different
sectors, through the prompt and precise reporting of different forms of media. Media plays an
important role in building the sense of unity and pride among the people of the nation. In
those countries where there are many castes, religions and languages spoken, media has even
more tough responsibility of conveying the true news to the citizens. Media makes the
citizens aware of their fundamental rights and their duties towards their families, state and the
nation. Utility of the mass media in the areas of advertising and marketing is simply great.
The effects of mass media are truly everlasting.
Media management is a general job title that describes people who manage talent for media
professionals like those who work in photo, sound, and video. It is a form of entertainment
management, a field that manages talent in show business. Professionals in the media
management field work with many types of media-related talent, including actors, artists,
writers, and musicians.
Media management in business differs from media management in computers because the
computer term refers to activities that involve processing computer media files like music,
video, and picture files. Managers of this type are common in entertainment and print media
because they facilitate contact between those seeking talent and those providing media talent.
The media management field can include many types of management, including managing
the finances of a popular band or controlling the royalties in the estate of a deceased movie
star. A media manager might also work as an agent for a writer of books or magazines,
contacting publishers who might want to buy clients' writing work. Media managers usually
have a number of copyright and trademark laws that guide and restrict the way they conduct
business within their media field. In most places, the laws that govern music copyrights differ
from laws that control copyrights of motion pictures and photographs, so some media
managers specialize in only one type of media. A media professional can benefit from the use
of a manager because it allows the talent to focus on media work instead of promoting the
work. Because managers specialize in promoting talent to industry professionals, they often
have better and more reliable industry contacts that facilitate promotion and management of
the media professional's work. A large part of the job of a media management professional is
to promote and control the media image of managed talent. Job titles for media managers
include broadcast media managers,
Internet media managers and public relations managers. Professionals in this field may also
handle negotiating contracts and collecting payments, including royalties. In many regions,

2
governments require a talent management professional to have a license in order to negotiate
or sign contracts on behalf of a media professional. Management professionals can suffer
invalid or negated contracts or prosecution if they do not operate within local laws. In this

context this new book is in your hand to know, judge and evaluate the media management
history, approaches, areas, scope, theory, concept and practices around the world.

3
CHAPTER -02

4
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 first significant 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.

The focus in the development of wearable technology now appears to be moving from
consumer accessories to more specialized and practical applications. Microchip implants are
now being used to replace keys and passwords. Embedded in a fingertip, the chips use near-
field communication (NFC) or radio-frequency identification (RFID) and are similar to the
chips used to track lost pets.

Modern wearable technology falls under a broad spectrum of usability,

including smartwatches, fitness trackers such as the Fitbit Charge, VR headsets, smart
jewelry, web-enabled glasses and Bluetooth headsets. Wearables work differently, based on
the category they belong to, such as health, fitness or entertainment. Predominantly, wearable
technology functions by incorporating microprocessors, batteries and connectivity to the
internet so the collected data can be synced with other electronics, such as mobile devices or
laptops.

5
Wearables are embedded with built-in sensors that keep track of bodily movements,
provide biometric identification or assist with location tracking. For example, activity
trackers or smartwatches -- the most common types of wearables -- come with a strap that
wraps around the user's wrist to monitor their physical activities or vitals throughout the day.

While most wearable’s are either worn on the body or are attached to clothing, some function
without any physical contact with the user. Cell phones, smart tags or computers can still be
carried around and track user movements. Other wearable’s use remote smart sensors and
accelerometers to track movements and speed, and some use optical sensors for measuring
heart rate or glucose levels. A common factor among these technology wearables is the fact
they all monitor data in real time.

The following are the most popular current and next-generation applications of
wearable technology:

Epidermal skin technology. According to ScienceDaily, the Terasaki Institute for

Biomedical Innovation invented wearable electronic skin for monitoring health. A next-
generation of wearables, this ultra-thin e-skin patch can be attached to the wearer's chest area
along with a small wireless transmitter by using water spray and can be worn for up to a
week. It is sensitive enough to pick up and record electro signals, such as heartbeats and
muscle movements, which can be sent to healthcare providers via the cloud so they can
monitor the user's vitals remotely. This powerful wearable is a steppingstone for monitoring
chronic illnesses such as heart failure and diabetes.

Health monitoring. People use wearable technology to track and receive notifications for
their heart rate and blood pressure, watch their calorie intake or manage their training
regimens. The COVID-19 pandemic boosted the use of wearable technology, as consumers
gained a broader awareness of personal hygiene and taking precautions to prevent the spread
of infections. Apple, for instance, updated its Cardiogram app by introducing a new sleeping
beats-per-minute feature that monitors heart rate fluctuations for COVID-19 patients.

Entertainment and gaming. The gaming and entertainment industries were the first to adopt
VR headsets, smart glasses and controllers. Popular VR head-mounted displays, such as

6
Oculus Quest, Meta Quest and Sony PlayStation VR, are used for all types of entertainment
purposes, including gaming, watching movies and virtual traveling.

Fashion and smart clothing. Clothing known as smart clothing, or intelligent fashion, has
been gaining wide popularity over the past few years. Smart jackets, such as Levi's jacket
made with Google's Project Jacquard technology whose threads are composed of electrical
fibers, enable the wearer to answer calls, play music or take photos right from their sleeves.
Smartwatches, wristbands, smart shoes and smart jewelry are also popular examples of
wearable technology.

Military. These wearables include technology that tracks soldiers' vitals, VR-based
simulation exercises and sustainability technology, such as boot inserts that estimate how
well the soldiers are holding their equipment weight and how terrain factors can affect their
performance.

Sports and fitness. Sports use wearable athletic devices that are either built into the fabric of
the sports apparel or are incorporated into sports equipment, such as bats and balls.
The GPS and Bluetooth-linked devices relay real-time data to coaches for analysis through
connected electronic devices such as laptops. Besides wearable athletic devices, familiar
wearable technology such as Fitbit, Apple Watch, Garmin, Samsung Galaxy Watch and Polar
are used extensively to track various areas of the player's health and performance metrics.

7
CHAPTER-03

8
ABOUT COMPANY

Aman Gupta and Sameer Mehta launched their direct direct-to-consumer

consumer electronics company,
boAt, in 2016. Moreover, in 2014, they established Boat's parent business, Imagine
Marketing India, with whom they are closely affiliated. BoAt was founded with a
bootstrapped
ped capital of INR 30 lakhs. The wide variety of products that the firm offers has
attracted a large customer base. These products range from speakers to wireless earbuds and
earphones to smartwatches and hom audio devices and smartphone accessories. According
Accor to
and greatest products from them at a price that won't break the bank.

According to International Data Corporation (IDC), boAt ranked fifth in the wearables
market by volume of deliveries and market share in Quarter 1 2022. Apple, Samsung,
Xiaomi, and Huawei took the first 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
world-class
class designs. Since its inception in
2016, boAt has been n named India's leading earwear audio brand. Through the company, users

9
can experience both spirit and energy. Boat's primary objective was to give people valuable,
long-lasting, and well-known
known stylish products The narrative of a humble Indian startup's
sudden journey to stardom is certainly endearing. They met numerous conflicts 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 sel sellers.
lers. One of its
creators, Aman Gupta, was familiar with the gadget sector.

He led his small 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 aat
ISB Hyderabad. This was the beginning of his problems with the auditing firm KPMG.
Despite the fact that he was there for a little more than a half
half-year,
year, it was long enough to
leave an impression. The same can be said of his interest in machinery and technology,
technology, which
drove him to apply at JBL. Sameer Mehta is Boat's principal financial backer and chief
operations officer. After graduating from college, Sameer Mehta created and maintained his
own company, Redwood Interactive

10
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 profitability.

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 five years, BoAt has become an important part of cultural dialogues for the millennial
population, social media influencers, 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

11
Growth of the Company

The growth of the boat company is mainly driven by its distribution partnerships. Initially,
the company was selling its products and devices on Amazon, Flipkart, Myntra, and Jabong.
However, recently the company started its retailing at several Croma outlets and on the
official website. The good performance of the products has helped boAt in achieving the
desired growth.

Besides, the celebrities and the cricketers of India have has helmed the company. The
company is steadily growing and extending its services to millions of ‘boAtheads’.
boAtheads is a term the company uses for all its consumers and brand ambassadors. It has
been only five years since the inception of the boAt company, and yet the company stands
high with more than 800,000 happy customers.

Why is boAt Successful?

Attaining success is not an overnight process. The constant dedication and perseverance lead
the path to be a triumph. boAt company has modified its approach since the beginning and
has till date kept on improvising. There are several factors that put boAt on the road to
success as mentioned below:

Consumer Satisfactions at its Best:

The company aims to satisfy the needs of users and developing products by closely observing
their requirements. The first-ever product of the company was an indestructible Apple
charging-cable and charger. After the founders sensed its urgency, the product was
developed. Over the past three years, people are increasingly looking for sports and fall-proof
headphones. Following the need, the boAt company launched fall-proof headphones. Along
with that, it also introduced interesting colors for its products.

Variations in the boAt Catalog:

The second product the founders brought was an audio range, which included earphones.
Since Indians love bass, the company named their first earphones as BassHeads. The
organized earphones market was growing at 20-30% annually. In 2018, boAt launched
speakers and, in 2019, soundbars and home-audio systems. The sales of soundbar were
expected to hit 200 million to 300 million in 2019.

A lifestyle brand:

The company believes that boAt is a lifestyle brand and not a consumer electronics brand.
This strategy was displayed at the Lakmé Fashion Week in Mumbai in the year 2019. During
the event, the models were wearing boAt products as the only accessories when they walked
down the ramp for one of the designers.

12
(a) The relation of work done in my study to the company

13
Branding Strategy of boat

boAt first started experimenting by creating Apple charger cables with anti-destruction
properties. It was the time when people were suffering because of getting their charger cable
damaged without any obvious reason.

boAt grabbed this opportunity and up their game by creating the indestructible charger cable
for Apple. This is how they stepped into the market with unique products that solved the
problems of the customers.

That was just the beginning, and then the company started creating products like headphones
and earphones. It was so reliable that it can be worn even while working out or exercising.
These products were able to get popular amongst the younger generation who are into fitness.

Target Audience

From the beginning boAt was focused on the youth who are into fitness, they made all the
products by keeping their target audience in mind. The demand for indestructible products
has been increasing day by day, they understood it and started developing it. Plus with
various advertisements, they tried to capture the attention of their target audience.

TAGLINE- “PLUG INTO NIRVANA”

The tagline of Boat Lifestyle, a popular consumer electronics brand known for its audio
products, is "Plug Into Nirvana." This tagline reflects the brand's focus on delivering high-
quality audio experiences that allow users to immerse themselves in their favourite music and
audio content, experiencing a sense of joy and satisfaction.

PRODUCT AND SERVICES

Boat Lifestyle is a consumer electronics brand that offers a range of audio products and
accessories. Here are some of the products and services offered by Boat:

14
Products:

1.Earphones
Earphones and Headphones: Boat offers a variety of wired
and wireless earphones and headphones catering to different
needs and preferences. This includes in-ear,
in on-ear, and over-ear
headphones with features like active noise cancancellation, deep
bass, and wireless connectivity.

2. Bluetooth Speakers: Boat's range of Bluetooth speakers

includes portable speakers, party speakers, and soundbars. These
speakers are designed for both indoor and outdoor use, offering features like waterproofing,
water
long battery life, and high-quality
quality sound output.

3. Smartwatches:: Boat has also ventured into the smartwatch segment with products that
offer health and fitness tracking, notifications, and other smart features.

4. Cables and Chargers: Boat offers a range of cables, chargers, and adapters compatible
with various devices, ensuring fast and efficient charging and data transfer.

15
5. Mobile Accessories: Boat offers a variety of mobile accessories such as power banks,
earphone cases, and screen protectors to enhance the user experience with their devices.

UNIQUENESS ABOUT BOAT

Boat (Boat Lifestyle) has carved a unique niche for itself in the consumer electronics market,
particularly in the audio segment. Here are some aspects that highlight the uniqueness of Boat
as a brand:

1. Youthful and Vibrant Brand Image: Boat has successfully positioned itself as a youthful
and vibrant brand that resonates with the younger generation. Its marketing campaigns,
product designs, and communication style are modern, energetic, and relatable to its target
audience.

2. Affordable Pricing: One of the standout features of Boat products is their affordability
without compromising
promising on quality. Boat offers high-quality
high quality audio products at competitive
prices, making them accessible to a broader range of consumers.

3. Wide Product Range: Boat offers a diverse range of audio products, from earphones and
headphones to Bluetooth speakers
peakers and soundbars, catering to various needs and preferences
of consumers.

16
4. Innovative Features: Boat products often come with innovative features such as deep bass
technology, active noise cancellation, waterproofing, and long battery life, enhancing the user
experience.

BoAt's marketing strategy:

"You are plugged into Nirvana". When you take a boat, you leave everything behind, you
plug into a new zone, says co-founder Aman Gupta. Prior to the brand's revolution, earbuds
and headphones were merely accessories that came with mobile phones. In recent years,
demand for Boat's products has skyrocketed. In order to build a solid customer base, the firm
prioritized the following three market tactics:

 Customer's Needs
 Customer's Desires
 Customer's Behavior Pattem

Marketing Mix
4P Analysis

Product

When they saw that iPhone charging cords were easily broken owing to low quality, they set
out to solve this problem by manufacturing and marketing replacement cables that were
indestructible. They quickly grew to include a wide variety of earbuds and headphones
designed specifically for use while exercise. This was a very important way to reach young
people, especially since fitness is more important than ever. Making custom commercials or
posters that show people working out or running while wearing BoAt earbuds also helped
show how useful the products are.

Promotion

BoAt's products are only advertised and sold through digital marketing and social media. The
company has avoided advertising on TV and in newspapers. Instead, you might find Boat ads
where all the young people hang out, like on Facebook and Google.

17
Pricing

BoAt is not as expensive as high-end brands but also not as cheap as Chinese brands. The
company is in the best place in the market. The price point of a product makes it easier for
people to buy it, and BoAt users can also get big discounts on products. It's popular with most
people. And by focusing on fashion, it attracts the group it wants to reach, which is young
people.

People

Getting the brand's target audience right is undoubtedly one of the most essential parts of
making the brand successful.

Thanks to social media, fitness is getting more attention than ever before, and for many
people, audibles are becoming more of a must than a choice. People's habits did start to
change because of the trend. BoAt knew this, so they made things that young people liked.

During the 2019 Lakme fashion week, BoAt teamed up with Masaba Gupta and quietly
stopped being an audio and electronics company to become a lifestyle brand. This makes it
different from other brands like JBL and Skullcandy. It could also help the company keep
making products that are meant to make people's lives easier. Along with earbuds, the
company has made a number of sound bars, speakers, and sound systems over time. Being
called a lifestyle brand opens the door for BoAt to make more of these kinds of things in the
near future.

18
CHAPTER-04

19
Types of Advertisement done by the Company

Multiple channels are present for this:

1. Influencer Marketing
BoAt is no stone left unturned regarding influencing people with influencer marketing. BoAt
has not struck the deal only with influencers but also with celebrity endorsements, cricketers,
content creators, and even stylists.

Celebs like Jacqueline Fernandes, Kartik Aryan, and Kiara Advani, as well as content
creators like Prajakta Koli, Harsh Beniwal, and Bhuvan Bam, are on board to promote the
products of boAt.

2. Digital Marketing

Digital marketing is a big player in the company's marketing strategy. All the marketing
strategies employed by boAt, including boat advertisement, are listed below:

 Mobile Marketing

Using this multichannel online marketing technique. boAt reaches out to its consumers
through its mobile application, emails, and SMS marketing.

 Email Marketing

20
boAt sends personalized messages to its existing and potential customers who agree to share
their email to receive updates from them. They send quirky, catchy, and crisp emails.
Whether it is updating the audience about a new product, offers and discounts or
communicating their message across.

 Social Media Marketing (SMM)

boAt sails swiftly navigating the digital realm and is an expert at social media marketing.
marketing The
company has a presence on Instagram, Facebook, Twitter, YouTube, and LinkedIn.

 Hashtag Marketing with Unique Hashtags

#whatfloatsyourboat

#boatheads

#trebelwithboat

#levelupwithboat

#raisethebar

These are just some of the hashtags that have made the rounds on social media platforms.
Making the audience chime in on the conversation.

3. Storytelling Through Social Media Campaigns

llustrations have been made and shar

shared on Instagram stories under the name boAt adventures to charm
and get the attention of comic lovers and the audience

21
In a video from the most recent campaign, you always do what floats your boAt, run by the
name and hashtag, and do what makes your boat float.

The most recent one that is derived from the idiom do what floats your boat, caters to the
gen-zz the most and is getting a niche audience of its own to integrate the product with the
culture and lives of skaters, street artists, and more.

Another
er campaign features Kiana Advani, Bani J, Raja Kumari and other strong women with
an upbeat music video with the title "I am a rebel" The range of TRebel has a direct link to
the campaign.

Digital campaigns have helped connect the right type of content wi

with
th the right people in real
time.

4. Moment Marketing and Collaborations

This is a big shot for boAt. Their exclusive collections include earbuds. Made available in all
different colors and for the teams of the IPL cricket team. The company seized the moment to
grab the attention of cricket fans and persuade them to get the product fit for their favourite
teams.

22
The Marvel Collection

The most recent collection was launched by them or for the Marvel fanbase. Collections for
characters like Iron Man, Captain America and Black Panther. Which features a special
collection of earbuds, headphones, and speakers for Marvel fans.

The Masaba Collection

5. Experiential Marketing

BOAt gives an experience to the people that they can't forget through concerts. Engaging the
audiences in two-way communication, the most common elements found in all these
partnerships, concerts, and tours were photo booths and nirvana zones. All where the audience
was encouraged to participate. The brand shared the stories of its audiences on its official page
on Instagram, making an emotional connection and building a loyal fan base. Through this,
they generated buzz and gained media coverage

23
 6. Community-Based Marketing With The #Amboathead

Engaging the community on social media platforms like Instagram and sharing the pictures
clicked by them for their boAt products on their stories is a great way of building a sense of
community; it also has its own hashtag, #Amboathead.and

They also have giveaways for their products and contests to keep the audience in the
conversation. The hashtag #IAmboAthead has more than 500 posts. The brand is surely
building its own tribe. Not only this, the brand has established its own lingo for the community
from A-Z to give the clan a sense of belongingness and being a part of it.

7. Leveraging the Brand Using Consumer Insights

The brand started with the category of sound devices, which includes wireless earbuds, Wireless
Headphones, wired headphones, and wireless speakers. Now, the brand is expanding its empire,
aiming at men's personal grooming - misfit, audio wear for fierce women and girls - with
TRebel, which sounds like a fashion item as well, and the most recently launched collection of
smartwatches.

The brand has now launched a smartwatch and trimmers and continues to innovate its products
by launching many limited edition collections. The brand is not what it is today without funding.

Navi Technologies, Fireside Ventures Warburg Pincus investing a hundred million, InnoVen
Capital invested 16 crores in 2019, and Sachin Bansal's BAC acquisitions also pledged 20
crores.

boAt is now the fifth-largest wearable brand globally, and the most recent news on funding
involves Qualcomm investing in boat

8. Personalized Marketing

boAt sends out targeted emails, makes short videos that resonate with the consumers, and
consistently interacts with their customers on their social media platforms, which increases the
consumer's satisfaction and loyalty towards the brand. They keep track of consumers' behaviour,
purchasing habits, preferences, email open rates, and more tactics.

24
Though digital plays a substantial role in the marketing strategy of boAt. Using print mediums
is not dead for them. Print ads for different newspapers are still used by boAt and also up with
retailing with distributors like Croma. But now, the paradigm is shifting from business to
consumers..

9. Meme Marketing - Keeping it Relevant With Memes and Language

Having a very deep understanding of its audience, boAt has tagged its products in the internet
language of lifestyle choices like sports, travel, WFH (work from home), and fashion.

10. Portrayal as a Lifestyle Product

Right from the start, boAt as a brand has been portrayed as a lifestyle brand. In fact, so much so
that the word "lifestyle" is followed on their website. And not as a brand that manufactures
computers and electronics, which it really is. So as to occupy the space in the consumer's
mindset, the products of boAt are something that we use daily and also make a fashion
statement. The models at the Lakme Fashion Week walked on the ramp wearing boAt's
products when boAt collaborated with them.

25
 (a) DETAILED DESCRIPTION

Covid-19 Marketing Strategy of BoAt

The following changes were seen in the marketing strategy of boAt company during the
pandemic:

Fixing the Core of SEO

The brand focused on SEO to stand out from the clutter, using this tactic for better reach in the
digital space.

Giving Value to the Consumer

They focus not only on the brand but also on what consumers look for in a product. For. For
example, there is always some quality that the consumer is looking for when using a product to
satisfy their need or wants. boAt makes it a priority to identify that.

Data and Research

Keeping a close eye on customer feedback and tracking repetitive patterns, if any, were found
to evaluate the overall effectiveness of their products.

Using YouTube

They created short videos on YouTube with display ads that were short, crisp, and on-point.
Which also included video sequencing with display ads.

26
CHAPTER-05

27
 SWOT ANALYSIS

SWOT Analysis

Strengths

Profitability: The selling of customised boats provides boat manufacturers with healthy
profit margins. They can slow down their expansion at any moment, and there are
significant obstacles for new competitors to overcome in this market.

Although there are few barriers to entry into the boat manufacturing sector, a
successful company venture requires a leader with extensive knowledge and expertise in
the field.Those who are up to the challenge of boat manufacturing can reap the rewards
oflarge gross margins while working for themselhes in a very complicated industry. In
order to get various parts of a boat made, the firms that make boats have to keepgood
ties with one another.

Weaknesses
Political and economic instability: these companies are more vulnerable to downturns in
the economy. Therefore, it is crucial that the entrepreneur find strategies to keep all
fixed and underlying costs under control to maintain a profit margin through economic
downturns.

Opportunities

Companies may grow rapidly by creating standardised templates for their most common
processes.Some boat builders may sell licences to other businesses so that they can produce
boats based on their blueprints and designs.

Expansion: Moreover, by expanding the basic facilities, additional orders may be processed
at any given moment. Danger The possibility of a monetary downturn, which would reduce
consumers' spending power.

28
Threat:

Boat faces a significant challenge due to the unbalanced nature of the market caused by the
breadth of its competitors' product offerings.

Competition Rivalry:

BoAt's main competitor in the speakers and other accessories market is JBL, which has the
largest share of the Indian market. BoAt and JBL's competition is fought with supply chains,
data, business analytics, and an internet front.

Potential for new companies to join the market: BoAt is a pretty new company, so there is a
lot of room for new companies to join the market. Even though BoAt just came out,
companies like MiVi, Noise, etc. are already taking its market share. After BoAt came along,
these

companies started to get a bigger share of the Indian market, but they still have a big piece of
it

Power of Suppliers: BoAt has been able to fight against the power of suppliers. Most of the
BoAt suppliers, people say, are from China. We all know that China brags about making
things at low cost. So, we can say that BoAt's products come at a low price.

Power of Customers: BoAt still can't stand up to customer pressure, which could hurt their
ability to make money. Still, compared to competitors like JBL, BoAt's price is very low.
BoAt has improved its supply chain so that its products are available in most places, whether
they are in the country or in the city. This gives customers even more options.

Threat from Similar Products: Price match is another thing that BoAt has done to make

customers choose them. JBL is a good alternative to BoAt, but BoAt is still growing in the
Indian market even though other brands are showing up.

Ultra-premium (costs 15k+)

29
Apple, Bose Premium (costs 10-15k)

JBL Sub-Premium (costs 5-10k)

Sennheiser Economy/Affordable (costs 1-5k)

BoAt, Mivi Cheap (costs 50-500)

Mostly Imported from China and Vietnam

30
CHAPTER-06

31
FINDINGS OF STUDY
A study of the marketing strategy of Boat (Boat Lifestyle) reveals several key findings that
contribute to its success in the consumer electronics market, particularly in the audio
segment. Here are some findings based on an analysis of Boat's marketing strategy:

1. Digital-First Approach: Boat heavily relies on digital marketing channels to reach its target
audience. This includes social media platforms, influencer collaborations, and online
advertising campaigns. The brand's strong online presence helps it connect with younger
consumers who are active on digital platforms.

2. Influencer Marketing: Boat has effectively leveraged influencer marketing by collaborating

with celebrities, YouTubers, and social media influencers to promote its products. These
partnerships help create buzz around Boat products and reach a wider audience through
authentic and engaging content.

3. Content Marketing: Boat produces engaging content, including video tutorials, product
reviews, and lifestyle content, to educate consumers about its products and showcase their
benefits. This content helps build brand awareness, drive engagement, and influence purchase
decisions.

4. Affordable Pricing Strategy: Boat's competitive pricing strategy has positioned it as an

affordable yet quality brand in the market. This pricing strategy appeals to price-sensitive
consumers looking for value-for-money products without compromising on quality.

5. Product Diversification: Boat's wide range of products catering to various audio needs and
preferences allows it to target different consumer segments effectively. This diversification
strategy helps the brand capture a larger market share and cater to evolving consumer
demands.

6. Community Engagement: Boat actively engages with its community of customers and fans
through social media interactions, contests, and feedback collection. This engagement fosters
brand loyalty, encourages word-of-mouth marketing, and provides valuable insights for
product development and marketing initiatives.

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7. Agile and Adaptive: Boat demonstrates agility and adaptability in responding to market
trends, consumer preferences, and competitive dynamics. The brand quickly launches new
products, updates existing ones, and adjusts its marketing strategies to stay relevant and
competitive in the rapidly evolving consumer electronics market.

8. Strong Brand Identity: Boat has cultivated a strong brand identity characterized by its
youthful, vibrant, and aspirational image. This brand identity resonates with its target
audience and helps differentiate Boat from competitors in the market.

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CHAPTER -07

34
CONCLUSION

In conclusion, the study of Boat's marketing strategy highlights its digital focus, influencer
collaborations, affordable pricing, product diversification, and strong brand identity as key
pillars of its success. Boat's ability to engage with its community, adapt to market changes,
and maintain a competitive edge in the consumer electronics market underscores the
effectiveness of its marketing strategy.

Even in a hyper-competitive space of wearable technology in today's age, boAt has managed
to sail through successfully. One of the key reasons for boAt's success was product durability,
which, when paired with competitive price, enabled the company to secure a market share in
a market- driven majorly by international brands. Digital marketing plays an important role in
building the brand. It partnered with Celebs like Kartik Aryan, Jacqueline Fernandes, and
Kiara Advani, social media content creators like Bhuvan Bam, Harsh Beniwal, etc. A major
hype was created by partnering with sports stars like Hardik Pandya, Shikhar Dhawan, KL
Rahul.

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CHAPTER -08

36
SUGGESTIONS
1. Personalized Marketing Campaigns: Implement personalized marketing campaigns
leveraging data analytics and customer insights to tailor messaging and offers based on
individual preferences and behaviors. This can enhance engagement and conversion rates.

2. User-Generated Content: Encourage customers to create and share their own content
featuring Boat products on social media platforms. User-generated content can serve as
authentic testimonials and help amplify brand reach and credibility.

3. Interactive Content: Develop interactive content such as quizzes, polls, and interactive
videos to engage consumers and gather insights about their preferences, needs, and feedback.

4. Sustainability Messaging: Highlight Boat's sustainability initiatives and eco-friendly

practices in marketing campaigns to appeal to environmentally conscious consumers and
differentiate the brand in the market.

5. Collaborations with Local Influencers: Collaborate with local influencers and content
creators in different regions to tap into diverse audience segments and enhance regional brand
awareness and relevance.

6. Loyalty Program: Introduce a loyalty program to reward loyal customers with exclusive
offers, discounts, early access to new products, and personalized recommendations, fostering
customer loyalty and repeat purchases.

7. Omnichannel Integration: Further integrate online and offline channels to provide a

seamless shopping experience for customers, allowing them to research, purchase, and
engage with the brand across multiple touchpoints.

8. Educational Content: Create educational content to guide consumers on product usage,

care, and maintenance. This can help enhance customer satisfaction, reduce product returns,
and build brand trust.

37
9. Customer Reviews and Testimonials: Encourage satisfied customers to leave reviews and
testimonials on e-commerce platforms, social media, and the official website. Positive
reviews can influence purchase decisions and improve brand reputation..

10. Global Expansion Strategy: Develop a targeted global expansion strategy to enter new
markets, considering local preferences, cultures, and competitive landscapes. Collaborate
with local partners and distributors to adapt marketing strategies and product offerings to
specific market needs.

By implementing these suggestions, Boat can further strengthen its marketing strategy,
enhance customer engagement, drive brand loyalty, and continue its growth trajectory in the
competitive consumer electronics market.

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CHAPTER-09

39
BIBLOGRAPHY

boAt Marketing Strategy - How boAt is Ruling the World of Sound. (2022, January 4).
Startup Talky. Retrieved December 21, 2022, from https://startuptalky.com/boat-marketing-
strategy/

Dugar, M. (2021, February 6). Marketing Strategy of Boat making the sound of success.
MarqueEx. Retrieved December 21, 2022, from https://marqueex.com/marketing-strategy-of-
boat- making-the-sound-of-success/

BoAt: Lifestyle Brand's Full Analysis & Useful Information. (2021, April 20).
thedigitalyug.com. Retrieved December 21, 2022, from
https://thedigitalyug.com/startup/boat-lifestyle-brands-full- analysis-useful-information

Boat Manufacturer Business Plan and SWOT Analysis - BizFundingResource.com. (n.d.).

Boat Manufacturer Business Plan and SWOT Analysis - BizFunding Resource.com. Retrieved
December 21, 2022, from https://bizfundingresource.com/boat-manufacturer-business-plan-
and-swot-analysis

Boat Manufacturer Business Plan and SWOT Analysis - BizFundingResource.com (n.d.).

Boat Manufacturer Business Plan and SWOT Analysis - BizFundingResource.com. Retrieved
December 21,

2022, from https://bizfundingresource.com/boat-manufacturer-business-plan-and-swot-

analysis and Gaurav Tyagi, J. V. (2022, January 12). boAt revenue crosses Rs 1,500 Cr in
FY21; spent only Rs 14 Cr on salaries. Entrackr. Retrieved December 21, 2022, from

https://entrackr.com/2022/01/boat-revenue-crosses-rs-1500-cr-in-fy21-spent-only-rs-14-cr-
on-salaries/boAt Creates History; Becomes 5th Biggest Wearable Brand in the World. (n.d.).
boAt Lifestyle.

40
CASE STUDY

Boat's Marketing Strategy: A Voyage to Success

Boat, a rising star in the consumer electronics market, embarked on a strategic journey to
carve a niche amidst established players and evolving consumer preferences. Central to
Boat's marketing strategy was a deep understanding of its target audience—tech-savvy
millennials and Gen Z consumers. This audience segmentation enabled Boat to tailor its
products and marketing messages effectively.

Boat differentiated itself through innovative product features such as deep bass technology,
waterproofing, and long battery life. These unique selling points resonated strongly with
consumers seeking quality, affordability, and style in their audio products.

In the digital realm, Boat shone brightly with its robust digital marketing initiatives. A blend
of engaging content, influencer collaborations, and targeted ads amplified Boat's brand
visibility across social media platforms, search engines, and e-commerce channels. This
digital-first approach was complemented by an agile product development strategy, allowing
Boat to continuously iterate its product lineup based on market feedback and emerging
trends.

Boat's omnichannel distribution strategy further strengthened its market presence. By

expanding its reach through online retailers, offline stores, e-commerce platforms, and its
own website, Boat ensured wide product availability and accessibility for consumers.

The results of Boat's marketing strategy were palpable. The brand witnessed significant sales
growth, particularly online, and successfully expanded into new product categories like
smartwatches and mobile accessories. Customer engagement was also a key focus, with Boat
fostering brand loyalty through social media interactions, community building, and
responsive customer support.

In conclusion, Boat's marketing strategy, characterized by targeted audience segmentation,

product differentiation, digital marketing excellence, agile product development, and
omnichannel distribution, has propelled it to rapid growth and success in the competitive
consumer electronics landscape.

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