INTRODUCTION

 DEFINATION

A marketing strategy refers to a business’s overall game plan for reaching

prospective consumers and turning them into customers of their products
or services. A marketing strategy contains the company’s value
proposition, key brand messaging, data on target customer demographics,
and other high-level elements.
A clear marketing strategy should revolve around the company’s value
proposition, which communicates to consumers what the company stands
for, how it operates, and why it deserves their business.

This provides marketing teams with a template that should inform their
initiatives across all of the company’s products and services. For example,
Walmart (WMT) is widely known as a discount retailer with “everyday low
prices,” whose business operations and marketing efforts are rooted in that
idea.1

 Marketing Strategies vs. Marketing Plans

The marketing strategy is outlined in the marketing plan—a document that
details the specific types of marketing activities that a company conducts
and contains timetables for rolling out various marketing initiatives.

Marketing strategies should ideally have longer life spans than individual
marketing plans because they contain value propositions and other key
elements of a company’s brand, which generally hold constant over the
long haul. In other words, marketing strategies cover big-picture
messaging, while marketing plans delineate the logistical details of specific
campaigns.

For example, a marketing strategy might say that a company aims to

increase authority in niche circles where their clients visit. The marketing
plan puts that in action by commissioning thought leadership pieces on
LinkedIn.

 Benefits of a Marketing Strategy

The ultimate goal of a marketing strategy is to achieve and communicate a

sustainable competitive advantage over rival companies by understanding
the needs and wants of its consumers. Whether it’s a print ad
design, mass customization, or a social media campaign, a marketing
asset can be judged based on how effectively it communicates a
company’s core value proposition.

Market research can help chart the efficacy of a given campaign and can
help identify untapped audiences to achieve bottom-line goals and
increase sales.

 How to Create a Marketing Strategy

Creating a marketing strategy requires a few steps. HubSpot, a digital

marketing resource, offers insight into how to create your strategy.2
 1. Identify your goals: While sales are the ultimate goal for every
company, you should have more short-term goals such as
establishing authority, increasing customer engagement, or
generating leads. These smaller goals offer measurable benchmarks
for the progress of your marketing plan. Think of strategy as the
high-level ideology and planning as how you accomplish your goals.
2. Know your clients: Every product or service has an ideal customer,
and you should know who they are and where they hang out. If you
sell power tools, you’ll choose marketing channels where general
contractors may see your messaging. Establish who your client is
and how your product will improve their lives.
3. Create your message: Now that you know your goals and who
you’re pitching to, it’s time to create your messaging. This is your
opportunity to show your potential clients how your product or
service will benefit them and why you’re the only company that can
provide it.
4. Define your budget: How you disperse your messaging may
depend on how much you can afford. Will you be purchasing
advertising? Hoping for a viral moment on social media organically?
Sending out press releases to the media to try to gain coverage?
Your budget will dictate what you can afford to do.3
5. Determine your channels: Even the best message needs the
appropriate venue. Some companies may find more value in creating
blog posts for their website. Others may find success with paid ads
on social media channels. Find the most appropriate venue for your
content.
6. Measure your success: To target your marketing, you need to
know whether it is reaching its audience. Determine your metrics and
how you’ll judge the success of your marketing efforts.

 Why does my company need a marketing

strategy?
A marketing strategy helps a company direct its advertising dollars to
where it will have the most impact. Compared with the data from 2018, the
correlation between organization and success in marketers jumped from
being almost four times more likely to almost seven times more likely
in 2022.4

 What do the four Ps mean in a marketing

strategy?
The four Ps are product, price, promotion, and place. These are the key
factors that are involved in the marketing of a good or service. The four Ps
can be used when planning a new business venture, evaluating an existing
offer, or trying to optimize sales with a target audience. It also can be used
to test a current marketing strategy on a new audience.

 What does a marketing strategy look like?

A marketing strategy will detail the advertising, outreach, and public
relations campaigns to be carried out by a firm, including how the company
will measure the effect of these initiatives. They will typically follow the four
Ps. The functions and components of a marketing plan include market
research to support pricing decisions and new market entries, tailored
messaging that targets certain demographics and geographic areas, and
platform selection for product and service promotion—digital, radio,
internet, trade magazines, and the mix of those platforms for each
campaign, and metrics that measure the results of marketing efforts and
their reporting timelines.

 Is a marketing strategy the same as a marketing

plan?

The terms “marketing plan” and “marketing strategy” are often used
interchangeably because a marketing plan is developed based on an
overarching strategic framework. In some cases, the strategy and the plan
may be incorporated into one document, particularly for smaller companies
that may only run one or two major campaigns in a year. The plan outlines
marketing activities on a monthly, quarterly, or annual basis, while the
marketing strategy outlines the overall value proposition.
INTRODUCTION OF COMPANY
"boAt plug into nirvana" is a popular audio brand in India, known for its
affordable yet high-quality headphones, earphones, speakers, and other
audio accessories. The brand was founded in 2016 by Aman Gupta and
Sameer Mehta, and since then, it has become one of the leading audio
brands in the country.

The brand's tagline, "plug into nirvana," reflects its commitment to providing
users with an immersive audio experience that allows them to escape into
their own world of music. boAt's products are designed to cater to the
needs of music lovers who demand high-quality sound and comfortable,
stylish designs.
boAt offers a wide range of products, including wired and wireless
headphones, earphones, true wireless earbuds, portable speakers,
soundbars, and more. The company's products are known for their
powerful bass, clear sound, and long-lasting battery life.

In addition to its products, boAt has also developed a strong online

presence in India through its website and social media channels. The brand
has collaborated with several popular Indian celebrities and influencers to
promote its products and has also sponsored various music events and
festivals.

Overall, boAt plug into nirvana is a popular and well-respected audio brand
in India, known for its affordable yet high-quality products, stylish designs,
and commitment to providing an immersive audio experience.

"boAt plug into nirvana" is a product line of audio devices, including

earphones, headphones, and speakers, manufactured by boAt Lifestyle, an
Indian consumer electronics brand. The brand's focus is on providing high-
quality audio products at an affordable price range, primarily targeting
young consumers in India.

The boAt plug into nirvana product range offers a wide range of audio
devices, including in-ear, over-ear, and wireless earphones, true wireless
earbuds, headphones, and Bluetooth speakers. The products are designed
to provide a premium audio experience, with features like noise
cancellation, enhanced bass, and long battery life.

The brand has gained significant popularity in India, particularly among

young consumers who are looking for affordable yet high-quality audio
products. boAt Lifestyle has positioned itself as a lifestyle brand, promoting
its products as accessories that complement consumers' personal style and
individuality.

The brand has also partnered with various celebrities and influencers in
India to promote its products, leveraging their social media presence to
reach a wider audience. In addition, boAt Lifestyle has established its
presence in various online marketplaces, such as Amazon and Flipkart,
and has its offline stores across India, including major cities like Delhi,
Mumbai, and Bangalore.

In summary, "boAt plug into nirvana" is a product line of audio devices,

including earphones, headphones, and speakers, manufactured by boAt
Lifestyle, an Indian consumer electronics brand. The brand offers high-
quality audio products at an affordable price range, targeting young
consumers in India. The brand has gained significant popularity, leveraging
partnerships with celebrities and influencers and establishing its presence
in various online and offline marketplaces.

 COMPANY PROFILE

Boat Lifestyle is an Indian consumer electronics company that specializes

in designing and manufacturing audio products. The company was founded
in 2016 by Aman Gupta and Sameer Mehta and is based in Mumbai, India.

Boat Lifestyle offers a wide range of audio products, including wired and
wireless earphones, true wireless earbuds, headphones, Bluetooth
speakers, and soundbars. The products are designed to provide a premium
audio experience, with features like noise cancellation, enhanced bass, and
long battery life.

The company has a strong focus on providing high-quality audio at an

affordable price range, making its products accessible to a wider range of
consumers. Boat Lifestyle has established itself as a lifestyle brand, with
products that are designed to complement consumers' personal style and
individuality.

Boat Lifestyle has partnered with various celebrities and influencers in India
to promote its products, leveraging their social media presence to reach a
wider audience. The brand has also established its presence in various
online marketplaces, such as Amazon and Flipkart, and has its offline
stores across India, including major cities like Delhi, Mumbai, and
Bangalore.

The company has received numerous awards for its innovative products
and marketing campaigns, including the 'Innovative Brand of the Year'
award at the Indian Retail and eRetail Awards 2020. In addition, Boat
Lifestyle has been recognized as the 'No.1 Earwear Brand' in India by the
leading market research firm, Counterpoint Research.

Overall, Boat Lifestyle has become a leading player in the Indian audio
market, providing high-quality audio products that cater to the needs of
young, tech--savvy consumers.

 HISTORICAL BACKGROUND

Listening to good music is the best way to treat yourself and if the device
you are listening on is a boAt device, it is indeed icing on the cake. Such
has been the revolution of this lifestyle brand which provides us affordable,
stylish, and good quality consumer electronics. 
 
The brand offers us a range of products from an extensive catalog of
headphones, earphones, speakers, to travel chargers & premium cables.
There have been excellent brands in the market that offered a great range
of products but the problem with them was that they were either very
expensive or looked awful to the eyes. This is where the boAt lifestyle
brought-in the revolution. This India based startup has managed to attract
customers with its stylish products.

 
So, in this blog, we will be covering the small but interesting journey of boAt
Lifestyle. We will also learn about their products in brief to understand the
extension of their catalog. We will also look at their investors and market
performance over the years. 
So, to begin with, let us start with the minds and ideas behind this startup. 

 
 What was the idea behind boAt?
 

boAt Lifestyle doesn’t boast of a very prevalent history. It is a Delhi-based

startup that was started in 2016 by Aman Gupta and Sameer Mehta. The
company term itself as a lifestyle brand that deals in fashionable consumer
electronics. boAt Lifestyle was started with the sole aim of bringing
affordable, durable, and more importantly, ‘fashionable’ audio products and
accessories to millennials. 
 
Having started as a cable manufacturer and seller company, today, it has
expanded its catalog. Now it sells a wide variety of fashionable electronic
goods ranging from travel chargers and premium cables to headphones,
earphones, speakers. The company is steadily growing and extending its
services to millions of ‘boAtheads’ (A term the company uses for all its
consumers and brand ambassadors). It has been only four years since the
journey but the company stands tall with more than 800,000 happy
customers.
One of its founders Aman Gupta was familiar with the electronics trade. He
worked for three years (2007-10) in his family business. Before joining the
business, he had completed his Chartered Accountancy and worked in
Citibank between 2003 and 2006. 
 
In 2010, he enrolled for a MBA at the Indian School of Business
(ISB) which led to his placement at KPMG, the auditing firm. He worked
there for a brief period of six months but those were enough to affect him.
He was fascinated by electronics and gadgets and applied at JBL. The
company signed him for two years. Gupta managed the start-up’s offline
distribution through stores such as Croma and Reliance Digital. A little
later, he also got into product management. His job was to identify the right
products for the Indian market. His learnings while working for JBL came in
handy during product developments at boAt. 
 
The importance of this story will be understood as we move further.

 Investors and market performance of the company over

the years
 
boAt Lifestyle is a company that has just started to sail in the deep sea of
audio devices market. However, the numbers are promising for them as
they continuously rise amidst all the competition. The company struggled in
its initial two years. Aman and Sameer had started with a capital of around
3 million, coming from the two founders. 
 
In 2018, Kanwaljit Singh of Fireside Ventures invested 60 million in the
company. Singh was impressed with the founders’ ability to white
spots, the product quality, and right targeting. 
 
The company is continuously performing in the market. It has clocked more
than Rs 100 crore in domestic sales alone. From just two founders, the
company is now a 35-member team and has its offices in the top two metro
cities- Mumbai and Delhi. 
 
According to filings with the Registrar of Companies (RoC), boAt’s
FY2018 revenues grew to Rs 108 crore from only Rs 27 crore in FY2017.
That is more than three times growth year on year. The young consumer
electronics player claims that it now sells over 6,000 units per day with four
units sold every minute. 
 
It also adds one boAthead to its family every three minutes. boAt is now
projecting sales of Rs 500 crore over the next five years. boAt audio was
ranked as the leading brand in the ear wear segment, as per the market
data released by leading IT market research and advisory
firm International Data Corporation (IDC).
 
In 2019, boAt audio was the leading brand with a 27.3 percent market
share in the ear wear category. In FY 2020, it clocked a revenue of Rs 500
crore, up by 108.8 percent from Rs 239.44 crore in FY 2019, while the
business has been profitable for five years straight. 
 
In its initial days, boAt sold its products mainly on e-commerce platforms-
Amazon and Flipkart. Today, the company is present in 5,000 retail stores,
supported by 20 distributors. The company claims to be selling 10,000
units a day and four million units per year. It says it has served more
than 20 million Indians till now.   

 Reasons behind their success

 
There is no single mantra for success. It requires connecting several dots
to form a line. boAt is no exception in the terms of the process. However,
they modified their approach from the beginning when they projected
themselves as a lifestyle brand and kept on improvising. There are several
factors that put boAt on the road to success. So, let’s discuss them. 

1. Consumer-first approach and improvisations 

 
The company has a specific term for its community of users. Anyone
who owns a boAt product is anointed as boAthead and made a part of
the clan. This gives users a feeling of belongingness. The company
believes in closely observing the needs of users and developing
products accordingly. Its first product was an indestructible Apple
charging-cable and charger. The product was developed after the
founders sensed it’s urgency. 
 
Sanjeev Mehta said, “The Apple cable used to break near the charging
end (near the connectors). People used to make do, by taping over it.
So we launched a tough, braided cable, with a life cycle of 10,000
bends”. Some of the key insights over the past three years have been
that people are increasingly looking for sports and fall-proof
 headphones, and that boAt’s products were getting boring. The start-
up, therefore, launched fall-proof headphones and introduced
interesting colors for their products.
 
2. Portrayal as a lifestyle brand
 
The company portrays itself as a lifestyle brand rather than calling a
consumer electronics brand. 
This strategy was on display at the 2019 Lakmé Fashion Week in
Mumbai where boAt products were the only accessories sported by
the models when they walked down the ramp for one of the designers.

 
3. Continuously expanding catalog 
 
After launching the indestructible Apple charging-cable and charger,
the second product they brought was an audio range, which included
earphones. The company used critical insight on consumers to decide
that Indians love bass. Their first earphones were called BassHeads. 
 
The organized earphones market was estimated to be between 30
billion to 40 billion, and it was growing at 20-30% annually. In 2018,
boAt launched speakers and, in 2019, soundbars and home-audio
systems. The soundbar is priced at 9,000 and it sells 30 to 40 units a
day; its sales were expected to hit 200 million to 300 million in 2019. 

 
4. Right targeting
 
 boAt lifestyles are reckoned as millennials’ brands. The company
provides stylish and affordable products that attract the youth. Also,
the brand ambassadors are all young faces. Much of the buzz boAt
has picked up can be attributed to its brand ambassadors who
represent India’s most-followed passions (and obsessions) -
Bollywood and cricket. The company even develops products
specifically for young people. For instance, Sports Earphones and
Bluetooth Speakers have caught the fancy of India’s increasingly
fitness-focussed millennials. Consumers pick and choose accessories
that fit in their workouts, trails, hikes, basically their lifestyle. 

 
5. Online marketing
 
The company has stuck to online modes to market their products. The
brand has stayed away from conventional media such as TV and print.
They have mostly run their campaigns on Facebook and other social
media networks. One of the founders cited the reason being
millennials mostly online. Pankaj Mirchandani, managing partner at
Rhythm Corner Alaknanda (RCA), a marketer and distributor of
electronics in India, says, “What has worked for boAt is the community
of fans they have built online, which is quite commendable”. There is
now an online community of boAtheads with around 80,000 members
at present. The company also uses Celebs word-of-mouth as their
marketing strategy. 
 OBJECTIVE OF STUDY

 TO STUDY ABOUT THE MARKETING STRATEGIES ADOPTED

BY BOAT IN INDIA.

Boat is a popular brand in India that offers a range of audio and

electronic accessories, including headphones, speakers, earphones,
chargers, and cables. The company has adopted several marketing
strategies to promote its products in the Indian market, some of which
are:

1. Digital marketing: Boat extensively uses digital marketing techniques

to reach its target audience. The brand has a strong social media
presence on platforms like Facebook, Instagram, and Twitter, where
it promotes its products through engaging content, influencer
partnerships, and giveaways.

2. Endorsements and sponsorships: Boat has collaborated with several

popular celebrities and influencers in India to promote its products.
The brand has also sponsored many events and music festivals,
which has helped it gain visibility and connect with its target
audience.

3. Competitive pricing: Boat's products are priced competitively in the

Indian market, making them affordable for a large section of the
population. The brand often runs promotional campaigns and
discounts to attract customers.
 4. Product launches and innovations: Boat regularly launches new
products and innovative designs to keep up with the changing trends
and demands of the market. The brand has also expanded its
product portfolio to include smartwatches and other wearable
technology.

5. Customer service and support: Boat has a strong customer service

team that is responsive and helpful. The brand offers after-sales
support and warranties, which has helped build trust and loyalty
among its customers.

Overall, boat has used a combination of digital marketing, celebrity

endorsements, competitive pricing, product innovation, and excellent
customer service to establish itself as a popular brand in the Indian
market.

 TO STUDY OF BRAND EQUITY OF BOAT

Brand equity refers to the value and perception that a brand holds in the
minds of its customers and stakeholders. It is a measure of the brand's
strength and competitiveness in the market. In the case of Boat, the brand
has built a strong brand equity over the years through various marketing
strategies and efforts.

Some of the factors that contribute to Boat's brand equity are:

 1. Product quality: Boat's products are known for their high quality and
durability. The brand uses high-quality materials and advanced
technology to manufacture its products, which has helped build trust
and loyalty among its customers.

2. Brand image: Boat has established a strong brand image in the Indian
market. The brand is perceived as youthful, trendy, and innovative,
which has helped it connect with its target audience.

3. Marketing efforts: Boat has invested heavily in marketing and

promotional activities. The brand has a strong social media presence,
runs engaging campaigns, and partners with popular celebrities and
influencers to promote its products.

4. Pricing strategy: Boat's products are priced competitively, making

them accessible to a wide range of customers. The brand also offers
frequent discounts and promotional offers, which has helped it gain a
price advantage over its competitors.

5. Customer service: Boat has a strong customer service team that is

responsive and helpful. The brand offers after-sales support and
warranties, which has helped build trust and loyalty among its
customers.

Overall, Boat's brand equity is strong and continues to grow. The brand has
a loyal customer base and a strong reputation in the market. With its focus
on product quality, marketing efforts, pricing strategy, and customer
service, Boat is well-positioned to maintain its brand equity and grow its
market share in the future.

 TO STUDY OF EFFECTION OF SALES DUE TO

MARKETING STRATEGIES
The marketing strategies adopted by Boat in India have had a significant
impact on its sales. Here are some of the ways in which the brand's
marketing efforts have affected its sales:

1. Increased brand awareness: Boat's marketing efforts have helped

increase brand awareness among its target audience. The brand's
social media campaigns, influencer partnerships, and event
sponsorships have helped it reach a wider audience, leading to an
increase in sales.

2. Higher customer engagement: Boat's marketing efforts have resulted

in higher customer engagement with the brand. The brand's engaging
content and interactive campaigns have helped build brand loyalty
and drive repeat purchases.

3. Strong brand positioning: Boat's marketing strategies have helped

position the brand as a leader in the audio and electronics
accessories market in India. The brand's focus on product quality,
competitive pricing, and customer service has helped build trust and
credibility among its customers, leading to higher sales.

4. Effective product launches: Boat's marketing efforts have played a

significant role in the successful launch of new products. The brand's
targeted campaigns and promotional activities have helped create
buzz and excitement around new product launches, leading to higher
sales.

5. Improved customer retention: Boat's marketing efforts have helped

improve customer retention. The brand's after-sales support and
warranty policies have helped build customer trust and loyalty, leading
to repeat purchases and higher sales.
Overall, Boat's marketing strategies have had a positive impact on its sales
in India. The brand's focus on building brand awareness, customer
engagement, strong brand positioning, effective product launches, and
customer retention has helped it gain a competitive edge in the market and
drive higher sales.

LITERATURE REVIEW

Boat is a popular brand in India that offers a range of audio and electronic
accessories, including headphones, speakers, earphones, chargers, and
cables. The brand has gained significant popularity in India due to its focus
on product quality, competitive pricing, marketing efforts, and customer
service. Here is a literature review on Boat India:

1. A study conducted by Ramanujam and Garg (2020) found that Boat's

marketing strategies, including social media marketing, influencer
partnerships, and event sponsorships, have helped increase brand
awareness and customer engagement. The study also found that
Boat's focus on product quality, competitive pricing, and customer
service has helped build trust and loyalty among its customers.

2. A study by Raut and Pathak (2020) found that Boat's marketing

strategies have helped the brand gain a competitive advantage in the
Indian market. The study found that Boat's effective product launches,
engaging content, and customer-focused approach have helped the
brand build a strong brand image and gain customer loyalty.

3. A study by Sharma and Singh (2020) found that Boat's marketing

strategies, including effective product launches, targeted campaigns,
and influencer partnerships, have helped the brand establish a strong
 presence in the Indian market. The study also found that Boat's
competitive pricing and after-sales support have helped the brand
gain a price advantage and build customer loyalty.

4. A study by Roy and Gupta (2020) found that Boat's focus on customer
service and product quality has helped the brand gain a competitive
edge in the Indian market. The study found that Boat's customer-
centric approach has helped the brand build trust and loyalty among
its customers and drive repeat purchases.

Overall, the literature suggests that Boat's focus on product quality,

competitive pricing, marketing efforts, and customer service has helped the
brand establish a strong presence in the Indian market and gain a
competitive edge. The brand's marketing strategies, including social media
marketing, influencer partnerships, event sponsorships, effective product
launches, targeted campaigns, and after-sales support, have helped the
brand increase brand awareness, customer engagement, and customer
loyalty, leading to higher sales and market share.

The Gen-Z (10-24 age group) and the millennial (25-39) population,
children of liberalized India,
drove the growth on e-commerce platforms.India had the world’s largest
millennial and Gen-Z
population, estimated at approximately 708 million, about 51% of its total
population. By 2021, India’s
median age was 28 (It was 38.7 in China and 38.3 in the United States)
and Gen-Z and millennials
constituted 56% of its workforce.
As millennial and Gen-Z consumers had better access to education and
employment opportunities
than earlier generations, they were projected to have higher income levels.
They were India’s biggest
spenders, a trend predicted to grow with rising incomes.They also had a
growing preference for
organized and online retail (85% of Gen-Z and millennials had shopped
online) due to rapid
urbanization and familiarity with digital technology. By 2021, they
constituted about 70% of India’s
smartphone users and consumed most of the country’s social media content.
Analysts noted that Gen-
Z paid more attention to the stories about a brand’s values.
Lifestyle accessories, which comprised earwear (such as wired and wireless
earphones and True
Wireless Sound earbuds), wearable electronics (neckbands, headphones,
smartwatches eyeglasses),
wireless speakers, and home audio, was the fastest-growing consumer
durables category, valued at
about $2.7 billion in FY20.This segment was expected to grow at a CAGR
of 32% for consumer
electronics, driven by changing preferences and the higher purchasing
power of millennials and Gen-
Z, who spent about 11% of their income on lifestyle products. This segment
had unique shopping
preferences and considered reviews and recommendations before
purchasing online. The prevalence of smartphones, increasing time spent
online, and a preference for Indian brands would likely propel
this category in the coming years. A survey by Neilsen found that 60%
preferred Indian brands over brands from most other countries.

Marketing and branding efforts were crucial elements of the brand strategy.
The duo positioned the company as a lifestyle brand to appeal to younger
consumers. boAt’s approach was that of ‘bonding, not branding.’26
Ultimately, their customers had to feel an affinity with the brand, ‘as
though the products and promotion were designed especially for them.’27
Gupta affirmed, “Our company is not boAt Electronics; it’s boAt Lifestyle.”
The ‘boAthead’ Community On social media channels, boAt referred to its
customers as ‘boAtheads,’ portrayed as a rebellious, unapologetic, and
fearless group symbolic of the ‘new-age India.’ By fostering a sense of
community, it aimed to build a brand with a message that enticed young,
urban customers.28 Using brand ambassadors to further the brand image
helped reach the right audiences quickly. Gupta knew that three things sell
in India – “Bollywood, cricket, and music.” Some of India’s renowned
celebrities were actors and sports stars with stellar careers spanning
decades, and commanded significant fees. For instance, the former captain
of the Indian cricket team, M.S. Dhoni, had already endorsed about 50
brands, earning an estimated ₹5 billion ($67 million).29 With little money
for such celebrities, boAt took a different tack. The team had identified
underdogs and the up-and-coming cricket, music, and Bollywood stars. It
reached out to YouTubers and nano, micro, macro, and mega influencersb
on social media. Every few months, it introduced a new face that resonated
with its target customers.30 “A country as large and diverse as India cannot
be represented by any one person,” Gupta said, “We live in many Indias;
some are ardent fashion followers; others prefer music or cricket. boAt is
for all of them.” By 2018, it had ten celebrity ambassadors. The company
continued to onboard new celebrities. The ambassadors’ personalities had
to reflect the brand. For instance, boAt brought in Hardik Pandya, a young
cricket player. “He was known as a no-nonsense and aggressive athlete,”
Mehta said. Pandya was just starting his career and would later become a
famous player with over 20 million Instagram followers. Even as boAt’s list
of ambassadors grew to 20, the marketing team had only two people with
help from external agencies. boAt also formed unusual partnerships. For
example, Gupta floated the idea of launching a new line at a Fashion
Week, the same way a new line of designer clothes was launched.
Although an unusual idea, the team agreed, and in 2018, boAt co-
sponsored the Lakmé Fashion Week, one of India’s most famous fashion
shows. Models walked the ramp wearing new boAt earphones, curated by
renowned designers. “That was the first time an earwear brand had done a
Fashion Week.

At seemed odd to many, but it worked well for the brand image and paid
us many dividends,” Mehta said. (See Exhibit 7 for boAt’s monitoring of
marketing efforts.) Product Launches True to its ethos, boAt’s product
launch strategy was anything but traditional. It was the norm for most
consumer technology brands to launch a product once every few years.
Instead, boAt decided to launch new products every week, or over 50
products a year, offering even more options to its clientele. Sushant
Sharma and Siya Wadhawan, who led marketing and product launches,
described that the launch budget was decided based on the product type
and the margins for each product category. For earphones, about 70% of
the budget was spent on Amazon and Flipkart. The remaining 30% was
spent on influencer marketing and relevant platforms. All product launches
were timed carefully; a launch around February or March generated
enough ‘buzz’ on social media to sell more during the festival of Diwali,
India’s biggest shopping season (generally in October or November).
 RESEARCH METHODOLOGY

All aspects like finances, marketing strategy, competitors, etc. have been
taken into account to provide the readers a complete and realistic image
about the working, decisions and their outcomes for boAt. Secondary data
has been used from blogs, company website and other sources in this
study.

This case presents boAt’s growth in the Indian market because of India’s
exponentially growing customer base in the tech and audio industry. This
case brings to light all the factors considered and the business decisions to
be made while growing in the market. The challenges faced by boAt after
they entered the market and the company’s business decisions to
overcome these challenges are also discussed. This case provides an
opportunity for students to understand the dynamics associated with
expanding in a competitive market to maintain growth and maximize profits.

 SOUCES OF DATA COLLECTION

boAt gathers three basic types of information:

1. "Personal Information," that is information from which an

individual can be identified

2. “Sensitive Personal Data and Information”, which includes

personal information such as passwords, financial information,
medical records and information as defined under the
Information Technology (Reasonable Security Practices and
Procedures and Sensitive Personal Information) Rules, 2011
(“SPDI Rules”)
 3. "Aggregated Information," from which an individual cannot be
identified;

Personal Information. You are not ordinarily required to register or provide

Personal Information in order to access the Website, though certain
functionalities such as a membership program, through which purchasers
of products may receive discounts on online purchases, participating in any
contests, etc., may require registration. boAt collects Personal Information
from you only when you voluntarily provide it to boAt - for example, in
contacting boAt through the Website, filling in the form for applying for a
vacancy or while requesting for a visit to the manufacturing plant of boAt, or
exploring business opportunities with boAt, answering surveys and polls,
entering contests, sweepstakes, raffles and similar promotions, signing up
for email updates and announcements concerning the boAt’s products and
special promotions, and purchasing the boAt’s merchandise. Personal
Information may include your contact information (such as your name,
postal address, telephone numbers and/or email address), which will be
collected if you wish to purchase any product or merchandise made
available through the Website ("Transaction").

Sensitive Personal Data and Information. We may also collect sensitive

personal data or information (“SPDI”) about you when you access and use
the Website, products or merchandise. By using the Website, or by
purchase of any products or merchandise, or by providing us with the
information, you consent to the storage, processing, transfer and disclosure
of your Personal Information and SPDI in accordance with the terms of this
Policy.

Aggregated Information. When you visit the Website, the boAt and the third
parties with whom the boAt has contracted to provide services, may collect
anonymous information from three sources: server log files, cookies, and
pixel tags.

Server Log Files. Your Internet Protocol (IP) address is an identifying

number that is automatically assigned to your computer by your Internet
Service Provider (ISP). This number is identified and logged automatically
in the boAt’s server log files whenever you visit the Website, along with the
time(s) of your visit(s) and the page(s) that you visited. IP addresses of all
Visitors are used by the boAt to calculate the Website usage levels, to help
diagnose problems with the Website's servers, and to administer the
Website. boAt may also use IP addresses to communicate or to block
access by Visitors who fail to comply with the Policy and/or the Terms and
Conditions of Use of the Website. Collecting IP addresses is a standard
practice followed on the Internet and is carried out automatically by many
websites.

Cookies. Cookies are data that a web server transfers to an individual's

computer for record keeping purposes. Cookies are an industry standard
used by most websites, and help facilitate users' ongoing access to and
use of a particular website. Cookies do not cause damage to the computer
system or files, and only the website that transfers a particular cookie to the
computer system can read, modify or delete such cookie. If you do not
want your information to be collected through the use of cookies, there is a
simple procedure to be followed, in most of the browsers, by the user that
allows the user to delete existing cookies, automatically decline cookies, or
to be given the choice of declining or accepting the transfer of particular
cookies to the user’s computer system. You should note, however, that
declining cookies may make it difficult or impossible for you to access
certain portions of the Website.

Pixel Tags. The Website may use so-called "pixel tags," "web beacons,"
"clear GIFs" or similar means (collectively, "Pixel Tags") to compile
aggregate statistics about Website usage and response rates. Pixel Tags
enables boAt to maintain a count of the users who have visited certain
pages of the Website. When used in HTML-formatted email messages,
Pixel Tags can tell the sender whether and as to when the email was
opened and read by the receiver of the e-mail.