BoAt – lifestyle is an Indian audio accessory brand started by Aman Gupta and Sameer Mehta. The boat started sailing in 2014 and finally made it through in 2016. They identified the need for affordable and good-quality audio products which were also trendy for the young, wild and free generation in India.
Its products range from headphones, earphones, wireless speakers, earbuds, smart watches, power banks, trimmers, etc.
The company that was once bootstrapped and had a hard time raising funds soon became India’s top headphones-selling brand. The brand had a valuable product to offer that possessed every quality a consumer wanted and more.
To make a company successful, a powerful product is not enough. If you are not marketing it right, a company will never become a brand. BoAt is a success story that had been profitable for eight consecutive years until FY 23, where the reported revenue was Rs 3377 crores but incurred a loss because of advertising and business development.
BoAt Marketing Strategy
It has positioned itself as a lifestyle brand that has a touch of personality and characteristics.
According to its website, the company targets a tribe of people who can be described as Trendsetters, Rebels, Young, Slayers, Go-Getters, Wild, Optimistic, Free-spirits etc. The target audience can be summarized in the age group of 18-30-year-olds. To appeal to this audience, it implemented several aggressive marketing strategies.
4Ps of Marketing– Product, Promotion, Place and Price of BoAt is something to look up to.
- Its products are fashionable, offer great sound quality and an experience that transports the user.
- Its promotion strategy included collaborating with celebrities, digital marketing, influencer marketing etc.
- The price is strategically placed and is pocket-friendly. It is simple and effective.
- The company makes use of Amazon, Myntra, Flipkart, its website and offline stores for sale.
Events
It understands the importance of building a community to sustain a brand and so the company hosts meet-ups and events.
- In August 2022, the company hosted floAtverse- A meta moment to remember. Which was a metaverse K-pop concert. It was built on the Loka app and replicated Connaught Place. It engaged users with challenges, prizes such as a ticket to Seoul and heavy discounts on its products.
- BoAt collaborated with Lakme Fashion Week models and designers. Co-founder Aman Gupta said that it was an ideal platform to launch their new range considering it is one of the biggest fashion events and they are a lifestyle brand.
Customization
The brand launched a superhero customized collection of its products to appeal to its audience with #UnleashYourSuper. From Batman to Wonder Woman to Iron Man and many more.
Collaborations of boAt
It collaborates with influencers and celebrities to draw attention to and endorse their products. With Kiara Advani and Kartik Aryan as their brand ambassador and celebrities like KL Rahul, Shikhar Dhawan, Rashmika Mandanna and AP Dhillon, boAt is leaving no famous personality unturned.
Social Media Campaigns
The company creates engaging content on social media and banks on moment marketing as well as meme marketing. To connect with its customers it launches campaigns with hashtags and encourages its customers to use them. One of the most popular campaigns of the brand is ‘Do what floAts your boAt.
Paid Marketing
Have you ever noticed when you search for headphones on Amazon, the boAt products show up on top and it says sponsored on the side. 8/10 sales of the company take place through Amazon and Flipkart. This is because of its robust digital marketing.
Apart from the aggressive use of social media and online marketing. Aman Gupta is also a Shark on Shark Tank India where he has gained popularity. In 2023, during a Walmart Converge Event, he mentioned that boAt drops its marketing activities while the Indian reality show is being broadcast for 3 months. It helps cut down on expenses as the show is highly popular and reaches a wide audience while simultaneously helping sharks build a personal brand.