Evaluation of Digital & Social Media Landscape of an established Indian Brand brand

Brand Selected : BOAT

Industry : Audio Products Electronics

Project Submitted by : Mayank Singhal

Institute : IIM, Indore.

Course : AMPCL, Batch2

Roll No: OLP22PCL1027

(i) Overview of the brand :- “BOAT”

BOAT is a popular consumer electronics company based in India that was founded in 2016. The
company offers a wide range of audio products such as headphones, earphones, wireless
speakers, soundbars, and other mobile accessories like charging cables, power banks, and phone
cases.

BOAT has become a well-known brand in India due to its affordable pricing and high-quality
products. The company has also expanded its business internationally and is available in several
countries including the United States, the United Kingdom, and the Middle East.

BOAT's success can be attributed to its focus on delivering products that cater to the needs of
young and dynamic consumers who value style, affordability, and quality. The company has been
able to keep up with the latest trends in technology and design, and has built a strong reputation for
providing excellent customer service and after-sales support.

Overall, BOAT is a rapidly growing consumer electronics company that is making waves in the
audio and mobile accessories market with its innovative products and customer-centric approach.

BoAt distributes a line of wireless earbuds under the brand name Airdopes. As of mid-2020, the
manufacturers suggested retail price (MSRP) for BoAt's Airdopes line ranges from ₹3,999 (approx.
$53) to ₹6,999 (~$92).

Like competing brands and models of wireless earbuds, BoAt's Airdopes line
features Bluetooth connectivity, which enables truly wireless use, as well as carrying cases that
include built-in batteries to charge the wireless earbuds when not in use.

BoAt distributes a line of teathered wireless earbuds under its Rockerz and BoAt brands. As of mid-
2020, the undiscounted MSRP of BoAt's tethered wireless earbud offerings range from ₹2,990 ($39)
to ₹4,990 ($66).
Like truly wireless earbuds, tethered earbuds do not connect directly to an audio source (like the
audio-out port on a mobile phone, computer, or stereo). However, tethered wireless earbuds are
connected to one another via a wire, or are connected to a band which houses the batteries,
controls, and onboard processors which drive the speakers in the earbuds. Depending on the
model, the connecting wire or band is worn behind the head or around the neck of the wearer, as if
it was a lanyard.
Marketing and promotion

BoAt promotes its products through a combination of influencer marketing and brand tie-ins with
sports teams and public events.
BoAt calls its brand influencers "BoAtheads." Its brand influencers include Indian singers like Neha
Kakkar and rapper Naved Shaikh (also known as Naezy), as well as athletes like cricketers Hardik
Pandya and Shreyas Iyer, among others.
The company has done brand tie-ins with sports franchises like cricket teams Chennai Super
Kings and the Mumbai Indians. Additionally, BoAt has co-branded its audio devices with music
events like Sunburn Festival and other large-scale events like the Lakmé Fashion Week.

Leadership
Co-founders
BoAt was co-founded by Aman Gupta and Sameer Ashok Mehta.

 Aman Gupta is co-founder and chief marketing officer of BoAt. Prior to co-founding BoAt,
Gupta was the director of sales at Harman International, where he oversaw a portfolio of
consumer electronics brands including JBL, Harman Kardon, and AKG which Harman
International distributes in India. Gupta's first entrepreneurial experience was as co-founder
and CEO of Advanced Telemedia Pvt Ltd, which helped launch global brands such as Beats
Audio, Sennheiser, and Telex, among others, in the Indian market.
 Sameer Ashok Mehta is co-founder of BoAt. Mehta had entrepreneurial and executive
leadership experience prior to co-founding BoAt. He is an owner of Redwood Interactive,
which distributes computer gaming hardware and peripherals under the Redgear brand.
Mehta is also director at Kores India, a business owned by his family. Mehta was appointed
to his directorship at Kores India Limited in February 2010.

boAt Co-founder and CEO Aman Gupta tells YourStory, “We have tried to change the consumer
mindset. We don’t sell our products as electronics only. We sell them as lifestyle accessories. We
are trying to portray that our products can be a part of your everyday fashion.”
(ii) Role of digital & social media in the concerned industry

Digital and social media have had a significant impact on the audio products industry. Here are
some ways in which they have played a role:

1. Marketing and Advertising: Digital and social media platforms provide audio product
companies with a cost-effective way to market their products to a large and targeted
audience. Companies can create and share content, run ads, and engage with potential
customers through various social media channels.
2. E-commerce: Digital media has enabled audio product companies to sell their products
online, through e-commerce websites or their own online stores. This has made it easier for
customers to purchase audio products without having to physically visit a store.
3. Brand Awareness: Social media channels such as Instagram and YouTube have helped
audio product companies to build brand awareness and increase their visibility among their
target audience. Companies can showcase their products, provide tutorials and reviews, and
create engaging content that resonates with their followers.
4. Product Development: Audio product companies can use social media channels to gather
feedback from their customers and use that feedback to improve their products. Social
media can also be used to gather insights into emerging trends and consumer preferences.
5. Customer Support: Digital media has also enabled audio product companies to provide
better customer support. Companies can use social media channels to respond to customer
inquiries, provide troubleshooting tips, and offer personalized support.

Overall, digital and social media have played a critical role in shaping the audio products industry,
enabling companies to reach new customers, build brand awareness, and provide better customer
support.

(iii) digital marketing landscape and competitive landscape w.r.t. digital media presence
(choose 3 key competitors)

The digital marketing landscape is constantly evolving, with new technologies and channels
emerging regularly. Some of the key trends in the digital marketing landscape include:

1. Mobile Optimization: As more and more consumers use their mobile devices to browse and
shop online, it's crucial for businesses to optimize their websites and digital content for
mobile devices.
2. Personalization: Consumers expect personalized experiences when interacting with brands
online, so businesses are increasingly using data and analytics to tailor their marketing
efforts to individual users.
3. Video Marketing: Video content continues to grow in popularity, with platforms like YouTube,
TikTok, and Instagram Reels offering new opportunities for businesses to connect with their
audiences through engaging video content.
4. Influencer Marketing: Influencer marketing has become an essential part of many digital
marketing strategies, with businesses partnering with social media influencers to reach new
audiences and promote their products or services.
5. Artificial Intelligence: AI-powered tools and technologies are increasingly being used in
digital marketing, from chatbots that provide customer service to personalized product
recommendations.
When it comes to the competitive landscape in digital media presence, businesses need to stay on
top of their competitors' strategies and tactics to remain competitive. Some key factors to consider
include:

1. Social Media Presence: A strong social media presence is essential for businesses in almost
every industry. Companies should regularly monitor their competitors' social media activity to
see what's working and adjust their own strategies accordingly.
2. Search Engine Optimization: Businesses that rank highly in search engine results pages
(SERPs) have a distinct advantage over their competitors. Companies should track their
competitors' keywords and SEO strategies to ensure they're keeping pace.
3. Content Marketing: Content marketing is a highly effective way to build brand awareness
and establish thought leadership. Businesses should monitor their competitors' content
marketing efforts to see what types of content are resonating with their target audience.
4. Paid Advertising: Paid advertising can be a highly effective way to reach new audiences and
drive conversions. Companies should keep an eye on their competitors' paid advertising
campaigns to see what types of ads and targeting strategies are working.
5. Website Design and User Experience: A well-designed website that provides a great user
experience can be a key differentiator for businesses. Companies should analyze their
competitors' websites to see what features and design elements are resonating with their
target audience.

some potential competitors of BOAT could include:

1. Sony: Sony is a leading manufacturer of a wide range of audio products, including

headphones, speakers, and home theater systems.
2. JBL: JBL is a company that specializes in audio products, including headphones, portable
speakers, and home theater systems.
3. Sennheiser: Sennheiser is a company that produces high-quality headphones, microphones,
and other audio products.
4. Bose: Bose is a company that produces a wide range of audio products, including
headphones, speakers, and home theater systems.
5. Beats by Dre: Beats by Dre is a company that produces headphones and speakers that are
popular among consumers, especially younger audiences.

(iv) what would you suggest can be areas of improvement?, and how the digital presence
can be improved.

here are some general suggestions that can help improve a company's digital presence:

1. Improve website design and user experience: The website is often the first point of contact
between the company and potential customers, so it is important to have a website that is
visually appealing, easy to navigate, and provides relevant information.
2. Optimize for search engines: SEO (Search Engine Optimization) is the process of optimizing
a website to rank higher in search engine results pages (SERPs). By improving the
company's SEO, it can attract more traffic to its website and increase its visibility.
3. Increase engagement on social media: Social media is a powerful tool for building brand
awareness, engaging with customers, and promoting products. By increasing engagement
on social media, the company can build a loyal following and attract new customers.
 4. Leverage email marketing: Email marketing is a cost-effective way to reach out to customers
and promote products. By creating targeted email campaigns, the company can increase
conversions and drive more sales.
5. Implement analytics and tracking: By implementing analytics and tracking tools, the
company can gather data on its digital presence, such as website traffic, social media
engagement, and email campaign performance. This data can be used to make informed
decisions and improve the company's digital strategy over time.

here are some general areas where many organizations can typically improve their operations and
digital presence:

1. Streamlining processes: Evaluate current workflows and procedures and identify areas
where they can be streamlined or automated, reducing costs and improving efficiency.
2. Customer service: Ensure that customer service is a priority and that customers have easy
access to support. This can be accomplished by providing self-service options, such as a
knowledge base or chatbot, as well as responsive support through email, chat, or phone.
3. Marketing strategy: Create a strong marketing strategy that focuses on reaching the target
audience through various digital channels, such as social media, email marketing, and paid
advertising. Ensure that the messaging is consistent, engaging, and emphasizes the unique
value proposition.
4. Website design and user experience: Make sure the website is easy to navigate, visually
appealing, and provides a positive user experience. Optimize the website for search engines
to increase visibility and drive traffic.
5. Social media presence: Leverage social media platforms to reach a wider audience and
engage with customers. Post regular, relevant content and actively respond to comments
and messages to build a strong online community.
6. Data analysis: Use data analytics to track and analyze customer behavior, preferences, and
feedback. This can inform future decision-making and help identify areas for improvement.

In summary, to improve the digital presence and operations of BOAT, the organization should focus
on streamlining processes, prioritizing customer service, developing a strong marketing strategy,
optimizing the website and user experience, building a strong social media presence, and
leveraging data analytics.