ALVA’S INSTITUTE OF

ENGINEERING AND
TECHNOLOGY
PG DEPARTMENT OF BUSINESS ADMINISTRATION

MARKETING
ASSIGNMENT
02
SUBMITTED TO: -
MRS. PRIYA SEQUEIRA
 MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY: -
RAKSHITH

Table of Contents
Acknowledgment…………………………………
………………….1
01. Executive
Summary…………………………………………3
02. Company
overview………………………………………….4
3. Market environment
analysis……………………….6
04. Resources and Competencies of ABC
Company…………………………………………
…………………………13
05. Marketing
Objectives……………………………………14
06.
Financials…………………………………………
……………….15
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07. Implementation of the marketing plan….17

08Action
Plan………………………………………………
………….18
09. Key Performance Indicators and
performance
management………………………………..19
References…………………………………………
…………………….20

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Acknowledgement

I would like to express my special thanks to Mrs. Priya Sequeira HOD

of MBA Department AIET for her guidance, support, and
encouragement throughout the process of completing this assignment
on Boat company. who gave me the golden opportunity to do this
assignment on Boat company. Meanwhile I came to know about so
many new things about Boat company.

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01.Executive Summary
Boat is an Indian consumer electronics brand that specializes in designing and
manufacturing a range of audio products. Founded in 2016, Boat has rapidly
grown into a popular brand in India and has expanded into international
markets. The company's product portfolio includes headphones, earphones,
Bluetooth speakers, and other audio accessories.

Boat’s success can be attributed to its focus on delivering high-quality products

at affordable prices, coupled with its aggressive marketing strategy and strong
distribution network. The company has also leveraged e-commerce platforms to
reach a wider audience and establish a strong digital presence.

In addition, Boat has established partnerships with several celebrities and

influencers to promote its products, further enhancing its brand recognition and
reach.

Despite facing competition from established brands in the audio industry, Boat
has managed to carve a niche for itself and has become one of the leading
players in the Indian market. With a focus on innovation and customer-centric
approach, the company is poised for continued growth and success in the future.

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02. Company Overview

The company was founded in 2016 by Aman Gupta and Sameer Mehta, and is
headquartered in Mumbai, India. Boat has quickly emerged as one of the most
popular audio brands in India, with a strong presence in both online and offline
markets.

Boat’s product range includes headphones, earphones, speakers, and other audio
accessories. The company's products are known for their stylish design, high-
quality sound, and affordable prices. Boat’s headphones and earphones are
particularly popular, and are available in both wired and wireless variants. The
company's speakers are also highly rated, and are available in a variety of sizes
and configurations.

One of the key factors behind Boat’s success is its focus on the Indian market.
The company has a deep understanding of the needs and preferences of Indian
consumers, and designs its products accordingly. Boat also offers a wide range
of products to cater to different segments of the market, from budget-friendly
options to premium models.

Boat has a strong online presence, and sells its products through a variety of
online platforms such as Amazon, Flipkart, and its own website. The company
also has a growing offline presence, with products available in major retail
stores across India.

In addition to its product range, Boat is also known for its marketing campaigns
and collaborations with celebrities and influencers. The company has partnered
with popular Indian cricketers and Bollywood stars to promote its products, and
has also collaborated with popular music festivals and events.
Overall, Boat has established itself as a leading audio brand in India, with a
strong focus on design, quality, and affordability. With its growing product
range, expanding offline presence, and innovative marketing strategies, the
company is well-positioned to continue its rapid growth in the Indian market.

Marketing Mix

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Product Mix:
Boat offers a wide range of audio products that cater to different customer
needs. The company's products are known for their high-quality sound output,
sleek design, and durability. BoAt's product line includes wired and wireless
headphones, earphones, speakers, and accessories such as charging cables and
carrying cases.

Price Mix:
Boat’s pricing strategy is based on providing quality products at affordable
prices. The company offers a range of products at different price points to cater
to customers with varying budgets. Boat’s competitive pricing helps it to stand
out in the crowded audio equipment market.

Promotion Mix:
Boat uses various marketing channels to promote its products, including social
media, influencers, and collaborations with music artists. The company also
participates in music festivals and events to increase brand awareness and reach
a wider audience. Boat’s marketing campaigns often focus on the brand's Indian
roots and its commitment to providing high-quality audio products.

Place Mix:
Boat sells its products through its website and other online marketplaces such
as Amazon and Flipkart. The company also has a network of offline retail stores
across India. Boat’s distribution strategy ensures that its products are easily
accessible to customers, both online and offline.

03. Market environment analysis

3.1 Internal environment Analysis

Value Chain Model

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Primary Activities:

Inbound Logistics:
The first step in the value chain is inbound logistics, which involves receiving
and storing raw materials and components needed for the production of Boat
products. The company sources its materials from various suppliers and
manufacturers, mainly in China. Boat’s purchasing team works closely with
suppliers to ensure that the materials are of high quality and meet the company's
specifications.

Operations:
The next stage in the value chain is the operations stage, where the raw
materials and components are converted into finished products. Boat has set up
a manufacturing facility in India, where it assembles its products. The company
uses a combination of automated and manual processes to produce high-quality
products at a low cost. Boat’s manufacturing team focuses on quality control to
ensure that each product meets the company's standards.

Outbound Logistics:
Once the products are manufactured, they are moved to the outbound logistics
stage, where they are packaged, stored, and distributed to customers. Boat has a
distribution network that includes third-party logistics providers, as well as its
own fleet of delivery vehicles. The company uses technology to track and
manage its inventory and delivery processes to ensure that products are
delivered to customers quickly and efficiently.

Marketing and Sales:

The marketing and sales stage involves promoting Boat’s products to potential
customers and converting them into actual buyers. Boat has a strong online
presence and uses social media, influencer marketing, and other digital
marketing channels to reach its target audience. The company has also set up a
network of retail partners across India, where customers can buy its products
offline.

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Service:
The final stage in the value chain is service, which involves providing support
and after-sales service to customers. Boat has set up a customer service team
that handles inquiries and complaints from customers. The company offers a
warranty on its products and provides repair and replacement services for
defective products.

Support Activities:

Procurement:
The procurement function involves sourcing and purchasing raw materials and
components needed for the production of Boat’s products. Boat’s procurement
team works closely with suppliers to ensure that the materials are of high
quality and meet the company's specifications.

Technology Development:
Boat invests heavily in research and development to improve the quality of its
products and stay ahead of its competitors. The company has a team of
engineers and designers who work on developing new products and improving
existing ones.

Human Resource Management:

Boat’s human resource management function is focused on recruiting and
retaining the best talent to drive the company's growth. The company has a
culture of innovation and entrepreneurship, which attracts young and dynamic
professionals to work for the company.

Infrastructure:
Boat has set up a modern manufacturing facility in India, equipped with the
latest machinery and technology. The company has also invested in a state-of-

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the-art distribution network to ensure that products are delivered to customers

quickly and efficiently.

3.2 The Company’s external environmental analysis

Political Factors:
The political environment in India is relatively stable. However, changes in
government policies, regulations, and taxes can impact the company's
operations. For instance, changes in import/export policies and tax rates can
affect the company's supply chain and profitability.

Economic Factors:
Boat operates in the consumer electronics market, which is highly dependent on
economic conditions. Any changes in inflation rates, exchange rates, or
economic growth rates can impact consumer demand for Boat’s products.

Sociocultural Factors:
The growing youth population in India is a significant demographic advantage
for Boat. The company has capitalized on the trend of consumers preferring
premium audio products at affordable prices. Furthermore, the increased
adoption of wireless technology and the demand for portable audio devices are
trends that benefit Boat.

Technological Factors:
The rapid pace of technological advancements is a critical external factor for
Boat. The company needs to keep up with new developments in audio
technology to remain competitive in the market. Moreover, the company must
continue to invest in R&D to maintain its position as a market leader in India's
audio device industry.

Environmental Factors:

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Boat’s products have an environmental impact due to their manufacturing

processes and materials. As environmental concerns become increasingly
critical for consumers, Boat needs to ensure its products and production
methods align with sustainable practices to remain competitive.

Legal Factors:
Boat must comply with various laws and regulations, including consumer
protection laws, health and safety regulations, and intellectual property laws.
The company must also ensure that its products meet industry standards and
certifications, such as CE and FCC certifications, to operate in various markets.

3.3 Industry Analysis: Porter’s Five Forces

Threat of new entrants:

The audio equipment market is highly competitive, and the barrier to entry is
relatively low. However, Boat has managed to establish a strong brand image,
which gives it a significant advantage over new entrants. Additionally, the
company has built a vast distribution network and has invested heavily in
marketing, which makes it difficult for new players to compete.

Bargaining power of suppliers:

Boat has a diversified supplier base, which helps to reduce its dependence on
any one supplier. However, the company relies heavily on suppliers for its
products, and any disruption in the supply chain could have a significant impact
on its operations. Additionally, the suppliers may have some bargaining power
due to the size of the orders placed by Boat.

Bargaining power of buyers:

Customers have a lot of bargaining power in the audio equipment market, and
they are highly price-sensitive. Boat has managed to differentiate itself from its
competitors by offering high-quality products at affordable prices, which has
helped to reduce the bargaining power of buyers.

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Threat of substitutes:
The audio equipment market has a wide range of products, and customers have
a lot of options to choose from. However, Boat has managed to build a loyal
customer base by offering high-quality products at affordable prices.
Additionally, the company has diversified its product portfolio to include
different types of audio equipment, which reduces the threat of substitutes.

Competitive rivalry:
The audio equipment market is highly competitive, with many players vying for
market share. However, Boat has managed to establish a strong brand image and
has differentiated itself from its competitors by offering high-quality products at
affordable prices. The company has also invested heavily in marketing, which
has helped to increase brand awareness and customer loyalty.
3.4. SWOT Analysis

Strengths:
Strong brand reputation: Boat has established itself as a well-known brand in
the audio equipment industry, with a strong reputation for delivering high-
quality products.

Wide product range: The company offers a wide range of audio products,
including earphones, headphones, speakers, and wireless audio devices, which
enables it to cater to diverse customer needs.

Cost-effective pricing: Boat’s products are priced competitively, making them

affordable for a larger customer base.

Innovative product designs: The company's products feature innovative and

attractive designs, which differentiate them from competitors.

Online presence: Boat has a strong online presence, which enables it to reach a
wider audience and sell its products globally.

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Weaknesses:
Limited offline retail presence: Boat’s retail presence is limited to select stores
in major cities, which can limit its reach and brand awareness.

Limited product warranties: Some of Boat’s products come with limited

warranties, which can negatively impact customer satisfaction and retention.

Dependence on third-party manufacturers: Boat relies on third-party

manufacturers for the production of its products, which can lead to quality
control issues and delays in product launches.

Opportunities:
Growing demand for audio products: The audio equipment industry is growing
rapidly, with an increasing demand for wireless earphones, headphones, and
speakers.

Expansion into new markets: Boat can expand its reach into new markets, both
domestically and internationally, to increase sales and brand awareness.

Product diversification: Boat can expand its product range to include new and
innovative audio products, such as smart speakers and home audio systems.

Threats:
Intense competition: The audio equipment industry is highly competitive, with
numerous well-established players competing for market share.

Counterfeit products: The proliferation of counterfeit products in the market can

negatively impact Boat’s brand reputation and sales.

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Economic downturns: Economic downturns can negatively impact consumer

spending, leading to decreased demand for Boat’s products.

04. Resources and Competencies of Boat Company

The key resources and competencies that have contributed to Boat’s success:
Strong brand image: Boat has established a strong brand image in the Indian
market by focusing on the needs and preferences of its target audience. The
company's products are known for their stylish design, good sound quality, and
affordability, which has helped Boat build a loyal customer base.

Agile manufacturing: Boat has a strong manufacturing capability, which enables

the company to quickly adapt to changes in customer demand and market
trends. The company has invested in efficient manufacturing processes and a
flexible supply chain, which allows Boat to produce high-quality products at
scale.

Digital marketing expertise: Boat has leveraged digital marketing channels such
as social media, influencer marketing, and targeted advertising to reach its target
audience. The company has a strong online presence, which has helped Boat to
build brand awareness and reach new customers.
Customer-centric approach: Boat has a customer-centric approach that
prioritizes customer satisfaction and feedback. The company solicits customer
feedback to improve its products and services, and provides responsive
customer support and easy returns to ensure customer satisfaction.
Skilled workforce: Boat has a skilled workforce that includes product designers,
engineers, marketers, and customer support staff. The company has invested in
talent development programs to ensure that its employees have the skills and
expertise needed to support its growth.

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Strong distribution network: Boat has a strong distribution network that includes
partnerships with major online and offline retailers such as Amazon, Flipkart,
and Reliance Digital. The company's products are also available in over 5,000
retail stores across India.

Innovative product design: Boat has a reputation for innovative product design
that combines style and functionality. The company's products are known for
their distinctive look, which has helped Boat to differentiate itself from
competitors.
05. Marketing Objectives
1.Increase sales: This is one of the primary marketing objectives of any
business. A boat company may set targets to increase sales through various
strategies such as launching new products, improving distribution channels, and
promoting their brand.
2.Build brand awareness: Brand awareness is crucial for a boat company to
attract potential customers. The company may set marketing objectives to create
a strong brand image and increase brand recognition through advertising,
sponsorships, and other promotional activities.
3.Expand market reach: A boat company may set marketing objectives to
expand its market reach by targeting new customer segments or entering new
markets. This may involve conducting market research to identify new
opportunities and developing marketing strategies to capitalize on them.
4.Enhance customer loyalty: Building customer loyalty is essential for a boat
company's long-term success. The company may set marketing objectives to
improve customer satisfaction, increase customer retention rates, and develop
loyalty programs to incentivize repeat business.
5.Improve online presence: With the increasing importance of the internet, a
boat company may set marketing objectives to improve its online presence. This
may involve optimizing its website for search engines, creating engaging social
media content, and using digital advertising to reach target audiences.

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06. Financials
6.1Perform Financial Statements

Total Revenue
Over the last 4 years revenue has grown at a compound annual growth rate
(CAGR) of 128%, because of company's reliable and cost-effective products,
the firm has been able to establish a strong brand name in the marketplace.
Net Profit
Over the last 4 years, net profit has grown at a yearly rate of 84%, The company
sales increased more than doubled, which is primarily responsible for the
company's significant increase in profit.

FINANCIA F.Y 2018 F.Y 2019 F.Y 2020 F.Y 2021 F.Y 2022
L
Total 107.63 226.11 609.96 1,320.38 2,886.44
Revenue

Gross Profit 31.7 25.24 118.45 65.67 294.86

EBITDA 9.23 14.14 76.61 133.29 143.12

PBIT 9.21 13.86 75.26 130.1 134.05

PBT 8.29 11.41 65.22 118.22 99.45

Net Income 5.98 8.04 47.8 86.54 68.7

Diluted EPS - 0.8 4.78 8.53 5.1

Basic EPS 1,195 0.79 4.42 7.97 5.09

6.2Sales Forecast

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6.3Expenses Forecast

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07. Implementation of the marketing plan

Define target market: Boat company should conduct market research to identify
its target market. The research should include demographics, psychographics,
and buying behaviour of potential customers. Based on the research, Boat
should define its target market, such as music enthusiasts or gamers.

Develop a unique value proposition: Boat should develop a unique value

proposition that sets it apart from competitors. The value proposition should
focus on the key benefits of Boat’s products, such as affordability, stylish
design, and good sound quality.

Increase brand awareness: Boat should focus on increasing brand awareness by

investing in various marketing channels such as social media, influencer
marketing, and targeted advertising. Boat can use social media platforms such
as Facebook, Twitter, and Instagram to reach its target audience. Influencer
marketing can also be a great way to reach new audiences, as Boat can partner
with influencers who have large followings in its target market.

Leverage user-generated content: Boat should encourage its customers to share

their experiences with its products on social media platforms. Boat can run
contests or offer incentives to customers who share their experiences with
Boat’s products on social media.

Offer promotions and discounts: Boat should offer promotions and discounts to
incentivize customers to try its products. This can include discounts for first-
time customers, bundle deals, or seasonal promotions. Boat can also offer
referral programs to encourage customers to refer their friends and family to
Boat’s products.

Focus on customer service: Boat should prioritize customer service to build

customer loyalty. Boat should offer responsive customer support, easy returns,
and warranties for its products. Boat should also solicit feedback from
customers to improve its products and services.

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Expand product line: Boat should consider expanding its product line to offer a
wider range of audio equipment, such as soundbars, home theatre systems, and
smart speakers. Boat should conduct market research to identify the most
popular products in its target market and develop new products that meet
customer needs.

08. Action Plan

Review the company's current position: The first step in any action plan is to
assess the current situation. Boat should take stock of its current position in the
market, analyse its strengths and weaknesses, and identify areas for
improvement.

Identify target customers: Boat should identify its target customers and analyse
their needs and preferences. This will help the company tailor its products and
marketing messages to meet the needs of its customers.

Develop a product roadmap: Based on customer needs and market trends, Boat
should develop a product roadmap that outlines the company's product
development strategy for the next few years.

Strengthen distribution and sales: Boat should focus on strengthening its

distribution and sales channels. This could include expanding its online
presence, partnering with retailers, and developing a direct-to-consumer sales
channel.

Focus on brand building: Boat should invest in building its brand through
targeted marketing and advertising campaigns. This could include sponsoring
events, partnering with influencers, and leveraging social media to engage with
customers.

09. Key Performance Indicators and performance management

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Sales Revenue: Sales revenue is a key KPI for any company, including Boat.
This metric measures the amount of revenue generated by the company's
products and services.

Market Share: Market share is the percentage of total sales in a given market
that Boat controls. This metric can help the company understand its position in
the market and identify areas for improvement.

Customer Acquisition Cost: This metric measures the cost of acquiring a new
customer. By tracking this metric, Boat can optimize its marketing and
advertising spend to acquire customers more efficiently.

Customer Lifetime Value: Customer Lifetime Value (CLV) is a measure of the

total value a customer will bring to the company over their lifetime. This metric
can help Boat understand the long-term value of its customers and optimize its
marketing and sales efforts accordingly.

Net Promoter Score: Net Promoter Score (NPS) is a measure of customer

loyalty and satisfaction. By tracking NPS, Boat can identify areas where it
needs to improve its customer service and support.

Employee Retention Rate: Employee retention rate measures the percentage of

employees who stay with the company over a given period. By tracking this
metric, Boat can ensure that it is retaining its top talent and fostering a positive
work environment.

Time to Market: Time to Market measures the time it takes for Boat to develop
and launch a new product. By tracking this metric, the company can identify
areas where it can streamline its product development process and bring
products to market more quickly.

References

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