PROJECT REPORT

ON
“Marketing strategy of boAt’’

Submitted to
Rashtrasant Tukadoji Maharaj
Nagpur University, Nagpur
In Partial Fulfilment of the requirement of the
“Bachelor of Business Administration”

Submitted by
Ankit Gaikwad

Guidance by
Dr.Sushil Gadekar

Dr. Ambedkar Institute of Management Studies and Research,

Deeksha Bhoomi, Nagpur-440012
2022-2023

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 CERTIFICATE

This is to certify that Ankit Gaikwad as satisfactorily completed the project work
entitled “marketing strategy of boAt” in not less than one academic session.

This also certify that this project work is the result of the candidate’s own work
and is of sufficiently high standard to warrant its presentation for the BBA
program.

To the best of my knowledge this project or its part has not been submitted to this
university or any other university for any Degree/Diploma.

Dr.Sushil Gadekar

Internal Examiner External Examiner

Place: Nagpur

Date: Director

ACKNOWLEDGEMENT
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“Words have never expressed human sentiments. This is only an attempt to
express my deep gratitude which comes from my heart.”

It is a great pleasure for me to express my deep feeling of gratitude to my

respected guide Dr. Nirzar Kulakrni (Assosiate Directore & Professor DAIMSR)
for his great encouragement and constant support which provided desired moral
and confidence to carry on my work.

I am grateful to the Dr. Sudhir Fulzele, Director, Dr. Ambedkar Institute of

Management Studies & Research, Nagpur for making all facilities available for
my work.

I am grateful to the Dr. Sushil Gadekar, Assistant Professor, Dr. Ambedkar

Institute of Management Studies & Research, Nagpur for making all facilities
available for my work.

I am grateful to my parents for their lovable support. Last but not least I am
thankful to my friends and other faculty members for their direct and indirect help
for completion of this work.

DECLARATION
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I, Ankit Gaikwad hereby declare that the project entitled “marketing
strategy of boat” is the outcome of my own research work based on
personal study during academic session 2022-2023 and has not been
submitted previously for award of any degree or diploma to this
university or any other university.

Ankit Gaikwad

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 CHAPTERAISATION

Chapter no. Particulars Page

Number

1. Executive Summary

2. Introduction

3. Company profile

4. Research Methodology and data collection

5. Data Analysis and Interpretation

6. Findings and conclusion

7. Limitations and suggestions

8. Bibliography

9. Annexure

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 CHAPTER NO 1
EXECUTIVE SUMMARY

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Music systems are not portable! Hence, as a matter of fact, we all
want such devices that can easily be carried with us while traveling.
This is the idea that gave rise to headphones and earphones as a
portable alternative to the traditional music systems. These devices
can easily be carried from one place to another, thereby offering the
same feel as the speakers and music systems.

technology has made our lives better and it is the biggest enable in the
world we live in right now.With the emergence of headphones, music
lovers, listeners of music, and other professionals can now listen to
their favorite tracks, watch the movies of their choice, and talk with
their office colleagues, managers, and friends without disturbing
others. Though the headphones are being used for quite some time in
India, just like they are used in any other part of the world, only a
handful of Indian manufacturers can be spotted. Boat is one of the
leading players among them, and the brand simply steals the show!
boAt has got an astonishing collection of earphones, earbuds,
headphones, and wireless speakers that stands apart due to the quality,
affordability, and world-class designs that the company offers.
Founded in 2016, boAt is hailed as India's no. 1 earwear audio brand.
The company allows users to experience both spirit and energy at the
same time.
boAt has been dubbed as the 5th largest wearables brand globally
since December 2020.

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CHAPTER NO 2
INTRODUCTION

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 BoAt (company)
BoAt is an Indian based consumer electronics brand established in
2015 that markets earphones, headphones stereos, travel chargers and
premium rugged cables. Imagine Marketing Services Private Limited,
which does business as BoAt, was incorporated in November 2013 by
co-founders Sameer Ashok Mehta an Aman Gupta.

BoAt (legal name "Imagine Marketing Services Pvt. Ltd.") is an

India-based company which was incorporated in November 2013.
BoAt markets earphones, headphones stereos, travel chargers, and
premium rugged cables.

BoAt designs and markets a variety of audio-focused consumer

electronics, including wireless earbuds, wired headphones, wireless
speakers, home audio equipment, smart watches, and an assortment of
mobile phone accessories.

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 CHAPTER NO 3
COMPANY PROFILE

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 boAt (also known as Imagine Marketing) is a lifestyle brand that
creates and sells consumers electronics. Its product range includes
earbuds, headphones, earphones, and wireless speakers with
contemporary designs. The company addresses the audio needs of
millennials and Gen Z. BoAt is an Indian brand electronic brand
and was established in 2015.
BoAt markets earphones, headphones, stereos, travel chargers, and
premium rugged cables.It is an Indian-based company.It has a
tagline of Plug into Nirvana.Sameer Ashok Mehta and Aman
Gupta founded it.Imagine marketing services Pvt—Ltd is now
known and functions as BoAt and was merged in November 2013
by their co-founders.On April 17, 2018, BoAt raised $900,000
from Fireside Ventures.
In January 2021, BoAt Raises $100,000,000 (series B round) from
Warburg Pincus.Right now, BoAt is the Number one lifestyle
brand in India.It is trendy amongst youngsters.

Type Private

Founded 2016

HQ Mumbai, IN

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Website boat-lifestyle.com

Leadership of BoAt :
Sameer Ashok Mehta and Aman Gupta founded it.
Aman Gupta is the chief marketing officer and co-founder of BoAt.
He was the director of sales at Harman International.
His first entrepreneurial experience was as co-founder and CEO of
Advanced Telemedia Pvt Ltd, which helped launch global brands
such as Beats Audio.
Sameer Ashok Mehta is the Co-founder of BoAt.
He had entrepreneurial and executive leadership experience before
co-founding BoAt

Key People/Management at boAt

Aman Gupta
Co-Founder and CMO

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 Sameer Mehta
Co-Founder and CPO

Divyanshu K
Vice President Strategy

Damandeep Singh Soni

Vice President Growth

boAt Office Locations

boAt has an office in Mumbai

Mumbai, IN (HQ)

501-B, Shri Har Krishan Bhavan, Charat Singh colony

Summary Metrics

Founding Date 2016

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boAt total Funding $100.9 m

boAt latest funding $116.3 m

size

Time since last a year ago

funding

boAt investors Warburg Pincus, Fireside Ventures.

boAt's latest funding round in Apr 16 2021 was reported to be $116.3 m. In

total, boAt has raised $100.9 m

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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
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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.

Founders Aman Gupta and Sameer Mehta

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
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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.
“We are like Zara of electronics, not highly-priced like luxury brands
or cheap like Chinese products”
- Sameer Mehta, Co-founder, boAt

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.

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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.

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 Why is boAt successful?

1. Consumer-first approach and improvisation

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.
1. Portrayal as a lifestyle brand

The company portrays itself as a lifestyle brand rather than calling a

consumer electronics brand.
“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.”
- Aman Gupta, CEO and Co-Founder, boAt
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.
1. Continuously expanding catalog
After launching the indestructible Apple charging-cable and charger,
the second product they brought was an audio range, which included

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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.
1. 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.
1. 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.
“Our product is excellent and coupled with outstanding marketing,
that is what is the secret to our success,”

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- Aman Gupta, CEO and Co-Founder, boAt

Products and brands

BoAt designs and markets a variety of audio-focused consumer
electronics, including wireless earbuds, wired headphones, wireless
speakers, home audio equipment, smart watches, and an assortment
of mobile phone accessories.
Wireless earbuds
BoAt distributes a line of wireless earbuds under the brand name
Airdopes. As of mid-2020, the manufacturer’s suggested retail price
(MSRP) for BoAt's Airdrops line ranges from ₹3,999 (approx. $53) to
₹6,999 (~$92).

Airdopes 431 wireless earbuds

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.

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Tethered wireless earbuds
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).

Rockerz 261 tethered wireless earbuds

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.

Wireless headphones
BoAt also distributes a line of wireless headphones in both on-ear and
over-ear form factors. Its headphones are marketed under the

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company's BoAt, Rockerz, and Nirvana brands and undiscounted
prices range betwen ₹2,990 (~$39) and ₹7,990 (~$105) depending on
the model and its features.

Nirvana 715 ANC, which feature active noise cancellation

Like other wireless headphones, BoAt's devices do not connect to an
audio source via wire or cable. Its devices feature Bluetooth
connectivity to play audio from the audio source (such as a mobile
phone, computer, or stereo system). In wireless playback mode over
Bluetooth, BoAt's headphones draw power from lithium ion batteries
which are integrated into the headphones.
Many of BoAt's wireless headphones come with an auxiliary audio
cable that can plug into standard headphone jacks (or other audio
jacks using adapters, which aren't included). On many models,
connecting headphones to an audio source using the auxiliary audio
cable does not draw down battery charge

Wired headphones and earbuds

BoAt distributes a range of wired headphones and earbuds under the
company's BassHeads brand. The undiscounted MSRP for
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BassHeads-branded wired headphones is around ₹2,490 (~$33). The
undiscounted MSRP for wired earbuds ranges from ₹799 (~$10.50) to
₹1,490 ($20) in mid-2020.

BassHeads 102 product photo

Like with most wired headphones and earbuds, BoAt's devices

connect to a standard headphone jack on mobile devices, computers,
stereo systems, and other audio-outputting devices. BoAt's devices
draw power from the audio source into which they're plugged in and
do not require power from a dedicated amplifier. The company's over-
ear and on-ear headphones, as well as its in-ear earbuds offer a degree
of passive noise cancellation by partially occluding the wearer's ear
canals from external sound.

Smart watches
BoAt offers a line of smart watches that offer a variety of fitness
modes, health monitoring features, and call, text, and social media
notifications.

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Portable wireless speakers
BoAt sells a range of portable wireless speakers under its Stone and
Rugby brand names. Its speakers wirelessly connect to an audio
source using Bluetooth and are powered by built-in batteries. As of
mid-2020, devices are priced between ₹2,490 (~$33) and ₹12,999
MSRP ($171), without discounts, depending on the model and
features.

Stone 1401

BoAt's wireless speakers come in a range of sizes and form factors

designed for different use cases. Its smaller, lower-powered devices
are priced lower than its larger wireless speaker options, which
feature louder sound output, longer battery life, and varying degrees
of ruggedization in their designs.
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Home audio equipment

BoAt distributes home audio equipment under its Aavante brand. The
company's home audio offerings primarily consist of sound bars and
subwoofers for use with televisions and other home theater
equipment. As of mid-2020, BoAt's home audio offerings are priced
between ₹9,900 (~$130) and ₹24,990 (~$329), without discounts.
BoAt's home audio equipment features multiple input modes,
including Bluetooth, USB-A, and auxiliary audio cable. Certain
models are Bluetooth-only.

Company information
Industry

Bluetooth

Consumer electronics

Headphones

Earbuds

Location

India

Delhi

India, Texas

Company status

Active

CEO

Sameer Mehta

Founder

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 Sameer Ashok Mehta

Aman Gupta (founder)

Legal name

Imagine Marketing Services Pvt. Ltd.

Date incorporated

November 1, 2013

Number of Employees (ranges)

100 – 249

Tagline

Plug Into Nirvana

Full address

C-255,2nd floor,Guru Gobind Singh Industrial Estate Off W.E.Highway, Goregaon (E), Mumbai,
Maharashtra, 400063501b, Shri Guru Har Krishan Bhavan Charat Singh Colony Road, Chakala, Andher,i
East Mumbai, Mumbai City, Mh 400093, India

Place of incorporation

India

Incorporation reference

U52300MH2013PTC249758

Investors

Fireside Ventures

Warburg Pincus

Qualcomm Ventures

InnoVen Capital

Navi Technologies

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Founded date

November 1, 2013

Phone number

(022) 49461882

Total funding amount (USD)

107,576,740

Latest funding round date

April 16, 2021

Business model

Commerce

Latest funding type

Series B round

Latest postmoney valuation

300,000,000

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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.

Non-executive director(s)

Kanwaljit Singh joined the company's board of directors in April

2018. Singh is managing partner of Fireside Ventures, which led a
₹60,000,000 (approximately $900,000 USD) equity funding round in
BoAt. The round was not announced until early May 2018.

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

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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.

Promotion and Advertisements

To promote the durability of the products, boAt made advertisements
where it can be seen people wearing all those gadgets while doing
intense workouts and jogging, this proves what the brand is trying to
convey to its audience.
From the very first, boAt was focused on marketing through digital
marketing and social media. It took up many social media influencers
to promote the products as well as their brand. Apart from that various
celebrities like Cricketers Rishab Pant, Shikhar Dhawan, Virat Kohli,
Shreyas Iyer were a part of a group of celebrities who endorsed boAt.
Not only that Bollywood star, Kiara Advani, Kartik Aaryan, and
singer Neha Kakkar and Diljit Dosanjh were present in the list of
celebrities as well. They mainly focus on athletes for the promotion of
their brand.

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Apart from all these, boAt has collaborated with Lakme Fashion week
in 2019, promoted its products, and introduced itself as a lifestyle
brand instead of an electronic brand. With developing products like
smartwatches, portable speakers, and other wearable gadgets it has
truly transformed itself into one.

boAt at Lakme Fashion Week

Marketing Strategy of BoAt

Influencer marketing
boAt left no stone left unturned regarding influencing people with
influencer marketing. boAt has not struck the deal only with

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influencers but also with celebrity endorsements, cricketers, content
creators, and even, stylists.
Celebs like Jacqueline Fernandes, Kartik Aryan, Kiara Advani, as
well as content creators like Prajakta Koli, Harsh Beniwal,
and Bhuvan Bam are on board to promote the products of boAt.

Musicians like Harry Sandhu, Neha Kakkar and Diljit Dosanjh also
endorse their products.\

Apart from that cricketers like Shikhar Dhawan, Hardik Pandya, KL

Rahul and Shreyas Iyer have long been endorsing their products.

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Digital marketing
Digital marketing is a big player in the marketing strategy of the
company. All the marketing strategies employed by boAt 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
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. The company has a presence on Instagram,
Facebook, Twitter, YouTube, and LinkedIn.

Hashtag Marketing with Unique hashtags –

#whatfloatsyourboat
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-#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.

Storytelling through social media campaigns:

34
 boAt Comic Saga
Illustrations have been made and shared on Instagram stories under
the name boAt adventures to charm and get the attention of comic
lovers and the audience.
In a video from the most recent campaign you always do what floats
your boat run by the name and hashtag 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-z 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 campaign features Kiara Advani, Bani J, Raja Kumari and
other strong women with an upbeat music video with the title "I am a
rebel"Digital campaigns have helped connect the right type of content
with the right people in real-time.

Moment marketing and Collaborations

IPL

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 boAt Collaboration

This is a big shot for boAt. Their exclusive collections include

earbuds. Made available in all different colours 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.
The Marvel collection

boAt Marvel Collaboration

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.

Independence day

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 boAt Made in India

They seized the perfect moment to announce the launch of the

following products which are Bassheads 100, Bassheads 152 and
Rockerz 255 Pro starting from 27th January 2021. To fulfil the vision
of 'make in India' and manufacture other mobile accessories as well in
the country itself. Focusing on the mission of Atma Nirbhar Bharat.

The Masaba collection

boAt Masaba Collaboration

When the web series Masaba Masaba was rolling out, they were quick
to grab the opportunity and release an exclusive collection. This
included their signature sound with the vibrant style of Masaba Gupta.
Also integrating the theme of fashion from the web series.

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Experiential marketing

boAt Sunburn Collaboration

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, nirvana zones. All where the audience was
encouraged to participate. The brand shared the stories of their
audiences on their official page on Instagram, making an emotional
connection and building a loyal fan base. Through which
they generated buzz and gained media coverage.

The takeover tour - 2020

38
 boAt The Takeover Tour Collaboration

Concerts are with musicians like AP Dillon, with the takeover tour. It
has so far completed 5 chapters in different cities around India
including Mumbai, Chandigarh, Goa, Gurugram, and Hyderabad.

The sunburn festival in Goa - 2019

Tyga, Yellow Claw, DJ Snake, and Wiz Khalifa were some artists p
erforming at the festival.
boAt has also collaborated with T-Series, the Lakme Fashion Week
show, Dolby, teams from IPL like Kings XI Punjab, Delhi Capitals
and Brut, which is surprising and odd, given the aim to transcend
beyond music.

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
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.

Leveraging the brand using Consumer Insights

39
The brand started with the category of sound devices which includes
wireless earbuds, Wireless Headphones, wired headphones, 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 collections of smartwatches.
The brand has now launched a smartwatch, 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, 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.

Personalized marketing
boAt sends out targeted emails, makes short videos that resonate with
the consumers and interacts with their customers on their social media
platforms consistently, 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.

Print and offline marketing

40
 boAt Print Advertising

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
towards business to consumers.

Targeting the Right Audience

Affordable yet with great product quality that enhances the user
experience, listens to the feedback from their customers. They are
also tech disruptors. Constant innovation of products and
understanding their audiences is a great advantage that boAt has. It
has something for everyone from millennials, the misfits, Gen-Z,
skaters to gamers.

Meme Marketing - Keeping it relevant with memes and

language

boAt Meme Marketing

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

41
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 that which it really is. So as to occupy the space in the
consumer's mindset that the products of boAt are something that we
use daily and also that makes a fashion statement. The models at the
Lakme Fashion Week walked on the ramp wearing boAt's products
when boAt collaborated with them.

boAt Lakme Fashion Week Collaboration

42
PURCHASE DECISION BEHAVIOUR
The market today is flooded with Mobile Accessories of various
companies’ brands. The buyer has a very large range to choose from.
Different buyers have different reasons for there particular choice.
Because of the large number of products in the market it becomes
very difficult to find out exactly why people buy a particular
products.The best way to answer this question is to look at how
people buy?
This is how the purchase decision behavior of the buyer. The
purchase decision behavior doesn’t only mean what to buy? But also
from where to buy?
Issues in the purchase decision behavior:
1) Predetermined decision
2) Point of purchase decision
3) Influencer

I) PREDETERMINED DECISION:
Predetermined decision is when the buyer is decided about the choice
of what he has to buy. This pre-determined decision of his a lot to do
with Motivation, learning, Income Group, Lifestyle, Social Class and
exposure to promotional campaigns. Each one of these factors has
influence of varying degree on the purchase decision behavior of the
buyer.
(1).Motivation: Maslow’s theory of motivation can help us a lot in
understanding the purchase decision behavior of buyers.

43
(2).Lifestyle and Social class: Lifestyle and social class also play a
very important role in a buyer’s decision to buy a particular chocolate.
This is where positioning becomes a very important issue.
(3)Income Group (disposable money): This is one of the most
important and an obvious reason for a buyer’s predetermined
decision. A buyer is going to buy a given products in a given price
range only when he has that much money to spend (disposable
money) or that his income is so much that he can justify the purchase.

II.) POINT OF PURCHASE DECISION:

Point of purchase decision is where the buyer decides about the

product on the spot. These on the spot decision are basically
dependent on:
1. Visibility
2. Packaging
3. Price
(1). Visibility: The product should be visible so that the productive
buyer can be attracted and induced to buy. 46
(2). Packaging: Packaging is very critical to a particular brand’s
success or failure. The packaging, the brand name, the logo etc. assist
in the visibility of the product, makes it stand out against the
competition. Most of the buyers that underwent the perception test
attributed their decision to purchase a particular product to the
packaging. The importance that the companies have been giving to
the packaging of their chocolates is the strongest evidence to this
point.
(3). Price: Price is another very important factor. Some people decide
on buying a particular chocolate because they think its price to be
44
good according to the product, some want to buy expensive
chocolates. So they go for the ones, which cost lesser. These decisions
are dependent to a great extent on motivation and disposable money.
This is why companies have chocolates in different weights and in
different price slots.
III.) INFLUENCERS:
Influencer is someone who can influence to buy a particular
chocolate. Influences can be personal and non-personal (non-living).
1. Personal Influencers: The personal influencers can be classified
into two categories.
a. The shopkeeper – The shopkeeper acts as a very big influencer, he
can make your decision to buy a particular Products by stressing on
its strength or break your particular decision by discouraging your
decision.
b. Others (Parents, Friends etc.) – These are the influencers like
parent or friends who can accord their perceptions, influence a
buyer’s decision

Products Pre-determind Place

decision

Point of
purchase

Influence

Personal Non
45 personal
 CHAPTER NO 4
RESEARCH METHODOLOGY AND DATA COLLECTION

46
 RESEARCH METHODOLOGY.

1. Introduction
Research is an art of scientific investigation through search for new
facts in any branch of knowledge. It is a moment from known to
unknown. Research always starts with a question or a problem. Its
purpose is to find answers to questions through the application of the
scientific method. It is a systematic and intensive study directed
towards a more complete knowledge of the subject studied. As
marketing does not address itself to basic or fundamental question, it
does not qualify as basic research. On the contrary, it tackles
problems, which seem to have immediate commercial potential. In
view of the major consideration, marketing research should be
regarded as applied research. We may also say that marketing
research is of both types problem solving and problem oriented.
Marketing research is as systematic and objectives study of the
problems pertaining to the marketing of the goods and services. It
may be emphasized that it is not restricted to any particular area of
marketing, but is applied to all the phases and aspects.
2.Research Design
It is the master plan specifying the methods and procedures for
collecting and analyzing the needed information. A research design is
the arrangement of conditions for the collection and analysis of data
that aims to combine relevance to the research purpose with economy
in procedure.

47
 METHOD OF DATA COLLECTION

1.Data to be collected
Data includes facts and figures, which are required to be collected to
achiever the objectives of the project.
a).primary data
The data that is being collected for the first time or to particularly
fulfill the objectives of the project is known as primary data. These
types of data were,
- Responses of consumer. The above primary data were collected
through responses of consumer was conducted through questionnaires
prepared for them.
b) Secondary Data Secondary
data are that type of data, which are already assembled and need not
to collected from outside. These types of data were
i) Company Profile
ii) Product Profile
iii) Competitors Profile
The aforesaid data were collected through Internet and company
financial report.

2) Data Collection Technique

48
For given project, the primary data, which needed to collect for the
first time, were much significant. This type of information gathered
through Survey technique, which is the most popular and effective
technique for correct data collection. The survey was completed with
the use of questionnaires
Questionnaire for consumer.
A questionnaire is a research instrument consisting of a series of
questions and other prompts for the purpose of gathering information
from respondents. Although they are often designed for statistical
analysis of the responses, this is not always the case. Questionnaires
have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or
telephone surveys, and often have standardized answers that make it
simple to compile data.
3) Sampling Sample
is the small group taken under consideration from the total group.
This small group represents the total group. In the project the market
research, which was ask to be studied was Delhi market but as it was
possible to approach all the respondent s customer of the city, hence a
sample was selected which represents the whole city. The areas
selected for the sample are present further in the appendix

LIMITATIONS

49
 1. Because of time constraint sample size was the scope of
this project is limited to areas in nagpur only
2. The estimates are done on average basis.
3. The project had scope for future research, which was
beyond my resource due to time constraint and work
pressure.
4. Because of time constraint sample size was restricted on
100.
5. Some of the respondents did not respond due to lack of
time.
6. Some were biased towards their brand, which might not be
giving them good service.

Learning Objectives
● To study the brand awareness of boAt products among the
consumers.

50
● To study the selling strategies adopted by boAt products.

● To analyze the effects of marketing mix strategies on people as

consumers and on the market.

● To understand the responsive marketing strategies tactics of

boAt towards its competitors.

● To suggest improvement if any in the strategies of boAt

company .

51
 CHAPTER NO 5
DATA ANALYSIS AND INTERPRETATION

52
Q1. have boAT product?

(a) Yes (b) No

INTERPRETATION

To this question 35 consumers reported yes, 15 reported No.

This shows that most of the people like using boAT products.

53
Q2. Do you like boAT products?

(a) Yes (b) No

awareness of boAT product

1st
10%

2nd
90%

INTERPRETATION

To this question 45 consumers heard of boAt product, 5 consumers

are not aware of boAt product.This shows that consumers are aware
of boAT products.

54
Q3.Have you ever bought a boAt products ?

(a) Yes (b) No

35
30
25 yes
20 no
15
10
5
0

INTERPRETATION

To this question 35 consumer reported Yes and 15 reported NO.

This shows that most of the consumers buys boAT products.

55
Q4. If yes, then why boAT products?

(a) base (b) highly recommend (c) Price (d) Availability

choice of boAt products

base highly recommend price availability

18%
40%

20%

22%

INTERPRETATION

To this question 40% consumers like boAt products because of its

base . whereas 22%
like it because of its quality,20% because of its reasonable price and
18% because of its
availability this shows that most of the consumers likes boAT
products because of base.

Q5. If no, then why not?

a) Price (b) warranty (c)High Base (d) Can't say

56
 Sales
can"t say
10%

price
44%

high base
36%

warranty
10%

INTERPRETATION

To this question 44% consumers reported that they do not buy boAt
products because of price.
Whereas 36% consumer reported that because of warranty,10%
because of high base,
This shows that consumers do not buy boAt products because of price
and high base.

Q6. How do you feel about Quality of boAt products?

57
 (a) Good (b) Very Good
(c) Neutral (d) Bad

25

20
Good
very good
15
Neutral

10 Bad

INTERPRETATION

It is observed that 25 consumers found quality of boAt products are

very good while 15 consumer found it good. Remaining 10 consumer
find the quality as neutral or bad. This shows that 51% consumer find
boAt products as of good quality.

Q7. How do you feel regarding price of different brands

of boAt products ?

58
(a) Earphones- High/Low
(b) Headphones-High/Low
(c) Earbuds -High/Low
(d) other

Consumer’s perception about the prices of different brands

100
90
80
70
60
50
40
30
20
10
0
earphones headphones earbuds others

High Reasonabale

INTERPRETATION

To this question 90% consumers find other brands as reasonable as

compared to other
brands like Eraphones i.e 80, Headphones- 75% and earbuds-70%. On
the other hand 30% consumers find price of earbuds very high as
compared to headphones i.e 20%, headphones-25 and others-10%.

Q8. Do you find boat products advertisements attractive?

59
 (a) Yes (b) No

45
40
35
30
yes
25 No
20
15
10
5
0
Attractive Advertisement

INTERPRETATION

To this question 45 consumers find boat products advertisement

attractive Whereas 5 consumers do not find advertisement attractive.
This shows that boat products advertisements are attractive.

60
Q9. Are boAt products easily available?

(a) Yes (b) No

Availability of boat products

Sales

No
14%

yes
86%

INTERPRETATION

To this question 86% consumers reported that boat products are

easily available whereas 14% consumers reported that boat products
are not easily available. This shows that boAt products are easily
available to the consumers.

61
 CHAPTER NO 6
FINDINGS AND CONCLUSION

62
 FINDINGS

1. Majority of the customer s belonged to age group of 12-35 years. It

shows that this age group likes boat products and knows about boat
products.

1. Consumers are maximum satisfied with the quality of

earphones . Followed by headphones, then earbuds and then other
competitors.

2. Consumers find price of boat products reasonable. Whereas they

find price of other brands high as compared to boat products .

3. Purchase behavior of consumers depends mostly on Base, then

price, quality and availability.

4. Role of advertisement in attracting consumers is high.

5. There is easily availability of boat products.

6. Mostly people having very good experience of using boat

products.

63
 CONCLUSION

boAt has made a huge name for itself in the last 6 years. It’s
reputation and popularity was bolstered after the appearance of one of
its co-founders, Aman Gupta, on Shark Tank India season 1. On the
marketing, pricing and styling front, the company has left no stone
unturned in outsmarting the existing competition. The impact has
been such that renowned brands like JBL had to cut down on its
prices in order to stay relevant in the industry.
The future of the company looks quite promising, courtesy of a
dedicated R&D team, millions in funding and the zeal to stay
appealing to the youth. Notably, Aman Gupta’s present net worth is
$95 Million

There have been efforts to create differentiation through packaging,

Brand additions and advertising but apart from the structure i.e., the
shape, size and packaging there hasn’t been much difference in the
product value delivery.
The advertising effort is basically to position it as several people also
consume a boat product for gift purpose on different occasions due to
its packaging and size in order to maintain their standard i.e.
according to them consuming expensive products is a Status Symbol.
boat products has an excellent , quality & packaging and its future
path is very bright. boAT products is easily available to consumers.

We have almost covered the small journey of this lifestyle brand.

They have just entered the market but have already acquired a fig
percentage of it. boAt lifestyle offers stylish as well as durable
products which has been the highlight.
Their effect on the market has been so much that the popularity of
products of boAt has forced big giants like JBL to lower down the
prices of their products to compete in the affordable audio segment.
64
It is interesting because, as mentioned above in the blog, Aman was a
former employee at JBL.
Technology has made our lives better and it is the biggest enabler in
the world we live in right now. boAt Lifestyle wants to be at the
forefront of the changes in the audio market. The brand doesn’t seem
to stop but rather embark on a great journey ahead. CEO Aman Gupta
in an interview said he is hopeful to come out of the pandemic
strongly and regain the momentum.

65
 CHAPTER NO 7
LIMITATION AND SUGGESTION

66
1. boAt can also capture a large market by lowering its price

2. Cadbury can also introduce 'Buy two get one' like offers in order to
gain market share.

3. The claims of the consumer schemes should properly be handled.

4. The frequent fluctuations in the price must be stopped as it creates

bad and unstable image in the minds of the consumer.

5. The company needs to focus heavily on advertising. It can be

accomplished by putting up barriers and hoardings, distributing
advertisement materials, free gift like key chains, caps, T -Shirts, wall
clock with symbols of all the brands of the company.

6. Introduce more trendy and innovative designs

7. Take steps to change consumer perception that boAt products are

high priced.

67
CHAPTER NO 8
BIBLIOGRAPHY

68
REFERENCES :-

https://www.google.com/

https://www.wikipedia.org

https://www.boat-lifestyle.com
https://marqueex.com/marketing-strategy-of-boat-making-the-
sound-of-success/

69
CHAPTER NO 9
ANNEXURE

70
Q1) Do you like boAt products?

(a) Yes ( a) Yes

Q3) Have you ever bought a boAt products ?

(a) Yes (b) No

Q4) If yes, then why BoAt products?

(a) Base (b) Highly recommended

(c) Price (d) Availability

Q5) If no,then why not?

(a) Price (b) Warranty

(c) High base (d) can’t say

Q6) How do you feel about Quality of boAt products?

(a) Good (b) Very Good

(c) Neutral (d) Bad

71
Q7) How do you feel regarding price of different brands
of boAt products ?

(a) Earphones- High/Low

(b) Headphones-High/Low

(c) Earbuds -High/Low

(d) Others -High/Low

Q8) Do you find boat products advertisements attractive?

(a) Yes (b) No

Q9) Are boAt products easily available?

(a) Yes (b) No

72