Case Study of BoAt Lifestyle

Industry ~ Audio, Gadgets

Founded ~ 2014; 8 years ago

Founder ~ Aman Gupta, Sameer Ashok Mehta

Headquarters ~ Delhi, India

CEO ~ Vivek Gambhir

Products ~ Wireless speaker, headphones, Smartwatch

Thanks to technology's development, some of the greatest innovations of humans are all around us. Everywhere we turn, we see electronic products that captivate us with their services, such as smartwatches, wireless speakers, and wireless headphones.

Few people dislike listening to music since it comforts the spirit. When you're travelling by yourself, it gets much better. The pleasure of being accompanied by music is unmatched.

People all have different tastes, and this includes music. Therefore, to listen to your favourite music in this situation without disturbing others, headsets and earbuds are required.

In the past several years, earbuds and headphones have significantly increased demand. So much so that we will constantly see someone carrying one of the devices. Customers of different businesses can purchase earbuds, headsets, and various mobile phone offerings. The company known as the boAt is among them and the most well-known in India.

The branding strategy of boAt will be discussed in this case study, as well as how the company has become one of India's most adored consumer electronics brands thanks to its excellent and high-quality goods.

The boAt is an Indian startup that deals with audio technology and primarily focuses on items like wireless speakers, earbuds, smartwatches, headsets, and earphones. Regarding cost, they're all relatively affordable. Aman Gupta and Sameer Mehta launched the boAt in the year 2016. The company's primary goal is to give consumers modern technology and become a part of their everyday lives. The company's CEO right now is Vivek Gambhir.

The founders of boAt invested just INR 30 lacs in the company's beginnings. According to 2020 estimates, boAt sells 14,000 to 15,000 of its goods daily and has over 2 million users. They have been able to draw their customers' attention by providing a diverse range of earbuds, wireless speakers, Airdopes, and headphones. In addition, the quality and pricing make it more reachable to its target market.

Branding Strategy of boAt

Apple charging cables with anti-destruction features were the first ones that boAt initially experimented with. Unfortunately, people were suffering at the time due to charging cables that broke for no apparent reason.

By developing the unbreakable charging cable for Apple, boAt seized the chance to improve its offering. In this way, they entered the market with distinctive goods that offered buyers a solution to their concerns.

That was only the beginning; later, the business began making things like headphones and earbuds. Because of its dependability, you might wear it when exercising or working out. As a result, the younger generation that is interested in fitness has been able to become familiar with these items.

Target Audience

BoAt's first focus was on young people interested in fitness, and they designed all of their goods with this market in mind. However, they saw the rising desire for things that could not be destroyed and began to produce them. Moreover, they tried to draw in their intended demographic with various commercials.

Promotion and Advertisements

BoAt created adverts showing people wearing all those devices while engaging in strenuous exercise and running to highlight the items' durability. This demonstrates the message the business is attempting to get through to its target market.

The boAt has always prioritised marketing via social media and digital channels. Hence, numerous influencers were needed to market the items and their brand on social media. A group of celebrities that supported boAt included, among others, cricketers Rishab Pant, Shikhar Dhawan, Virat Kohli, and Shreyas Iyer.

Along with Diljit Dosanjh and singer Neha Kakkar, the celebs included Bollywood actress Kiara Advani, actor Kartik Aaryan, and singer Kiara Advani. To promote their brand, they mainly concentrate on athletes.

In 2019, boAt cooperated with Lakme Fashion Week, marketed its goods, and positioned itself as a lifestyle brand rather than an electronic business. However, it has effectively converted itself into one with the development of devices like smartwatches, portable speakers, and other wearable technology.

The target demographic for these partnerships with various youth-friendly and -favoured companies is growing. For example, boAt and Bira 91 recently worked together, and the song video features boAt goods.

Pricing and Quality of the Products

The brand boAt's price strategy was one of the most critical factors and a significant contributor to its success. It is just in the middle, neither absurdly expensive nor absurdly inexpensive. Since young people are boAt's primary target market, they think investing in it would be a good idea.

The quality of boAt's products has also been given extra attention, even though they are reasonably priced; no effort has been spared to reduce it. As a result, boAt now generates Rs 1,511.7 crore in income as of the 2021 financial year.

Conclusion

Since its founding six years ago, boAt has made a stunning inroad into the world of electrical goods. It is now India's top audio earwear brand and the fifth-largest wearables brand in the world. BoAt has had tremendous success and will only continue to grow thanks to the effective implementation of all branding tactics and the careful selection of their target market.