BoAt: Lifestyle Brand's Full Analysis & Useful Information

BoAt Startup Story: Analysis of Insane Marketing Strategy

By Rupsa Das Apr 20 2021 10:19PM 794 Read
BoAt Startup Story: Analysis of Insane Marketing Strategy BoAt Basic Information
  • 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.
Marketing strategy of BoAt:
  • BoAt generates its revenue from its product through influencer marketing and brand tie-ups with sports teams and public events.
  • They have influencers like Neha Kakkar, Naved Shaikh Rapper, Cricketers like Hardik Pandya and Shreyas Iyer.
  • They call their brand influencers "BoAtheads."
  • They have tie-ups with cricket teams such as Chennai super kings and The Mumbai Indians.
  • BoAt also has co-branded with Sunburn festival and The Lakme Fashion Week.
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.
Reason for success:
  • Smart pricing: It is very cost-effective as this product was designed for the Indian marketing concept.
  • Indians prefer things that are cheap, yet sustainable and for that, BoAt has made their product very reasonable to buy and affordable.
  • Indian has their primary focus on their budget, so they prefer BoAt as it is very repetitive in the market.
  • Build quality: BoAt has one of the best quality products in its segment, and it has a superior build quality that can sustain the damage long enough.
  • They also have made the product waterproof to be used in mild rain or sweat.
  • Attractive looks: They have made their products look very classy when designing and handy concepts.
  • They have built it in the segment to look very premium and classy in hand.
  • They can fit in-ear very comfortably, and yet they can give you a feel of a premium build quality.
  • It takes care of the competitor in the segment: Once, JBL was one of the premium brands for music.
  • But as BoAt has acquired the Indian market efficiently because of which JBL has to reduce its product prices.
BoAt Core Interest:
  • Consumer need: They attract particular people at a specific time.
  • BoAt targets the buyer on the want of their need and wants for the product to excel in the market.
  • They focus on the need for the product to target the people at the right time.
  • Consumer desire: They target a specific audience by focusing on what kind of product they need.
  • This can be done by surveying various platforms to identify the need and wants of people.
  • After that, they create a product, and then they market it using the tie-ups, ads, and various more platforms and set a benchmark in that field.
  • Consumer Behavior Pattern: Seeking the particular want and desire for the product.
  • The customer was attracted towards BoAt because of these points-
  • Affordable products,
  • Durable products,
  • Fashionable products,
  • Customer brand relationship,
  • Brand value,
  • Offline growth,
  • and celebrity word of mouth.
Final Words

BoAt seeks the attention because the Indian buyer has their main and major focus on three main things-

  • Brand
  • Product not too costly
  • Good looking products

These were the three top major things that BoAt focuses on to boost the sales of their product. People want the brand, and they want it to be cheap, and the product should be good in build and design.

So, all of these qualities are present in their product, and they are doing well in the product.

Rupsa Das
Rupsa Das View More Posts

With over 5+ years of experience in the field of anthologies and more than a year of experience in the field of content writing, Rupsa Das, an English Literature student, is a co-author of 20+ anthologies, compiler of two anthologies. She had worked with some online news portal companies, digital marketing, and travel blogging companies. She is currently serving as the PR and Branding Director of Rotaract Club of Calcutta Park Point and the Assistant Coordinator of Bethune College Students’ Committee.

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