boAt Case Study: Business, Marketing Strategy
BoAt is an India-based consumer electronics brand established in 2015 that markets earphones, headphones stereos, travel chargers and premium rugged cables. BoAt (legal name “Imagine Marketing Services Pvt. Ltd.”) is an India-based company which was incorporated in November 2013. Its co-founders are Sameer Ashok Mehta and Aman Gupta.
boAt is creating a strong position in the market from being the homegrown product established since 2016. boAt has become a well-known brand now. It is globally the fifth largest wearable brand and India’s number one ear wear brand.
4 Marketing Strategies of BoAt
boAt has proven itself a pro when it comes to influencing people with influencer marketing. boAt has not struck the deal only with influencers but also with celebrities, 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.
Portrayal as a lifestyle product
Right from the start, boAt as a brand has represented itself as a lifestyle brand. In fact, the word “lifestyle” is followed on their website. It is not just a brand that manufactures computers and electronics but now it has become a fashion statement. The models at the Lakme Fashion Week walked on the ramp wearing boAt’s products when boAt collaborated with them. It helps the company to increase its sales and spread the message that the products of boAt are something that we use daily and also that makes a fashion statement.
Hashtag Marketing with Unique hashtags
These are just some of the hashtags that have made the rounds on social media platforms. BoAt calls its brand influencers “BoAtheads.” These hashtags help the company in making the audience jingle in on the conversation.
Moment marketing and Collaborations
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 advised them to get the product fit for their favourite teams.
Reference link- https://youtu.be/ggUFuouYQqQ
The Marvel Collection
The most recent collection launched by boAt was the Marvel Collection. It contains characters like Iron man, Captain America and Black Panther which features a special collection of earbuds, headphones, and speakers for Marvel fans.
Reference link- https://youtu.be/XSCTBdedYX8
The Masaba Collection
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.
Reference link- https://youtu.be/BixS9gPB1kk