Know the way of the boat journey...

 


Have you heard about boAt?

Hey, I am not talking about that B for Boat, yes actually the B for Boat but here I am talking about wearable brand boAt.

The earphones through which you are hearing songs. The boat watch on which you just checked the time, before starting to read it. The Shark of Shark Tank India i.e. Aman Gupta. As I told you earlier B for Boat. In the same way, Aman Gupta also decided to give his business name i.e. boAt. Whenever Aman was thinking of giving a name to his business, He started from A for Apple then B for Boat, and decided to give a simple and easy name boAt.

Today we are going to discuss boat journey.

  • In the wearable products what uniqueness Aman used?
  • In a short period of time, how can boAt become one of the famous brands?
  • Which strategies are implemented by Aman?
  • How did Aman enter the competitive market?
  • Where is positioned Boat so that it will capture market demand?

Hey friends, here boAt a journey that gives you all the questions and answers. If you want to know Ashnir Grover's business Bharat Pay case study visit this link - https://harshadasaleslearning.blogspot.com/2022/12/zero-transaction-charges-with-bharatpe.html

The boat entered the wearable market in the most demanding phase.

What was the most demanding phase?

In 2016 Apple launched wireless ear pods which was the next big thing technology innovation then people's craze for wireless earphones increased. Mukesh Ambani launched Jio with unlimited internet at a cheaper rate and increased mobile, and laptop screen time. Mobile phone companies started excluding earphones in the accessories of new mobile phones.

  • Apple earbuds come into the ultra-premium price range i.e. above 15K +
  • In the Premium price range JBL comes i.e. 10K to 15K.
  • Sub-premium category of 5K to 10K catered by Sennheiser
  • Last category i.e. Affordable + economic which is in the range of 1K to 5K catered by MIVI, Skullcandy, noise, and Boat.

I know the question that comes to your mind is: This is the most competitive category still. The boat is unique, How?

Execution strategy implemented by Boat

Boat observed the most targeted customer segment is youth. Aman Hired the youth as an intern in the company, becoming aware of the mentality of the youth. He got to know I was working in the economy and affordable price category of India, and for this, I have to gain the trust of the audience to whom I have to serve.

During marketing, he used celebrity endorsement techniques. For youth film stars, cricketers are influencers. The Advertisement for Boat Aman involved Cricketers like  Hardik Pandya, and Shikhar Dhawan, Film stars like Kartik Aaryan, Kiara Advani, etc.

In an affordable price range if Hardik Pandya is promoting that brand automatically the audience will get attracted towards it and Hardik Pandya built-in aspirational value for the boat.

Rather than focusing on product innovation, Aman focused on positioning and marketing. He identified only trained ears meaning the people who are actually involved in video editing and sound editing can actually spot the complex difference in audio, whereas normal ears cannot spot the audio quality between 2 devices General audiences just focus on audio quality with affordability.

These are the things that make the boAt unique and make this business journey successful. Here is my LinkedIn account where you will get more business and sales studies updates

https://www.linkedin.com/in/harshada-pawar-361851218/

 


Comments

Post a Comment

Popular posts from this blog

I got the best job in Lockdown period!

Image
I am currently working as an Inside Sales Executive in one of the Multinational Company. When I was giving an interview for this company, the interviewer asked me one of the most common question, please introduce yourself.  I started my introduction with my resume objective. I said with a confident voice, "I am a Mechanical Engineer by Qualification and Sales person by Passion." The interviewer replied with a curiosity, "Okay, Just stop and explain to me Why Sales? I can read here that you are a Mechanical Engineer by qualification then why you choose the sales profession and over that you are telling me, it is your passion also, how?" Actually I am too familiar with this type of question because not only the interviewer but also my colleagues, friends ask me this question, “Harshada, Why you are into sales?” By keeping my confidence I said, "I like socializing and I like to interact with people more than a computer. And I believe only by talking to people I ca
Read more

Become a Guerrilla with Guerrilla marketing

Image
Have you ever noticed – A park bench painted with a KitKat wrapper. A painting of finger chips over a zebra crossing. A coco-cola bottle-shaped vending machine serving coco-cola bottles. I think you are also observing such unique things around you. Correct?  What do you think? Who is creating such things and why?  It's a marketing strategy. With a low budget they are creating their brand awareness among people. Targeting a lot of audience by performing such weird as well as creative things.  This marketing strategy is called Guerrilla marketing.  Have you observed? People take photographs, make videos and most importantly do mouth publicity of that specific product. This marketing strategy connects with your emotions because it enters in your daily activities. The key factor of this marketing is it gets media attention easily. It makes a positive and memorable connection with your target audience. What do you think? Is it really beneficial? Small businesses fail because they are no
Read more