The company's track record doesn't look
particularly impressive. The Delhi-based startup was founded in 2016
by AmanGupta and Sameer Mehta. The company is
described as a lifestyle brand that sells fashionable consumer electronics.
BoAt was created to offer affordable, durable
audio equipment and accessories for millennials. BoAt's success can be attributed to
several factors.
Let's take a look at these.
Innovations by and a Customer-centric Approach
A unique moniker is used to identify the
company's user group. Everybody who purchases a boAt product will be
called a boAthead and
invited to join the clan. Users will feel happier as a result. The
company pays close attention to the needs of customers and creates products accordingly. The
first product of the company was an Apple charging cable and charger that is
non-breakable. After the founders realized a need, they created the
product.
Showing It as a Lifestyle Mark
The company presents itself as a lifestyle
brand, rather than an electronics company. This strategy was displayed at
the 2019 Fashion Week in Mumbai. Models walked down the runway
wearing only boAt accessories.
Expanding Catalog
They launched the Apple charging cable and
charger that is durable, then they added an audio line with earbuds. Based
on customer feedback, the company discovered that Indians love bass. The
first earbuds of the brand were called bassHeads.
Right Targeting
For millennials, brands are an integral part of
their lives. This brand targets youth by selling trendy, affordable items. All
of the brand evangelists under 30 are also young. BoAt's popularity has
been largely attributed to brand advocates representing India's most beloved
passions and obsessions - Bollywood, cricket. Even products are made for
teens by the company. Sports earphones have been a hit with India's
millennials who are very active and want to stay fit. Customers select
goods that are compatible with their exercise, walks, and routes. Or, in other
words, their way of living.
BoAt's Web Marketing
To sell its products, the company relies on
online marketing. The brand shuns traditional media like television and
print. Their projects were promoted mostly on Instagram and
other social media platforms. According to one founder, the majority of
millennials are online. Pankaj Mirchandani (Managing Partner of Rhythm
Corner Alaknanda, a distributor and marketer of electronic products in India),
says that what has worked for boAt was the online community they built.
Conclusion
This lifestyle brand's short journey has been
almost completed. Although they are just now joining the market, they
already have a portion. Beautiful and strong products are the hallmark of
the boAt lifestyle. They have had such a profound impact on the market
that large companies like JBL were forced to lower their prices to compete in
the affordable segment of the audio market because of popularity. This
is fascinating because, as we have previously mentioned in the blog, Aman used
work for JBL.
Tags:
boat s success,
boat lifestyle, boathead, aman
gupta
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