Boat: Rocking the market with its marketing strategies
It’s not challenging enough to attract people to a product that caters to the need of people and is unique. Entering into a pre-existing market and creating a whole new image of the product requires an outstanding marketing strategy, and that is what BOAT did.
BOAT, an Indian startup that sells audio products and wearables, was founded in 2016 by Sameer Mehta and Aman Gupta. The company advertised its product not as another audio device but as a lifestyle. Pre-existing products were either very costly or looked awful to the eyes. BOAT came up with affordable products that looked appealing to the eyes.
The company started as a cable manufacturer and seller, and today it sells various fashionable electronic goods ranging from earphones to cable chargers.
Let us have a look at the marketing strategies adopted by BOAT:
- Influencer marketing and celebrity endorsements – With the growing use of Instagram, Boat collaborated with Influencers and celebrities to reach a maximum of people. It never missed an opportunity. For instance, It collaborated with Masaba Gupta, a celebrity designer, to launch a limited headphones edition at Lakme Fashion week 2020. A limited-edition endorsement by a designer was well enough to shoot up the sales. Also, Lakme Fashion week was the cherry on top.
- Creating a suitable image of the product – Before Boat entered in the market, earphones were mostly seen as an accessory with mobile phones. But Boat came up with luxury and affordable products.
- Event Marketing – BOAT became the official audio partner for Indian Premier League (IPL) 2021 by partnering with six IPL teams (Chennai Super Kings, Kolkata Knight Riders, Punjab Kings, Mumbai Indians, Delhi Capitals, and Royal Challengers Bangalore)
- Digital Marketing – Using innovative hashtags like #levelupwithboat #boatheads, #raisethebar, which helps create engagement on social media platforms.
Well, the success of the brand is mainly attributed to its fantastic marketing strategy, but there are some other factors also. For instance, the product is available on its official website and all major shopping sites. Also, one can find its products in more than 5000 retail stores. With its affordable and innovative products, it was able to attract a more significant number of people. Boat has made a name in the industry by giving a whole new perspective to a pre-existing product with its innovation and strategies.
About the author,
Shreya Kalkhandey
PGDM student from the batch of 2023 talks about the distinct marketing strategy of BOAT
