A comparative study of Digital Marketing Strategies & Consumer

Preference for boAt’s products V/S its competitor’s products among

youngsters.

A project submitted to

University of Mumbai for completion of the Degree of

Bachelors of Management Studies (Marketing)

Under the Faculty of Management

By

VANITA SURESH SHINDE

Under the guidance of

DR. MUGDHA BAPAT

(M.com, PG D. M.S., M.Phil., Ph.D.)

VPM’s, K.G. Joshi College of Arts & N.G. Bedekar College of

Commerce (Autonomous), Thane.

2023-2024

1
2
 Declaration

I undersigned Miss Vanita Suresh Shinde here by, declare that the work embodied in this
project work titled A comparative study of Digital Marketing strategies & Consumer
Preference for boAt’s products V/S its competitor’s products among youngsters.
Forms my own contribution to the research work carried out under the guidance of Prof.
Dr. Mugdha Bapat is a result of my own research work and has not been previously
submitted to any other University for any other Degree or Diploma to this or any other
University. Wherever references have been made to previous works of others, it has been
clearly indicated as such included in the bibliography. I, here further declare that all
information of this document has been obtained and presented in accordance with academic
rules and ethical conduct.

Miss Vanita Suresh Shinde

Certified by

Prof. Dr. Mugdha Bapat

3
 Acknowledgment

To list who all have helped me is difficult because they are so numerous and the depth is
so enormous. I would like to acknowledge the following as being idealistic channels and
fresh dimensions in the completion of this project. I take this opportunity to thank the
University of Mumbai for giving me chance to do this project. I would like to thank my
Principal, Dr Suchitra Naik for providing the necessary facilities required for completion
of this project. I take this opportunity to thank our Co-Ordinator Mr. Nitin Pagi, for his
moral support and guidance. I would also like to express my sincere gratitude towards my
Project Guide Prof. Dr. Mugdha Bapat whose guidance and care made the project
successful. I would like to thank my College Library, for having provided various reference
books and magazines related to my project. Lastly, I would like to thank each and every
person who directly or indirectly helped me in the completion of the project especially my
Parents and Peers who supported me throughout my project.

4
 Table of Content

Contents Page no.

Title page 1

Certificate 2

Declaration 3

Acknowledgment 4

Table of Content 5

Index 6-8

List of Tables 9

List of Diagrams 10

List of Graphs 11

Sr
Name of the Chapters Page no.
no.
1 Introduction 12-57

2 Research Methodology 58-62

3 Review of literature 63-69

4 Data analysis and Interpretation 70-88

5 Conclusion 89-101

5
 Index
Sr
Name of the Chapters Page no.
no.
1 Introduction

1.1 Meaning & Definition 12-13

1.2 Importance of Marketing 14-18

1.3 Functions of Marketing 19-22

1.4 Marketing Mix 23-25

1.5 Introduction of Digital Marketing 26

1.6 History & Evolution of Digital Marketing 27

1.7 Objectives of Digital Marketing 28

1.8 Difference between Traditional Marketing &
29
Digital Marketing
1.9 Benefits of Digital Marketing 30-31

1.10 Disadvantages of Digital Marketing 32

1.11 Various activities of Digital Marketing 33-39

1.12 Latest developments & Strategies in Digital
40-41
Marketing
1.13 What is Consumer Preference? 42-43

1.14 boAt- Plug into Nirvana (Company Profile) 44-57

2 Research Methodology
2.1 Introduction of Research 58

2.2 Objectives of the study 58

2.3 Scope of the study 59

6
 2.4 limitations of the study 59

2.5 Significance of the study 59-60

2.6 Research Design 60-61

2.7 Methods of Analysis 62

3 Review of Literature

3.1 Introduction 63

3.2 Journals 63-69

4 Data Analysis & Interpretation

4.1 Analysis on the basis of Gender 71

4.2 Analysis on the basis of Age groups 72

4.3 Analysis on the basis of Occupations 73

4.4 Analysis on the basis of Purchasing decision
74
of electronic gadgets
4.5 Analysis on the basis of Choosing boAt as
75
purchasing brand
4.6 Analysis on the basis of How the respondents
76
are come to know about boAt?
4.7 Analysis on the basis of Suitable mode of
77
shopping
4.8 Analysis on the basis of Versatility of
78
products offered by boAt & their competitors
4.9 Analysis on the basis of Products offered by
79-80
boAt itself
4.10 Analysis on the basis of Price given by boAt
81
as compared to other brands
4.11 Analysis on the basis of Quality of products
82
that are offered by boAt
4.12 Analysis on the basis of Lifespan of products
83
offered by boAt

7
 4.13 Analysis on the basis of Social Media
84
Marketing of boAt
4.14 Analysis on the basis of Influencer
85
Marketing Strategies done by boAt
4.15 Analysis on the basis of Campaign
86
Marketing Created by boAt
4.16 Analysis on the basis of likely
87
recommendation of boAt among other brands
4.17 Analysis on the basis of overall perception
88
having by respondents about boAt

5 Conclusion

5.1 Findings 89-91

5.2 Suggestions 92

5.3 Conclusion 93

Annexure 1

Bibliography 94-95

Webliography 96-97

Annexure 2 98-101

8
 List of Tables
Table
List of Tables Page no
no.
Difference between Traditional Marketing &
1.8 29
Digital Marketing
4.1 Gender Analysis 71

4.2 Age group Analysis 72

4.3 Occupation Analysis 73

4.4 Purchase Decision Analysis 74

4.5 Reason Analysis 75

4.6 Brand recognition Analysis 76

4.7 Mode of Purchase Analysis 77

4.8 Product offered Analysis 78

4.9 Products offered by boAt itself 79-80

4.10 Comparative Price Analysis 81

4.11 Product Quality Analysis 82

4.12 Product Lifespan Analysis 83

4.13 Social Media Presence Analysis 84

4.14 Influencer Marketing Analysis 85

4.15 Campaign Marketing Analysis 86

4.16 Recommendation Analysis 87

4.17 Perception Analysis 88

9
 List of Diagrams
Sr
List of Diagrams Page no
no.
1.1 Importance of Marketing to the Society 18

1.2 Importance of Marketing to the Firm 18

1.3 Importance of Marketing to the Consumers 18

1.4 Marketing Mix 25

1.5 Digital Marketing 26

1.7 Social Media Marketing 39

1.8 Consumer Preference 43

1.9 Company Logo 44

1.10 Aman Gupta, Co-Founder & CEO 44

1.11 Sameer Mehta, Co-Founder & CPO 44

1.12 Influencer Marketing 47

1.13 boAt on Instagram 48

1.14 boAt on You Tube 48

1.15 boAt on Facebook 48

1.16 boAt on LinkedIn 48

1.17 Products offered by boAt 52

10
 List of Graphs

Sr no List of Graphs Page no

4.1 Gender Analysis 71

4.2 Age group Analysis 72

4.3 Occupation Analysis 73

4.4 Purchase Decision Analysis 74

4.5 Reason Analysis 75

4.6 Brand recognition Analysis 76

4.7 Mode of Purchase Analysis 77

4.8 Product offered Analysis 78

4.9 Products offered by boAt itself 79-80

4.10 Comparative Price Analysis 81

4.11 Product Quality Analysis 82

4.12 Product Lifespan Analysis 83

4.13 Social Media Presence Analysis 84

4.14 Influencer Marketing Analysis 85

4.15 Campaign Marketing Analysis 86

4.16 Recommendation Analysis 87

4.17 Perception Analysis 88

11
CHAPTER 1) INTRODUCTION

In practically every aspect of life, there is intense competition, and the business world is
no exception. In the product market, surviving only on the basis of historical performance
is challenging. Customers have a wide range of options thanks to the introduction of
innovative and diverse items in the market. It is challenging for businesses to hold onto
customers' loyalty. The internet, television, newspapers, and other media are just a few of
the many resources available for gathering the information you need about goods and
services. It makes it extremely difficult for firms to expand and retain their brand awareness
among consumers. In practically every aspect of life, there is intense competition, and the
business world is no exception. In the product market, surviving only on the basis of
historical performance is challenging. Customers have a wide range of options thanks to
the introduction of innovative and diverse items in the market. It is challenging for
businesses to hold onto customers' loyalty. The internet, television, newspapers, and other
media are just a few of the many resources available for gathering the information you need
about goods and services. It makes it extremely difficult for firms to expand and retain their
brand awareness among consumers. Marketing is required as a result of increased
production and decreased demand for goods and services over time. Every company wants
to increase its market share by presenting itself differently than its competitors. Where
there is a lot of competition, marketing is essential. Marketing gives businesses a
competitive advantage. It aids in gaining loyal customers by implementing a good
marketing strategy. Marketing is the process of persuading someone to do or not do
something.

1.1 Meaning and Definition

Following are some definitions of Marketing:

1.According to American Marketing Association, "Marketing is the activity, set of

institution, and process- es for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.

12
2. According to Philip Kotler, "Marketing is a societal process by which individuals and
groups obtain what they need and want through creating, offering and freely exchanging
products and services of value with others".

3.According to World Marketing Association, "Marketing is the core business

philosophy which directs the processes of identifying and fulfilling the needs of individuals
and organizations through exchanges which create superior value for all parties."

Marketing is a key function of modern management. We are exposed to marketing of

products and services and ideas almost every day. Study of Marketing plays an important
role as everyone of us performs marketing activities in one or the other form. Marketing is
the part and parcel of business activities. It is the inseparable function of modern
management. In the absence of marketing function none of the business can be survive.
There is a need of marketing as it helps to reach out the right customer along with the right
product in the right condition and at the right time.

13
1.2 Importance of Marketing
1.2.1 Importance of Marketing to the Society
a) Increase in Standard of Living

Marketing helps to increase standard of living of the society. Marketing helps them to
recognized that which product is most suitable for them and which is not. Marketing helps
to differentiate products from one other so customer can make choice to buy a particular
product which can satisfied his wants, need, demand. The consumers' standard of living
will rise and remain higher as a result.

b) Provides employment

Almost all organizational functions, including purchasing, selling, financing, shipping,

warehousing, taking on risk, research and development, and so forth, are covered by the
comprehensive system of modern marketing. People are needed in order for this system to
work. People can thus find employment opportunities through marketing. Less jobs are
available in the production function in the modern era of automation, and marketing now
plays a larger role. It provides more job opportunities in the field of Marketing.

c) Consumer awareness

Through educating and informing customers, marketing benefits society. The purpose of
marketing is to satisfy customer needs. Marketing informs customers about new goods and
services that are available on the market and how beneficial they are to them. Effective
marketing campaign create awareness among the society and customer get idea about
available products in the market which helps to take correct buying decision towards the
product.

d) Increase in National Income

In every economy, the industry's marketing, production, and financing are central to
operations. Scientifically planned marketing initiatives contribute to the nation's economic
growth. Product and service marketing that works leads to industrialization, increased

14
employment, and a more robust and stable economy. Marketing can help the nation develop
quickly by integrating industry and agriculture.

e) Managing Consumer Expectations

Businesses can better understand the needs of their customers with the aid of marketing
research. It aids in the creation of goods that live up to customer expectations. Reviews
from customers gathered from various sources can assist businesses in making the required
adjustments to their products. Companies utilize marketing to inform customers about
significant events, like ownership transfers and mergers, that have an impact on their
product offerings or aim to raise standards. Government laws forbid marketers from
making exaggerated or deceptive statements.

1.2.2 Importance of Marketing to the Firm

a) Increases Awareness

Marketing aids in raising consumer awareness of new products, current offerings, and the
business that manufactures and distributes a given good. This increases prospective
customers awareness. Customers develop an image of the brand as a result. The function
of marketing is to fulfil the needs of the consumers which helps in increasing the sales and
ultimately it will give support to the firm.

b) Increases Sales

Following consumer awareness-raising efforts, marketing encourages consumers to make

purchases of the goods or services. An organization's sales can rise with the support of a
successful marketing campaign. Profit is produced for the company by an increase in sales.
The business reinvests its income and profits in order to generate higher profits in the
future. In contemporary business, the success of the marketing department determines an
organization's ability to survive.

c) Creates Trust

Consumers prefer to purchase goods from companies with a solid reputation. Building
consumer trust takes time. Building consumer trust facilitates the acquisition of devoted

15
clients for the company. The establishment of trust between a business and its clients
fosters customer loyalty. Contented clients improve a brand's reputation in the marketplace.
In order to establish a relationship between the company and its customers, effective
marketing is crucial. Efficient pricing strategies and prompt post-purchase assistance do
not enhance any aspect of the company. The goal of the bulk of the marketers' efforts is to
increase the company's brand equity.

d) Basis for Making Decisions

Businessmen must make a number of decisions from the time an idea is conceived to the
moment the finished product is delivered to the client. A businessman must handle a variety
of issues, including who, what, when, how much, and for whom to produce. These choices
become more difficult as the operation grows in size. Making the right decision at the right
time is aided by marketing.

e) Source of New Ideas

Businesses can better understand customer needs with the aid of marketing. Customer
feedback aids in the enhancement of currently available products. People's preferences and
tastes are changing stupidly. Understanding these changes is made easier by marketing.
Gaining insight into the emerging demand patterns in the market is beneficial. Products are
developed in accordance by the research and development department. The four Ps of the
marketing mix product, price, place, and promotion are crucial to the creation of new
products. The company's research and development team innovate and invents in response
to business needs.

1.2.3 Importance of Marketing to the Consumers

a) Promotes Product Awareness

Businesses market their goods and services through a variety of strategies. Customers can
learn more about the various goods and services on the market thanks to this. It aids the
customer in choosing what to buy. Additionally, it raises consumer awareness of the
various qualities and features of products that are offered for sale. Thanks to marketing,

16
consumers can compare product features, cost, availability, and other important factors.
The consumer's quality of life is enhanced by marketing.

a) Provides Quality Products

The market is becoming more and more competitive. Customers now have simple access
to information about the goods and services that are offered in the market. It puts ethical
pressure on companies to give customers high-quality products. Providing faulty goods
could damage the company's reputation and reduce customer loyalty.

b) Provides Variety of Products

Consumers become more aware of the product through marketing. Simultaneously, it

draws customers to purchase the same. Market segmentation is now essential for any
business or marketing plan because of the growing number of customers and their varying
preferences, as well as the increased availability of competitive options. Indeed, companies
introduce new products. keeping in mind the division of the market. Businesses must offer
a range of products to meet the demands of various consumer market segments. Variety
may vary depending on the product's cost, dimensions, and quality.

c) Helps in Selection

There is a wide range of products available in the competitive markets under various
brands. Marketing assists customers in selecting the best goods and services from a variety
of options.

d) Consumer Satisfaction

Providing high-quality products to consumers is the primary goal of any effective

marketing strategy. A client is satisfied when an offering lives up to their expectations.
With truthful advertising, marketing results in satisfied customers. Guaranteed excellence
in merchandise and accessibility to cutting-edge offerings. To satisfy the consumer,
marketing therefore makes every effort.

17
1.2.4 Importance of Marketing at a glance

Importance of Marketing
to the society

Increase in Increase in Managing

Provides Consumer
Standard of National Consumer
employment awareness
Living Income Expectations

1.1 Importance of Marketing to the society

Importance of Marketing
to the firm

Increase in
Increases New sourse Consumer Increases
National
Awareness of idea awareness Sales
Income

1.2 Importance of Marketing to the firm

Importance of
Marketing to the
consumers

Provides Provides Promotes

Consumer Helps in
Variety of Quality Product
Satisfaction Selection
Products Products Awareness

1.3 Importance of Marketing to the consumers

18
1.3 Functions of Marketing

Business cannot succeed without efficient marketing. Exchange of goods and services to
meet customer needs is the focus of marketing. Marketing functions assist in identifying
and facilitating the satisfaction of consumer needs. Here are a few crucial roles that
marketing plays:

1.3.1 Marketing Research

When businesses take the initiative to determine the needs and wants of the consumers in
the market, effective marketing is possible. Market research is the process of gathering
consumer data and analyzing it in order to determine the needs of the target audience. The
information's analysis aids in determining the market's need. Determining what customers
want to buy, when they want to buy it, how much they want to spend, and at what price all
help. A variety of decisions pertaining to the successful marketing of products are aided by
marketing research.

1.3.2 Buying and Assembling

In order to produce something, it entails gathering raw materials from various sources in
one location. This function is crucial because the cost and quality of the finished product
are determined by the price and quality of the raw materials.

1.3.3 Market Planning

Following a marketing needs assessment, the business must develop a marketing plan and
strategies to meet its goals. The process of defining and organizing a company's marketing
goals and developing strategies to reach them is known as market planning. It is the detailed
plan that will assist in outlining the entire marketing strategy for the company.

1.3.4 Product Development

Design and product development are crucial to the product's marketing. A product that
meets the needs of the customer must be developed. Decisions about the product's quality,
specifications, form, design, packaging, color, and other aspects are included in product
design. Consumers consistently choose better-looking products with appealing designs. A

19
well-designed product gives the company a competitive edge. As customer needs change
periodically, the process of developing new products is ongoing.

1.3.5 Standardization and Grading

Standardization refers to setting guidelines for the production process, product dimensions,
quality, design, weight, color, and so forth. It aids in guaranteeing consistency in the
product's quality. It aids in winning over customers' allegiance to the brand.

The process of classifying products based on shared qualities and/or characteristics is

called grading. Their features, such as size, shape, and quality, are taken into consideration
when grading. Agricultural products such as potatoes, rice, wheat, and so forth are typically
graded.

1.3.6 Packaging and labeling

The consumer's initial impression of the product is formed by the package and label. A
product's success can be aided by an appealing label and packaging. Packaging is the design
of the product's container. It aids in preventing product breakage, damage, and destruction.
Bottles, containers, plastic bags, tin, wooden boxes, jute bags, bubble bags, packing foam,
and so forth are examples of packing materials.

A label is a slip that is attached to a product and contains all of the information about the
product and the manufacturer. The label that contains all of this information is called a
label, and the process of labeling is what goes into making it. In addition to protecting the
product, packaging and labeling serve as powerful marketing tools.

1.3.7 Branding

Every businessperson aspires to distinguish their product in a unique way on the market.
The process of giving a product a distinctive name and identity to set it apart from those of
competitors is known as branding. Simply put, branding is the process of giving a product
a unique name. Trademarks are protected names for registered brands that are uncopiable.
Gaining consumer recognition is facilitated by branding. Gaining new clients and raising
brand awareness in the marketplace are two benefits.

20
1.3.8 Customer Support Service

Since the customer rules the market, businesses must take the appropriate actions to ensure
their satisfaction. Businesses must make every effort to offer their customers support
services. Prompt customer support services contribute to customer loyalty.

1.3.9 Pricing of Product

One of the most significant and difficult marketing functions is pricing. The cost of a
product often determines whether it succeeds or fails. Cost is a significant factor in markets
with fierce competition. Businessmen must take into account a number of factors when
deciding on the product's price, including the cost, intended profit, the competitor's product
price, the product's demand, the state of the market, etc.

1.3.10 Promotional Channels

The process of educating consumers about products—their features, applications, costs,

etc.—and persuading them to purchase them is known as promotion. Among the crucial
instruments of promotion are advertising, personal selling, publicity, and sales promotion.
Depending on the needs of the business, a combination of these four methods may be used
for promotion. Promotional activities aid in raising brand awareness in the marketplace.

1.3.11 Distribution

The group of tasks known as distribution are focused on moving completed goods from the
point of production to the customer in an efficient manner. It covers both warehousing and
transportation. material handling, inventory management, order fulfillment, market
analysis, packaging, location of plants and warehouses, and customer support.

1.3.12 Transportation

Moving goods physically from a production location to a consumption location is known

as transportation. Both the transportation of finished goods and raw materials is included
in transportation. Transportation is necessary because the three activities of production,
sale, and consumption do not all need to occur at the same location. Transportation activity
creates place utility. The selection of transportation modes is aided by considerations such

21
as target market, cost, geographical constraints, product nature, speed, dependability,
frequency, and safety. Road, air, water, rail, and pipeline transportation are a few of the
major means of transportation that businesses use.

1.3.13 Warehousing

The production or acquisition of goods is followed by a delay in time by their sale. During
this period of time, it is crucial to keep the products in a secure location. During this time,
any carelessness could harm the stock. A warehouse facilitates the continuous flow of
goods. Additionally, it aids in stabilizing market prices. Manufacturers, distributors, and
retailers all handle the task of warehousing. Time utility is created by warehousing.

22
1.4 Marketing Mix

The term "marketing mix" refers to the assortment of various marketing factors that a
company combines and manages in order to get the intended outcome from the target
market. To put it simply, the marketing mix is the appropriate product placed in the right
place at the right time for the right price. It is among the most crucial marketing tools. E.
Jerome McCarthy first proposed the 4 p’s of marketing mix in 1960. Booms & Bitner
expanded it even further in 1981 by incorporating three more elements into the original 4
P’s Principle.

1.4.1 Product

A product is any good or service that is made available to customers for purchase and that
can meet their needs. The product may take the shape of services or goods, and it may be
tangible or intangible. The company must conduct in-depth market research to determine
the best kind of product to offer. The impact of the product on the customer's mind
determines the business's success.

1.4.2 Price

In essence, the price of the product is the sum that the buyer must pay. The product's price
is a major factor in driving demand. The business must exercise extreme caution when
determining the product's price. Pricing a product is largely determined by the product's
cost and the customer's willingness to pay for it. The value and utility of the product to its
customers should be taken into consideration when setting prices, as too high or low a price
may have an impact on the product's demand and the business's profitability.

1.4.3 Place

Channel of distribution is another name for place. Distribution, or placement, is a crucial

component of marketing. Producing the ideal product at the ideal cost is insufficient.
Entrepreneurs must distribute their products in a location that is easily accessible to
prospective customers. They must also make their products available to potential customers
at the appropriate time. It addresses the product's location, distribution, and methods of
customer delivery. A more robust supply chain increases the product's market penetration.

23
1.4.4 Promotion

Since promotion increases sales and brand recognition, it is a crucial component of

marketing. Promotion is a marketing communication tool that aids in bringing the product
to the attention of the consumer. It aids in explaining product features to prospective
customers and persuading them to purchase it. Tools like advertising, direct marketing,
shoe promotion, personal selling, etc. are all part of the promotion mix. Combining
different promotional techniques depends on the target market, the budget, and the message
that the company wishes to convey.

1.4.5 People

Both internal and external stakeholders have a direct or indirect impact on the company.
All individuals who actively participate in providing a good or service to a customer are
considered people. Among the individuals are staff members who assist in providing the
customer with services. Good people in the right places enhance the value of the company.
Hiring the correct people, training them, helping them advance their skills, and keeping
them on board are essential to the business's success.

1.4.6 Process

The steps necessary to provide customers with goods and services are referred to as the
process. Procedures are necessary in order to provide high-quality services. A well-
designed process increases efficiency and helps to guarantee that customers receive the
same level of service while also saving time and money. Advancements in technology
enable businesses to efficiently monitor their operations and implement corrective
measures as needed.

1.4.7 Physical Environment

The marketing setting in which a customer and a business interact is referred to as the
"physical environment." Although services are essentially intangible, in order to improve
the client experience, service providers attempt to include some tangible components in
their offerings. In the service industry, tangible proof is crucial to guaranteeing the

24
successful provision of the service. Customers can identify the market leaders' brands by
looking at tangible proof.

PRODUCT

PRICE

PLACE

PROMOTION

PEOPLE

PROCES

PHYSICAL ENVIRONMENT

1.4 Marketing Mix

25
1.5 Introduction of Digital Marketing

The new idea of the market known as Space or Digital Concept was born with the advent
of information technology. Both buyers and sellers find purchasing and selling to be simple
and convenient with the help of modern, sophisticated e-commerce portals and mobile
applications. Direct communication between the buyer and the seller is now possible thanks
to communication tools like the phone, smartphone, computer, and Internet. Customers can
easily learn about the specifications, features, cost, terms, and conditions, among other
things, of any company's products.

The digital market may be referred to as "Market which uses Information Technology for
buying and selling of the products or services and facilitate communication of quality,
features, price and terms of exchange among them"

The promotion of brands to interact with potential consumers online and through other
digital media is known as online, or digital, marketing. This covers text and multimedia
messaging as well as social media, web-based, email, and other marketing channels.

Online and digital marketing are sometimes used interchangeably. The process of
promoting a brand, service, or product online is known as digital marketing. To put it
simply, digital marketing is different from traditional marketing in that it uses online
platforms and techniques to help companies and organizations track the effectiveness of
their campaigns—often in real time—and determine what works and what doesn't.

1.5 Digital Marketing

26
1.6 History and evolution of Digital Marketing

The term "digital marketing" first arose in the 1990s, but as was previously mentioned, the
world was very different at the time. Web 1.0 consisted mostly of static content with
minimal user interaction and no true communities. Search engine optimization (SEO) as
we know it began in 1993 with the launch of the first banner ads and in 1994 with the
creation of the first web crawler, known as WebCrawler (Kingsnorth, 2016). The modern
internet era began in 1999 with the launch of Blogger and the rapid growth of Google.
Myspace appeared, and Blackberry a brand no longer associated with innovation launched
mobile email. Although Myspace was the original social media platform as we know it
today, its failure to achieve the desired user experience ultimately contributed to its demise.

The launch of Google AdWords served as their actual growth platform and continues to be
a vital source of income for the company. They still have their inventiveness, user-friendly
interface, and precise algorithms. The ability to provide pertinent comments and thereby
personalize the user experience has been made possible in large part by cookies.

In 1991, the first search engine was launched using the Gopher network protocol for queries
and searches. The first clickable banner went up in 1993, and Hotwired bought a couple of
them for their advertising. This signaled the start of a new marketing era: the digital era.
1994 saw the introduction of new technologies into the digital marketplace as a result of
this steady change. In the same year that Yahoo launched. Google was founded in 1998.
Microsoft introduced the MSN search engine, and Yahoo introduced Yahoo web search to
the public. When the internet bubble burst in 2000, the giant search engines took their
place, pushing out all the smaller search engines. Then, the field of digital marketing saw
its first sharp upsurge in 2006. Search engine traffic had already increased to roughly 6.4
billion at that point in a single month.

As Google started to grow, social networking sites also started to appear. Facebook came
after Myspace as the first social networking site. As a result, businesses realized that all
these new websites were giving them more chances to promote their brands and goods.

27
1.7 Objectives of Digital Marketing

1.7.1 Digital Branding

Building a strong brand awareness on the digital platform is one of the most crucial goals
of digital marketing. Consumers use the internet to research products before making a
purchase, so having a strong online presence for your brand can help foster a favorable
perception of it.

1.7.2 Better understanding of customer’s needs and wants

Each business should make it a priority to comprehend the needs and desires of its clients.
A business can communicate with customers directly through a variety of channels thanks
to digital marketing, which also helps the business gather more precise data about its target
market.

1.7.3 Increase revenue

Digital marketing offers marketers numerous opportunities to boost their revenue by

providing them with simultaneous access to a large number of customers.

1.7.4 Targeting potential buyers

Since most consumers these days check the internet for deals before making a purchase,
it's a good place to target potential customers with digital marketing campaigns.

1.7.5 Customer satisfaction

Businesses seek to increase customer satisfaction by quickly delivering the products that
customers have requested and by analyzing their digital footprints to determine their
preferences.

1.7.6 Introduction of new products or services

Customers can receive timely information about the company's new products and services
by using digital media, which is a valuable tool.

28
1.8 Difference between Traditional Marketing and Digital Marketing

Parameters Traditional Marketing Digital Marketing

A company's products and A contemporary marketing
services are promoted through strategy called "digital
traditional advertising media, marketing" uses digital
Meaning like TV, radio, newspapers, channels like social media
magazines, and so forth, as part and search engines to
of a traditional marketing advertise a business's goods
strategy. and services.
Digital marketing is an
Traditional Marketing costs
Cost inexpensive means of
more.
promoting products.
Traditional marketing only
permits one-way Advertisers and audiences
Contact communication between the can converse with each other
target audience and the through digital marketing.
advertiser.
Only a limited audience can be There is a huge potential
Engagement reached by traditional audience for digital
marketing. marketing.
Using digital marketing,
Conventional marketing is only
Reach products can be promoted
available in specific regions.
overseas.
The hallmark of traditional Digital marketing makes
Communication marketing is communication communication possible
that is delayed. instantly.
When it comes to developing When it comes to building a
Branding brands, traditional marketing brand, digital marketing is
works better. less trustworthy.
1.6 Traditional v/s Digital Marketing

29
1.9 Benefits of Digital Marketing

1.9.1 Worldwide Reach

The first benefit of digital marketing is its worldwide reach. Geographical restrictions apply
to traditional marketing, and developing an international marketing campaign can be
challenging, costly, and labor-intensive. Nonetheless, since digital marketing takes place
online, you can reach a very large audience with it. With an online store, even a very small
local business owner can reach a global audience. Traditional marketing would never be
able to accomplish this or would be extremely expensive. Businesses now have a plethora
of growth opportunities to investigate thanks to this online accessibility. Any business can
benefit greatly from having visibility and global reach combined.

1.9.2Cost effective

The affordability of digital marketing is the next benefit. Digital marketing offers you
affordable options for promoting your company both nationally and worldwide. It makes
it possible for smaller businesses to use highly focused strategies to compete with larger
businesses. For starters, the majority of these tactics like SEO, social media, and content
marketing won't even cost anything. But not all digital marketing strategies are appropriate
for every type of business, and some may even be more expensive than others. Based on
its marketing objectives, a business can identify suitable solutions.

1.9.3 Brand awareness

Businesses can increase brand recognition and awareness with the aid of digital marketing.
Businesses that wish to expand and draw in new clients should take note of this.

1.9.4 Effective targeting

Digital marketing allows you to extract data to determine which audiences will work best
for you and optimize your campaign around them, even if you don't have a clear idea of
who your target audience is. Targeting can be done in a variety of ways, such as using
demographic data from social media, pay-per-click (PPC) advertising, or keywords for
SEO. With so many targeting options available to you, you can be sure that every campaign

30
is directed towards the appropriate audience. Additionally, it assists you in analyzing how
customer behavior is changing and adjusting campaigns accordingly. Any business that
can swiftly grasp the shifting needs of its clients is sure to succeed.

1.9.5 Multiple strategies

Different kinds of businesses can use different digital marketing strategies. A B2B
company seeking to acquire leads from overseas markets might employ a completely
different approach than a local B2C clothing retailer. Conversion-based advertising
campaigns can be advantageous for certain businesses, while SEO and content marketing
are more readily beneficial for others. The secret is to constantly assess the outcomes and,
over time, create more effective strategies and procedures. A well-designed digital
marketing strategy is one that quickly adjusts to changing business needs.

31
1.10 Disadvantages of Digital Marketing

1.10.1 Dependence on technology

Digital marketing's primary disadvantage is its reliance on technology. Because of this, it

is challenging for businesses to fully rely on digital marketing, as many customers lack
access to technology or are not tech-savvy.

1.10.2 Dynamic environment

Because the digital environment is so dynamic, it requires ongoing maintenance and

updating. Online environments quickly become out of date, so information must be updated
frequently. A small slip-up on this could have serious consequences for the business.

1.10.3 Increased competition

The digital world offers more accessibility, but it also increases competition. Consequently,
as a company grows in clientele, the competition also poses a threat to it. On the online
platform, players from all over the world compete with one another, and only the strongest
will survive.

1.10.4 Greater access to information for customers

Consumers find it easier to compare because they have access to a wealth of information.
Sellers' negotiating leverage is diminished since buyers can quickly verify the veracity of
claims made by sellers and identify the best offer.

1.10.5 Complaints and feedback in open domain

Since everyone has access to the customer complaints and feedback on the online platform,
even a minor grievance has the potential to escalate and damage the company's reputation.

1.10.6 Threat of negative word of mouth

Positive feedback rarely receives as much publicity as negative feedback, and as a result,
bad word of mouth can damage a brand's reputation.

32
1.11 Various activities of Digital Marketing

Following are some activities that are comes under the roof of Digital Marketing:

1.11.1 Search Engine Optimization

The process by which websites are ranked on search engines after a search is conducted is
known as SEO, or search engine optimization. In order to increase a website's visibility in
organic (unpaid) search results on the search engine results page (SERP), search engine
optimization (SEO) refers to strategies that work with search engines to improve a website's
visibility. To put it briefly, SEO is a type of digital marketing strategy that helps a website
receive more high-quality and quantity traffic. The process of optimizing a website to rank
higher on search engines and receive free organic traffic is known as search engine
optimization (SEO).

There are number of ways to approach SEO in order to target qualified traffic in your
website. These includes:

a) On page SEO

When examining a website, all of the content that is "on the page" is the focus of this kind
of SEO. You can respond to reader queries and appear higher on search engine results
pages (SERPS) by conducting keyword research for both search volume and intent.

b) Off page SEO

This kind of SEO concentrates on everything that happens "off the page" in the process of
making your website more optimized. "What activity not on my own website could affect
my ranking?" You may inquire. Backlinks, or inbound links, are the solution. You can get
the backlinks required to rank your website higher on all the relevant SERPs by interacting
with other publishers, creating guest posts on these websites (with backlinks pointing to
your website), and drawing in outside traffic.

c) Technical SEO

This kind of SEO is concerned with the coding of your pages and the backend of your
website. Technical SEO techniques like image compression, structured data, and CSS file

33
optimization can all speed up the loading time of your website, which is a crucial ranking
factor for search engines like Google.

1.11.2 Search Engine Marketing

The goal of search engine marketing is to use paid listings and paid advertisements to
increase a website's visibility in search engine result pages. Traditionally, search engine
marketing (SEM) has been used to refer to a company's efforts to market itself on search
engines using both SEO (organic/unpaid search) and pay per click (or cost per click; paid
search). Still, most people use the terms SEM (search engine marketing) and SEO (search
engine optimization) to refer to paid searches and unpaid organic results, respectively. In
search engine marketing (SEM), as opposed to search engine optimization (SEO), where
search engine algorithms determine where a company's website appears on the results page,
the advertiser purchases specific keywords in order to increase visibility on SERPs. They
can appear as text with a link to the advertiser's website, or they can be pictures of the
products you searched for with a link at the bottom. On a search engine results page, these
advertisements usually show up at the top or side of the organic search results (SEO
results). Because consumers use search engines to find online content and products and are
more likely to make purchases when looking for a product specifically than when they see
an advertisement on any other platform, search engine marketing (SEM) is particularly
crucial for digital marketers.

1.11.3 Content Marketing

Content marketing refers to the process of producing and disseminating free or low-cost
online content that enables businesses to engage with their target market and spark interest
in their products without overtly endorsing their brand. Delivering timely, high-quality
content to a target audience is one of the ways that content marketing helps businesses
establish enduring relationships with them. For the purpose of maintaining audience
engagement, the primary goal of content marketing is to continuously produce pertinent
content. Blogs, videos, social media posts, photos, and other media are all included in
content marketing.

Following are some types of Content Marketing

34
 a) Blogs

A blog, also known as a "weblog," is an online journal or informational website that is

maintained by a person, organization, or business and provides frequently updated content,
or blog posts, regarding a particular subject. It is written in an informal, conversational
style and provides information in reverse chronological order. A lot of blogs offer
commentary on a specific topic or issue, covering everything from science, politics, and
sports to philosophy, religion, and the arts. Others serve as more intimate virtual journals
or virtual brand promotion for a specific person or business. Text, digital photos, and links
to other blogs, websites, and other relevant media are often included in blogs. While some
blogs concentrate on art (art blogs), photography (photoblogs), videos (video blogs or
"vlogs"), music (MP3 blogs), and audio (podcasts), the majority of blogs are mainly
textual. Edu blogs are blogs that are used as instructional resources in the field of education.
Another kind of blogging is microblogging, which consists of extremely brief posts.

b) Videos

The internet is a popular place for videos. In a brief amount of time, they deliver visually
appealing information. Videos can be an excellent source of content marketing because
they are more likely to be shared than written content. One of the most widely used
platforms for making and sharing videos is YouTube. Videos that are used for marketing
purposes can be informational, instructional, entertaining, testimonies, etc. Videos offer a
fantastic means of audience interaction. Videos are the most popular type of content
marketing because of their eye-catching aesthetic. It is the type of content marketing that
viewers share the most.

c) Infographics

Infographics are visual marketing materials with a combination of text and images.
Through the use of potent visual information, they aid in educating the audience.
Infographics give the information a more enticing appearance, increasing the audience's
likelihood of remembering it. They do a fun and engaging job of presenting statistical data.
Infographics are a popular tool used by many businesses to give their clients useful
information that they can share. Below is an example of an infographic.

35
 d) Case studies

Case studies are real-world illustrations of how a business's goods or services have
benefited clients. Understanding what aspects of the products or services have enabled the
customers to use them to achieve the desired results can be helpful. A wonderful method
to give actual instances of issues resolved by a company's solutions is through case studies.
These cases can be extremely beneficial to the business since they demonstrate how well
the products and services are received. Additionally, they support customers in
understanding the special applications of the company's "offerings that differentiate it from
other companies" and how the company's offerings can be helpful in resolving particular
types of problems. To give potential clients helpful information, they could be published
on a business's website, blogs, social media posts, etc.

e) E-Books

E-books offer knowledge on specific subjects. They are released by a business in exchange
for details about their target market and to provide helpful information. Although e-books
don't directly sell goods, they do assist in product sales by raising brand awareness and
generating leads. To obtain an e-book, a user must provide basic registration information,
which aids in lead generation. An e-book would typically have 40 pages or more and offer
the audience the helpful information they are looking for in relation to their needs or issues.
It simplifies complex information for the reader while presenting it in an appealing manner.
Well-written e-books draw readers in and foster a sense of trust in a company.

f) White papers

White papers are similar to e-books, but they are much more detailed on topics that are
important to the intended audience. For B2B clients, white papers are a more beneficial
content marketing tool because they offer in-depth details about the sector, specific issues
that certain companies are facing, and potential solutions. Solving problems is the goal of
white papers. These are comprehensive, eloquent reports that identify issues and offer
fixes. As with e-books, the goal of white papers is to build rapport with the target audience
and earn their trust in the brand rather than to sell products.

36
1.11.4 Influencer Marketing

Influencers are those who, due to their position, authority, expertise, or connection to their
audience, have the ability to affect other people's purchasing decisions. They actively
participate with their followers. Influencers serve niche audiences—small, focused, clearly
defined groups of followers drawn to their areas of expertise. Social media influencers are
people with knowledge and experience in a certain field who regularly share information
about it on their platforms and gain followers who share their opinions. Influencer
marketing is promoting a company's goods and services by focusing on influencers that the
target audience follows, rather than the target audience as a whole. The message is viewed
more favorably since the influencer has a stronger connection to the intended audience.
This enables the business to concentrate its efforts on these important individuals rather
than the whole market.

1.11.5 Campaign Marketing

A marketing campaign, also known as campaign marketing, is a set of actions taken to

accomplish a particular marketing goal. The goal might be to launch a new product, build
brand recognition, boost sales, get customer feedback, expand into new markets, etc. A
marketing campaign differs from an organization's normal marketing initiatives in that it
usually has a single objective and is driven by a main theme. They are an asset to the
ongoing marketing campaigns. A digital marketing campaign is a campaign that uses
digital marketing tools to be conducted online. Businesses that have an online presence
heavily rely on digital marketing to raise awareness. A digital marketing campaign with
clear, defined objectives can assist a business in becoming more visible online and
developing a strong online reputation.

1.11.6 Email Marketing

In 1978, Garry Thurk, the marketing manager at Digital Equipment Corp., used email
marketing for the first time. He sent mass media to 400 users to promote a product, and by
using this innovative strategy, his company was able to generate $13 million in sales. He
is regarded as the originator of spam email, which has been a successful direct marketing
strategy since that time. Email marketing is a type of direct marketing that businesses use

37
to communicate with their target audience by sending emails as the communication
channel. Email marketing is any form of correspondence a business sends to its audience
via email. The most popular and efficient way to communicate with customers online is
through email marketing. Triggered emails, Newsletters, Retargeting emails, Welcome
emails, Email promotions, Seasonal emails, and Post-purchase emails these are the kinds
of emails used in email marketing.

1.11.7 Podcasts

Podcasts are a means of distributing a collection of linked audio files over the internet so
that users can access them whenever it's convenient for them. The podcaster frequently
uploads them in the form of multiple episodes. They typically have a recurring host and
are structured around a main theme. They are available for download for offline listening
as well as online streaming. The terms "iPod" and "broadcast" are combined to form the
word "podcast". Podcasts are stream able at any time and can be listened to in segments,
unlike traditional media, which requires listeners to tune in at a specific time. Podcasts are
becoming a more popular infotainment medium, and as a result, advertisers are becoming
more interested in using them to promote their products. As more and more people move
their entertainment from traditional to contemporary media, advertisers have a fantastic
opportunity to reach the right consumers.

1.11.8 Vodcast

In short, video podcasting is known as vodcasting. It's like a video podcast. It's a mashup
of the terms podcast and video. Another name for it is vlogging. A vodcast is a collection
of video segments that are uploaded by the vodcaster and are linked by a main theme. These
segments can be viewed offline on a device or streamed online. Vodcasts are a useful tool
for businesses looking to market their goods and services online. Potential buyers can view
products by matching them with appropriate vodcast channels. Additionally, businesses
can have their own vodcasts that demonstrate how their products are used in the daily lives
of their customers, showcasing the features and applications of different products.
Vodcasting can cover a wide range of topics, including chat/talk shows, comedy, DIY
projects, cooking, news, politics, dance, music, and educational content. These days,

38
students can subscribe to vodcasts that contain a wealth of educational content and access
any information they want.

1.11.9 Social Media Marketing

Social media is a vital tool for businesses, both online and offline, to market to customers.
Digital marketing on social media, also referred to as social media marketing, is online
advertising that uses social media sites to promote a business, create leads, engage with
clients, and learn more about potential customers informally. Brands can better understand
customers' needs and preferences by engaging with them through social media marketing.
Following are some popular social media platforms that are used for Digital Marketing.

Twitter Facebook

WhatsApp
Instagram

LinkedIn YouTube

1.7 Social Media Marketing Tools

39
1.12 latest developments and strategies in Digital Marketing

The marketing landscape has undergone a revolution thanks to digital marketing. Newer
and newer digital marketing technologies are being used by an increasing number of
businesses to establish their online presence. The following are some of the most recent
advancements in digital marketing techniques.

1.12.1 Voice Search

Voice search is becoming increasingly common. ComScore predicts that by 2020, voice
searches will account for 50% of all online searches. There are two categories of voice
search:

(I) Voice search using voice-activated smart speakers, such as Microsoft Cortana, Apple
Home, Google Home, and Alexa from Amazon.

(II) Those that are installed on devices and show text results, such as SIRI and Google
Assistant.

Voice engine optimization is another crucial area that businesses must focus on. predicting
potential search terms to use in voice search, particularly long tail keywords, since voice
and text searches require different input. Generally speaking, voice-based searches are
more focused than text-based searches.

1.12.2 Chatbots

Chatbots are software applications that employ artificial intelligence (AI) to conduct
textual or audio conversations with users. Because they respond instantly and can answer
some simple questions, chatbots are becoming increasingly important in user interactions.
They provide the user with committed support, prompt assistance in real time, and
proactive questioning to identify the true issue. For example: A chatbot on a website might
inquire about the type of help a user needs and then point them in the direction of the
support provider. An increasing number of companies are turning to chatbot technology to
help their customers. For instance, the Facebook chatbot Ruuh was developed primarily
for amusement. IRCTC also has a chatbot named Disha that responds to user inquiries.

40
1.12.3 Live videos

A lot of traffic is coming to them from live videos on the internet. Their appeal is gaining
traction quickly. Because it's instantaneous, inexpensive, and allows for real-time user
interaction, live streaming content is highly successful. When placed on stories, it is able
to create a stronger connection than posts. Products, events, behind-the-scenes looks,
product demos, and more can all benefit from using live videos. In this context, video SEO
is another crucial factor that needs to be seen.

1.12.4 Augmented reality and virtual reality

Nowadays, brands are utilizing virtual and augmented reality to create more captivating
ads. With the help of a smartphone's camera, augmented reality combines digital elements
with an actual scene. A prime example of augmented reality is Snapchat filters. Augmented
reality was also the basis for the video game Pokémon Go. In contrast, virtual reality
immerses the user in a virtual environment. The user is fully cut off from the outside world
and transported to a computer-generated space while doing this, all while donning a
headset. Brands are still not using virtual reality that much. Businesses such as Lenskart
and Caratlane have employed augmented reality to provide customers with a virtual
product trial prior to purchase.

1.12.5 Artificial Intelligence

With the use of information from social media sites and blog posts, artificial intelligence
(AI) can analyze customer behavior and search trends to assist businesses in understanding
how customers find their goods and services. Businesses are utilizing chatbots, or artificial
intelligence, to assist customers on their websites.

41
1.13 What is Consumer Preference?

Consumer preferences are a collection of characteristics or factors that specify how

customers will purchase within a certain market. Companies assess and comprehend
consumer mindsets and determine the factors that drive consumers to purchase particular
products as they impact market demand. In order to maximize sales and profits, they use
this information to produce the appropriate goods or services and make them available to
customers at the appropriate times.

Customers search for particular goods and services from a distinct point of view. Some
people may purchase a product out of an urgent need. Others may find it to be the
fulfillment that comes with purchasing a good. In addition to their own preferences,
consumers also consider quality, happiness, and utility when making purchases. A target
market is made up of consumers who, in significant numbers, have similar preferences.
Another name for it is consumer choices.

The subjective factors that determine a consumer's purchasing behavior are their
preferences. They include the preferences, likes, and dislikes, as well as the individual
tastes of each customer. They establish what suppliers must produce to satisfy market
demand since they specify what is in demand in that particular market. This idea was first
presented in 1938 by American economist Paul Anthony Samuelson in his Theory of
Revealed Preference.

Here are 5 major factors that influence consumer preference:

❖ Psychological Factors
❖ Social Factors
❖ Cultural Factors
❖ Personal Factors
❖ Economic Factors

From a business standpoint, organizations assess and predict how people's needs and
perceptions will change in order to guarantee that they provide higher-quality goods and

42
services that will maximize sales and turn a profit. In order to maintain relevance and
competitiveness in the market, a company needs to adapt to the evolving consumer
preferences of its target audience and potential clients.

Businesses occasionally adjust and improve their selling procedures and marketing plans
in an effort to draw clients and sway their decisions about what to buy. Analyzing consumer
choices is a continuous process because preferences vary not only over time but also
depending on location, technology, demography, market dynamics, and prevailing trends.
Additionally, there is some degree of uncertainty associated with these behavioral
projections.

1.8 Consumer Preference

43
1.14 boAt- Plug into nirvana….

1.14.1 Overview of the company

November 2013 saw the incorporation of boAt, an

Indian company with the legal name "Imagine
Marketing Services Pvt. Ltd." Products in multiple
categories of consumer electronics are available from
the company's online store. boAt is a retailer of 1.9 Company Logo

cables, smart watches, power banks, Bluetooth speakers,

earbuds, headphones, stereos, and hair trimmers. In 2022, boAt, which was established by
Aman Gupta and Sameer Mehta, became one of the biggest brands of wearable technology.
At present funding amount of boAt is $168,216,740. Latest funding round date is 28
October 2022 and the amount are $60,640,000. Plug into Nirvana is the motto or tagline
of the company. The company has business model as E-Commerce startup B2C & D2C
which is active in operating status. At present number of employees are 350. They operate
their business operations with online presence i.e. http://boat-lifestyle.com/

1.14.2 Founders of the company

Co-founder and chief marketing officer of BoAt

is Aman Gupta. Gupta oversaw a portfolio of
consumer electronics brands, including JBL,
Harman Kardon, and AKG, which Harman
International distributes in India, while serving
1.10 Aman Gupta, Co-founder & CEO.
as director of sales at Harman International prior
to founding boAt. As cofounder and CEO of
Advanced Telemedia Pvt Ltd, Gupta had his
first taste of entrepreneurship, helping to
introduce international brands like Beats Audio,
Sennheiser, and Telex, among others, to the
Indian market.
1.11 Sameer Mehta, Co-founder & CPO.

44
Co-creator of boAt is Sameer Ashok Mehta. Before founding BoAt, Mehta had experience
in executive leadership and entrepreneurship. Redwood Interactive, which distributes
computer gaming peripherals and hardware under the Redgear brand, is owned by him. In
addition, Mehta serves as director of his family's company, Kores India. In February 2010,
Mehta was appointed as a director at Kores India Limited.

In April 2018, Kanwaljit Singh became a member of the company's board of directors.
Singh is the managing partner of Fireside Ventures, which spearheaded an equity funding
round in boAt worth ₹60,000,000 (roughly $900,000 USD). The announcement of the
round came early in May of 2018.

1.14.3 Vision & Mission of the company

boat's mission and vision can be summarized as follows: the company was founded with
the "sole aim of bringing affordable, durable, and more importantly, 'fashionable' audio
products and accessories to millennials." They kickstarted a great voyage in an Indian
consumer waters with the aim of self-discovery as an Indian, of course.

1.14.4 Tagline of the company

"Plug into nirvana" is the boAt company's tagline. The company hopes to bring nirvana—
which is defined as achieving total peace and freedom—to the nation's audiophiles as well
as other users.

1.14.5 boAt- Business growth and revenue model

In order to build a strong customer base, the business concentrated on three key market
strategies:

a. Consumer’s needs
b. Consumer’s desires
c. Consumer’s behavior pattern

The products' affordable, long-lasting, and stylish qualities were achieved by the founders
through the application of their research. boAt is committed to fostering a relationship with
its customers in which it views them as fellow members of the boAt family. Additionally,

45
they gave the brand boAt a lot of attention and portrayed it as an Indian brand. Given that
Indians have a strong affinity for both Bollywood movies and cricket, boAt chose to use
cricket players and other celebrities as brand ambassadors. With clever pricing and
appealing aesthetics, all of these contributed to the company's growth into a billion-dollar
business in India by building a sizable customer base. boAt now asserts that it sells 6,000
units a day, or four units every minute.

The business sells its products online at Flipkart, Amazon, Paytm, Myntra, and Croma
stores. The company has benefited greatly from the quality performance of boAt products
in attaining the growth it has experienced over time.

A brief overview of some of the most notable boAt growth milestones is provided
below:
In just four years, as of July 2022, boAt has amassed over 800,000 customers.
It states that, according to reporting from July 2022, it adds one boAthead to its
family every three minutes.
As of July 2022, the company was selling four units per minute and more than six
thousand units per day.
For more than five years running, the company has been profitable.
1.14.6 Financials

boAt's operating revenue for FY23 demonstrated remarkable growth over the previous
fiscal years, reaching an impressive milestone of about Rs 4,000 crore ($500 million). boAt
reported net sales of Rs 2,873 crore in FY22, a noteworthy growth rate of approximately
39.1% in FY23. Moreover, the brand's advancement is even more apparent when
contrasted with the net sales of Rs 1,314 crore in FY21. The total amount of company
expenses for FY21 was Rs 1,202 crore, and for FY22 it increased to Rs 2,787 crore.

Early in 2022, boAt held an IPO. The reports dated January 18, 2022 state that boAt became
the first D2C brand in India to file for an IPO, intending to submit its DRHP to SEBI during
the final week of January 2022. SEBI has approved the Aman Gupta-led company's Rs
2,000 crore initial public offering (IPO), according to reports dated May 18, 2022. It also
disclosed that, in accordance with its DRHP, the offer for sale would be worth up to Rs

46
1,100 crore, while the newly issued shares in the IPO would have a value of up to Rs 900
crore. The founders of boAt, Aman Gupta and Sameer Mehta, will each be selling shares
in the OFS for up to Rs 150 crore, and Warburg Pincus, the company's largest shareholder,
which owns 36.48% of the business through its affiliate South Lake Investments, will be
selling shares up to Rs 800 crore. Nevertheless, boAt delayed its scheduled public share
sale and instead raised INR 500 crore ($60 million) from private investors due to persistent
worries about the erratic stock market.

1.14.7 Marketing Strategies of boAt

• Influencer marketing

Regarding influencing people through influencer

marketing, boAt didn't skimp on any details. boAt
has agreements with influencers, athletes, content
producers, celebrities, and stylists among others. To
promote the products of boAt, celebrities like
1.12 Influencer Marketing
Bhuvan Bam, Kartik Aryan, Jacqueline Fernandes,
and Kiara Advani are on board, along with content creators Prajakta Koli and Harsh
Beniwal. They also have product endorsements from musicians such as Diljit Dosanjh,
Harry Sandhu, and Neha Kakkar. Aside from that, cricket players like KL Rahul, Shreyas
Iyer, Hardik Pandya, and Shikhar Dhawan have long supported their products.

• Email Marketing

Customers of boAt, both past and present, who consent to receiving updates from them via
email, receive personalized messages from the company. Their emails are sharp, quirky,
and catchy. Whether it's conveying their message or informing the audience about a new
product, deals, or discounts.

• Hashtag Marketing with unique hashtags

#whatfloatsyourboat

#boatheads

#trebelwithboat

47
#levelupwithboat

#raisethebar

These are only a few of the hashtags that have become popular on social media. inviting
participation from the audience in the discussion.

• Social Media Marketing

boAt is a pro at social media marketing and moves quickly through the digital space. The
business is active on YouTube, Facebook, Twitter, Instagram, and LinkedIn.

1.13 boAt on Instagram 1.14 boAt on YouTube

1.15 boAt on Facebook 1.16 boAt on LinkedIn

48
 • Campaign Marketing
I. Campaign Marketing of boAt: “Be Original”

The goal of boAt's marketing campaign was to use boAt branding and advertising to
establish an emotional connection with consumers. The main goals of the boAt branding
campaign were to raise consumer awareness of the company's offerings and stress the value
of uniqueness. The company's dedication to originality was reflected in the campaign's use
of wearable advertising, such as smartwatch advertising. A number of campaigns,
including an influencer-driven campaign with celebrities sharing their individual
experiences with boAt products, were part of the marketing campaign for boAt. boAt's
successful marketing campaign has been credited with the "Be Original" campaign's
success.

II. Campaign Marketing of boAt: “Go Beyond”

Leading Indian consumer electronics company boAt debuted its innovative "Go Beyond"
campaign in 2016, with the goal of raising brand awareness and consumer interaction. boAt
's wearable technology, including its smartwatch advertising, wireless earbuds, and other
portable audio products, was the focus of the boat's advertising. The campaign made use
of influencers to reach a wider audience and creative content, including a series of short
films featuring Bollywood celebrities. boAt was able to reach new customers and increase
engagement from its current clientele thanks to this marketing campaign.

III. Campaign Marketing of boAt: “Be Fearless”

Leading wearable technology company boAt launched a new marketing campaign called
"Be Fearless" to entice customers to try out the company's cutting-edge goods. As part of
the company's marketing strategy, boAt advertisements aim to inspire consumers to pursue
their aspirations.
Customers are encouraged to step outside of their comfort zones and take calculated risks
in order to achieve their goals by boAt 's "Be Fearless" campaign. Be Fearless was an
enormous hit for boAt, largely due to some creative and ingenious boAt advertising.

49
IV. Campaign Marketing of boAt: “Live Life Loud”

In 2017, boAt introduced the "Live Life Loud" campaign to highlight the variety of
products in its lineup, which includes speakers, headphones, and audio accessories. The
campaign sought to position boAt as a lifestyle brand and connect with a younger
demographic. The boAt reached its target demographic as part of the marketing campaign
by combining print and television advertising.
Finally, in an effort to increase its visibility and promote its products, boAt released a
number of promotional videos. These videos showcased the features of the products and
included influencers and celebrities. All things considered, boAt's "Live Life Loud"
campaign proved successful in solidifying the brand's positioning as a lifestyle-focused
audio company. The boAt marketing initiative successfully raised brand awareness and
connected with its intended audience.

V. boAt x Lakme Fashion Week

Cooperation between the tech and fashion industries can only be beneficial. boAt has
reached potential customers and gained access to the fashion industry's large audiences
through partnerships with well-known influencers. The boAt worked with the fashion
industry as well. In 2020, the brand collaborated with renowned fashionista Masaba Gupta
to launch a line of vibrant headphones during Lakme Fashion Week. Together, they
introduced goods that evoked the late 1970s disco vibe.

1.14.8 Marketing Mix of boAt

BoAt's utilization of the 4Ps of marketing are as follows:

• Product

boAt prioritizes trend-driven product innovation and customization. They have a large
selection of audio products that are made to satisfy the tastes of their intended market. To
make their products more distinctive and appealing, they have also partnered with well-
known companies like Marvel to release limited edition items with Marvel characters.

50
 • Price

When setting the price of its products, boAt carefully takes its target market into account.
They understand that college students, who might have tight budgets, make up the majority
of their clientele. In order to make their products accessible to their target market, they thus
strive to offer reasonably priced options without sacrificing quality.

• Place

Products from boAt can be purchased online and offline. Through both their official
website and well-known e-commerce sites like Amazon and Flipkart, they have a
significant online presence. They have also formed alliances with a number of physical
retailers, such as electronics merchants and outlets for smartphones, in order to broaden
their network of distribution and guarantee the accessibility of their products.

• Promotion

boAt mainly depends on influencer marketing for promotion. In addition to cricketers

Shikhar Dhawan, Jaspreet Bumrah, Rishabh Pant, Hardik Pandya, and Prithvi Shaw, they
also work with well-known celebrities from other fields, such as actors and actresses
(Kartik Aaryan, Kiara Advani, Jacqueline Fernandez), singers (Neha Kakkar, Guru
Randhawa, AP Dhillon, Diljit Dosanjh, and Harry Sandhu), content creators (Prajakta Koli,
Harsh Beniwal, and Bhuvan Bam). Through various marketing campaigns and social media
posts, these influencers promote boAt products, which helps build brand awareness and
draw in customers. In order to interact with their audience, they also use social media
platforms and hashtag marketing. They do this by using original hashtags like
#whatfloatsyourboat, #boatheads, #trebelwithboat, #levelupwithboat, and #raisethebar.

In the audio product sector, boAt has established itself as a top brand by skillfully applying
the four Ps of marketing. Their quick expansion and success can be attributed to their focus
on product innovation, reasonable prices, wide availability, and influencer-driven
marketing.

51
1.14.8 Products offered by boAt

1.17 Products offered by boAt

boAt is a company that designs and sells a range of consumer electronics with an audio
focus, such as smart watches, wireless speakers, wired headphones, earbuds, and wired
headphones, among other items. The products listed below are some of the most popular
ones among customers.

a) Wireless Earbuds

boAt sells a range of wireless earphones under the Airdopes brand. The boAt Airdopes line
had a manufacturer's suggested retail price (MSRP) ranging from ₹3,999 (approximately
$53) to ₹6,999 (~$92) as of mid-2020. In contrast to other wireless earbud brands and
models, the Airdopes line includes carrying cases with built-in batteries to charge the
earbuds when not in use and Bluetooth connectivity for truly wireless operation.

b) Tethered Wireless Earbuds

Under the Rockerz and boAt brands, boAt offers a selection of tethered wireless earbuds
for distribution. The BoAt tethered wireless earbuds range in price from ₹2,990 ($39) to
₹4,990 ($66) as of mid-2020, with no discounts applied. Tethered earbuds, like fully
wireless earbuds, are not connected straight to an audio source (such as the audio-out port
on a computer, smartphone, or stereo). Tethered wireless earbuds, on the other hand, have
a wire connecting them to each other or to a band that holds the batteries, controls, and
onboard processors—which power the earbuds' speakers. The connecting wire or band is

52
worn around the wearer's neck or behind their head, depending on the model, much like a
lanyard.

c) Wireless Headphones

Additionally, boAt sells a range of wireless headphones that come in over-ear and on-ear
configurations. Under the company's boAt, Rockerz, and Nirvana brands, its headphones
are sold. Depending on the model and features, the undiscounted price ranges from ₹2,990
(~$39) to ₹7,990 (~$105). Instead of using wires or cables to connect to an audio source,
boAt's devices use Bluetooth to play music from the source (like a computer, stereo, or
mobile phone). boAt's headphones use built-in lithium-ion batteries to power them when
they are in wireless playback mode via Bluetooth. Auxiliary audio cables are often included
with boAt's wireless headphones, and they can be used to connect to standard headphone
jacks or other audio jacks with the help of adapters that aren't included. Using the auxiliary
audio cable to connect headphones to an audio source on many models does not deplete
the battery.

d) Wired Headphones and Earbuds

boAt sells a variety of earbuds and wired headphones under the BassHeads brand. For
wired headphones bearing the BassHeads brand, the undiscounted MSRP is approximately
₹2,490 (~$33). Similar to the majority of wired headphones and earbuds, boAt's products
plug into a headphone jack found on computers, stereos, mobile devices, and other devices
that output audio. The audio source that a boAt device is plugged into provides power; an
additional amplifier is not needed for boAt's devices. By partially blocking the wearer's ear
canals from outside sound, the company's in-ear earbuds and over-ear and on-ear
headphones provide a certain level of passive noise cancellation.

e) Smartwatches

boAt provides a range of smartwatches with social media, text, and call notifications in
addition to various fitness modes and health monitoring capabilities. Styles, colors, and
feature combinations are available for the smartwatches.

53
 f) Smart rings

Via a partnered application, the boAt Smart Ring provides sleep and health monitoring and
tracking, including data on heart rate, menstrual cycles, body temperature, and sleep
patterns. The ring is made of a metal and ceramic blend and is intended to withstand
physical activity, perspiration, and water. Because of its lightweight and comfortable
design, it is simple to wear on a daily basis. In order to keep the price of the smart ring
consistent with that of its other consumer goods, boAt plans to launch it at or below $80.

g) Portable Wireless Speakers

boAt markets a selection of wireless portable speakers under the Stone and Rugby brands.
Its speakers are powered by built-in batteries and can be wirelessly connected to an audio
source via Bluetooth. Depending on the model and features, devices range in price from
₹2,490 (~$33) to ₹12,999 MSRP ($171) as of mid-2020, without any discounts. boAt offers
a variety of form factors and sizes for their wireless speakers, each intended for a specific
use case. Its larger wireless speaker options, which have greater sound output, longer
battery lives, and varied degrees of ruggedization in their designs, are more expensive than
its smaller, less powerful devices.

h) Home Audio Equipment

boAt distributes Aavante brand home audio equipment. The company's sound bars and
subwoofers for use with televisions and other home theater equipment make up the
majority of its home audio products. boAt's home audio products range in price from
₹9,900 (about $130) to ₹24,990 (about $329) as of mid-2020, without any discounts.
Multiple input modes, including Bluetooth, USB-A, and auxiliary audio cable, are
available on boAt's home audio equipment. Some models are limited to Bluetooth.

i) Mobile accessories

Accessories for mobile devices under the boAt brand are distributed by the company,
including auxiliary audio cables and USB cables (USB-a to Micro USB, USB-A to
Lightning, USB-C to Lightning, and USB-A to USB-C connections). Additionally, it offers
a selection of transportable external batteries under the Energyshroom brand.

54
When a power outlet is not available, a mobile device can be charged using these batteries.
Additionally, the business offers a selection of quick car chargers that support quick
charge-enabled devices and use Qualcomm's quick charge technology.

1.14.9 boAt’s rival companies that are as follows

a) Noise

Soon after completing his training as a commercial pilot in the Philippines, Gaurav Khatri
made the decision that he wanted to start his own business. In 2014, the Flipkart and
Amazon India consumer electronics segments saw an explosive growth in sales of
smartphones, smartphone cases, Bluetooth earphones, and other related products. Gaurav
and Amit collaborated with Chinese producers to create smartphone covers, which they
then marketed in India. According to Gaurav, Noise quickly rose to the top of the mobile
accessory market in its early years.

b) pTron

Ameen Khwaja, an electrical engineer, came from a family business that has been in
operation for many years and made the most of his opportunities. Ameen went back to
India in 2005, and he created the e-commerce website latestone.com in 2015 to sell
accessories for smartphones. Ameen used to import goods from China and resell them via
his online store. But he soon realized that India’s market for smartphone accessories was
severely lacking. Ameen introduced pTron in 2015, a brand designed for mobile
accessories and consumer electronics. The brand sells a range of consumer electronics
items, including networking products, smartwatches, Bluetooth speakers that are portable,
Bluetooth headsets, and TWS products. pTron made Rs 25 crore in the previous quarter.

c) Hammer

From the beginning, Rohit Nandwani saw that there was room in the market for wireless
audio devices for a private label. He was interested in two market developments: the
introduction of Apple’s AirPods and the move by several smartphone brands to stop selling
earbuds that are plugged into the handset. In Haryana, Rohit launched Hammer with a sum
of Rs 30 lakh. Hammer began selling headphones, earbuds, home audio systems, and other
types of audio equipment. However, it soon reduced the range of options.

55
 d) JBL

JBL caters to both residential and business customers. Studios, cars, music production, DJs,
cinema markets, installed/tour/portable sound, etc. are all included in the professional
market. Harman International, a division of Samsung Electronics, is the owner of JBL.

e) AirPods

Apple Inc. created the wireless Bluetooth earbuds known as AirPods. On September 7,
2016, they were first revealed alongside the iPhone 7. They rose to the top of Apple’s
accessory sales within two years. Along with the AirPods Pro and AirPods Max, Apple’s
entry-level wireless headphones are called AirPods. The second-generation AirPods, which
have the H1 chip, a longer talk time, and hands-free “Hey Siri” support, were released by
Apple on March 20, 2019. An additional wireless charging case was added to the offerings
at an additional cost.

f) Sony

In order to provide music enthusiasts and audiophiles with the quality and anticipated
listening experience they deserve, Sony was founded on a passion for sound quality and a
desire to push the boundaries of audio engineering technology. The way that Sony
headphones have changed over the years is indicative of these basic concepts.

g) Fire bolt

One of the top Indian brands in the wearable and audio industries is Firebolt. Since its
founding in 2015, Firebolt has been formally recognized as the clear leader in both the
Indian and global smartwatch player markets. According to the most recent Counterpoint
Research report, the brand became the fastest growing smartwatch brand in Q3 2021 after
registering an incredible 394% Quarter-on-Quarter growth.

h) OnePlus

A number of wearables have been released by OnePlus, such as the OnePlus Band, OnePlus
Watch, OnePlus Buds, and OnePlus Bullets Wireless.

56
 i) Xiaomi

A metal Sound Chamber on the Xiaomi earphone improves sound quality and produces
cleaner music with ultra-deep bass. Because of their ergonomic, comfortable design,
Xiaomi Earphones are perfect for extended listening sessions without causing any
discomfort.

57
CHAPTER 2) RESEARCH METHODOLOGY

2.1 Introduction of Research

Research is a methodical inquiry process that involves gathering data, documenting

important information, and analyzing and interpreting that data and information using
appropriate methodologies established by academic and professional fields. There are
many different types of research, including practitioner research, life, technological,
scientific, humanities, artistic, economic, social, business, and marketing. Meta-research is
the scientific study of research practices. A researcher is a person who conducts research,
and they may have a formal job title designating them as such.

According to John W. Creswell, “Research is a process of steps used to collect and analyze
information to increase our understanding of a topic or issue". It consists of three steps:
pose a question, collect data to answer the question, and present an answer to the question.”

2.2 Objectives of the study

✓ To understand Digital Marketing strategies of boAt company.
✓ To analyses comparative study between boAt and its competitors.
✓ To explore satisfaction level of customers towards boAt and other competitors.
✓ To assess the factors to influence buying behavior of customer regarding Digital
Marketing.
✓ To examine how the customer point of view is regarding electronic gadgets offered
by boAt.
✓ To research about which category of electronic gadget most preferred by consumers
between boAt and its competitors.
✓ To examine which social media platform gives more awareness regarding products
launch by boAt digitally.
✓ To research of price consciousness of consumers related to products offered by
boAt and its competitors.
✓ To take review of consumers associated with boAt and its competitors.
✓ To evaluate preference of consumers about online shopping v/s offline shopping
with respect to electronic gadgets.

58
2.3 Scope of the study

The study contributes to our understanding of consumer preferences for various digital
marketing platforms and how they are used by consumers. It also looks at the frequency
with which customers interact with boAt's digital marketing content, the kinds of content
that catch their attention, and the channels that they like to use to communicate with the
company. Additionally, the study evaluates consumer perceptions of digital marketing
generally and boAt's digital marketing specifically. It investigates how consumers react to
digital marketing, whether they believe digital marketers who support boAt are
trustworthy, and whether they view digital marketing as intrusive or helpful. The research
helps to examine how the customer point of view is regarding electronic gadgets. The study
contributes to the understanding of consumer price consciousness with regard to boAt and
its rivals' products. The study aids in gathering feedback from customers connected to boAt
and its rivals. The study contributes to the investigation of consumer preferences regarding
the electronic devices that boAt offers. Customer satisfaction with boAt and its rivals is
another area that the research aids in examining.

2.4 Limitations of the study

There are certain restrictions on the study. There are only 100 respondents in the consumer
sample size that was used in the research. It might not be an accurate representation of all
boAt consumers. When it comes to digital marketing, consumers who opt to take part in
the study might behave and think differently than those who don't. The findings of the study
may not be as generalizable as possible due to this bias. When asked how they feel about
boAt's digital marketing, customers might feel under pressure to respond in a way that is
socially acceptable. This might cause them to respond in ways that don't truly represent
their views and actions. Cultural variations in consumer behavior may not have been taken
into account in this study. This might make it harder for the study's conclusions to be
applied to other markets where boAt's is present.

2.5 Significance of the study

Success for any brand, including boAt and their rivals, depends on an understanding of
consumer behavior with regard to digital marketing. Customer behavior regarding digital

59
marketing can have an impact on boAt's marketing strategies, as it has become an essential
tool for brand promotion. By examining customer behavior with regard to digital
marketing, boAt can better understand the advantages and disadvantages of its marketing
initiatives and implement the required changes. In order to create more focused and
successful marketing strategies that appeal to its target market, boAt can benefit from an
understanding of consumer behavior with regard to digital marketing. Understanding how
consumers engage with brands on digital marketing platforms and how this influences their
purchase decisions can be gained by researching comparative analysis in relation to digital
marketing. Brand loyalty can be impacted by consumer behavior toward digital marketing,
and boAt can increase customer retention by understanding this behavior. An additional
tool for boAt to identify emerging trends and modify its marketing strategies is the study
of consumer behavior toward digital marketing. Through competitive analysis of rival
brands in the field of digital marketing, boAt can outperform rival brands and grow its
market share. Consumer attitudes toward digital marketing are always changing, so
keeping up with the newest trends and best practices can be achieved by researching
consumer behavior.

2.6 Research Design

2.6.1) Research Design

The structure of research can be thought of as research design. It serves as the "Glue"
holding every component of a research project together. It is, in essence, a plan outlining
the suggested course of study. Research design should be rational and methodical, outlining
the goals, approaches, and strategies to be used in order to accomplish the research's
objectives.

2.6.2) Sample size

A sample size is the portion of the population selected for an investigation or survey.
Sample size is defined as the actual number of individuals chosen to represent the
population in the sample. The sample size for academic research is one hundred samples.
The questionnaire was created with the topic of a comparative analysis of digital marketing

60
tactics used by boAt and its rivals in mind. Customers in the sample size were chosen from
the Mumbai area. There are 100 clients in the sample.

2.6.3) Sources of the data

One way to define data is as a collection of documented facts and figures related to the
phenomenon being studied. It could be represented by words, figures, charts, symbols,
images, etc. Data that has been processed becomes information. Information is created
through processing, refining, and formally presenting data within the framework of the
study subject. It is an important component of the data and an improved version of the data
that is used to characterize, evaluate, and forecast the behavior of the phenomena being
studied. Primary and secondary data are the two main categories into which data is
separated. Both kinds of data are gathered for this project from various sources.

• Primary Data

Primary data are facts that the researcher has obtained directly from the source through
experimentation, observation, or direct interviews with the intended audience in order to
gain a comprehensive understanding of the phenomenon being studied. To address
important and relevant questions and resolve the research problem, facts are systematically
gathered. Since primary data is original, accurate, problem-specific, up to date, and realistic
in nature, decisions based on it are more likely to be result-oriented. Appropriate techniques
such as observation, experimentation, survey, and so on can be used for data collection,
depending on the nature of the study and the availability of resources (i.e., time, money,
manpower, and IT support).

• Secondary Data

The term "secondary data" describes information gathered by another party with a
particular objective. If the data is relevant to the phenomenon being studied, then others
may use it for additional research. Secondary data is information that is easily accessible
to the public in a published format for use by others in the market.

61
2.7 Methods of analysis

Data is meaningless on its own. Data analysis transforms them into informative meaning.
Data analysis begins as soon as the questionnaire is drafted. Cleaning, modifying, and
processing raw data in order to extract relevant, actionable information that aids in
decision-making for businesses is known as data analysis. Businesses can use this
information to project the quantity of goods required, set prices, and decide how long to
run advertising campaigns. In general, statistical methods, correlation techniques, time
series analysis, and measures of central tendency (mean, median, and mode) are used to
analyze the data. In this project, the data is analyzed and presented using statistical
techniques like tables, charts, bar graphs, and pie diagrams.

62
CHAPTER 3) REVIEW OF LITERATURE
3.1 Introduction
An overview of the previously published works on a topic is what a literature review is.
The phrase can be used to describe an entire academic paper or a specific portion of a book,
article, or other scholarly work. In any case, the goal of a literature review is to give the
audience and the researcher/author a broad overview of the body of knowledge that already
exists on the subject at hand. An academic paper that places knowledge and comprehension
of the academic literature on a particular topic in context is called a literature review. This
is why it is called a literature review instead of a literature report: a literature review also
involves a critical assessment of the content.

Following are some journals studied for the research.

3.2 Journals

1. (Verma, 2018)

Some opinions on upcoming and present marketing trends are presented in this paper. India
is witnessing a dramatic shift in its approach to digitization. Compared to more traditional
or conventional methods, consumers are looking more and more on the internet to find the
best deal from sellers throughout India. The findings of this study confirmed that digital
marketing, including search engine optimization (SEO), search engine marketing (SEM),
influencer marketing, content automation, e-commerce marketing, campaign marketing,
and social media marketing, can be highly advantageous for businesses. These digital
marketing strategies are also becoming more and more prevalent as technology advances
and include e-books, optical disks, games, and social media optimization. Digital
marketing is very economical and beneficial to the company's bottom line. This study
supports the notion that understanding the social media platforms that a company's target
market uses is another important component of successful online marketing.

2. (P.K.Kannan, 2017)

The framework that the author creates and outlines for research in digital marketing
emphasizes the points in the marketing process and the marketing strategy process where

63
digital technologies are having, and will continue to have, a major influence. Organizing
the developments and existing research around the components and touchpoints of the
framework, he reviews the research literature in the broadly defined field of digital
marketing. He outlines the concerns that are changing in and around the touchpoints as
well as related research questions. Lastly, he incorporates these pointed out questions and
establishes a research agenda for further digital marketing research to look at the problems
from the standpoint of the company.

3. (Sawicki, Artur, 2016)

Authors of the piece outlined the fundamentals of digital marketing along with its benefits,
none of which can be useful to a business looking to reduce customer support expenses in
order to increase revenue and streamline sales procedures.

4. (Afrina Yasmin, Sadia Tasneem, Kaniz Fatema, 2015)

The significance of digital marketing for consumers and marketers is the main topic of this
article. Authors investigates how digital marketing affects businesses' sales. In this paper,
the distinctions between digital and traditional marketing are also discussed. This research
has detailed various digital marketing strategies, their efficacy, and their effect on a
company's sales. The sample under examination comprises 150 companies and 50
executives who were chosen at random to demonstrate the efficacy of digital marketing.

5. (Charlsworth, Alan, 2014)

A detailed manual for online marketing is available in the second edition of Digital
Marketing: A Practical Approach. The book, which focuses on the operational and
functional aspects of this dynamic subject, is full of practical tips and examples from
industry leaders that will help you succeed. Digital Marketing, written as an approachable
manual to prepare you for the digital component of any modern marketing role, covers all
the important subjects, such as social media marketing and search engine optimization.
This useful resource will get you ready to tackle digital marketing in a range of
organizations with exercises to help you analyze, plan, and implement successful strategies
in the workplace and real-world case studies to show digital marketing in action.

64
6. (Kingsnorth, 2022)

Digital Marketing Strategy: An Integrated Approach on Online Marketing is a book written

by Simon Kingsnorth. This book covers every facet of the digital world as the author delves
into the realm of digital marketing.

7. (Eric M. Olsan, Kai M. Olsan, Thomas Martin Key, 2021)

With the emergence of a plethora of digital marketing strategies, the internet fundamentally
altered the nature of business. Marketing managers now have to prioritize their goals and
choose which digital marketing strategies to invest in in order to take advantage of these
new tactical options. Four business strategies—prospectors, analyzers, low-cost defenders,
and differentiated defenders—are taken into consideration by the authors when studying
these issues. To help managers implement their firm's chosen strategy as effectively and
efficiently as possible, they offer insights into how companies pursuing different strategies
approach these digital marketing issues in this article.

8. (Mishra, Mansmita Panda & Aishwarya, 2021)

This research paper outlines a framework for studying digital marketing research that
emphasizes the strategies used in the process, along with its efficacy and the effects of
various technological tools and social media platforms. The authors have arranged the
research techniques concerning the elements and reviewed the research literature in the
broadly defined field of digital marketing by using the framework. Investigating the
efficacy of various social media platforms and digital media marketing tactics is the aim of
this research paper.

This essay primarily examines the importance of digital marketing, the distinctions
between it and offline marketing, and the impact of social media and technology tools on
the efficacy of digital advertising strategies.

9. (Francisco, Alicia, Camilo, 2019)

The aim of this study is to review the literature from 2009 to 2018 on the topic and develop
a research agenda regarding sustainability and digital marketing. Based on an earlier
bibliometrics-based analysis, a research agenda highlighting the primary obstacles facing

65
the field of digital marketing and sustainability has been developed. These include: (1)
customer orientation and value proposition; (2) digital consumer behavior; (3) digital green
marketing; (4) competitive advantage; (5) supply chain; and (6) capabilities. This work
advances the field's understanding of sustainability and digital marketing by outlining
potential research challenges and supporting the creation of a fresh methodology that can
close the current gap between industry and society on sustainability-related issues.

10. ( Davvy Chaffey & PR Smith, 2023)

Authors of the most recent edition of Digital Marketing Excellence hope to assist readers
in improving their use of insights-driven marketing in organizations they are involved in,
whether they are marketing professionals or students, and in honing their digital marketing
skills. Writers find Digital Marketing Excellence to be both thought-provoking and helpful
in helping readers with their marketing.

11. (Gianto,Alexandru,Elisa,Nicolas, 2016)

This study aims to investigate the causal condition configurations that are most predictive
of the adoption of inbound and outbound marketing techniques. The study examines the
propensity of click and mortar (C&M) to outbound marketing and pure player (PP) to
inbound marketing using the Qualitative Comparative Analysis (QCA) approach. The
primary contribution of this research is the identification of novel organizational propensity
configurations toward inbound and outbound marketing strategies through the
interpretation of complex outcomes in new ways.

12. (Parkin, 2016)

This book serves as a manual for thriving in the modern business world, where the
combined influence of internet consumers has permanently altered marketing regulations.
A guide that summarizes the action recommendations covered in this publication can be
found at the end of the book. It walks you through the process of developing and
implementing a strategy step-by-step and asks the question you must answer in order to
charge for a successful E-marketing approach.

66
13. (Jose Ramon Saura, Pedro R. Palos-Sanchez, Marisol B. Correia, 2019)

To increase the benefits that new business models and digital marketing strategies apply to
the major players in the business environment, this chapter develops a methodical literature
review with the aim of identifying these players. The research's findings characterize and
identify the primary players in the electronic commerce (EC) ecosystem, along with their
typologies and the primary DM strategies applied in this area of study. The exploratory
study's findings can support the reference bibliography in this field of study and be used
for further research in the future.

14. (LP.Baltes, 2019)

This article explains the meaning of content marketing, the role it plays in marketing
strategies, and how to create an effective content marketing plan. As more and more
businesses of all sizes incorporate digital marketing into their marketing strategies, the
significance of this strategy has grown in the age of digitalization. Since content marketing
is a prerequisite for digital marketing, the effectiveness of a company's online
communications greatly depends on the caliber of its content marketing.

15. (Jose Ramon Saura, Pedro Palos,Beatriz Rodriguez, 2020)

The authors of this journal sought to examine how businesses implement these new
technologies in a digital world where concerns about the long-term viability of online
business models and activities are growing. Digital marketing has completely changed how
businesses interact with their global clientele. New business models based on the
reciprocity of communication between businesses and Internet users have emerged as a
result of the growing usage of social networks and the ways in which consumers interact
with them online. This new online channel has been used by digital marketing, new
business models, online advertising campaigns, and other digital strategies to gather user
opinions and comments.

16. (Ari Warokka, Herman Sjahruddin, Sriyanto Sriyanto,, 2020)

The amount of research related to internet commerce has massive rapidly since the dawn
of the net age. An analysis's ability to be strengthened and expanded upon can be aided by

67
the compilation of approaches and topics being researched in internet commerce. The
topics that are investigated in addition to verifying topics for any analysis will be made
easier with the help of a review of the literature. This analysis gathers, summarizes, and
evaluates all of the analysis techniques and content, including themes, classes, and focuses
of the literature. It then talks about the nursing agenda for upcoming analysis initiatives.

17. (Maria Irene Prete, Luigi Piper and, 2023)

By focusing on the most hotly debated subject in the field of online marketing, this study
aims to investigate the opportunities that arise from interactions with people on the internet.
a thorough analysis of scholarly works released during the previous 15 years (2005–2020).
The results, which were categorized using the RACE framework (reach > act > convert >
engage), provided valuable perspectives, obstacles and chances concerning digital tactics,
online commercial methods, knowledge acquisition, product personalization, and
variations in online product acquisition (low-touch, high-touch, and "embarrassing"
products). The study also emphasizes how managing consumers' online presence, ethical
and privacy concerns, and online behavior monitoring in terms of expected response times
in customer services and negative word-of-mouth containment should be taken into
account in consumer engagement strategies in light of recent threats like web effects
(pathological internet usage that can occasionally fall into the category of internet
addiction).

18. (Raj, Lekh, 2021)

An effort in this direction is made in the current study, Impact of Digital Marketing on
Indian Firms. newline of Given that customers are one of the key components of any
business's growth, it becomes even more crucial to comprehend how they perceive your
brand. This study also looks at how consumers view digital marketing. Furthermore, the
results of the study indicate that customers are being greatly influenced by digital
marketing when making decisions. newline of Since India began implementing
government programs such as Start-up India and Make newline People are considering
launching their own businesses, or start-ups, in India, specifically in Stand-up India and
Digital India.

68
19. (Khedkar, 2019)

This research paper examines the field of digital marketing and provides an overview of
its effects on e-commerce businesses. Researchers look into a variety of digital marketing
topics, including influencer marketing, SEO, social media marketing, and more.

20. (Mustafa, 2019)

Author explores Study of impact of digital marketing practices by organized retail stores
on consumer buying behavior in metro cities. Author gives focus on how Digital Marketing
technologies are getting adopted by consumers for retail shopping.

69
CHAPTER 4) DATA ANALYSIS AND INTERPRETATION
Data interpretation is the process of reviewing data and drawing pertinent conclusions
using a variety of analytical techniques. In order to answer important questions, data
interpretation assists researchers in classifying, modifying, and summarizing the
information.

Following data is about A comparative study of Digital Marketing strategies & consumer
preference for boAt v/s its competitor’s products among youngsters. The study advances
our knowledge of consumer preferences for different digital marketing platforms and
consumer usage patterns. It also examines how often clients engage with boAt's digital
marketing content, what kinds of content grab their interest, and which channels they prefer
to use to get in touch with the business.

70
Collected data analysis and interpretation is as follows:

4.1 Analysis on the basis of Gender

4.1 Gender Analysis

Gender Responses

Male 62%
100 respondents
Female 38%

Others 0%
4.1 Gender Analysis

The above diagram shows analysis of data on the basis of Gender responses. As the
response shows 62% female & 38% male respondents are there. Out of 100 participants
female respondents are more than male respondents.

71
4.2 Analysis on the basis of Age groups

4.2 Age group Analysis

Age Groups Responses

16-20 68%

21-25 19%

26-30 6%

31-35 1%

36-40 6%
4.2 Age group Analysis

As the above diagram shows responses on the basis of age groups. Out 100 responses, 68%
respondents are engaged in the age group of between 16 to 20 yrs. 19% respondents are
engaged in the age group of between 21 to 25 yrs. 6% respondents are engaged in the age
group of between 26 to 30 yrs. 1% respondents are engaged in the age group of between
31 to 35 yrs. whereas 6% respondents are engaged in the age group of between age group
of 36 to 40 yrs. So, the data interpreted as age group of between 16 yrs. to 20 yrs. are more
engaged in electronic gadgets.
72
4.3 Analysis on the basis of Occupation

4.3 Occupation Analysis

Occupations Responses

Students 82%

Professionals 4%

Employees 12%

Homemakers 1%

Others 1%
4.3 Occupation Analysis

Above diagrammatic data shows occupations analysis of respondents. With reference to

above data can be interpreted as 82% respondents are students, 4% are professionals, 12%
are employees and 1% are both i.e. Homemakers and other. So, the above data gives
analysis as huge population that is students are more engaged in electronic gadgets of boAt.

73
4.4 Analysis on the basis of purchasing decision of electronic gadget

4.4 Purchase decision analysis

Purchasing Decision Responses

Yes 90%

No 10%
4.4 Purchase decision Analysis

As the above data shows, out of 100 respondents 90% population says as they purchased
electronic gadgets with the brand name under boAt or any other whereas 10% population
says no.

74
4.5 Analysis on the basis of choosing boAt as purchasing brand

4.5 Reason Analysis

Reasons for choosing brand boAt Responses

By choice 36%

By influence 6%

By advertising 9%

By following trends 10%

By brand name 27%

Or other reason 12%

4.5 Reason Analysis

As the above data shows, 36% respondents choose boAt by choice, 6% respondents choose
by influence, 9% respondents choose by advertising, 10% respondents choose by following
trends, 27% respondents choose by brand name and 12% respondents choose by other
reason. So, data can be interpreted as more no of population choose boAt by choice.

75
4.6 Analysis on the basis of how the respondents are come to know about
boAt?

4.6 Brand Recognition Analysis

How do you come to know about boAt? Responses

Via Digital presence 56%

Via Recommendation by peers 5%

Via Own perception 10%

Via family 24%

Or any other reason 5%

4.6 Brand Recognition Analysis

The above data gives brand recognition of boAt among its customers. Out of 100
respondents, 56% population come to know about boAt via Digital presence that means
via Digital Marketing done by boAt, 5% population get recognition via recommended by
peers, Via own perception 10% population come to know about boAt, 24% population
come to know about boAt via family whereas 5% gets recognition about brand boAt by
other reasons. So, the data clearly shows high impact of Digital Marketing done by boAt
as poll of Digital presence comes more than other options.

76
4.7 Analysis on the basis of suitable mode of shopping

4.7 Mode of purchase Analysis

Suitable mode of shopping Responses

Online mode (Website) 52%

Offline mode (In-store shopping) 48%

4.7 Mode of Purchase Analysis

Above diagram shows portion of mode of shopping which is preferred by consumers while
purchasing electronic products. 48% consumers choose online mode i.e. website mode for
purchasing meanwhile 52% consumers preferred offline mode i.e. in store shopping as their
convenience.

77
4.8 Analysis on the basis of versatility of products offered by boAt & their
competitors

4.8 Product offered Analysis

Versatility of products offered by

Responses
various brands

boAt 57%

JBL 14%

Xioami

Noise 6%

Oneplus 20%
4.8 Product offered Analysis

Above diagram gives interpretation of versatility of products offered by boAt & their
competitors. Out of 100 responses, 57% users say boAt offered more versatile range of
products, 6% users say Noise, 14% users say JBL, 20% users say Oneplus whereas 3%
users say Xiaomi offered more range of products category. So, interpretation ended as boAt
offered more range of products as compared to other brands.

78
4.9 Analysis on the basis of products offered by boAt itself

4.9 Products offered by boAt itself

Products offered by boAt Responses

Airdops 58%

Headphones 44%

Digital watch 29%

Wireless Headphones 31%

Wired Headphones 12%

Powerbanks 4%

Gaming earbuds 7%

Portable wireless speakers 10%

USB 5%
4.9 Products offered by boAt itself

79
Above diagram shows products offered by boAt and how many users use these products.
As the above data shows, 58% users use Airdops, 44% users use Headphones, 29% users
use Digital watch, 31% users use Wireless headphones, 4% users use Power bank, 7% users
use Gaming earbuds, 10% users use Portable Wireless speakers & 5% users use USB.
Highest poll goes to Airdops which is offered by boAt.

80
4.10 Analysis on the basis of affordability of price given by boAt as
compared to other brands

4.10 Comparative Price Analysis

Affordability of price offered by boAt Responses

Yes 81%

no 19%
4.10 Comparative Price Analysis

Above diagrammatic data gives information about Price range of products offered by boAt
as compared to its competitors. According to 81% users, price range of boAt is affordable
than other brands whereas 19% users are not agreed that price range of boAt is affordable.

81
4.11 Analysis on the basis of Quality of products that are offered by boAt

4.11 Product Quality Analysis

Product quality offered by boAt Responses

Excellent 34%

Very good 35%

Good 23%

Average 5%

Poor 3%
4.11 Product Quality Analysis

Above data shows how users perceive the quality of products that are offered by boAt.
Data can be interpreted as 34% users feels quality as excellent, 35% users feels quality as
very good, 23% users feels quality as good, 5% users feels quality as average & 3% users
feels quality as poor. So, data can be analyzed as more and more poll goes to Excellent and
Very good quality of products that boAt is offering.

82
4.12 Analysis on the basis of Lifespan of products offered by boAt

4.12 Product Lifespan Analysis

Product lifespan of boAt Responses

Much longer 18%

Longer 42%

Similar 30%

Shorter 5%

Much shorter 3%
4.12 Product Lifespan Analysis

Above data expressed information about lifespan of products that are offered by boAt. The
poll goes as 18% as much longer, 42% as longer, 30% as similar, 5% as Shorter & 3% as
Much shorter. So, data can be interpreted as Lifespan of products offered by boAt is longer
according to its users.

83
4.13 Analysis on the basis of Social Media Marketing of boAt

4.13 Social Media Presence Analysis

Social Media Marketing of boAt seen

Responses
by respondents

Instagram 66%

Facebook 15%

Google ads 44%

On any other apps 25%

4.13 Social Media Presence Analysis

Above data shows information about Social Media presence of boAt seen by respondents.
66% respondents say that they saw boAt’s products on Instagram, 15% respondents say
that they saw boAt’s products on Facebook, 44% respondents say that they saw boAt’s
products on Google ads & 25% respondents say that they saw boAt’s products on others
apps.

84
4.14 Analysis on the basis of Influencer Marketing strategies done by
boAt

4.14 Influencer Marketing Analysis

Influencer Marketing of boAt seen by

Responses
respondents

Yes 74%

No 9%

Maybe 17%

4.14 Influencer Marketing Analysis

Above data gives analysis of Influencer Marketing done by boAt for its product promotion.
Data can be analyzed as; 74% respondents have seen influencer Marketing of boAt done
with Well-known Cricketers such as Hardik Pandya, Shikhar Dhawan etc. & Bollywood
stars like Bhuvan Bam, Kartik Aryan, Jacqueline Fernandes, and Kiara Advani etc.
whereas 9% respondents say no as they does not see it. And 17% respondents say maybe
they have seen.

85
4.15 Analysis on the basis of Campaign Marketing created by boAt

4.15 Campaign Marketing Analysis

Campaign Marketing seen by

Responses
respondents which is created by boAt

Be Original 54%

Go Beyond 15%

Be Fearless 8%

Live Life Loud 13%

boAt with Lakme Fashion week 10%

4.15 Campaign Marketing Analysis

Above data shows information about Campaign Marketing of boAt which is seen by
respondents. Out of 100 responses, 54% respondents have seen Campaign Be Original,
15% respondents have seen Campaign Go Beyond, 8% respondents have seen Campaign
Be Fearless, 13% respondents have seen Campaign Live Life Loud & 10% respondents
have seen Campaign boAt with Lakme Fashion week.

86
4.16 Analysis on the basis of likely recommendation of boAt among other
brands

4.16 Recommendation Analysis

Brand boAt recommended by

Responses
respondents

Very likely 35%

Likely 25%

Neutral 24%

Unlikely 7%

Very unlikely 9%
4.16 Recommendation Analysis

Above data is about recommendation done by respondents to the brand boAt. As the data
shows, 35% respondents are recommended brand boAt very likely, 25% respondents are
recommended brand boAt likely, 24% respondents are having neutral recommendation
about boAt, 7% respondents are unlikely willing to recommend brand boAt whereas 9%
respondents are very unlikely willing to recommend brand boAt.

87
4.17 Analysis on the basis of overall perception having by respondents
about boAt

4.17 Perception Analysis

Perception about boAt having by

Responses
respondents

Trend and Modern 54%

Fashionable and Timeless 28%

Affordable and Pocket friendly 52%

Premium and High end 19%

4.17 Perception Analysis

Above data shows information of overall perception about boAt having by respondents.
54% respondents having perception as brand boAt is Trend & Modern, 28% respondents
having perception as brand boAt is fashionable & Timeless, 52% respondents having
perception as brand boAt is Affordable and Pocket friendly meanwhile 19% respondents
having perception as brand boAt Premium and High end.

88
CHAPTER 5) CONCLUSION
5.1 Findings

The purpose of the comparative analysis is to determine customer preferences for boAt's
and its rival’s digital marketing. These are the study's main findings.

5.1.1 According to the response, there are 38% male and 62% female respondents. There
are more female respondents than male respondents out of 100 participants.
5.1.2 Out 100 responses, 68% respondents are engaged in the age group of between 16
to 20 yrs. 19% respondents are engaged in the age group of between 21 to 25 yrs.
6% respondents are engaged in the age group of between 26 to 30 yrs. 1%
respondents are engaged in the age group of between 31 to 35 yrs. whereas 6%
respondents are engaged in the age group of between age group of 36 to 40 yrs. So,
the data interpreted as age group of between 16 yrs. to 20 yrs. are more engaged in
electronic gadgets.
5.1.3 As per the survey, 82% of the participants are students, 4% are professionals, 12%
are workers, and 1% are homemakers together with other categories. Thus, the data
provides an analysis showing that a large population of students is more interested
in boAt's electronic devices.
5.1.4 Out of 100 respondents, 90% say they have bought electronic devices bearing the
boAt or any other brand, and 10% say they haven't.
5.1.5 36% of respondents indicated that they chose boAt based on their own preferences,
6% indicated that they were influenced, 9% that they chose due to advertising, 10%
that they chose because they were following trends, 27% that chose due to brand
name, and 12% that chose for other reasons. Thus, the data can be interpreted as
more people choose boAt on their own.
5.1.6 Out of 100 respondents, 56% population come to know about boAt via Digital
presence that means via Digital Marketing done by boAt, 5% population get
recognition via recommended by peers, Via own perception 10% population come
to know about boAt, 24% population come to know about boAt via family whereas
5% gets recognition about brand boAt by other reasons. So, the data clearly shows

89
 high impact of Digital Marketing done by boAt as poll of Digital presence comes
more than other options.
5.1.7 For convenience, 52% of consumers preferred offline shopping, or in-store
shopping, while 48% of consumers preferred online shopping via websites.
5.1.8 Of the 100 respondents, 57% believe that boAt offered a more versatile range of
products, 6% believe that noise, 14% believe that JBL, 20% believe that Oneplus,
and 3% believe that Xiaomi offered a wider variety of products. Thus, the
interpretation came to be that boAt had a wider selection of products than other
brands.
5.1.9 The information reveals that 58% of users use Airdops, 44% use headphones, 29%
use digital watches, 31% use wireless headphones, 4% use power banks, 7% use
gaming earbuds, 10% use portable wireless speakers, and 5% use USB. The product
that boAt offers, Airdops, has the highest poll.
5.1.10 Of the users, 81% believe that the price range of boAt is more affordable than that
of other brands, while 19% disagree.
5.1.11 34% of respondents think the quality is excellent, 35% think it is very good, 23%
think it is good, 5% think it is average, and 3% think it is poor. As more and more
people vote for the excellent and very good quality products that boAt offers, data
can therefore be analyzed.
5.1.12 According to the poll, 18% say it's much longer, 42% say it's longer, 30% say it's
similar, 5% say it's shorter, and 3% say it's much shorter. Therefore, the data can
be interpreted as follows: boAt's products have a longer lifespan based on user
feedback.
5.1.13 66% of respondents claim to have seen boAt's products on Instagram, 15% claim
to have seen them on Facebook, 44% claim to have seen them on Google
advertisements, and 25% claim to have seen them on other apps.
5.1.14 Of the respondents, 74% said they had seen influencer marketing for boAt done by
well-known Bollywood stars and cricket players, including Bhuvan Bam, Kartik
Aryan, Jacqueline Fernandes, and Kiara Advani, as well as cricketers like Hardik
Pandya and Shikhar Dhawan. The remaining 9% said they had not seen it. Also,
17% of respondents claim that they may have seen.

90
5.1.15 With regard to the 100 responses, 54% of respondents had seen the campaign Be
Original, 15% had seen the campaign Go Beyond, 8% had seen the campaign Be
Fearless, 13% had seen the campaign Live Life Loud, and 10% had seen the
campaign boAt with Lakme Fashion Week.
5.1.16 35% of respondents said they would recommend the brand boAt very likely, 25%
said they would recommend the brand boAt likely, 24% had a neutral
recommendation regarding the brand boAt, 7% said they are unlikely to
recommend the brand boAt and 9% said they are very unlikely to recommend the
brand boAt.
5.1.17 The brand boAt is perceived as trendy and modern by 54% of respondents,
fashionable and timeless by 28%, affordable and pocket-friendly by 52%, and
premium and high-end by 19% of respondents.

91
 5.2 Suggestions

5.2.1 boAt, a well-known and expanding brand, needs to take a few factors into account
when analyzing consumer preferences. Following are some suggestions that can helps to
enhance product quality of boAt.

5.2.2 Firstly, the company should identify and understand its consumer preferences on
Digital Marketing point of view. This can be done through data analysis and surveys.

5.2.3 Second, boAt needs to continue to be loyal to its brand identity while producing
interesting content that connects with its audience.

5.2.4 Brand boAt should try to provide customer friendly products which can attract a
greater number of niche market.

5.2.5 boAt can collaborate with other trendy social media influencers who have a large
following to promote their products. Influencers can help to increase brand awareness and
credibility among their followers.

5.2.6 As per the survey, customers are more friendly with online shopping so, boAt should
give emphasis on online shopping i.e. website. Build such a kind of website which can be
easy to handle, less complicated, less time consuming and convenient for operating.

5.2.7 As per the survey, consumers are agreed that boAt offers more variety of products
so, boAt should pay attention on it. In future try to provide more and more range of products
which are suitable to consumers with the points of price, quality, appearance, lifespan etc.

5.2.8 Presence of boAt in Instagram is more than other Social Media platforms so, boAt
should maintain not equally but try to match equal presence on each of the Social Media
platforms. Consumers are in scattered manner that is why brand’s presence in everywhere
is mandatory.

5.2.9 Brand boAt should try to maintain such a possession that every customer should be
get converted into loyal consumer. Brand should apply Customer Retention Strategy which
results in positively.

92
 5.3 Conclusion

In conclusion, digital marketing research plays a pivotal role in guiding businesses towards
strategic decision-making and enhancing their online presence. Through the systematic
gathering and analysis of data, companies can gain valuable insights into consumer
behavior, market trends, and the effectiveness of their digital campaigns. This research
empowers organizations to refine their marketing strategies, optimize resource allocation,
and ultimately improve their return on investment. As technology continues to evolve,
staying abreast of the latest digital marketing trends and leveraging research findings will
be crucial for businesses aiming to thrive in the dynamic and competitive online landscape.
In essence, digital marketing research serves as a compass, guiding businesses towards
informed choices and helping them navigate the ever-changing digital terrain with
confidence.

Based on the comprehensive analysis conducted in this digital marketing research, several
key insights emerge. Firstly, consumer behavior is increasingly influenced by online
channels, necessitating a strategic shift towards digital platforms for effective marketing
campaigns. Secondly, social media platforms play a pivotal role in engaging with target
audiences and building brand loyalty. Thirdly, data analytics and metrics measurement are
indispensable tools for optimizing digital marketing strategies and enhancing return on
investment (ROI). Moreover, personalized content tailored to specific consumer segments
is instrumental in driving conversion rates and fostering long-term customer relationships.
Overall, this research underscores the critical importance of leveraging digital marketing
techniques to stay competitive in today's dynamic marketplace and capitalize on emerging
opportunities for growth and innovation.

93
Annexure 1

Bibliography

1) M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International

Journal of Management, IT & Engineering, 8(10), 321–339.
2) Bulletin of the Transylvania University of Brasov Series V: Economic Sciences
Vol. 8 (57) No. 2 – 2015

3) Jose Ramon Saura, Pedro R. Palos-Sanchez, Marisol B. Correia, Organizational

Transformation and Managing Innovation in the Fourth Industrial Revolution.

4) Godfrey Parkin, Digital Marketing: Strategies for Online Success

5) Dave Chaffey, PR Smith, Digital Marketing Excellence: Planning, Optimizing and
Integrating Online

6) Francisco, Alicia, Camilo, 2019, Research Challenges in Digital Marketing:

Sustainability
7) Loredana Patrutiu Baltes, Content marketing - the fundamental tool of digital
marketing
8) Khedkar, Ravindra Narayanrao, A Study of the Impact of Digital Marketing on e-
Commerce Business, 2019.
9) Chauhan, Sushil, A Study on the Impact of Digital Marketing on Indian Firms,2021
10) Patel, Lukman, Study of impact of digital marketing practices by organized retail
stores on consumer buying behavior in metro cities,2019

11) P.K. Kannan, Digital marketing: A framework, review and research agenda,
Volume 34, Issue 1, March 2017, Pages 22-45
12) Kingsnorth, Digital Marketing Strategy: An Integrated Approach on Online
Marketing 2022
13) Afrina Yasmin, Sadia Tasneem, Kaniz Fatema, Significance of digital marketing
for consumers and marketers, 2015
14) Manasmita Panda, Aishwarya Mishra, a framework for research in digital
marketing, 2021

94
15) Afrina Yasmin, Sadia Tasneem, Kaniz Fatema, Effectiveness of Digital Marketing
in the Challenging Age: An Empirical Study, April 2015
16) LP.Baltes, 2019, content marketing, the role it plays in marketing strategies, and
how to create an effective content marketing plan
17) Eric M. Olsan, Kai M. Olsan, Thomas Martin Key, 2021, emergence of a plethora
of digital marketing strategies
18) Francisco, Alicia, Camilo, 2019, a Research agenda regarding sustainability and
Digital Marketing
19) Gianto,Alexandru,Elisa,Nicolas, 2016, to investigate the causal condition
configurations that are most predictive of the adoption of inbound and outbound
marketing techniques.
20) Jose Ramon Saura, Pedro R. Palos-Sanchez, Marisol B. Correia, 2019, To increase
the benefits that new business models and digital marketing strategies apply to the
major players in the business environment

95
Webliography

1) https://cdn1.byjus.com/wp-content/uploads/2023/01/MSBSHSE-Class-12-Organisation-
of-Commerce-and-Management-For-Commerce-Textbook-2022-23-PDF.pdf
2) https://tell.colvee.org/pluginfile.php/3134/mod_resource/content/3/DM-Unit%201-
Introduction%20to%20Digital%20Marketing%20-%20RJ%20-%20P1.pdf
3) https://www.google.com/url?sa=i&url=https%3A%2F%2Fsiteproxy.ruqli.workers.dev%3A443%2Fhttps%2Fadamasuniversity.ac.in%2Fbba
-in-digital-marketing-unique-aspects%2F&psig=AOvVaw38ckMsJJZuunt-
KALZ6bPz&ust=1702026914745000&source=images&cd=vfe&opi=89978449&ved=0CA
UQjB1qFwoTCLiGj8P-_IIDFQAAAAAdAAAAABAO
4) https://www.simplilearn.com/digital-marketing-benefits-article
5) https://blog.hubspot.com/marketing/what-is-digital-marketing#examples
6) https://startuptalky.com/boat-success-story/#boAt_-_Name,_Tagline,_and_Logo
7) https://educationalexcellence.in/wp-content/uploads/2021/10/boat-head.png
8) https://twitter.com/RockWithboAt?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctw
gr%5Eauthor
9) https://in.linkedin.com/company/boat-lifestyle
10) https://www.facebook.com/boat.lifestyle/
11) https://www.youtube.com/c/boAt-nirvana
12) https://www.instagram.com/boat.nirvana/?hl=en
13) https://www.gingermediagroup.com/blog/marketing-campaign-of-boat/
14) https://golden.com/wiki/BoAt_(company)-9MR3
15) https://yourstory.com/smbstory/headphones-speakers-boat-noise-ptron-ambrane-
hammer
16) https://en.wikipedia.org/wiki/JBL
17) https://en.wikipedia.org/wiki/AirPods
18) https://www.sony-asia.com/electronics/history-of-sony-headphones-hi-res-audio
19) https://yourstory.com/companies/fire-
boltt#:~:text=Fireboltt%20is%20a%20leading%20Indian%20brand%20in%20the%20audi
o%20and%20wearable%20segment.&text=Consumer%20Electronics-
,Fireboltt%20is%20a%20leading%20Indian%20brand%20in%20the%20audio%20and,Ind
ia%20as%20well%20as%20internationally.

96
20) https://store.mi.com/in/item/3195200004
21) https://www.wallstreetmojo.com/consumer-preferences/
22) https://upload.wikimedia.org/wikipedia/commons/thumb/9/94/Boat_Logo.webp/1200
px-Boat_Logo.webp.png

97
Annexure 2

Questionnaire for boAt users.

1. Gender
A) Male
B) Female
C) Other

2. Age Group
A) 16-20
B) 21-25
C) 26-30
D) 31-35
E) 36-40

3. Occupation
A) Student
B) Professional
C) Employee
D) Homemaker
E) Other

4. Do you purchase any electronic gadget recently with the brand name under boAt or
any other?
A) Yes
B) No

5. If it is boAt, then state your reason as why you choose boAt in the crowd of other
brands?
A) By choice
B) By influence

98
C) By adverting
D) By following trends
E) By brand name
F) Or any other reason

6. How do you come to know about boAt?

A) Via Digital presence
B) Via Recommendation by peers
C) Via Own perception
D) Via Family
E) Or any other reason

7. Which mode of shopping do you prefer mostly while purchasing electronic

products?
A) Online mode (Website)
B) Offline mode (In-store shopping)

8. With the choice of boAt or other brands, do you believe which brand gives you
more versatile range of products?
A) boAt
B) JBL
C) Xioami
D) Noise
E) Oneplus

9. From the following which product do you used to offer by boAt?

A) Airdops
B) Headphones
C) Digital watch
D) Wireless headphones
E) Wired headphones

99
F) Powerbank
G) Gaming earbuds
H) Portable wireless speakers
I) USB

10. Is the price range of products offered by boAt are affordable than other brands?
A) Yes
B) No

11. How do you perceive the quality of products offered by boAt?

A) Excellent
B) Very good
C) Good
D) Average
E) Poor

12. How would you rate the lifespan of products that are presented by boAt?
A) Much longer
B) Longer
C) Similar
D) Shorter
E) Much shorter

13. On which social media platform do you saw boAt's products?

A) Instagram
B) Facebook
C) Google Ads
D) On any other apps

100
14. Do you seen boAt's Digital Marketing strategies done with cricketers, Bollywood
stars etc.?
A) Yes
B) No

15. From the following Campaign Marketing, which strategy do you aware about
boAt?
A) Be original
B) Go beyond
C) Be fearless
D) Live life loud
E) boAt with Lakme Fashion week

16. How likely are you recommend boAt among all brands?

1 To 5

17. How would you describe your overall perception about boAt in terms of following
points?
A) Trend & Modern
B) Fashionable & Timeless
C) Affordable & Pocket friendly
D) Premium & and High end

101
102