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Boat Wavemakers Challenge Community Building Case Study

boAt has a 32.1% market share in the Indian wearables market and seeks to build loyalty among its customers, called "boAtheads". boAt aims to form deeper connections with customers beyond product purchases by building a sense of community. The brand's philosophy of "Do What Floats Your boAt" encourages people to pursue their passions. boAt's products support people in pursuing unconventional careers in music, gaming, and content creation. The company wants to enhance customer loyalty by better understanding customers, building authentic engagement across online and offline channels, and rewarding customer participation in the boAt community.

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30 views

Boat Wavemakers Challenge Community Building Case Study

boAt has a 32.1% market share in the Indian wearables market and seeks to build loyalty among its customers, called "boAtheads". boAt aims to form deeper connections with customers beyond product purchases by building a sense of community. The brand's philosophy of "Do What Floats Your boAt" encourages people to pursue their passions. boAt's products support people in pursuing unconventional careers in music, gaming, and content creation. The company wants to enhance customer loyalty by better understanding customers, building authentic engagement across online and offline channels, and rewarding customer participation in the boAt community.

Uploaded by

ASR
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Title:

Making boAtheads Stay boAtheads.


Background
If you have travelled via the metros or the airplanes and have a curious eye for consumer
preferences, chances are that you have noticed many people on devices flaunting the iconic

‘sailing boAt’ logo. We call each one of them the ‘boAtheads’. Spread across a range of
socio-economic, demographic and even geographical backgrounds, these people, as diverse
as they may be are united by their common choice of electronics. For a brand that has
penetrated the market so heavily (32.1% market share in Indian Wearables market with 19.5%
YoY growth; source: IDC Q3 CY22); it is important to form connections with the consumer
beyond mere purchase - converting their shared ‘choice’ for the products into their shared
‘love’ for the brand. This is where building a community becomes very critical. While functional
needs of the consumer are taken care of through ever-evolving R&D and consistent consumer
support, boAt deeply cares about its consumers and wishes to forge long term relationships
with them that cater to their emotional needs to make sure boAtheads remain boAtheads and
their loyalty is rewarded at every stage.

Since the brand is so heavily rooted in the cultural understanding of the youth, boAt identified
undercurrents to pursue unconventional passions as full time professions, giving way to billion
dollar industries like gaming, content creation, underground music and so on. This formed the
brand’s philosophy of ‘Do What Floats Your boAt’, which in its true essence urges the youth to
just take the plunge and pursue their passions regardless of the odds.
This positioning has been carefully crafted keeping in mind the insight of ‘audio & wearables
category’ that music and physical activity are the best friends of passion. Therefore, our
products are enablers of passionate people as they take up seemingly unconventional paths in
life & career, making it seamless for our brand to then take up the responsibility to become an
enabler of the community of boAtheads who dream big.

The task
● Research about the current and potential target group for the brand and understand
their drivers and deterrents to purchase.
● Understand the consumer journeys and sentiment and devise an acquisition and
retention strategy for enhancing loyalty of boAtheads.
● Identify opportunities and interventions across touchpoints and media/platforms
(eg. online channels, offline stores, new initiatives, user experience designs (owned
IPs), community building activities, and social media collateral etc.) to build an
authentic voice to become one with the community of boAtheads.
● Present a strategy along with measurable KPIs for impact in order to engage, reward
and celebrate boAtheads to achieve high customer satisfaction and brand loyalty.

Brownie points for thorough research on existing initiatives and interventions and incorporating
current positioning in potential ideas. The more comprehensive the ideas, the better!

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