A STUDY ON

“Comparative Study of Brand Positioning Strategies Adopted by boAt & JBL”

A Project Report

Being submitted as a partial fulfilment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

BY

KIMMI JAIN

(Regd.No.23B01E0029)
Under the guidance of

Mr. CH. ANUDEEP (Ph. D)

ASSISTANT PROFESSOR

DEPARTMENT OF MANAGEMENT STUDIES

SHRI VISHNU ENGINEERING COLLEGE FOR WOMEN

(Autonomous)
(Approved by A.I.C.T.E, New Delhi & Permanently Affiliated to JNTUK,

Kakinada accredited by NBA &NAAC with ‘A’ Grade)

BHIMAVARAM-534202

BATCH 2022-2024
 CERTIFICATE
This is to certify that the company analysis report entitled “Comparative
Study of Brand Positioning Strategies Adopted by boAt & JBL” is a genuine
and bonafide'd work by KIMMI JAIN student of M.B.A, bearing Regd.
No:23B01E0029 under my guidance and supervision, for the partial fulfilment
of the award of Master of Business Administration by Shri Vishnu
Engineering College for Women (Autonomous), Bhimavaram.

Mr. Ch. Anudeep (Ph.D) Dr.K.V.Rama Murthy

PROJECT GUIDE HEAD OF THE DEPARTMENT

EXTERNAL EXAMINER

Approved by: AICTE. New Delhi I Affiliated to: JNTUK, Kakinada

 DECLARATION
I hereby declare that this project report entitled “comparative Study of Brand
Positioning Strategies Adopted by boAt & JBL”, submitted by me under the
guidance of Mr. CH. ANUDEEP, M.B.A, Assistant Professor, Department of
MBA, Shri Vishnu Engineering College for Women (Autonomous),
Vishnupur, Bhimavaram for the partial fulfilment of the award of the degree
of Master of Business Administration, is an original work done by me and has
not been submitted earlier in part or full to this or any other University for
any degree or diploma.

Place: BHIMAVARAM
Date:

(KIMMI JAIN)

ACKNOWLEDGEMENT
I am grateful to my project guide Mr. CH. ANUDEEP, M.B.A, Assistant
Professor Department of MBA, Shri Vishnu Engineering College for Women
(Autonomous), Vishnupur, Bhimavaram. I record my grateful indebtedness to
his for the effective supervision and successful completion of the work.

With great pleasure. I express my deep and profound gratitude to the people
concerned who helped me directly or indirectly in successful completion of
this project.
I take this opportunity to express my gratitude to Dr.K.V.Rama Murthy,
Professor & Head of the Department, MBA, Shri Vishnu Engineering College
for Women (Autonomous) for his encouragement in the completion of my
work.
I am extremely grateful to principal Dr. G. SRINIVASA RAO, Shri Vishnu
Engineering College for Women (Autonomous) for providing me an
opportunity to carry out this work.
I will be failing in my duty if do not express my profound thanks to other
faculty members Dr. M. Karthik, Mrs. J.Swarna Jyothi, Mrs. M.H.Keerthi,
Dr.K.V.Rama Murthy for their assistance and guidance in making this worth
relevant and effective.
It is my primary responsibility to my father Mr.Suseel Jain and my mother
Mrs. Hema Jain and special thanks to my friends for their encouragement
and co-operation at various stages of my work.

(KIMMI JAIN)
 CONTEXT PAGE NO

CHAPTER – I
• Introduction
• Need of the Study
• Objectives of the Study
• Limitations of the study

CHAPTER – II
 Industry Analysis
CHAPTER III
 COMPANY ANALYSIS

CHAPTER – IV
• Theoretical Framework

CHAPTER – V
• DATA ANALYSIS
&INTERPETATION

CHAPTER – VI
• Findings
• Suggestions
• Conclusion
• Bibliography
• Annexure

CHAPTER I

INTRODUCTION

In today's hypercompetitive and digitally driven market landscape, brands are no longer
competing merely on product specifications or pricing—but on perception, emotional appeal,
and identity. Brand positioning plays a vital role in shaping how a customer perceives a brand
and whether it stands out amidst a sea of similar offerings.

Brand positioning is not what a brand says about itself, but how it's perceived in the minds of its
target audience. It involves creating a distinct, desirable image in the customer's mind by
highlighting key differentiators such as value, style, innovation, or trust. In essence, it is the art
and science of owning a unique place in the consumer's heart and mind.

The audio electronics industry in India has seen explosive growth, primarily driven by a young
demographic, widespread internet access, and the increasing need for lifestyle-oriented gadgets.
In this booming segment, brands like boAt and JBL have emerged as household names, but with
sharply different positioning strategies.

While JBL capitalizes on its long-standing legacy, professional audio reputation, and global
footprint, boAt has disrupted the market with its India-first approach—offering trendy,
affordable, and youth-centric products with aggressive digital marketing.

This research aims to study and compare how these two brands have positioned themselves to
win consumer attention and loyalty. By analyzing their strategies in branding, product design,
advertising, customer service, and social media outreach, we gain insights into what makes a
brand resonate with today's consumer.

Furthermore, this study highlights how cultural relevance and digital agility have become
powerful tools in a brand’s success, especially in emerging markets like India. Brands are no
longer evaluated purely on product features, but also on how they engage with consumers, reflect
their lifestyle, and align with their aspirations.

As consumer preferences continue to evolve, the ability to position a brand effectively is not just
an advantage—it is a necessity. In such a dynamic environment, companies that fail to
differentiate themselves risk losing relevance. Hence, understanding the nuances of brand
positioning is essential for marketers, entrepreneurs, and business strategists alike.

Through this comparative study of boAt and JBL, this research contributes to a deeper
understanding of branding in the digital age, offering insights into how local and global brands
compete, coexist, and create lasting consumer value.

In addition, this study aims to bridge the gap between academic brand theories and real-time
market practices. It provides a practical lens through which we can observe how brand
positioning decisions influence consumer loyalty, perception, and advocacy. By integrating
consumer survey data and theoretical frameworks, this project attempts to deliver a well-rounded
perspective on what truly drives brand success.
Ultimately, the findings of this study can help marketers make informed decisions about how to
build, maintain, and evolve brand identity in a market that is as complex as it is opportunity rich.
With the audio electronics segment expected to grow significantly in the coming years,
understanding effective brand positioning strategies will remain central to gaining a competitive
edge.

Need of the Study

In a rapidly evolving consumer electronics market, where brand perception often outweighs mere
functionality, understanding the role of brand positioning has become critical. Both boAt and
JBL operate in the same industry but follow different marketing and positioning strategies.

This study is needed to explore:

 How these two brands position themselves differently in the market.

 What strategies contribute to consumer preference, loyalty, and brand recall.
 How branding impacts the buying decision of Indian consumers, especially in audio
product categories.

Such an analysis helps marketers, startups, and students understand the importance of brand
positioning in shaping customer behavior and competitive advantage.

Objectives of the Study

 To compare the brand positioning strategies of boAt and JBL.

 To identify key differences in their strategies such as pricing, features, and marketing
approaches.
 To examine consumer perceptions of boAt and JBL regarding brand image, product
quality, and value.
 To analyze the impact of marketing campaigns on consumer preferences for boAt and
JBL.
 To provide a comparative study of boAt and JBL’s strengths and weaknesses in brand
positioning.

Methodology of the Study

To analyze the brand positioning strategies of boAt and JBL, this study employed a systematic
research methodology combining both qualitative and quantitative research methods. The aim
was to gather relevant data, interpret market patterns, and understand consumer perception
toward both brands in the Indian audio electronics industry.

1. Research Design

This study is descriptive and exploratory in nature. It seeks to explore the marketing and
branding tactics used by boAt and JBL and describe how these strategies affect customer
preference and loyalty. The design involves analyzing primary data collected through surveys
and integrating it with secondary data from reliable industry sources.

2. Data Collection Methods

a) Primary Data

 A structured Google Forms questionnaire was prepared to gather firsthand insights

from consumers.
 The survey was conducted online and circulated among 120 individuals belonging to
different age groups, income brackets, and professions.
 The questionnaire focused on:
o Brand awareness
o Usage behavior
o Preference based on features like battery, sound, design, and pricing
o Overall satisfaction and recommendation behavior
 Statistical tools like mean, mode, median, and standard deviation were used to
interpret the results.

b) Secondary Data

 Extensive use of published materials such as:

o Company websites of boAt and JBL
o Industry reports from Counterpoint, IDC, Statista, and EY
o Branding models from academic authors like Aaker and Keller
o Market trends and product updates from tech sites and news portals (e.g.,
Business Standard, Economic Times)
 These sources helped build a strong theoretical foundation and provided current, real-
world context to the primary findings.

3. Sampling Technique

 Non-probability convenience sampling was used to select survey participants.

  The respondents were mostly urban and semi-urban consumers who had familiarity with
or had purchased audio products from either brand.

4. Tools of Analysis

To derive meaningful insights from the collected data:

 Quantitative responses were analyzed using MS Excel for tabulation and graphical
representation.
 Charts, percentages, and standard deviation were used to interpret patterns.
 SWOT analysis, comparative analysis, and perceptual mapping were applied to
evaluate brand positioning.
 Models like STP (Segmentation, Targeting, Positioning) and CBBE (Customer-Based
Brand Equity) were used to link theoretical insights with practical consumer data.

5. Scope of the Methodology

This methodology provides a comprehensive view of:

 How Indian consumers perceive both boAt and JBL.

 What influences their buying behavior (price, quality, brand trust, or marketing).
 Which brand positioning strategies are more effective in a competitive, youth-dominated
market.

By integrating survey responses with strategic models and market trends, this study offers well-
rounded insights into brand positioning practices and their long-term impact.

Limitations of the Study

Despite sincere efforts to ensure accuracy and comprehensiveness, this study has certain
limitations:

1. The sample size was limited to 120 respondents, which may not represent the entire
population of India.
2. The survey was conducted online, so feedback from non-digital users was excluded.
3. The research was completed within a limited time frame, which restricted broader
qualitative exploration.
4. Detailed financial data and internal marketing strategies of boAt and JBL were not
publicly accessible.
 5. The study focuses primarily on the Indian market and may not be fully applicable to
international scenarios.

CHAPTER II:

INDUSTRY ANALYSIS

Overview of the Global Audio Electronics Industry

The global audio electronics industry is undergoing rapid transformation, driven by increasing
consumer demand for portable, high-quality, and wireless audio experiences. The surge in digital
content consumption—via music streaming, podcasts, gaming, and OTT platforms—has elevated
the importance of sound quality and convenience in personal audio devices.

According to industry estimates, the global audio market was valued at USD 30+ billion in 2023
and is expected to grow at a CAGR of 10–12% over the next five years. The rapid adoption of
smart devices, the growth of wireless technologies like Bluetooth 5.0 and 5.3, and lifestyle shifts
post-pandemic have all contributed to this rise.

Major global players like JBL, Sony, Apple, Bose, and Samsung continue to dominate the
premium segments, while brands like boAt, Anker, and Skullcandy compete in affordable and
mid-range categories.
Indian Audio Electronics Market Overview

India has emerged as one of the fastest-growing markets in the global audio electronics space.
Driven by a youthful population, rising smartphone penetration, and demand for affordable audio
devices, the Indian audio segment is experiencing exponential growth.

India’s wearables and hearables market crossed 100 million shipments in 2023, according to
industry reports. Homegrown brands like boAt, Noise, and Boult have managed to dominate the
low- to mid-tier markets, while global players like JBL, Realme, and Sony compete for
premium buyers.

Key drivers of growth include:

 Digital content consumption (YouTube, Spotify, OTT).

 Work-from-home and online learning.
 Health and fitness trends.
 Aggressive online sales and offers.
 Celebrity/influencer-driven brand promotions.

Key Industry Trends

1. True Wireless Stereo (TWS) Revolution

TWS earbuds have become the top-selling audio category, offering freedom from wires,
touch controls, fast pairing, and portability. Brands are adding ANC, gaming modes, and
ergonomic designs to these compact devices.
2. Affordable Innovation
Consumers increasingly want premium features at budget prices. boAt’s success is
largely due to delivering technologies like ASAP™ charging, BEAST™ mode, and
ENx™ mic technology under ₹2,500.
3. Influencer-Led Brand Promotion
Influencers, YouTubers, and cricketers are shaping consumer choices. Both boAt and
JBL leverage these personalities to build trust and trendiness among young buyers.
4. Smart Audio Ecosystems
Devices are becoming smarter with AI assistant integration, app customization, and
 smart pairing. Smart speakers and multi-device pairing options are becoming common
even in budget models.
5. Sustainable Product Development
Eco-friendly packaging, recyclable materials, and energy-efficient designs are
increasingly demanded by conscious consumers, especially in global markets.

Challenges Faced by the Industry

Despite growth, the industry faces several pressing challenges:

 Market Saturation: Many brands entering the market leads to price wars and consumer
confusion.
 Counterfeit Products: Fake replicas hurt brand reputation and result in warranty
disputes.
 Supply Chain Disruptions: Dependency on Chinese and Southeast Asian manufacturing
affects pricing and availability.
 Rapid Technological Shifts: Constant innovation forces brands to shorten product
lifecycles.
 High Customer Expectations: Consumers expect premium performance even at budget
prices, leaving little margin for error.

Competitive Landscape

Brand Country Key Strengths Target Market

of Origin
boAt India Affordable pricing, youth-centric Students, young professionals,
marketing, influencer branding gamers
JBL USA (by Premium sound quality, global Audiophiles, working
Samsung) trust, product innovation professionals, global
customers
Sony Japan Hi-res audio, noise cancellation, Premium users, professionals
design
Realme / India Budget-friendly TWS, fast Entry-level consumers
Boult / Noise launches
Apple / Beats USA Ecosystem integration, brand High-income customers
appeal
Market Segmentation in the Audio Industry

Understanding how the market is segmented helps brands tailor their strategies.

a) By Product Type

 TWS Earbuds
 Over-Ear/On-Ear Headphones
 Bluetooth Speakers
 Gaming Headsets
 Home Audio Systems
 Smart Speakers

b) By Price Segment

 Budget (₹500 – ₹1,500) – boAt, Boult, pTron dominate.

 Mid-range (₹1,500 – ₹5,000) – boAt, JBL, Realme compete.
 Premium (Above ₹5,000) – JBL, Sony, Bose, Sennheiser lead.

c) By User Type

 Students & Gen Z

 Office-goers & professionals
 Gamers & streamers
 Fitness enthusiasts
 Audiophiles

Role of Technology & Innovation

Innovation is the biggest differentiator in the personal audio space. boAt and JBL constantly
introduce new technologies to attract tech-savvy customers.

Key Innovations Include:

 Active Noise Cancellation (ANC) – Filters out ambient noise; JBL leads here in quality.
  Low-Latency Gaming Modes – boAt’s BEAST™ Mode appeals to mobile gamers.
 Fast Charging – ASAP™ and Speed Charge reduce wait times.
 Voice Assistant Integration – Seamless use of Alexa, Siri, and Google Assistant.
 Water & Sweat Resistance – IPX4 to IPX7 ratings for workout-friendly usage.
 Dual Pairing & Smart Controls – Manage devices simultaneously.

These features are central to both brand positioning and pricing decisions.

Digital Marketing & D2C (Direct-to-Consumer) Growth

The audio electronics market has shifted sharply towards online and D2C channels. Consumers
now expect convenience, personalized service, and better deals when shopping online.

Key D2C & Digital Trends:

 E-commerce Boom: Amazon, Flipkart, and brand-owned websites dominate sales.

 Flash Sales: Drive urgency and limited-edition purchases.
 Influencer Collaborations: Build relatability and trust.
 Social Media Campaigns: Engage followers with reels, unboxing videos, meme
marketing, etc.
 Customer Reviews: Heavily influence buyer decisions.

Future Outlook for the Audio Industry

The future of the audio industry looks promising, with demand expected to grow across urban
and semi-urban areas. Technological advances like spatial audio, AI-based sound
optimization, and health-based earbuds (for heart rate or step count) are likely to reshape the
product landscape.

Key Projections:

 More cross-category collaboration (audio + wearables).

 A rise in eco-friendly and minimalistic product designs.
 Expansion of AI and voice-first interfaces.
 Gamification of audio gear for youth engagement.
India will continue to lead in volume growth, with brands investing heavily in personalization,
faster deliveries, and brand communities.

In addition to the broader growth trends and challenges highlighted earlier, it is important to
explore how regional differences within India further impact the competitive dynamics of the
audio electronics industry. While urban consumers tend to focus on specifications, design, and
brand legacy, semi-urban and rural consumers often base their choices on price, accessibility,
and word-of-mouth influence. This variation creates a multi-layered landscape where a one-size-
fits-all strategy is no longer sufficient for brands to thrive.

Another factor reshaping the industry is the emergence of hybrid product categories—for
example, smartwatches that double as Bluetooth headsets, neckbands with integrated fitness
trackers, or speakers with in-built LED lighting for ambient use.

The Indian market has shown great responsiveness to such innovations, particularly among
younger users who prefer multi-functionality over traditional single-purpose gadgets. This trend
opens new positioning opportunities for both established players like JBL and new-age
disruptors like boAt.

The rise of voice commerce and smart assistants has also started influencing buying patterns.
With increasing integration of Alexa, Google Assistant, and Siri in audio devices, consumers
now seek more than just sound quality—they look for connectivity, ecosystem compatibility, and
hands-free convenience. In this regard, brands that align with smart home ecosystems are likely
to gain a strategic edge. JBL, backed by Samsung’s ecosystem and Harman’s technology, has an
advantage here, though boAt is quickly catching up with budget-friendly smart audio products.

Moreover, customer service and warranty responsiveness have become non-negotiable in

maintaining consumer trust. The audio product market in India, flooded with replicas and fast-
fail gadgets, has made users cautious. As a result, brands that offer seamless post-sales support
and fast replacements build stronger long-term loyalty. boAt’s online-first service model and
JBL’s physical service centers serve as contrasting approaches to the same issue—each with its
own pros and cons.

The retail evolution is another aspect affecting industry performance. Offline retail is gradually
blending with online channels through models like BOPIS (Buy Online, Pick-up In Store) and
experiential showrooms.

This omnichannel experience helps brands provide a more tactile, immersive product
demonstration—critical for audio gadgets where sound and feel matter. Both JBL and boAt have
started participating in such hybrid experiences, setting up demo zones at malls and events to
allow consumers to physically engage with the products before making decisions.
The industry is also witnessing a significant shift towards local manufacturing and component
sourcing, spurred by initiatives like “Make in India” and the Production Linked Incentive (PLI)
scheme.

Brands that invest in domestic production not only benefit from cost advantages but also gain
consumer goodwill, especially among those who prefer to support Indian-made products. boAt,
which has traditionally relied on imported goods, is now investing in local assembly and
component partnerships to meet this expectation and ensure faster go-to-market cycles.

Lastly, the competitive landscape is expanding with the entry of smartphone brands into the
audio segment. Players like Realme, OnePlus, Xiaomi, and even Lava are now offering
Bluetooth audio accessories bundled with their phones or sold as stand-alone products. These
brands already have deep distribution channels and existing customer loyalty, allowing them to
pose a real threat to dedicated audio brands.

The blurring of boundaries between tech and audio companies is likely to push audio specialists
to innovate faster, focus on niche differentiation, and build stronger communities to stay
relevant.To further understand the future potential of the audio electronics industry, it is crucial
to explore the role of emerging consumer segments and their influence on brand strategies. A
rising wave of first-time users, particularly from Tier 2 and Tier 3 cities, is reshaping how brands
perceive product design and communication. These users are aspirational, digitally aware, and
highly responsive to influencer content in vernacular languages.

As internet access becomes more affordable, this demographic is increasingly participating in

online shopping festivals and flash sales, becoming a driving force behind volume growth in the
affordable audio category.

Another emerging influence on the audio industry is the gamification of consumer experience.
With mobile gaming, live streaming, and esports gaining immense popularity, consumers now
expect audio gear that caters specifically to low-latency, immersive audio environments.

Brands that tap into this niche by offering gaming-specific earbuds and headsets with features
like surround sound, gaming modes, and RGB lighting effects are quickly winning a loyal
customer base. This presents an opportunity not just for product innovation, but also for
collaboration with gaming influencers and platforms to solidify brand identity in this high-
growth vertical.

Simultaneously, environmental sustainability is becoming a deciding factor for many urban

consumers. Brands are now expected to go beyond just good sound and design—they must
demonstrate environmental consciousness through eco-friendly packaging, recyclable materials,
energy-saving tech, and ethical sourcing.
 Consumers are increasingly aligning their purchases with their values, prompting even mass-
market brands to integrate green practices into their supply chains. JBL, with its global
standards, has already taken steps in this direction, while brands like boAt are gradually
incorporating biodegradable packaging and pushing local production to reduce their carbon
footprint.

One of the most notable trends shaping the industry is the rise of subscription-based and
bundled audio services. While traditionally, audio products were sold as one-time purchases,
we now see bundled offerings—such as free access to Spotify, JioSaavn, or Audible with select
devices. This fusion of hardware and content adds perceived value and increases stickiness.
Consumers are more likely to remain loyal to brands that offer a holistic ecosystem of
entertainment, support, and utility. It also opens a new revenue stream for brands, pushing the
industry toward a service-plus-product model.

As competition intensifies, patent-led innovation is becoming a serious differentiator. Brands

that own proprietary technologies like JBL’s Pure Bass or boAt’s ASAP™ Charge create
psychological value beyond feature listings. They also secure a long-term advantage by building
technological moats. Moving forward, intellectual property development will be critical for
sustaining a brand’s premium image and preventing easy imitation, especially as global tech
brands continue to enter price-sensitive markets like India.

Furthermore, the evolution of AR/VR (Augmented Reality/Virtual Reality) and spatial audio
technologies is pushing boundaries for what consumers expect from audio products. With
companies like Apple, Meta, and Sony heavily investing in spatial sound, the Indian market is
likely to see the trickle-down effect soon. Audio brands that align with these immersive
experiences—through product compatibility or content partnerships—will enjoy a competitive
advantage, especially among tech-forward users and creators.

Finally, the role of cross-category partnerships is becoming increasingly prominent in shaping

the future of audio branding. Collaborations between audio brands and fashion labels, fitness
apps, streaming platforms, and even educational tech companies are creating new touchpoints for
consumer engagement. For example, a partnership between a smartwatch brand and a gym chain,
or an audio brand and a podcast platform, can lead to co-branded campaigns and bundled offers
that amplify visibility while deepening user experience. This kind of strategic synergy is
expected to become more prevalent as brands seek ways to stand out in an increasingly cluttered
marketplace.

In essence, the audio electronics industry is no longer just about listening—it’s about creating
integrated lifestyle experiences. Brands that understand the psychological, cultural, and digital
shifts in consumer expectations—and act swiftly to innovate and personalize—will define the
next chapter of this industry’s evolution.
Conclusion

The audio electronics industry—globally and in India—has shown tremendous growth fueled by
digital lifestyles, entertainment trends, and rising consumer expectations. With competition
intensifying, brands need to focus on product innovation, brand positioning, and consumer
experience to stay ahead.

In this context, both boAt and JBL offer contrasting yet successful strategies. While boAt
champions affordability and youth appeal, JBL holds strong in the premium quality and trust
category. Understanding the broader industry landscape is essential before diving deeper into
their individual positioning approaches.
CHAPTER III:

COMPANY ANALYSIS

COMPANY PROFILE

BoAt
Company Profile – boAt
boAt (legal name "Imagine Marketing Services Pvt. Ltd.") is an India-based company that was
incorporated in November 2013. The company is an online brand that offers multi-category
consumer electronics products. BoAt markets earphones, headphones, stereos, hair trimmers,
power banks, travel chargers, smart watches, and cables. BoAt was founded by Aman Gupta and
Sameer Mehta and in 2022 reached the mark of being one of the largest wearable electronics
brands.

BoAt designs and markets a variety of audio-focused consumer electronics, including wireless
earbuds, wired headphones, wireless speakers, home audio equipment, smart watches, and an
assortment of mobile phone accessories.

boAt

Mission Statement

"To deliver high-quality, stylish, and affordable audio products that enhance our customers'
listening experiences, ensuring accessibility and satisfaction for everyone."
 Vision Statement

"To be the leading global brand in personal audio and consumer electronics, known for
innovation, customer-centricity, and creating a vibrant community of music and technology
enthusiasts."

Core Values
1. Innovation: Constantly pushing the boundaries to introduce new and improved audio

technology and stylish designs.

2. Quality: Commitment to delivering high-quality, durable, and reliable products that

enhance the user experience.

3. Affordability: Offering premium audio products at competitive prices to ensure

accessibility for a wide range of consumers.

4. Customer-Centricity: Focusing on customer satisfaction by understanding and meeting

their needs and preferences.

5. Community Engagement: Building a strong community of users and fostering a sense

of belonging among boAt users through engaging marketing and customer support.

6. Style and Design: Prioritizing modern, trendy, and ergonomic designs that appeal to a

youthful and style-conscious demographic.

7. Sustainability: Promoting environmentally responsible practices and striving to

minimize the ecological footprint of their products and operations.

Product Range

TWS Earbuds (Airdopes series)

Wired & Wireless Headphones

Bluetooth Speakers (Stone series)

Smartwatches (Xtend, Wave)

Soundbars & Home Audio

Cables, Power Banks, Chargers

Marketing & Positioning Strategy

Influencer Marketing: Collaborations with cricketers, celebrities, and musicians.

Social media-First: BoAt engages heavily on Instagram, YouTube, and Twitter.

Affordable Yet Premium Perception: Use of catchy names like “Airdopes,” “Rockerz.”

Campaigns: #PlugIntoNirvana, #boAtheads movement.

SWOT Analysis – boAt

Strengths Weaknesses
Strong brand recall in India Limited global reach
Affordable + stylish combo Shorter battery life in budget models
Community-driven branding Limited presence in offline retail
Rapid product innovation Heavy competition from local brands
High social media engagement Reliant on third-party manufacturing
Opportunities Threats
 Expansion to SE Asia, Middle Global giants (JBL, Sony) entering
East budget segments
Eco-friendly product Rising component costs
innovation
Gaming headsets and AI audio Market saturation in TWS category
Local manufacturing (Make in Brand fatigue due to overexposure
India)

boAt’s rise to dominance is not just a result of pricing strategies or influencer endorsements—it
also lies in its adaptability to shifting consumer behaviors. The company constantly tracks online
trends, user reviews, and shopping patterns to update product features and launch variants that fit
niche markets. For instance, it introduced products like “Airdopes for gamers” with ultra-low
latency modes and neckbands designed specifically for gym-goers, understanding that lifestyle-
based targeting drives better conversions.

One of boAt’s key innovations lies in community-first branding. Unlike traditional companies
that treat marketing as a top-down approach, boAt has succeeded in building a participative
ecosystem where users generate content, give product feedback publicly, and feel like a part of
the brand. Its digital presence thrives on comments, memes, reels, and constant two-way
engagement, giving it a youthful and dynamic personality that makes the brand feel "alive" to its
audience.

From a business perspective, boAt has followed a frugal yet scalable model. Instead of setting
up heavy infrastructure, it leverages contract manufacturing and strong e-commerce tie-ups. This
asset-light approach has allowed it to maintain profitability while scaling fast. It also helps the
brand experiment more often, launching multiple product variants every few months based on
data insights and social buzz.
boAt’s entry into the smartwatch and wearables market has further consolidated its image as
more than an audio brand. With affordable fitness watches offering heart rate monitors, SpO2
tracking, and sleep analysis, boAt is now seen as a serious player in the budget lifestyle tech
space. This diversification has increased cross-selling opportunities and built stronger brand
loyalty.

boAt’s founders often talk about building an Indian brand that competes not just with global
companies on home turf but also represents India on international platforms. Its gradual
expansion into the UAE and Southeast Asia is a step toward that ambition. With new R&D
investments and product innovations on the horizon, boAt aims to strengthen its global presence
while staying rooted in the cultural language of Indian youth.

boAt’s success is also closely tied to its strategic understanding of digital-first India.
Recognizing that a significant portion of Indian youth spends time on Instagram, YouTube, and
OTT platforms, the brand has focused its presence where its audience already lives.

From sponsoring music playlists on Spotify to collaborating with popular gaming streamers,
boAt ensures its touchpoints are aligned with digital entertainment behavior. This adaptability
has made it easier for boAt to constantly reinvent its narrative and retain attention in a content-
saturated environment.

Beyond just consumer electronics, boAt is now positioning itself as a lifestyle enabler. It
actively explores the space where fashion and technology converge, launching products with
bold colors, minimalist designs, and ergonomic aesthetics that serve both function and style.

Its special edition collections with cricket teams, anime themes, and pop culture references have
been highly successful in appealing to youth. This strategic blending of audio tech and personal
identity has helped the brand create deeper emotional bonds with users.
An emerging pillar in boAt's journey is its investment in technology partnerships and co-
development. Collaborations with chipset manufacturers like MediaTek and Qualcomm have
allowed boAt to optimize battery life, signal stability, and latency across devices.

Rather than relying on generic components, boAt tailors its technology stack to user needs,
particularly in the gaming and fitness segments. This also helps in improving product reviews,
which are critical for online sales in a D2C model.

In terms of financial growth, boAt has experienced rapid scale-up, with revenues crossing
₹3,000 crore in FY2023. Its investor portfolio includes Warburg Pincus and South Lake
Investment, demonstrating strong backing and belief in the brand’s scalability.

BoAt has also filed for an IPO (initial public offering), signaling its ambition to move into the
next phase of its business life cycle. A public listing will likely help it raise capital for further
R&D, global expansion, and offline retail development.

The boAt journey is a classic example of how understanding cultural codes, pricing
psychology, and digital ecosystems can create a new-age brand capable of challenging decades-
old global players. As it matures, the company faces the challenge of maintaining agility while
strengthening product quality, reducing dependency on imports, and building global credibility.
However, if its current trajectory continues, boAt could potentially become the first Indian
consumer electronics brand with a truly international footprint in the audio space.
 JBL Harman

JBL, a renowned name in the world of audio technology, stands as a flagship brand under
Harman International, a subsidiary of Samsung Electronics. Established in 1946 by James B.
Lansing, the company has consistently pushed the boundaries of audio innovation, catering to
both consumer and professional markets. With a rich history of delivering high-quality sound
solutions, JBL has become synonymous with excellence in audio engineering and design.

JBL boasts a global presence, with its products available in over 100 countries worldwide. The
brand has established itself as a market leader in various segments, including portable Bluetooth
speakers and headphones. Leveraging strategic partnerships, robust distribution networks, and an
extensive retail presence, JBL has successfully penetrated diverse markets, catering to the
evolving needs of consumers across different demographics and geographies.

JBL Harman

Mission Statement
"To deliver exceptional audio experiences through innovative technology, high-quality products,
and a commitment to excellence, catering to the diverse needs of consumers worldwide."
 Vision Statement
"To be the world's most respected and innovative audio brand, setting the standard for superior
sound quality and shaping the future of audio technology."

Core Values

1. Innovation: Continually advancing audio technology to create cutting-edge products

that deliver superior sound experiences.

2. Quality: Commitment to high standards in design, materials, and manufacturing

processes to ensure durability and performance.

3. Customer Satisfaction: Focused on understanding and meeting the diverse needs of

customers, offering products that enhance their audio experiences.

4. Sustainability: Promoting environmentally responsible practices in product

development, packaging, and operations.

 To provide a comparative study of boAt and JBL’s strengths and weaknesses in brand
positioning.

 To analyze the impact of marketing campaigns on consumer preferences for boAt and
JBL.
Product Range

 TWS & Over-Ear Headphones (Tune, Live, Endurance series)

 Bluetooth Speakers (Flip, Charge, Xtreme)
 Professional Audio Systems (monitors, microphones)
 Car Audio & Soundbars
 Smart Speakers with Voice Assistant
 Gaming Audio Accessories

Marketing & Positioning Strategy

 Premium Sound Promise: JBL emphasizes quality and performance over price.
 Endorsements: Collaborations with artists and music festivals.
 Retail & Online Presence: Wide distribution through stores, websites, and events.
 Brand Legacy: Positioning rooted in professional heritage.

SWOT Analysis – JBL

Strengths Weaknesses
Global brand recognition Higher pricing limits mass adoption
Premium product build Lower social media engagement than boAt
Strong distribution & service May appear outdated to Gen Z
Legacy in professional audio Slower product cycles
Excellent sound quality Limited low-end offerings
Opportunities Threats
Expansion in Indian Tier-2/3 boAt & Realme’s rise in budget segment
 cities
Collaborations with youth- Price-sensitive Indian market
centric events
Investment in ANC & AI Counterfeit products in market
features
Entry into fitness/gaming Rapid tech adoption by smaller brands
segment

JBL’s strength lies not only in the quality of its products but also in the emotional bond it has
built with generations of users. Many consumers who used JBL in their cars or at concerts
during their younger years now associate the brand with consistency and legacy.

This emotional connect gives JBL a competitive advantage when launching new products, as
consumers already trust the brand’s sound signature and durability.

Another dimension of JBL’s excellence is its engineering heritage. Backed by Harman’s global
R&D facilities, JBL invests significantly in audio research. Technologies such as Pure Bass,
adaptive noise cancelling, voice assistance, and smart ambient features are all results of years of
engineering refinement.

The brand has also adopted sustainability initiatives, including using eco-friendly packaging,
recyclable materials, and energy-efficient components in newer product lines.

In India, JBL’s strategy is evolving. It now focuses on localization and accessibility. From
hiring regional influencers to customizing ad campaigns in Hindi, Telugu, and Tamil, the brand
is trying to break into more price-sensitive and regional markets without diluting its premium
value. JBL is also increasing its presence on Flipkart, Amazon, and other online platforms to stay
visible to online-first customers.

Furthermore, JBL is gradually bridging the gap between premium and affordability by
introducing lite versions of its bestselling products.
For instance, JBL Tune and JBL Go series are compact, price-friendly models that offer users a
taste of JBL quality without a high price tag. These “gateway products” are designed to bring
first-time customers into the JBL ecosystem, who may later upgrade to more advanced models.

JBL’s future focus includes integrating AI and smart technology across its product range.
Features like voice calibration, adaptive EQ settings, and gesture controls are becoming common
in upcoming models.

Moreover, its emphasis on fitness-related audio gear, immersive gaming headphones, and party
speakers with smart lighting effects shows its intent to appeal to younger audiences while staying
anchored to its professional roots.

JBL’s legacy has always revolved around professional-grade performance backed by precision
engineering. However, in recent years, the brand has actively repositioned itself to stay culturally
relevant without abandoning its technical superiority

. One such effort is its increasing collaboration with independent music artists and regional talent
in countries like India, Indonesia, and Brazil. These partnerships not only enhance local brand
affinity but also allow JBL to nurture authentic brand storytelling rooted in music, the very
foundation of its DNA.

JBL also stands out for its deep integration within multi-brand ecosystems. Whether it’s in-
car entertainment systems through automobile partnerships (Toyota, Maruti Suzuki), smart TVs,
or home theatre systems, JBL products often form part of larger technological bundles

. This gives the brand exposure to a broader consumer base that may not purchase a JBL product
directly but experiences its sound in an integrated format. This embedded presence subtly
reinforces brand trust and helps maintain its position as a premium choice.

A unique advantage for JBL lies in its global R&D infrastructure powered by Harman and
Samsung. This synergy enables the brand to quickly adopt and adapt to innovations like spatial
audio, environmental audio sensing, and low-energy Bluetooth advancements.

While Indian competitors like boAt are reactive in many areas, JBL operates proactively
through predictive tech development. Such capabilities are particularly visible in products like
the JBL Tour series, which feature intelligent ambient awareness and auto noise-adapt features—
usually absent in lower-priced alternatives.

The brand is also becoming more conscious of consumer expectations regarding

sustainability, durability, and ethical manufacturing. With a long lifecycle for most of its
products, JBL maintains strong environmental credentials, focusing on robust build quality to
minimize e-waste.
 Packaging is being redesigned with reduced plastic content and eco-printing, and newer
products emphasize energy-efficient battery use. These small but significant efforts appeal to
premium buyers who value conscious consumption alongside quality.

Financially, JBL continues to thrive globally, holding strong market share in premium portable
speakers, headphones, and soundbars. In India, although its volume market share may not be as
high as local brands, its value market share remains substantial. JBL products are often preferred
in premium bundles with phones, laptops, and home theatres, which reinforces its positioning as
a sound expert rather than a low-cost brand.

The company also benefits from Harman’s service network, which ensures better after-sales
support compared to many budget players.

Looking ahead, JBL is expected to focus on software differentiation through app-driven

personalization. With AI-enabled apps that allow users to calibrate sound to personal hearing
profiles, adjust equalizers, and access firmware updates, JBL aims to bring smart customization
into mainstream consumer audio.

This convergence of hardware and intelligent software may well define the future of the brand—
creating a seamless, personalized soundscape for every user.
Side-by-Side Comparison: boAt vs JBL

Feature boAt JBL

Founded 2016 (India) 1946 (USA)
Parent Company Imagine Marketing Pvt. Ltd. Harman (Samsung)
Positioning Trendy, affordable, youth- Premium, professional-grade audio
focused
Price Range ₹500 – ₹5,000 ₹2,000 – ₹25,000
USP Style + affordability Superior sound quality
Top-Selling Airdopes, Rockerz, Stone Flip speakers, Tune series, Charge
Products speakers series
Social Media Influencer-heavy, meme Traditional + event-based
Strategy marketing
Target Audience Students, young adults, gamers Professionals, audiophiles, global
users
After-Sales Moderate with online reach Established support system globally
Service
Brand Loyalty BoAtheads community, trendy Heritage-driven trust and audio
culture quality

Conclusion

Both boAt and JBL represent success stories, despite having fundamentally different approaches.
boAt leverages aggressive social media engagement, budget-friendly pricing, and style-forward
branding to dominate the youth segment in India. In contrast, JBL focuses on delivering superior
audio experiences through professional-grade products and a legacy of trust.
CHAPTER IV

THEORETICAL FRAMEWORK

Introduction

Understanding the theoretical basis of branding and positioning is essential for analyzing how
companies like boAt and JBL build and maintain competitive advantages. This chapter explores
key concepts and models used in brand strategy, including brand identity, brand positioning,
consumer perception, brand equity, and related marketing frameworks.

Concept of a Brand

To marketing professionals, a brand is more than just a product—it's a distinct identity shaped
in the minds of consumers through design, packaging, messaging, and emotional appeal. A
strong brand builds value through recognition, trust, and customer loyalty, making it one of
the most critical intangible assets of a business.

A brand:

 Distinguishes a product from competitors.

 Communicates the company’s message and values.
 Creates emotional associations (fun, premium, eco-friendly, etc.).
 Can legally be protected through trademarks.
 Enhances brand equity, which refers to the value a brand holds in the market.

Examples like Apple, Nike, Coca-Cola, and Disney showcase how powerful branding can
influence buyer behavior far beyond price or features.
Positioning and Brand Positioning

Positioning is how a product is designed and marketed to occupy a distinct space in the minds
of consumers. It determines how customers perceive a brand relative to competitors.

“Positioning is not what you do to a product. It is what you do to the mind of the prospect.” – Al
Ries & Jack Trout

Brand positioning goes beyond just logos or slogans — it includes:

 Value proposition
 Brand personality
 Emotional appeal
 Market differentiation
 Consumer experience and satisfaction

The goal is to ensure that when a customer thinks of a product category, your brand comes
first—just like Nike for sportswear or JBL for sound quality.

Importance of Brand Positioning

A well-positioned brand:

 Drives customer loyalty

 Builds competitive advantage
 Increases customer lifetime value
 Reinforces positive brand associations
 Leads to higher revenue and repeat purchases

Strategic brand positioning fosters emotional connections that are more resilient than pricing
alone. For instance, many consumers consistently choose Apple, even at premium prices,
because of the brand’s perceived innovation and lifestyle appeal.

Key Elements of a Brand Positioning Strategy

To develop a powerful brand positioning strategy, companies follow several key steps:
1. Identify Your Unique Selling Proposition (USP)

Understand what makes your brand different—be it innovative design, affordability, superior
technology, or exceptional service.

2. Understand Your Target Audience

Define and study your audience segments. Use demographics, preferences, pain points, and
psychographics to tailor brand communication.

3. Craft a Clear Brand Message

Your brand message should reflect the core value you offer. This includes a memorable tagline,
brand story, and mission.

4. Analyze Strengths and Weaknesses

Conduct an internal audit. Know where you shine and where your brand lags compared to
competitors.

5. Conduct Competitor Analysis

Examine other brands’ positioning. Spot the gaps and opportunities to create differentiation.

6. Build a Consistent Brand Identity

Align visuals (logo, typography, packaging), tone, and style across all platforms. Consistency
builds recognition and trust.

7. Execute and Monitor Performance

After implementation, track brand awareness, customer engagement, and feedback. Adjust based
on real-time insights.
Theoretical Models Supporting Brand Positioning

a) STP Framework (Segmentation, Targeting, Positioning)

 boAt: Targets youth, gamers, fitness-conscious buyers (18–35 age group).

 JBL: Targets premium users, working professionals, and sound enthusiasts.

This model supports tailored marketing based on audience needs and perception.

b) Aaker’s Brand Equity Model

Defines brand equity using:

1. Brand Awareness
2. Perceived Quality
3. Brand Associations
4. Brand Loyalty

c) Keller’s CBBE Model (Brand Resonance Pyramid)

Focuses on building:

1. Identity (Salience)
2. Meaning (Performance & Imagery)
3. Response (Judgment & Feelings)
4. Resonance (Loyalty & Advocacy)

boAt is building resonance through community (e.g., #boAtheads), while JBL focuses on quality
and performance to maintain trust.

Brand Personality Framework (Aaker’s 5 Traits)

Trait boAt JBL

Sincerity Approachable, fun Reliable, long-standing
Excitement Bold, trendy, high-energy Adventurous, professional
Competence Growing, responsive Technically strong
Sophistication Youth-stylish Elegant and global-class
Ruggedness Urban rugged Built for serious performance
Examples of Successful Brand Positioning

 Apple – Innovation, lifestyle, design-first

 Nike – Empowerment, performance, attitude
 boAt – Affordable luxury, youth culture
 JBL – Legacy of sound excellence and reliability

These brands are successful not just because of great products but because of strategically
crafted brand positioning that resonates with their audience.

Brand Repositioning Strategies

While initial brand positioning is essential, in today’s rapidly evolving market, brand
repositioning has emerged as a vital strategic tool.

Repositioning involves changing the existing perception of a brand in the minds of consumers—
whether to reach new audiences, respond to competitive threats, or adapt to changing consumer
expectations. For boAt and JBL, repositioning can be seen in subtle shifts in messaging, design,
and audience engagement over time.

boAt, for example, began with a purely value-driven narrative focused on affordability.
However, over the years, it has repositioned itself as an aspirational lifestyle brand without
losing its price-conscious core.

This evolution is visible through collaborations with fashion and sports brands, its vibrant
packaging, and celebrity tie-ups that aim to attach prestige and personality to its products. In
contrast, JBL, traditionally associated with professional and studio-grade audio, has made
strategic attempts to reposition itself as more accessible and youth-relevant through product
segmentation and digital engagement.

Repositioning is supported by key theoretical models like the Ansoff Matrix, which helps
explain how companies modify existing products or markets.
For example, JBL's move into the budget segment using the “Tune” series reflects market
penetration, whereas boAt entering the smartwatch category shows product development. These
strategic directions can be analyzed through the lens of the Ansoff model to understand how each
brand balances risk and opportunity in its growth journey.

Brand Architecture Theory

Another valuable theoretical tool in brand strategy is Brand Architecture, which defines how a
brand organizes and presents its sub-brands, product lines, and extensions to consumers. There
are three major types:

1. Branded House (e.g., Google, Apple)

2. House of Brands (e.g., Unilever, Procter & Gamble)
3. Hybrid (e.g., Marriott Hotels, Samsung)

boAt follows a Branded House strategy where every product—whether Airdopes, Rockerz, or
Storm smartwatches—carries the boAt identity prominently.

This unified approach builds stronger brand recall, especially in a price-sensitive and digitally
crowded market like India. It allows boAt to extend its brand equity across new product
categories easily.

On the other hand, JBL operates under a Hybrid Model, especially when seen in the context of
Harman and Samsung. JBL products may operate independently in consumer spaces, but in
automotive audio systems or professional studio gear, JBL shares visibility with other Harman
brands like AKG or Harman Kardon. This creates layered brand perception, where JBL
represents consumer-grade excellence while the parent brand offers depth and trust.
Perceptual Mapping in Brand Positioning

A powerful tool to analyze brand perception is the Perceptual Map, which visually represents
how consumers perceive brands across dimensions such as price, quality, innovation, and style.

If we plot boAt and JBL on a perceptual map using axes like Affordability vs. Premium and
Trendy vs. Technical, boAt would appear in the high-trendy, high-affordability quadrant, while
JBL would lean toward high-premium and technical expertise.

Such visual frameworks allow marketers and strategists to identify market gaps. For instance, a
brand like JBL may spot opportunities in the "affordable-premium" space, which it can target
with new sub-brands or limited edition drops.

boAt may identify that it needs to climb vertically into the premium-quality territory to increase
brand prestige.

Perceptual mapping also explains consumer switching behavior—why a person might shift
from JBL to boAt for cost-saving, or from boAt to JBL for better sound clarity.

Understanding these movements allows brands to tailor retention strategies and win-back
campaigns more effectively.

Brand Extension and Equity Dilution

An often-overlooked concept in brand strategy is the risk of brand equity dilution, especially
during aggressive brand extensions. While brand extension can unlock new revenue streams, it
can also dilute the brand’s core identity if not managed properly.

boAt, with its rapid diversification into wearables, grooming products, and even lifestyle
merchandise, walks a fine line. If every new category does not meet the brand’s performance
promise, it can weaken customer trust.

To counter this, boAt must invest in category-specific brand identity reinforcements, like
different sub-branding or distinct marketing tone for fitness products vs. music products.
JBL’s more measured extension strategy, though slower, protects its core brand equity. It
leverages co-branding and sub-labels to explore new markets while keeping the core JBL
perception intact. For instance, JBL’s “Endurance” and “Live” series cater to fitness and active
lifestyles but still maintain the audio legacy positioning.

Emotional Branding and Tribal Marketing

In the age of saturated markets, emotional branding becomes the differentiator that creates
long-term loyalty. Emotional branding taps into user identity, aspirations, and values rather than
just focusing on product utility. Both boAt and JBL apply this, but in distinct ways.

boAt uses tribal marketing to great effect. The concept, based on Seth Godin’s theory of
tribes, suggests that people seek connection through shared values and common goals. boAt
calls its users “boAtheads,” giving them a collective identity that fosters community. Contests,
social media mentions, and user-generated content deepen this tribal bond.

JBL, while less aggressive on community creation, uses music-based emotional branding by
associating itself with concerts, DJ culture, and sound excellence. Its emotional appeal lies in the
consistent promise of quality and authenticity, especially for those who have grown up
experiencing JBL in public spaces, vehicles, or personal devices.

Conclusion

A brand’s position in the consumer's mind is shaped by every interaction—from the first
advertisement to post-sale support. Through frameworks like STP, Aaker’s and Keller’s models,
and consumer perception theories, we can better understand how boAt and JBL create unique
market identities. This theoretical foundation is essential for evaluating how these two brands
compete, connect with customers, and drive brand loyalty. By applying these advanced branding
theories—ranging from brand architecture and repositioning to emotional branding and
perceptual mapping—we can better understand the deliberate and calculated nature of boAt and
JBL's market strategies. Their distinct positioning, though seemingly rooted in product features,
actually emerges from deep strategic frameworks that shape how consumers think, feel, and talk
about these brands.

These insights strengthen the foundation for analyzing consumer behavior, marketing
effectiveness, and long-term brand sustainability in upcoming chapters. As the audio electronics
space evolves, only those brands that integrate these theoretical models into practical execution
will continue to build loyalty, recognition, and market leadership.

CHAPTER V

DATA ANALYSIS & INTERPRETATION

1.Age Group

S. No Options No of respondents Percentage

1. 18–25 67 55.8
2. 26–35 21 17.5
3. 36–45 20 16.7
4. Above 45 8 6.7
5. Below 18 4 3.3
Total 120 100%

The data shows that out of 120 respondents, 67 (55.8%) belong to the 18–25 age group, 21
(17.5%) are in the 26–35 age group, 20 (16.7%) are in the 36–45 age group, 8 (6.7%) are above
45, and 4 (3.3%) are below 18.
Profession

S. No Options No of Percentage
Respondents
1. Student 58 48.3
2. working 25 20.8
3. Self-Employed 21 17.5
4. Business 16 13.3
Total 120 100%

The data shows that out of 120 respondents, 58 (48.3%) are students, 25 (20.8%) are working

professionals, 21 (17.5%) are self-employed, and 16 (13.3%) are in business

Usage of the Audio Products

S. No Options No of Percentage
Respondents
1. Never 3 2.5
2. Rarely 23 19.2
3. Sometimes 30 25
4. Frequently 34 28
5. Very frequently 22 18.3
6. Daily 3 2.5
7. Several times a 3 2.5
week
8. Occasionally 2 1.7
Total 120 100%

The data shows that out of 120 respondents, 34 (28%) use audio products frequently, 30 (25%)

use them sometimes, 23 (19.2%) rarely, 22 (18.3%) very frequently, 3 (2.5%) never, 3 (2.5%)

daily, 3 (2.5%) several times a week, and 2 (1.7%) occasionally.

Mean Median Mode Standard Deviation

3.67 4 4 1.38
Familiarity with the Products

S. No Options No of Percentage
Respondents
1. BoAT 81 67.5
2. JBL 39 32.5
Total 120 100%

Out of 120 respondents, a majority of 67.5% (81 individuals) reported being more familiar with

boAt, while 32.5% (39 individuals) were more familiar with JBL.

Mean Median Mode Standard Deviation

1.33 1 1 0.47
How Much do You Know The Brands

S. No Options No of Percentage
respondents
1. Not at all familiar 14 11.7
2. Slightly familiar 30 25
3. Moderately familiar 34 28.3
4. Very familiar 31 25.8
5. Extremely familiar 11 9.2
Total 120 100%

The majority of respondents reported being moderately familiar (28.3%) or very familiar

(25.8%) with the brands boAt and JBL. A smaller proportion were extremely familiar (9.2%) or

not at all familiar (11.7%)

Mean Median Mode Standard Deviation

2.96 3 3 1.16

Overall Satisfaction of the Audio Products

 S. No Options No of Percentage
respondents
1. 1 19 15.8
2. 2 16 13.3
3. 3 20 16.7
4. 4 39 32.5
5. 5 26 21.7
TOTAL 120 100%
The data represents customer satisfaction with the overall performance of BOAT and JBL audio

products (on a scale of 1 to 5):

• Most respondents (32.5%) rated 4, showing high satisfaction.

• The second highest (21.7%) rated 5, indicating very high satisfaction.

• 16.7% gave a neutral rating of 3, while

• 15.8% rated 1 (least satisfied) and 13.3% rated 2, reflecting some dissatisfaction.

Mean Median Mode Standard Deviation

3.31 4 4 1.36

Brand Knowledge

S. No Options BoAt No Percentage JBL Percentage

 of No of
responde respon
nts dents

1. Battery 82 29.3 64 24.8

2. Advertising 61 21.8 52 20.2
3. Variety 51 18.2 50 19.4
4. New 44 15.7 48 18.6
Technology
5. Features 42 15 44 17.1
&Innovation

BoAt

• Battery (29.3%) is the most recognized feature for BoAt, showing that users strongly

associate BoAt with long battery life.

• Advertising (21.8%) also plays a major role in BoAt’s brand recall—likely due to

influencer collaborations and social media campaigns.

• Variety (18.2%), New Technology (15.7%), and Features & Innovation (15%) follow

closely, suggesting BoAt is known for multiple factors, but the weight is slightly skewed towards

battery life.

JBL

• JBL shows more balanced distribution across features compared to BoAt.

• Battery (24.8%) is still the most popular trait.

• New Technology (18.6%) and Variety (19.4%) come close behind, indicating JBL’s

perception as a modern, innovative brand.

• Features & Innovation (17.1%) and Advertising (20.2%) also hold significance, showing

JBL’s diverse brand strengths.

Brand Mean Median Mode Standard

Deviation
BoAT 56 51 None 14.6
JBL 51.6 50 None 6.73
Sound Clarity

S. No Options No of respondents Percentage

1. BoAT 67 55.8
2. JBL 53 44.2
Total 120 100%

Out of 120 respondents, a majority of 55.8% (67 individuals) associated BoAt with better sound
clarity at higher volumes, whereas 44.2% (53 individuals) felt JBL performed better in this
aspect.

Mean Median Mode Standard

Deviation
1.44 1 1 0.50

Noise Cancellation
 S. No Options No of Percentage
respondents
1. BoAT 46 38.3
2. JBL 29 24.2
3. Both 33 27.5
4. No Opinion 12 10
TOTAL 120 100%

Out of 120 respondents, 38.3% (46 individuals) believed BoAt offers better noise cancellation
features, followed by 27.5% (33 individuals) who considered both brands to be equally good.
24.2% (29 individuals) preferred JBL, while 10% (12 individuals) had no opinion on this feature.

Mean Median Mode Standard

Deviation
2.09 2 1 1.02

Which Brand is More Premium

S. No Options No of Percentage
 respondents
1. BoAT 41 34.2
2. JBL 35 29.2
3. Both 25 20.8
4. No Opinion 19 15.8
TOTAL 120 100%

Out of 120 respondents, 38.3% (46 individuals) believed BoAt offers better noise cancellation
features, followed by 27.5% (33 individuals) who considered both brands to be equally good.
24.2% (29 individuals) preferred JBL, while 10% (12 individuals) had no opinion on this feature.

Mean Median Mode Standard

Deviation
2.18 2 1 1.07

Better After Sales Service

S. No Options No of respondents Percentage

1. BoAT 72 60
 2. JBL 48 40
Total 120 100%

Out of 120 respondents, a majority of 60% (72 individuals) felt that boAt offers better after-sales
service or warranty, while 40% (48 individuals) chose JBL for the same. This reflects a stronger
customer perception of boAt in terms of post-purchase support and warranty services.

Mean Median Mode Standard

Deviation
1.4 1 1 0.49

Best Offer & Promotions

S. No Options No of respondents Percentage

1. BoAT 56 46.7
2. JBL 31 25.8
 3. Both 33 27.5
Total 120 100%

Out of 120 respondents, 46.7% (56 people) believe boAt offers better promotional offers or
discounts. 27.5% (33 people) think both brands offer equally good deals, while 25.8% (31
people) chose JBL. This indicates that boAt is more associated with attractive offers and
discounts in consumers’ perception.

Mean Median Mode Standard

Deviation
1.81 2 1 0.84

Which Brand Would You Recommend to Your Friends

S. No Options No of respondents Percentage

1. BoAT 47 39.2
2. JBL 31 25.8
3. Both 42 35
Total 120 100%
Out of 120 respondents, 39.2% (47 people) said they would recommend boAt to a friend, while
35% (42 people) said both, and only 25.8% (31 people) would recommend JBL. This suggests
that boAt is slightly more favored as a recommendation among users, with a relatively close
perception of both brands being good enough to recommend.

Mean Median Mode Standard

Deviation
1.96 2 1 0.86

Customer Service

S. No Options No of Percentage
respondents
1. 1 5 4.2
2. 2 16 13.3
3. 3 34 28.3
4. 4 40 33.3
 5. 5 25 20.8
TOTAL 120 100%

The majority of respondents (33.3%) gave a rating of 4, followed by 28.3% rating it as 3 and
20.8% as 5. This shows that most respondents were satisfied or fairly happy with the customer
service experience of boAt or JBL.

Mean Median Mode Standard

Deviation
3.53 4 4 1.09

Opinion on, what are the key factors that make you choose between Boat and JBL when
buying audio products? (Open ended question)

Summary of Common Themes from Responses:

Key Factor Example Responses

Sound Quality / Audio Clarity "Sound quality", "Better audio", "Audio clarity",
"Balanced sound"
 Price / Affordability "Boat is budget friendly", "Cost", "Price"
Battery Life "Battery", "Battery life"
Brand Preference "Boat", "JBL", "Boat are good product", "Both are good"
Features (Noise Cancellation & "Noise cancellation", "Stylish"
Style)

Most respondents prioritize sound quality, followed by price and battery life when choosing
between BoAt and JBL. BoAt is often seen as more budget-friendly, while brand loyalty and past
experiences also influence preferences. A few also value features like noise cancellation and
design, showing a mix of performance and style considerations.

CHAPTER VI:

FINDINGS, SUGGESTIONS & CONCLUSION

Introduction

This chapter synthesizes the data collected through the survey and comparative brand analysis to
highlight meaningful findings, offer actionable suggestions, and conclude the research. The goal
is to understand how boAt and JBL position themselves in the Indian audio market, how
consumers respond to their strategies, and what future direction can be adopted to improve
competitive advantage.

Key Findings

Based on the data collected from 120 respondents, company analysis, and theoretical
frameworks, the following key findings emerged:

 Dominance of boAt in the Indian Market

67.5% of respondents are more familiar with boAt.

 boAt’s recall value is higher due to aggressive influencer campaigns and youth-centric
branding.
Majority of respondents associate boAt with affordability, style, and innovation.

 Perception of JBL as a Premium Audio Brand

JBL is perceived as technically superior, especially in sound engineering and

durability.
Despite its legacy and global brand presence, only 29.2% of respondents consider JBL as
their top choice, citing price as a barrier.

 boAt’s Stronghold on Value-for-Money Segment

Most consumers rated boAt highly in noise cancellation, battery life, and price.
The “smart pricing” strategy plays a huge role in converting first-time buyers.

 Customer Satisfaction & Loyalty Trends

39.2% of respondents are more likely to recommend boAt.

Customers value after-sales service, and boAt scored better in perception of support and
replacements.

 Influence of Social Media

boAt's digital campaigns (memes, reels, pop culture) significantly influence purchase
decisions.
JBL’s presence is more event-driven and traditional, which limits its visibility among
Gen Z.

 Product Awareness Through Packaging & Promotion

Packaging aesthetics and catchy names like “Airdopes” by boAt play a major role in first
impressions.
JBL relies on its product quality and past reputation, which is strong but lacks
freshness in promotion.

 Brand Positioning Gaps

While boAt excels in youth engagement, it lacks strong presence in professional/pro-

audio segments where JBL dominates.
JBL, meanwhile, is perceived as less relatable to Indian youth, despite excellent
products.
 Psychological Perception Drives Brand Affinity

The survey data indicates that consumer decisions are not purely driven by price or
product features. Emotional branding and relatability play a major role in consumer
preference. boAt has successfully tapped into youthful aspirations, cultural references,
and social belonging through tribal marketing (e.g., boAtheads). Meanwhile, JBL holds
its ground with heritage branding, reliability, and prestige, which appeals to more mature
or quality-sensitive audiences.

 Pricing vs. Premium Trade-off Shapes Buying Patterns

While JBL is respected for its superior quality and technical performance, it faces
limitations in mass adoption due to its higher price range. boAt, on the other hand, has
capitalized on delivering “affordable innovation,” meeting expectations without
intimidating price tags. This contrast creates two divergent consumer bases—price-
conscious youth gravitating toward boAt, and quality-focused professionals leaning
toward JBL.

 Social Media Strategy Influences Purchase Decisions

boAt’s aggressive influencer marketing, use of memes, pop culture trends, and reels
directly correlates with consumer discovery and engagement. The survey responses show
high familiarity with boAt campaigns, while JBL is perceived as more traditional in its
outreach. This highlights a gap in JBL’s current positioning among younger audiences
who rely heavily on digital content before making purchases.

 Feature Awareness Impacts Brand Loyalty

Consumers rated both brands high in key features like battery life, portability, and sound
clarity. However, boAt consistently scored higher in awareness for noise cancellation,
offers, and after-sales service. This indicates that while JBL may excel technically, boAt
communicates its value propositions more effectively, leading to higher brand recall and
loyalty.

 Offline vs. Online Presence Affects Brand Visibility

JBL enjoys a strong presence in retail and physical outlets, but boAt dominates the online
space with flash sales, D2C marketing, and e-commerce partnerships. Given India’s
increasing preference for online shopping, boAt’s digital-first model gives it a distinct
visibility advantage, especially among students and first jobbers.
Strategic Suggestions

Based on the above findings, the following strategies are suggested to each brand:

For boAt

 Enhance Product Quality in Premium Segment

Improve build quality, especially for products above ₹3,000.

Introduce pro-tier models to target professionals and creators.

 2. Expand Offline Retail Presence

Launch boAt experience zones or retail kiosks in malls.

Partner with lifestyle stores for broader reach.

 3. Diversify Brand Image

Build sub-brands for different segments (e.g., gaming, fitness, professional).

Avoid overuse of “cool & funky” identity to keep long-term credibility intact.

 4. Leverage Customer Feedback Loops

Incorporate AI/ML to analyze social media feedback for faster product upgrades.

Reward loyal customers with personalization and discounts.

 5. Expand Internationally

Target Southeast Asian and Middle Eastern markets with a “Make in India” story.

Use global Indian influencers to localize reach.

 Strengthen Premium Product Line

As boAt matures, it must expand its premium product offerings beyond the ₹3,000–₹5,000
bracket. Premium product lines with better build quality, audio tuning, and unique features (like
customizable sound profiles) can help break the “budget-only” perception and elevate brand
image.

 Create Sub-Brands for Segment Specialization

Rather than stretching the main brand too thin, boAt could launch sub-brands for fitness
wearables, professional audio, or gaming-specific products. This helps preserve its core identity
while allowing new positioning for emerging categories.

 Expand Physical Retail Footprint

While online dominance has fueled its growth, expanding into malls, airports, and lifestyle
stores can increase accessibility, offer hands-on experience, and target offline consumers who
still rely on touch-and-feel before purchasing tech.

 Invest in R&D and Customer Feedback Loops

Launching a structured review-based R&D model where customer inputs from social platforms
influence product development will reinforce the idea that boAt is “built for users, by users.”

 Focus on International Expansion

BoAt should accelerate its presence in Southeast Asian, African, and Middle Eastern markets
where affordability and youthful brand language resonate. Using Indian diaspora influencers in
these regions can boost brand recall.

For JBL

 Re-energize Brand Messaging

Use content creators and digital natives to bring a modern, youthful twist to its messaging.

Launch India-specific campaigns with regional influencers.

 Introduce Budget-Friendly Line

Create a JBL Lite or JBL Mini sub-brand under ₹2,500 to compete with boAt, Realme, etc.

Maintain brand integrity while appealing to cost-sensitive buyers.

  Improve Online Engagement

Focus more on Instagram, YouTube shorts, and gamified content.

Create viral campaigns with music collaborations (rap, indie, EDM scenes).

 Promote Differentiation in Features

Highlight sound calibration, studio quality, and unique tech like Dual Connect, JBL Signature
Sound.

Localise Support and Warranty Services

Offer instant WhatsApp support, faster turnarounds, and door-to-door pickup to match boAt’s
agility.

 Create a Digitally Native Sub-Brand

To compete with boAt and Realme in the digital-first space, JBL should introduce a youth-
focused sub-brand (e.g., JBL Neo) under ₹2,500 that maintains quality but adds a trendy, meme-
friendly identity.

 Leverage Regional Influencer Marketing

Instead of pan-India celebrities alone, JBL should invest in regional YouTubers, Instagram
creators, and gamers to localize its campaigns and increase relevance among Tier 2–3
consumers.

 Highlight Brand Heritage in Creative Ways

JBL’s 75+ year history is a trust-building asset. The brand can use nostalgia-based campaigns,
heritage packaging, or user stories (e.g., “Your First JBL”) to emotionally connect with
customers.

 Develop Smart Product Ecosystem

Integrating features like JBL AI Audio, app-based customization, and smart assistant
compatibility (Siri, Google, Alexa) can help the brand enter the premium lifestyle space
more effectively.
 Enhance Post-Purchase Experience

Offering value-added services like instant warranty registration, extended coverage, and “JBL
Care Concierge” can differentiate the brand’s customer experience in a competitive landscape.
Managerial Implications

This study can help brand managers and marketers:

 Understand how youth and pricing perception influence loyalty.

 Shape campaigns that align with both emotional and functional needs of the target
market.
 Segment audiences for customized positioning across channels.
 Balance short-term sales with long-term brand equity building.

Contribution to Research

 Bridges the gap between practical brand strategies and academic models like Aaker’s
Equity, STP, and CBBE.
 Offers comparative insights into Indian vs. global brand behavior in emerging markets.
 Adds value to understanding how Gen Z and millennial behavior differs from
traditional consumer mindsets.

Limitations of the Study

 Sample size limited to 120 respondents, mostly from urban areas.

 Lacks access to brand financials and internal campaign data.
 Data was collected digitally, which may not include offline consumers.
 Long-term consumer satisfaction could not be assessed within short timelines.

Scope for Further Research

 A broader study with pan-India sample size (including Tier 2–3 cities).
 Explore emotional and psychological factors in brand choice using in-depth interviews.
 Study of audio product trends among working professionals vs. students.
 Analysis of brand switching behavior between budget and premium brands.

Conclusion

This study reveals a fascinating contrast in branding approaches—boAt, a homegrown disruptor

with viral appeal, and JBL, a global powerhouse built on quality and heritage. Through strategic
positioning, both brands have carved out strong identities. However, the Indian audio market is
shifting—toward affordability, aesthetics, and agility.
While JBL holds its ground with performance, boAt has innovated in accessibility and
community engagement. The next wave of brand loyalty will be won not just with better tech,
but with better consumer understanding, storytelling, and experience. Brands that balance
innovation with emotion, speed with quality, and global vision with local execution will lead the
charge.

By applying these advanced branding theories—ranging from brand architecture and

repositioning to emotional branding and perceptual mapping—we can better understand the
deliberate and calculated nature of boAt and JBL's market strategies. Their distinct positioning,
though seemingly rooted in product features, emerges from deep strategic frameworks that shape
how consumers think, feel, and talk about these brands.

These insights strengthen the foundation for analyzing consumer behavior, marketing
effectiveness, and long-term brand sustainability in upcoming chapters. As the audio electronics
space evolves, only those brands that integrate these theoretical models into practical execution
will continue to build loyalty, recognition, and market leadership.

This comparative study between boAt and JBL reveals that brand positioning is no longer limited
to product features or advertising—it is an intricate combination of price psychology, cultural
alignment, emotional storytelling, and strategic engagement. Both brands are successful in their
own right, but their journeys are shaped by fundamentally different branding philosophies.

boAt is the poster child of India’s startup revolution—agile, aggressive, and socially intuitive. It
understands Indian youth culture deeply and uses this understanding to create high-impact, low-
cost tech that feels personal and expressive. Its positioning revolves around being "cool,
affordable, and connected," which has helped it win hearts in record time. However, as it scales,
boAt must focus on durability, premium perception, and international consistency to sustain
long-term growth.

JBL, on the other hand, is a classic brand that has mastered the art of consistent performance and
premium appeal. Its reputation is built on technical superiority, clean aesthetics, and a global
heritage that inspires trust. However, the brand risks being perceived as rigid or outdated among
younger, fast-moving consumer segments. A flexible approach in marketing, a few pricing
recalibrations, and more interactive branding could help JBL stay ahead in a market that is
increasingly driven by novelty and relatability.

Ultimately, the Indian audio electronics market reflects a blend of aspiration and practicality.
Brands that blend innovation with emotional relevance, and digital savviness with customer
value, will remain dominant forces in this space. Whether it is a mass-market disruptor like boAt
or a global legend like JBL, the future belongs to brands that listen as much as they speak—both
in terms of sound and consumer voice.
This study contributes to academic literature by offering a rare side-by-side application of brand
positioning models in a rapidly evolving consumer electronics sector. It also serves as a blueprint
for marketers seeking to build resilient brands in competitive, youth-driven markets. As India
continues to lead global wearable and audio growth, the strategies of brands like boAt and JBL
will define not just product trends—but the very way sound becomes part of lifestyle and
identity.

Bibliography

Books and Academic References

1. Aaker, D. A. (1996). Building Strong Brands. Free Press.

2. Keller, K. L. (2013). Strategic Brand Management (4th Edition). Pearson Education.
3. Kotler, P., & Keller, K. L. (2017). Marketing Management (15th Edition). Pearson
Education.
4. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th Edition). Pearson
Education.
5. Ramaswamy, V. S., & Namakumari, S. (2009). Marketing Management: Global
Perspective Indian Context. Macmillan India.
6. Seth Godin (2008). Tribes: We Need You to Lead Us. Penguin Publishing Group.

Websites and Online Sources

 https://www.boat-lifestyle.com – Official Website of boAt

 https://www.jbl.com – Official Website of JBL
 https://www.harman.com – Parent Company of JBL
 https://www.samsung.com – Parent Company (Samsung Electronics)
 https://www.statista.com – Market Statistics and Data
 https://www.business-standard.com – Business News on Audio Market
 https://www.economictimes.indiatimes.com – Indian Market & Startup News
 https://www.counterpointresearch.com – Wearables and Audio Market Research
 https://www.idc.com – Industry Reports (Wearables, Audio Electronics)
 https://www.gsmarena.com – Audio product specs and reviews
 https://www.techcrunch.com – Tech & Startup News
 https://www.marketing91.com – Branding and Marketing Frameworks
 https://www.musicbusinessworldwide.com – Audio Industry Trends
 https://www.moneycontrol.com – Financial News and IPO updates
  https://yourstory.com – Indian Startup Ecosystem Coverage
 https://www.digitalmarketingspecialist.org – Digital Branding Strategies
 https://www.brandingmag.com – Thought Leadership on Branding

Reports, Surveys, and White Papers

 Deloitte (2023). Consumer Tech Trends in India. Deloitte Insights.

 PwC (2022). India Entertainment and Media Outlook. PwC Publications.
 KPMG (2023). Audio Electronics and Digital Marketing Landscape. KPMG Reports.
 Bain & Company (2022). India’s Consumer Tech Surge: D2C Brands and Beyond.
 Ernst & Young (2021). The Future of Smart Audio in India. EY India.

Primary Research

 Google Forms Survey – Conducted with 120 respondents on brand awareness and
customer perception of boAt and JBL.
 User-generated feedback from Instagram, YouTube, Amazon Reviews (observational
analysis used for consumer sentiment mapping).

Annexure

Survey Questionnaire (Google Forms)

Title: Comparative Study of Brand Positioning Strategies – boAt vs JBL

1. What is your age group?

a. Below 18
b. 18–25
c. 26–35
d. 36–45
e. Above 45
2. What is your profession?
a. Student
b. Working Professional
c. Business Owner
d. Self-Employed
3. How frequently do you use audio products (earphones/headphones/speakers)?
a. Never
b. Rarely
c. Sometimes
d. Frequently
e. Very Frequently
f. Daily
g. Several times a week
4. Which brand are you more familiar with?
a. boAt
b. JBL
5. How familiar are you with these brands?
a. Not at all familiar
b. Slightly familiar
c. Moderately familiar
d. Very familiar
e. Extremely familiar
6. Which brand do you associate with better sound clarity?
a. boAt
b. JBL
7. Which brand has better noise cancellation?
a. boAt
b. JBL
c. Both
d. No Opinion
8. In your opinion, which brand feels more premium?
a. boAt
b. JBL
c. Both
d. No Opinion
9. Which brand offers better after-sales service?
a. boAt
b. JBL
10. Which brand provides better offers and promotions?
a. boAt
b. JBL
c. Both
11. Would you recommend boAt or JBL to your friends?
a. boAt
b. JBL
 c. Both
12. How satisfied are you overall with your audio product (1–5 rating)?
13. Rate your customer service experience with these brands (1–5 rating)
14. What features stand out to you most when choosing between boAt and JBL? (Tick all
that apply)
a. Battery Life
b. Advertising
c. New Technology
d. Features/Innovation
e. Product Variety
15. What factors matter most when choosing audio products? (Open-ended)