FRONTROW

Strategy Implementation

Organizational Structural Implementation:

1. Since our new strategy is aligned with regional and native languages, our
organization should change its organizational structure to the Divisional
Structure.
2. The Divisions should be made on the different geographies in which the
company operates.

Product Implementation:

1. Intensive Market research should be done to onboard professionals for ECA

activities.
2. Proper training should be given to them in terms of how to record and upload
quality video content and other operational requirements of the service
offerings.
3. There are several new products that are introduced in our portfolio. They
should be prioritized based on the availability of quality resources.
4. The website and apps should be introduced with one or two new product lines
and a language filter should be added to filter the region-specific content.

Marketing Strategy:

1. Marketing Campaigns should be run like #gobeyondBooks and they should be

emphasized in the extra-curricular activities.
2. Advertisements should be made on the entertainment channels where they
broadcast live sports and family entertainer shows. (E.g., Star Sports, Star
Vijay, etc.)
3. Collaborations should be made with the stores where students’ footfall is
greater. Like Stationery shops, sportswear and equipment shops, and other
musical instrument sellers. This will give good visibility and bring in more first-
time customers to the platform.

Product Development

a) Yoga and Fitness: The A-list celebrity instructors for the yoga and fitness
lessons are Malaika Arora Khan who has her own Yoga studio (Sarva Yoga
Studios) and Kavita Pant who is a professional Yoga instructor and conducts
online yoga classes.

Gamification: At the end of each day, a challenge will be provided to all the
students where a framework for a Yoga position will be provided to the
 candidate using an AI camera, wherein the accuracy of the yoga position will
be checked and scored. At the end of each week, a leader board will be declared
and the top 3 of the week will be given redeemable points. Refer to the flow
below.

Weekly Leader board

b) Content creation for social media and YT: With so much content coming on YT,
Instagram, Snapchat, MX Taka Tak. Experienced creators can share the way
they create content and build on their followers. Mostly Sane (Prajakta Koli, and
Tanmay Bhatt would be collaborating with where they can impart their way of
creating content and how they design the same.

Gamification: Weekly content creation tasks would be given and the

participants have to post them on their YouTube channel/Instagram handle.
They would be judged on the basis of the content and the views on it. Within
the platform, a leadership board of the highest engagement on the
assignment content would be created and the Top 3 of the two weeks would
be given redeemable points.
 Building a Community Social Media Platform: The members, collaborators,
participants, etc can communicate through the social media space. They can
share their content for reviews, appreciation, etc. A sense of belongingness
can be made through this space.

Marketing Implementation for FrontRow

The major issue with FrontRow is its low visibility among the target audience. The
following steps could be taken to overcome this

Social Media Challenges:

● Create an online challenge to showcase talent in the categories for which
FrontRow has courses
● Tag FrontRow in the post.
● People already subscribed to FrontRow can win a one-on-one session with the
FrontRow Celebrity relating to their interests.
● People who are not subscribed to FrontRow can win a subscription to the
course relating to their interests.
● Major target will be Instagram.
 ● The frequency of these contests can be decided based on the number of entries

Interest-based marketing:
● Promoting the right product to the right people
● Instead of promoting the whole platform to a person interested in singing,
promote the music courses only.
● It is important that particular products are marketed more than the whole
platform via BTL approach.
● Use of Social Media Platforms such as Instagram, Facebook, Twitter and
Youtube.
● This will drastically reduce the cost of acquisitions of new customers and
attention of people interested in particular skills can be grabbed easily.

Collaborations:
● Bigger and more effective collaborations with the co-producers in the inbound
professionals
● Bring their self-interest into the picture for promoting the platform and course.
● The celebs can use their online presence to bring people to the platform.
● Will also help in promoting the right product to the right target audience as
people interested in learning from Neha Kakkar already follow her and when
they learn about this course, they jump immediately to be a part of it.
● Celebrities use multiple platforms and all have different sizes of following on
different platforms.
● Any and all platforms will be used to reach the target audience.

Advertisements:
● The ads showcase A-List professional instructors providing insightful sessions
on the subjects.
● Like Youtube Ads and Instagram Ads. These will be great tool for BTL
Marketing.
● As these platforms understand the interests of their users and can show ads
for courses or celebrities that correlate to the individual’s interests.
● Also, it is important to use A-List celebs for these ads as they can grab the
attention of a larger number of target audiences.