Mozilla CorporationMarket segmentation

Marketing Management Spring 2009

Project team members:Riccardo BettinelliGim Chuan GohAgnieszka CzeciorJakob MarovtCarolina K. Ruggiero

Who? Where? How?• WHO?• age (8-15, 16-24, 25-54, 55-80)• gender (male, female)• occupation (working class, middle class, high class)

• WHERE?• geographical areas (percentage of world internet usage)

Mozilla Corporation - Market segmentation

North America

Europe

Asia

Africa

Central&South America

Oceania

Middle East

Mozilla Corporation - Market segmentation

LIFESTYLE & GEOGRAPHIC SEGMENTATION IS NOT OUR PRIMARY FOCUS :) => BEHAVIOURAL CHARACTERISTICS ARE THE MOST IMPORTANT (IN OUR CASE) Super-heavy Primary

Retention Secondary Retention

FIREFOX LightIncrease UsersEngagement Primary Increase Engagement Secondary

Light

NON-FIREFOX Primary Secondary Acquisition Acqusition

Super-heavy Light

Who? Where? How?

HOW? (Characteristics)• Avg. Usage days• Avg. Page Views• Avg. Minutes• Avg. Browser sessions

(based on extensive marketing research)

Market segmentsPRIMARY RETENTION (MA: 7.5, CP: 7.2)• Firefox users• Heavy browser usage• 10% of all minutes online• 3% of all users

Mozilla Corporation - Market segmentation

SECONDARY RETENTION(MA: 5.9, CP: 6.8)

• Heavy-moderate usage• 2% of all minutes online• 2% of all users

SECONDARY ENGAGEMENT (MA: 6, CP: 6.3)

• Heavy-moderate usage• 2% of all minutes online• 1% of all users

INCREASE ENGAGEMENT PRIMARY (MA: 7.15, CP: 6.5)• Dual browser users• Not use Firefox primarily

(Heavy internet users, light Firefox users)

• 7% of all minutes online• 2% of all users

PRIMARY ACQUSITION (MA – 7.5, CP – 6.9)• Non-Firefox users• Heavy browser usage• 52% of all minutes online• 15% of all users

Mozilla Corporation - Market segmentation

SECONDARY ACQUISITION (MA – 6.5, CP – 6.5)

• Heavy-moderate usage• 13% of all minutes online• 12% of all users

LIGHT USERS (MA – 3.8, CP – 5.9)• Low or non Firefox usage• Light browser usage• 14% of all minutes online• 65% of all users

Market segments

Conclusion• We have limited budget. Which segments are we targeting?

Mozilla Corporation - Market segmentation

MA/CP Low Moderate High

High   PA, IEP PR

Moderate   SR, IES, SA  

Low   LU  

• Focus on three main segments (altogether 69% minutes online)

mixture of Focused and Differentiated strategy