Marketing Management Spring 2009

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

• Cool brand name and logo

• Flexibility: plenty of customization options (add-ons, personalized menus)

• Neat, useful customizable design (skins) of the product

• Automatic updates system

• Great heavy-user oriented features (smart search bar, password manager, etc.)

• Live product support

Mozilla Corporation - Marketing mix

Distribution channels:

Non-Firefox users• default browser option

inWindows

• minor websites

• other Mozilla products

Mozilla Corporation - Marketing mix

Present Firefox users• browser download

options

• Social media (forums, Twitter, Facebook, MySpace) • Mozilla website• Partnership with schools

Placement varietes:

Main focus on non-Firefox users:• Campus Reps

• Viral marketing (word of keyboard™, word-of-mouth, social media, bloggers)

• Plenty of Events (roadshows, conferences, etc.)

• Partnership with schools (default browser, guest lectures, etc.)

• Guiness World record promotion (Download day 2008 – launch of version 3)

Mozilla Corporation - Marketing mix

Existing Firefox users:• Good publicity

• Mozilla web sites (main site, SpreadFirefox site, external minor sites, MozillaWiki)

• Free goods (t-shirts, cups, candies, usb-keys)

Mozilla Corporation - Marketing mix

Mobile version:• Through desktop browser version• Possible partnerships with mobile carriers and/or mobile

phone producers• Advertisements on phones related websites

• Why not talking about price?

• We have a limited marketing budget ...

• Passionate community

• Inter-connection between placing & promotion

• Only e-marketing

• Most of promotion budget used for primary acqusition segment

Mozilla Corporation - Marketing mix

Firefox is for free for end-users ...

MARKETING STYLES• non-traditional • guerrila• viral