Marketing Management Spring 2009
Market segmentation
Project team members:
Riccardo Bettinelli
Gim Chuan Goh
Agnieszka Czecior
Jakob Marovt
Carolina K. Ruggiero

•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)
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
HOW? (Characteristics) Light
Increase Users
• Avg. Usage days Engagement
Primary
• Avg. Page Views Increase
Engagement
• Avg. Minutes Secondary
• Avg. Browser sessions Light
(based on extensive NON-FIREFOX Primary Secondary
Acquisition Acqusition
marketing research)
Super-heavy Light
Mozilla Corporation - Market segmentation

SECONDARY RETENTION
PRIMARY RETENTION (MA: 7.5, CP:
(MA: 5.9, CP: 6.8)
7.2)
• Firefox users
• Heavy-moderate usage
• Heavy browser usage
• 2% of all minutes online
• 10% of all minutes online
• 2% of all users
• 3% of all users
SECONDARY ENGAGEMENT
(MA: 6, CP: 6.3)
• Heavy-moderate usage
• 2% of all minutes online
• 1% of all users
Mozilla Corporation - Market segmentation

PRIMARY ACQUSITION (MA – SECONDARY ACQUISITION
7.5, CP – 6.9) (MA – 6.5, CP – 6.5)
• Non-Firefox users
• Heavy browser usage • Heavy-moderate usage
• 52% of all minutes online • 13% of all minutes online
• 15% of all users • 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
Mozilla Corporation - Market segmentation

• We have limited budget. Which segments are we targeting?
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
Mozilla Corporation - Market segmentation