Marketing Management Spring 2009 Project team members: Riccardo Bettinelli Gim Chuan Goh Agnieszka Czecior Jakob Marovt Carolina 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

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

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:

Distribution channels:

Non-Firefox users

default browser option inWindows

minor websites

other Mozilla products

Present Firefox users

browser download options

Social media (forums, Twitter, Facebook, MySpace)

Mozilla website

Partnership with schools

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

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)

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

Existing Firefox users:

Good publicity

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

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

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 n on-traditional g uerrila viral

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

MARKETING STYLES

n on-traditional

g uerrila

viral