Mozilla Firefox - Market Segmentation

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Mozilla Firefox - Market Segmentation

  1. 1. Marketing Management Spring 2009 Market segmentation Project team members: Riccardo Bettinelli Gim Chuan Goh Agnieszka Czecior Jakob Marovt Carolina K. Ruggiero
  2. 2. •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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. • 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

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