The document discusses market segmentation for Mozilla Corporation. It analyzes different user groups based on their usage characteristics like average usage days, page views, minutes, and browser sessions. The key segments identified are Primary Retention, Secondary Retention, Secondary Engagement, Primary Acquisition, Secondary Acquisition, and Light Users. Given a limited budget, Mozilla will focus its strategy on the higher usage Primary Acquisition, Primary Retention, and Secondary Retention segments, which together account for 69% of total online minutes.

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

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. 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. 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. 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. • 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