Marketing Firefox, The Indian Perspective - Team 16, IIM Ahmedabad

We were lucky to have team 16 from IIM Ahmedabad also work with us last semester in addition to team 21. Their executive summary is below and their full report is attached. We would love to get your feedback on their research. And to all the student teams: thanks for your hard work!

Marketing Firefox, The Indian Perspective
January 30, 2008

Team members:
Abhishek Ruwatia
Ajay Kumar
Amey Upadhyay
Kapil Modi
Katyayini Nagabhushan
Mihir Lal
Sriyansa Dash (contact for the team is sriyansa at gmail)
Vikas Goel

Executive Summary

India being a country of more than 1 billion people with significantly growing number of internet users presents itself as a prime target crucial for the success of internet browsers like Mozilla Firefox. This report provides guidelines for developing the marketing strategy for Mozilla Firefox. We conducted extensive market research among college students because they are the most heavy internet user segment. This research was administered through an online questionnaire widely circulated among college students. The proposed strategy stands on three prime pillars – Development of community
leaders via viral marketing, content development for targeting the Indian consumer and addressing the cyber cafes – the primary centre for internet browsing by the Indian youth. To address the cyber cafes, a field visit was organized but our efforts suggest that success of this initiative requires active involvement by Mozilla senior management.

The success of this strategy would need high level of commitment from Mozilla in conducting campus campaigns for developing community leaders, targeted content development for Indian masses addressing their usage requirements and exclusive agreements with large cyber café chains. We believe this marketing strategy would enable Firefox in achieving larger market share and in becoming the first internet browser of choice for the Indian customer.