Marketing strategy of Mozilla Scaling Through a Community of Volunteers

Posted by Zander Henry on Aug-22-2018

1. The vision of Mozilla Scaling Through a Community of Volunteers

The vision of Mozilla Scaling Through a Community of Volunteers is to be the leading quality service and product provider for customers. Being the best and the leading player means that Mozilla Scaling Through a Community of Volunteers marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Mozilla Scaling Through a Community of Volunteers

Mozilla Scaling Through a Community of Volunteers marketing strategy is grounded in its mission. The mission for Mozilla Scaling Through a Community of Volunteers is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Mozilla Scaling Through a Community of Volunteers as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Mozilla Scaling Through a Community of Volunteers

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Mozilla Scaling Through a Community of Volunteers. The knowledge of brand equity will help in shaping Mozilla Scaling Through a Community of Volunteers marketing strategy effectively – thereby facilitating the growth of business for Mozilla Scaling Through a Community of Volunteers.

3.1. Brand awareness

• Mozilla Scaling Through a Community of Volunteers has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Mozilla Scaling Through a Community of Volunteers has modified marketing and strategic directives and plans

3.2. Brand association

• Mozilla Scaling Through a Community of Volunteers is directly associated with the brand name and product category
• Mozilla Scaling Through a Community of Volunteers has a broad product portfolio
• Mozilla Scaling Through a Community of Volunteers is associated with promising and delivering quality and innovative products
• Mozilla Scaling Through a Community of Volunteers is also associated with excellent customer service

3.3. Brand loyalty

• Mozilla Scaling Through a Community of Volunteers has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Mozilla Scaling Through a Community of Volunteers has a global customer base
• Mozilla Scaling Through a Community of Volunteers keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Mozilla Scaling Through a Community of Volunteers has a substantial brand value
• Mozilla Scaling Through a Community of Volunteers also enjoys the high financial worth
• Mozilla Scaling Through a Community of Volunteers focuses on building a reliable and robust employee base

3.5. Brand element

• Mozilla Scaling Through a Community of Volunteers uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Mozilla Scaling Through a Community of Volunteers

The situational analysis will help in developing the marketing strategy of Mozilla Scaling Through a Community of Volunteers by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Mozilla Scaling Through a Community of Volunteers.

4.1. SWOT

4.1.1. Strengths

Mozilla Scaling Through a Community of Volunteers marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Mozilla Scaling Through a Community of Volunteers faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Mozilla Scaling Through a Community of Volunteers has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Mozilla Scaling Through a Community of Volunteers faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Mozilla Scaling Through a Community of Volunteers operates I markets with political stability
• Mozilla Scaling Through a Community of Volunteers has funding support from the government for small businesses

4.2.2. Economic

• Mozilla Scaling Through a Community of Volunteers enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Mozilla Scaling Through a Community of Volunteers
• Low inflation strengthens the financial position of Mozilla Scaling Through a Community of Volunteers

4.2.3. Social

• Higher education and awareness increases sales of Mozilla Scaling Through a Community of Volunteers predict
• Mozilla Scaling Through a Community of Volunteers focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Mozilla Scaling Through a Community of Volunteers has an active CSR program
• Mozilla Scaling Through a Community of Volunteers ensures environmental safety in all its operations

4.2.5. Legal

• Mozilla Scaling Through a Community of Volunteers is aware of local and global laws of business and human resource management
• Mozilla Scaling Through a Community of Volunteers abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Mozilla Scaling Through a Community of Volunteers: The Marketing Strategy of Mozilla Scaling Through a Community of Volunteers

Mozilla Scaling Through a Community of Volunteers marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Mozilla Scaling Through a Community of Volunteers brand and products by 30%
• Increase sales for Mozilla Scaling Through a Community of Volunteers by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Mozilla Scaling Through a Community of Volunteers during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Mozilla Scaling Through a Community of Volunteers

Mozilla Scaling Through a Community of Volunteers marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Mozilla Scaling Through a Community of Volunteers has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Mozilla Scaling Through a Community of Volunteers has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Mozilla Scaling Through a Community of Volunteers, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Mozilla Scaling Through a Community of Volunteers consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Mozilla Scaling Through a Community of Volunteers focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Mozilla Scaling Through a Community of Volunteers consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Mozilla Scaling Through a Community of Volunteers has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Mozilla Scaling Through a Community of Volunteers remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Mozilla Scaling Through a Community of Volunteers, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Mozilla Scaling Through a Community of Volunteers are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Mozilla Scaling Through a Community of Volunteers Positioning of Mozilla Scaling Through a Community of Volunteers

The marketing strategy of Mozilla Scaling Through a Community of Volunteers targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Mozilla Scaling Through a Community of Volunteers is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Mozilla Scaling Through a Community of Volunteers focuses on quality control

7.2. Mass marketing

• The marketing strategy of Mozilla Scaling Through a Community of Volunteers focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Mozilla Scaling Through a Community of Volunteers makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Mozilla Scaling Through a Community of Volunteers does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Mozilla Scaling Through a Community of Volunteers also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Mozilla Scaling Through a Community of Volunteers has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Mozilla Scaling Through a Community of Volunteers has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Mozilla Scaling Through a Community of Volunteers

The marketing strategy of Mozilla Scaling Through a Community of Volunteers stands out from the clutter and competition. Mozilla Scaling Through a Community of Volunteers has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Mozilla Scaling Through a Community of Volunteers has utilized:

8.1. Cost-effectiveness

• Mozilla Scaling Through a Community of Volunteers focuses on reaching consumers effectively rather than grandeur
• Mozilla Scaling Through a Community of Volunteers focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Mozilla Scaling Through a Community of Volunteers has in-house copywriters for marketing campaigns which also helps in controlling costs
• Mozilla Scaling Through a Community of Volunteers also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Mozilla Scaling Through a Community of Volunteers has stayed updated with latest developments in marketing research and marketing knowledge
• Mozilla Scaling Through a Community of Volunteers makes use of new and innovative tactics to reach its target consumers
• Mozilla Scaling Through a Community of Volunteers also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Mozilla Scaling Through a Community of Volunteers is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Mozilla Scaling Through a Community of Volunteers marketing strategy is strongly grounded in consumer and market research
• Mozilla Scaling Through a Community of Volunteers makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Mozilla Scaling Through a Community of Volunteers also incorporates consumer feedback in its marketing strategy
• Mozilla Scaling Through a Community of Volunteers marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Mozilla Scaling Through a Community of Volunteers
• In addition to fulfilling functional needs, Mozilla Scaling Through a Community of Volunteers also tries to fulfil the emotional and psychological needs of the consumer
• Mozilla Scaling Through a Community of Volunteers tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Mozilla Scaling Through a Community of Volunteers

Mozilla Scaling Through a Community of Volunteers marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Mozilla Scaling Through a Community of Volunteers makes use of intensive distribution strategy because it is mass marketing
• Mozilla Scaling Through a Community of Volunteers’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Mozilla Scaling Through a Community of Volunteers tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Mozilla Scaling Through a Community of Volunteers uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Mozilla Scaling Through a Community of Volunteers also makes use of modern retailing channels
• Also, Mozilla Scaling Through a Community of Volunteers makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Mozilla Scaling Through a Community of Volunteers to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Mozilla Scaling Through a Community of Volunteers does not have a subsidiary
• In these offshore locations, Mozilla Scaling Through a Community of Volunteers largely works through the export model
• This makes use of several intermediaries in between, before the product by Mozilla Scaling Through a Community of Volunteers reaches the target consumers
• Intermediaries for Mozilla Scaling Through a Community of Volunteers include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Mozilla Scaling Through a Community of Volunteers makes use of selective distribution channel
• Mozilla Scaling Through a Community of Volunteers has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Mozilla Scaling Through a Community of Volunteers has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Mozilla Scaling Through a Community of Volunteers

The industry in which Mozilla Scaling Through a Community of Volunteers operates is very responsive to market and consumer trends. Mozilla Scaling Through a Community of Volunteers, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Mozilla Scaling Through a Community of Volunteers competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Mozilla Scaling Through a Community of Volunteers also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Mozilla Scaling Through a Community of Volunteers experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Mozilla Scaling Through a Community of Volunteers

The marketing mix for Mozilla Scaling Through a Community of Volunteers as per the marketing strategy is the following:

11.1. Product

• Mozilla Scaling Through a Community of Volunteers has a broad product portfolio
• Mozilla Scaling Through a Community of Volunteers provides mass marketed products for all segments across the market undifferentiated
• Mozilla Scaling Through a Community of Volunteers also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Mozilla Scaling Through a Community of Volunteers maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Mozilla Scaling Through a Community of Volunteers wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Mozilla Scaling Through a Community of Volunteers also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Mozilla Scaling Through a Community of Volunteers also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Mozilla Scaling Through a Community of Volunteers prices its products so that its target consumers can afford it easily
• Mozilla Scaling Through a Community of Volunteers uses relative pricing strategy for its products
• The price of Mozilla Scaling Through a Community of Volunteers’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Mozilla Scaling Through a Community of Volunteers has a high budget allocated towards marketing activities
• The Mozilla Scaling Through a Community of Volunteers invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Mozilla Scaling Through a Community of Volunteers marketing strategy to cap costs and expenses
• Mozilla Scaling Through a Community of Volunteers also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Mozilla Scaling Through a Community of Volunteers also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Mozilla Scaling Through a Community of Volunteers has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Mozilla Scaling Through a Community of Volunteers hires without discrimination
• Mozilla Scaling Through a Community of Volunteers ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Mozilla Scaling Through a Community of Volunteers focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Mozilla Scaling Through a Community of Volunteers - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Mozilla Scaling Through a Community of Volunteers are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Mozilla Scaling Through a Community of Volunteers

11.7. Physical evidence

• The physical evidence for Mozilla Scaling Through a Community of Volunteers includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Mozilla Scaling Through a Community of Volunteers, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Mozilla Scaling Through a Community of Volunteers is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Mozilla Scaling Through a Community of Volunteers for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Mozilla Scaling Through a Community of Volunteers

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Mozilla Scaling Through a Community of Volunteers interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Mozilla Scaling Through a Community of Volunteers also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Mozilla Scaling Through a Community of Volunteers brand

13. Monitoring and evaluation of the marketing strategy of Mozilla Scaling Through a Community of Volunteers

13.1. Changes in sales

• Mozilla Scaling Through a Community of Volunteers regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Mozilla Scaling Through a Community of Volunteers
• Sometimes, Mozilla Scaling Through a Community of Volunteers experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Mozilla Scaling Through a Community of Volunteers frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Mozilla Scaling Through a Community of Volunteers to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Mozilla Scaling Through a Community of Volunteers can also be seen through the revenue and profit growth
• Return on investment allows Mozilla Scaling Through a Community of Volunteers to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Mozilla Scaling Through a Community of Volunteers are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Mozilla Scaling Through a Community of Volunteers