Marketing Plan for India Launch - Team 21, IIM Ahmedabad
Seth Bindernagel at Mozilla has worked with student teams in India over the past few months. You will find team 21's executive summary below. Their full report is also attached to this post. We would like to thank all the members of team 21 for their hard work, and hope to get comments on it from the SpreadFirefox community!
Marketing Plan for India Launch
Presented to: Mozilla Team
Date: January 29th , 2008
Team : Team 21, IIM Ahmedabad
Team Members:
Vijayendra Haryal ( Team Lead)
Varun Mishra
Gaurav Dayal
Karthick D
Priyambhu Arya
Contact ID : vijay.haryal AT gmail
Executive Summary
The objective was to understand the needs of the Indian market better and aid in launching of FireFox 3 tailored to serve the users best. Indian landscape is unique as here about 24 languages are spoken by atleast 1 million people.
Initially, primary analysis was done to weigh the pros and cons of the English –IN localization versus expanding the breadth of localizations. A market research plan was developed consisting of secondary research followed by primary conclusive research. Secondary research helped in identifying the popular search engines, RSS feeds, news sites and other similar famous websites in India. Statistics on downloading speed, internet usage and access, internet user choices and type of connections were analyzed for identifying the factors critical to success of the browser. Indepth interviews were
conducted for investigating user behavior to identify key attributes. Certain important
issues were also highlighted by the focus group discussion.
Some of the key insights of Indepth Interviews and Focus Group Discussions were
• Mozilla should reduce download time of installation file
• User interface is preferred in a local language – Hindi, Tamil preferred. Languages of the Southern India should be preferred.
• Content Compatibility should be checked with websites specifically Indian
• Toolbar of makemytrip( An online booking website for Air Travel) can be
included
• Customize the English version , for expanding, start with Hindi, followed by
Tamil
• Default set of Ad ins should be there, users are not aware most of the time about them. User awareness needs to be created about installing the plug ins etc
• More flexibility in terms of extensions and more security is desired
• People should have the option to switch between languages
• A collage of retailing stores/ supermarkets links can be tried
• The interface of a browser will not play a very major role
• One would select IE because it's the default browser.
• Mozilla needs to make sure that Javascripts work well like on IE.
• Browser should be a light skeletal structure with more number of customizable add-ons.
• Financial Transactions are not completed in Mozilla. It should ensure compatibility with websites of banks, other sites with online transactions.
The key factors identified were tested by a conclusive research and a survey was conducted in which the total respondents were 190 from various cities of India, primarily Bangalore and Chennai. The three most preferred features were fast speed, compatibility of all web pages and the security of the financial transactions.
Factor Analysis showed that the users can broadly be categorized into two factors. One of the category of factors is the technical attributes while other is the ones that have an Indian Appeal or “Indianess”. Familiarity with the current browser is the main resistance to change, followed by long time of download and not having the download rights to install a new browser.
The main recommendations given on the basis of extensive research were
• Position Mozilla as a more secure, user friendly and fast browser. To back it , make it more compatible with financial transactions
• Also in order to make it more look and feel Indian, other than the English-In version proposed , compatibility should be ensured with Hindi and Tamil fonts primarily
• Factor Analysis shows that the users can be categorized into two main segments – one which is seeking technical features like compatibility, security and the other “Indian”ness . Technical features are preferred and should be catered to first.
• Priority should be given to make the browser more compatible with all websites
• India Specific needs like tabs for travel websites may be included
| Attachment | Size |
|---|---|
| Mozilla_India_team21.pdf | 3.49 MB |
Firefox is by far the best browser. The numerous add-ons turn the web-browser into a full blow web analysis tool if that is what is needed. I wouldn't be able to do any of my web development work without this excellent browser and all those great add-ons.
I love to use firefox. I wish javascript would work better with firefox.
Yes, it makes a lot of sense to me too. If the things go right, it will be a good knowledge earning and I must add it is a great idea.
Hi,
You have very great knowledge having this subject. So nice! It’s a great to see you here.
Thanks and Regard
sounds great paln... that's gotta be very usefull to those people
Firefox is marketing their products in an aggressive way. I am sure Microsoft's Internet Explorer and Outlook Express will get a beating. Promoting Firefox in India and other Asian and African countries will get a major boost.
I do support the idea of doing some marketing (Marketing Dissertation ) even for opensource software and at the same time, getting some facts about users. I love firefox especially version 3.0 it has a lot of advancements since 2.0 but I would say that mozilla's inclination to be more standard based as well as the countless extensions(plug-ins, add-ons) make it the browser of choice for me
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Some of this will be done with the help of a team by
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Thank you perfect website.
I am an avid Firefox user. I never use IE at all. My favorite plugin is the SeoBook plugin. It's great!
love firefox especially version 3.0 it has a lot of advancements since 2.0 but I would say that mozilla's inclination to be more standard based as well as the countless extensions(plug-ins, add-ons) make it the browser of choice for me ( Marketing Thesis ).
Nice opportunity for the management students as well as the firefox lovers!
I created a template for sending an e-mail to Indian friends, what do you think about it?
I am wondering why the number of Firefox 3.5 downloads from India is still so small after 7 days, even less than Canada (population: 33 millions).
So I want to ask you for a big favor: I would really appreciate if you could forward the rest of this message to most of your e-mail contacts.
The Firefox browser, similar to OpenOffice.org and in contrary to all Microsoft products,
is free, much faster, more secure, user-friendly, standards-compliant, feature-rich, extendable,
usable in parallel to existing software and cleanly removable, available for all platforms and in many languages
(i.e. Hindi, Tamil, Bengali, Punjabi and Gujarati) and you can even use multiple languages within the same installation.
The download file is very small (8 MB) and security updates will be automatically installed.
I would strongly recommend anyone who uses the Internet to try it out for one day instead of an old browser.
http://www.mozilla.com/en-US/firefox/switch.html
Maybe 30 minutes at home to check e-mails, read news and search the web.
http://en-us.www.mozilla.com/en-US/firefox/features/
Or 8 hours at work by using the portable version which does not need administrative rights to install it.
Just self-extract it (even to a USB thumb-drive) and run FirefoxPortable.exe.
If you don't like it, just delete the folder afterwards:
http://portableapps.com/apps/internet/firefox_portable/
Firefox is very customizable, there are many useful add-ons (extensions) and here are my favorites:
One of all the useful features is searching the current website not only by pressing Ctrl-F and the search text, but by just typing in the search text and pressing F3 for further occurrences (activate Tools / Options / Advanced / General "Search for text when I start typing").
It would be best if you could suggest Firefox not only to family and friends, but also to IT and other professionals who work daily with the Internet.
And from my point of view it should be the standard browser in all Indian schools (in addition to OpenOffice and Linux).
If you have any questions or suggestions, please let me know.
And if someone would like to improve and maybe translate this message to Hindi, you're welcome :-)
For a better Web experience
Great Idea! I got a great response from most of my friends and relatives about firefox!
Great to hear this!
Do you have some suggestions or feedback?
One thing I was always wandering about, wouldnt it be possible to search the source code of the webpage? e.g. I want to search for a specific link on the website but it might be hidden in an anchor text like "click here" so it might be a good idea to expand the search feature for source code. The challenge would be to find a way to exclude html tags and javascript from search results.
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Thank you very much for this useful article.great plan will bring great results.
I would agree with you. That would be a great campaign to promote the best browser.
Very helpful to people like me. thank!
India will make for a huge market share, considering there are a lot of people in India AND they are mostly tech savvy (They will WANT to use FF).
Thanks for your article.It's very good plan.
great idea for marketing
Agree, great idea I bet they had success.
i like alot firefox, i always use this browser, and im glad to be signed in your side.
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I am a happy user and a promoter of Firefox ! I promote it to all that I connect with. I do support the idea of doing some marketing (Marketing Dissertation ) even for opensource software and at the same time, getting some facts about users. I love firefox especially version 3.0 it has a lot of advancements since 2.0 but I would say that mozilla's inclination to be more standard based as well as the countless extensions(plug-ins, add-ons) make it the browser of choice for me ( Marketing Thesis )
thanks for this post good post
looks like a strong marketing plan :)
It has really been going a lot that India is prospering more and more in IT and is going vast ahead more.
I think that it would be better to promote firefox in INDIA if an interface in Indian regional language (Hindi) would be available.Firefox developers should consider on this angle because there are a lot of internet based users in India and it would be a good promotion method if firefox was available in their national language! What do you think about this idea?
Thanks,
Dalton.GA
I promote it to all that I connect with. I do support the idea of doing some marketing (Marketing Dissertation ) even for opensource Term Papers For Sale software and at the same time, getting some facts about users. I love firefox especially version 3.0 it has a lot of advancements since 2.0 but I would say that mozilla's inclination to be more standard based as well as the countless extensions(plug-ins, add-ons) make it the browser of choice xavier
thanks for this post good post
great plan will bring great results.
thanks
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Make that a billion, not a million people Mechanix- Firefox fanatic and Web coder
I am a happy user and a promoter of Firefox ! I promote it to all that I connect with. I do support the idea of doing some marketing (Marketing Dissertation ) even for opensource software and at the same time, getting some facts about users. I love firefox especially version 3.0 it has a lot of advancements since 2.0 but I would say that mozilla's inclination to be more standard based as well as the countless extensions(plug-ins, add-ons) make it the browser of choice for me ( Marketing Thesis )
Thank you very much for this useful article. I like it. mirc
very good plan thanks.
very good plan. thanks
I agree with you
that would be a great plan especially to those people in India who've involved in marketing stuff..