MOMENT OF TRUTHYoung Marketers Assignment

VÕ VĂN THI

MOT is moment in which the instinct act or behavior of consumer could affect negatively to the values of themselves or other stakeholders. Then a brand could benefit from it by giving a wake-up call and the best solution to consumers.

DEFINITION

EXAMPLE

Dirt is Good MOT

Kids need to get dirty to explore the world.But it makes parents become annoying with their shirts.

Brand solution: Let’s kids play, Omo will take care of dirt

Snickers Not yourself when hungry MOTPeople almost transform to another person when they are hungry

Brand solution: Grasp snicker to boost your energy and back to who you are

Porsche Engineered for Magic EverydayPeople do not perceive Porsche sport car is for daily usage because they think it is not convenient.

Brand solution: Launch marketing campaign to show how Porsche car could fit to daily usage

Instinct act or behavior of consumer

FACTORS OF MOT

Negative effect on consumer values

Brand solution

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ROLE OF MOT

MOT is the seed of every business. Based on MOT, brand could find their positioning and their promises to consumer. From that, they could deliver sales target.

BRAND CAMPAIGN IDEAS

BRAND ESSENCES

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