Bài tập Elite Programme 2 về đề tài Brand management essentials phần 3.2 - Tìm hiểu và phân biệt Moments of truth và strategic occasions

1. VS. STRATEGIC
OCCASION
MOMENT OF TRUTH
Assignment 12.2

2. MOMENT OF TRUTH
Moments when consumers contact with the brand and either form or change
perceptions, attitude, unconscious behavior toward the brand
• Understand category and consumer truths
• Create positive experiences, or improve negative ones in each stage of
consumer journey
• Increase brand love and using (penetration, consumption, frequency)
WHAT?
WHY?
WHICH?
ZMOT FMOT SMOT UMOT

3. MOMENT OF TRUTH
Zero MOT First MOT Second MOT Ultimate MOT
Experiences when
searching
Unmet needs arise hence
consumers collect
information related to
products/services
Experiences when
purchasing
Experiences when
using
Experiences when
sharing
Consumers form
perceptions by learning
product/service among
others at POPs
Consumers form and
change attitude/
behaviors through
practical experiences
Consumers review and
introduce brand’s
experiences to
surrounding people
ATL activities: Advertising,
PR, sponsorships, SEO,
Adword, Word of
mounth...
BTL activities: POSM,
activaction, produc +
price + pack, sampling,
consumer promotion...
CRM CRM

4. VS. STRATEGIC OCCASION
Moment of truth Strategic occasion
Moments when consumers contact with the brand
and either form or change perceptions, attitude,
unconscious behavior toward the brand
Occasions with particular context when consumers
have need for brand to service and own
Linked to all products in category Linked to particular brand
Focus mainly on rational benefits Focus more on emotional benefits
Apply from searching to sharing (4 phases) Apply mostly in using phase (SMOT)
To improve experiences To create demand
Why do consumers choose carbonated soft drinks
for the meal, instead of other kinds of beverage
(Water, milk and dairy-based beverages, juice drinks,
coffee, tea, sport bevarage, energy drinks, alcoholic
beverages)?
Why should consumers choose 7Up for seafood
meal and Coke for the break but not vice versca?