Young Marketers Elite 2

1. MOMENT OF TRUTH
Young Marketers Assignment
VÕ VĂN THI

2. 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

3. 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 MOT
People 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 Everyday
People 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

4. Instinct act or behavior of consumer
FACTORS OF MOT
Negative effect on consumer values
Brand solution
1
2
3

5. 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

6. THANK YOU