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Young Marketer Exercise – Bui Huong Giang
1. Moment of truth definition:
In marketing, MoT is instance of contact or interaction between a customer and a
company/product/service (through a product, sales force, or visit or personal habit in doing
that a product can enter) that gives the customer an opportunity to form (or change) an
impression about the firm.
It can also be a critical moment or time when consumer behave instinct without clear
awareness or explanation toward their behaviour, similar to personal “un-conscious” habit.
It is also the time customer put in high amount of energy to seek for satisfactory outcome,
Example:
1. First jobber/young working professional wants to purchase mobile phone => Search on
internet for overall information, review, critics, advertising and feature of available
phone
ZMOT (Zero Moment of Truth)
2. In hotel industry, when enter the room, customer wants to check in or take picture on
phone => Seek for wifi immediately.
3. Women “re-make up” at noon causes fear of the beauty will fade away.
Moment of truth.
Type of MoT: There are 4 main types of MoT discovered and developed specifically for FMCG
industry.
ZMOT (Introduced by Google when Internet booms and impacts our living): Is when
consumer starts searching about information of product or get to know/absorb
information from internet, before actual purchase decision is made.
FMOT (Introduced by P&G): is when consumer sees product/brand on purchase store.
This is valuable time when company can convert shopper into buyer.
SMOT (Introduced by P&G): is when consumer feel, taste, use and experience the
product. This MoT supports consumer believe/impression toward brand in which they
have in ZMOT and FMOT.
UMOT: is the shared moment at every step that lead to ZMOT.
2. Moment of truth attribute:
+ Personal habit/ “un conscious”
+ Put high amount of energy to seek for satisfactory
+ High opportunity for brand/product to gain customer impression
3. Role of moment of truth in marketing:
Important opportunity for brand/product to enter in consumer mind
Trigger new opportunity to increase sales, share for brand
Trigger opportunity to enhance marketing activity from: awareness