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[VIET CHINH]

Agenda

Moment of truth

or

What is it?

tCMoN is a moment when a specific need of consumer is

intensified and this occurs periodically or reflex to some

condition.

Note: Need means both need or want

Factors that make up tCMoN

It’s a moment created by the consumer experiencing something over and over again,

very difficult to be created by a brand

At that moment one specific need of consumer is intensified and its importance

overwhelms other needs in consumer mind.

This specific need can only be satisfied by a specific function or emotional support,

only a small number or only one brand or product can satisfy this need

The moment reoccurs again and again either periodically, when some conditions are

met or both

tCMoN belongs to a category not a product or brand

Side note on intensified need

What is intensified need?

There are many needs belong to a category that present at the same moment. The

intensified need is a need that might or might not exist outside that moment but in that

moment its importance or sense of emergency is higher than other.

How to clarify the scale of importance or sense of emergency?

tCMoN is only a moment and in that moment we can see what is the prioritized action or top

of mind desire . They represent importance and sense of emergency.

From those action or desire we can trace back to what need they originated from.

Role of tCMoN

The product or brand that can satisfied the moment specific needs is the strongest in

consumer mind

By the notice of the moment and know the right intensified need brand can communicate

or create new product to own that moment

Winning tCMoNs could lead to winning category (transforming the category)

A new product can revolve around solving only one tCMoN existing in category

Can you make it clearer?

Yes! Yes, I can!

Why meal time is a tCMoN to cocacola but only a strategic occasion to pepsi? Though

both are carbonate drink, Cocacola address the need of happiness in a meal while

Pepsi address refreshment.

During meal time (with friends or family), the need of happy moment is intensified

while the need for refreshment is almost the same as any other moment

tCMoN is about finding out the reoccurring moment and

pointing out the intensified need

The need can be functional or emotional

Can you make it clearer?

Yes! Yes, I can!

On a sunny and hot day, the need for a drink to refresh yourself is indeedintensified but that’s not a tCMoN since most beverage can satisfy that needwithout having some specific functions.

For example, when you eat something hot, it burns your tongue, at thatmoment you want some drink that can cure your tongue. That would be atCMoN since only the specific function of treating burnt tongue can satisfy.

Now in the 1st example, if we point out a different need that is “lower bodytemperature” then it becomes a tCMoN since now there is a specific functionrequired.

Periodically: tCMoN happens hourly, daily, monthly, yearly, every 4 days etc.

At night, young people may find it difficult to sleep early due to their biological clock expanding awakehours even though they know they want to sleep. Then the tCMoN would be occurring every night and theneed is to be able to sleep the moment their head hit the pillow in the category of drink (water that helpyou sleep, not as strong as sleeping pill) or candle (sleepy aroma)

Women putting on makeup in the morning isn’t tCMoN but reapplying makeup is since the longlastingmakeup is a specific function not all product in category have.

On conditions: tCMoN happens when some conditions are met.

After playing sport, the need for deodorant arise but it’s not a tCMoN, the need to stop the sweatingafterward is. This tCMoN occur only when condition play sport is met. Moment after playing sport – Need tostop further sweating – Deodorant

Under the rain the hair gel or wax get washed away, causing hair to fall out of style and the dripping waterthat may hit the eyes contain chemical that burns. The need for hair not to fall out of style is more intensethan the later. Moment of rain – Need wax or gel to not be washed away – Hair Gel or wax.

Both or not fixed at one type

Cocacola meal time may sometimes occur daily, or 3 times a day or a few time a week when condition ofeating with others is met

Can you make it clearer?

Yes! Yes, I can!

tCMoN isn’t EVERLASTING.

A Moment – Need – Category can stop being a tCMoN when:

The moment stop happening or the frequency becomes too small for consumers

The need lost its importance in consumer mind

The need become popular known and satisfy by a lot of products ( Moment while in an air-conditioned room – erase the smell in the closed room – air-conditioner used to be atCMoN until most air-conditioner now a day have erasing smell function)

The Specific need with specific function to satisfy become a new category (perfume wasfor making you smelled better than tCMoN of moment when you stink – erase the badsmell – perfume appear then perfume branched out into deodorant and the tCMoNdisappear)

…

At the same time tCMoN can be created anew through changing in consumerbehavior, consumer thought, consumer perception, market, society, technology etc.

Can you make it clearer?

Yes! Yes, I can!

How to find tCMoN?

Identify consumer

Understand category

Look into every moment the consumer use, prepare to use, experience using

products in category

Finding out which moments reoccur

Dig into those moment to find if there is an intensified need

Find out if that intensified need can only be satisfy by a function or emotional

support only a small number of only one brand or product possess.