First Moment of Truth (FMOT)
First Moment of Truth (FMOT)
The first contact point is a stimulus such as a TV commercial; a mention on a radio station; a magazine Lift-Out; Youtube video; an email; a banner ad etc. The second contact point involves the consumer visiting the store or searching the web to locate the product or service The third contact point is the moment the consumer locates the product either in the store or online. Regardless of whether there is only one brand or a range of brands, the consumer faces the First Moment of Truth.
The buying decision that they make will be influenced by their in-store or online experience.
According to Lecinski, consumers spend seven seconds in front of the shelf before they decide which brand to buy. It’s really important to gain the consumer’s attention at this critical moment.
Once the consumer makes their choice and buys the selected product, that person will go home to start using it. That moment of experience is called the Second Moment of Truth (SMOT), and it will determine the consumer’s brand perception and future buying decisions.
A good usage experience will most likely result in the consumer choosing the same brand when it comes time to upgrade and speak favourably of the product or service in conversation or online reviews. Source: Digital metrics playbook. Measuring your online branding strategies by Enrique Quevedo; Daniel Besquin and Michelle Read
Well I tried this new product because its available everywhere
I tried it because when everyone is going blue here comes a bottle with copper colour label and cap.
I tried,without an iota of doubt because it’s comes from Indias most trusted conglomerate the Tata group.
I tasted it, it’s different,it tasted like it’s raw water from a well. Yet I trust this brand because it’s mentioned in the packaging that it has got goodness of copper. So I belive i am drinking something more pure than other industry leaders in packaged drinking water industry like bisleri, kinley from Coca-Cola and aquafina from PepsiCo
There are chances that consumers may dislike this new taste however If this experiment from tata succeed, then,the competition will follow the same and come up with their own version of copper water. Drinking water in pet bottles tend to taste different after 60 days and I believe Tatas would have tested for any difference in water taste after 60 days. If not the competition will check and find it for them and if there is any difference then the competitors will pump in enough money to their PR agencies to ensure that this is exposed to the consumers.
Let’s wait and watch.
They say it’s all about localisation others may argue it’s survival instincts, for McDonald’s they had to introduce the Mcaloo tikki burger in India to cater to a large veg eating population.
For nestle India Maggi magic Indian masala cubes is a big hit, so they did not want to wait for long to introduce maggi Indian breakfast on a cup.
Maggi has now introduced 2 new popular Indian breakfast meal which includes upma and poha.
For most of us maggi is noodles and this association very strong, the debate remains as to should nestle India launched it under the brand maggi remains to be seen and how consumers react to it, or did brand managers at Nestle India made a mistake only time will tell.
Few of other brands in this category, are MTR, Tiffin to Go.
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Rural India contributes 36% to overall FMCG spends and has historically been growing 3-5% The overall FMCG market clocked a value growth of 7.3% in Q3 of 2019 compared with a 16.2% growth in Q3 of 2018. points faster than urban.
Key factors on rural marketing in Tamilnadu.
These are national brands like ITC, HLL, Britannia, Marico, gsk and Similar….
Then there are state specific players like Cavin care,cholayil group, Lion dates, Rajah, Anil, Aachi, Shakti masala,Manna, A2B, ELITE, NAGA among the long list.
Then there are area specific players like Durga in salem and erode region in Tamil Nadu who has a premium quality, premium pricing and demand is so much so that you need to book one week before by paying full cash advance.
Their price is atleast 15% higher than the national players like ITC and Unilever.
Then There are local players and bulk suppliers. What is otherwise called loose sales. Or unorganised retail.
Other key factors in rural FMCG retail.
“Power of local connect-The people in that area may know the owner or they may have a nostalgic connection with the brand.
Some Companies might not have changed their formula or taste for several years and is still Continuing for eg rkg and kalimark and maybe dashprakash or Dinshaw ice cream.
RKG is a prominent player in South Indian ghee market despite being a flavoured ghee and not cow ghee.
A classical case is that of bovinto from kalimark that have made even multi national like coco cola beverages to introduce their version of a product that is directly competing with bovinto from kalimark and interestingly coco cola named it “colour” highly debatable name for a soft drink as colour is not a good word as far as food is concerned, yet coco cola decided to go ahead with name colour because that is a local slang which consumers of bovinto use to ask for the product “oru colour kotungal” which means get a bottle of colour.
Besides the key factors mentioned above there are few key pointers are
Since there are so many brands that have come and gone so there is always doubts in the mind of shopkeepers if they would get service from such companies as2 always.
So they keep a track on how often the company visit the market and if they are convinced that this company visit every week then the shopkeepers confidence increase and along with this if companies come up with attractive scheme they will definitely take your product.
Service also includes taking back unsold stock replacing it with new and movable stock and a mentality of excellent after sales support is very important for regional players which most national and multinational companies does not offer.
Another important observation is that a whole sales distributor split the SKU of same company and send different sales guys on different days selling the same category of product. For example a biscuit distributor of Britannia biscuit send one sales guy for tiger biscuits and send another sales guy for milk bikis this is done so that the shopkeepers has different person to deal with and different dates for payments and not all is spend on the same agency.
Vehicle branding is another key marketing visibility to the company if the shopkeepers observe your vehicle with your products displayed is moving through that route more often then they will stop your vehicle and ask for your products so even if you run an empty vehicle with your brand and product logo displayed then you can create brand recall and product enquiry.
We just need to understand that unilever is listening to the new young consumer needs and making products that suit them.
This is one such result of an extensive market research that’s concluded that the consumer would love to make tea but using a strainer and then cleaning the tumbler in which tea is made takes more time to clean so here comes this new product that’s not a tea bag but a same product with different principle.
You get a excellent tea just like what is made in the traditional way, yet you need not use a strainer and the tea leaves do not get stuck to the vessel that tea is made thereby making tea more easier and enjoyable process. Retaining the same great taste.
Unilever new product development is the 3 roses tea buds.
Can you imagine an indian company going to italy and selling the best Italian pizza in Italy. Well that’s exactly what dev snacks a kollam based snack food manufacturing company have done in South Indian market.
Become a market leader in several areas of kerala tamilnadu and karnataka including bangalore at a place where local and unorganized players rule the roots.
On discussion with a local retailer it was understood that they have
Give sufficient credit ie bill to bill credit system.
Weekly service and
Excellent return policy, if unsold or if not moving they replace it with other fast moving items remove products 5days before expiry.
Such policies is what makes small companies big.
Good Knight have introduced the all new gold flash mosquito repellent which emit visible smoke every 4 hours and I feel this is an outcome of deep understanding of Indian consumer behaviour psychology who come from mosquito coil memory and despite being well educated they do feel mosquito coil is more effective in eliminating mosquitos.
Can money buy happiness ? Answer is yes. But can more money buy more happiness ? No.
The video below will explain, why more money does not mean more happiness.
Wild and wacky imagination of Nestle japan introducing prawns flavoured kit kat and tuna flavored raspberry kitkat.
We need to see how the market reacts to sea food editon.
I felt this is a classic case of hitting the competitor bang in the middle.
Took the market leader and competitor added your companies strength and added a price advantage and then shouted it out loud.
Plus it’s an edible oil. What more should the buyers ask for.