Packagingthe first step in Brand

Buildingby Hansel D’Souza

www.hma.in

The Buying Process

• The five senses, our windows to the world

• We process info using the S-R Model

• We receive stimuli, process and respond or store in memory

• Greater the sensory involvement, greater the chances of being bought

• People looking for solutions

• No smell, touch, taste, sound

• Only visual stimulus

• Visual is most important at ZMOT

1st Encounter – ZMOT (Zero Moment of Truth)

Source: ZMOT: Winning the Zero Moment of Truth www.zeromomentoftruth.com

• Product encounter• See and touch• Visual is extremely

important at this stage

• The “swayamvar” moment (moment of acceptance)

Source: Proctor & Gamble (P&G)

2nd Encounter- FMOT(First Moment of Truth)

• Consuming experience• Relationship

consummated• See, smell, hear,

touch, taste• The quality of the

experience decides repurchase• Brand loyalty is

formed

Source: Proctor & Gamble (P&G)

3rd Encounter - SMOT (Second Moment of Truth)

• Shared experience

• Brand propagation

• Advocate for the brand

• Mass adoption through influence

Source: What's the Future of Business: Changing the Way Businesses Create Experiences by Brian Solis

4th Encounter - UMOT (Ultimate Moment of Truth)

the first impressionPackaging makes

and most oftenthe last