/00-ke-hoach-mkt

name: 00-ke-hoach-mkt
description: "Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich."
argument-hint: "<sản phẩm + objective + target user>"
metadata:
  version: 2.0.1
  category: strategy
triggers:
  - "lap ke hoach marketing"
  - "fullstack marketing plan"
  - "chien luoc marketing"
  - "ke hoach trien khai"
  - "ke hoach content"
  - "performance plan"
  - "phan bo ngan sach"
  - "ke hoach kenh"
  - "GTM"
  - "launch san pham"
  - "ke hoach campaign"
output: File .md hoan chinh gom 7 phan — Strategy, SAVE Framework, Content Plan, Channel & Budget, Performance KPI, Risk Matrix, Timeline
related:
  - 08-nghien-cuu-doi-thu
  - 09-insight-khach-hang
  - 10-tinh-kpi-nguoc
  - 01-lich-noi-dung
  - 02-brief-chien-dich
  - 03-danh-gia-hieu-suat

Ke Hoach Fullstack Marketing

> Master skill — goi 08-nghien-cuu-doi-thu, 09-insight-khach-hang, 10-tinh-kpi-nguoc truoc khi xuat output.

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Thu thap thong tin

Hoi user toi da 4 cau truoc khi bat dau:

1. **San pham / dich vu gi?** Mo ta ngan gon, diem khac biet chinh, muc gia. 2. **Khach hang muc tieu la ai?** Do tuoi, gioi tinh, khu vuc, hanh vi, noi dau lon nhat. 3. **Muc tieu va ngan sach?** Doanh thu muc tieu/thang, ngan sach marketing (ads + content + nhan su), thoi gian chien dich. 4. **Giai doan hien tai?** Launch moi / Growth / Mature? Da co kenh nao dang chay? Data hien co (follower, email list, data khach cu)?

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Phan 1 — Chien luoc tong the

1.1 Tom tat tinh hinh

| Hang muc | Noi dung | |----------|----------| | San pham / Dich vu | [ten + USP] | | Thi truong | [dia ly + quy mo] | | Giai doan | Launch / Growth / Mature | | Thoi gian ke hoach | [so thang] | | Ngan sach tong | [so tien] |

1.2 Phan tich SWOT

| | Tich cuc | Tieu cuc | |---|---------|---------| | **Noi bo** | Strengths: [liet ke] | Weaknesses: [liet ke] | | **Ben ngoai** | Opportunities: [liet ke] | Threats: [liet ke] |

1.3 Competitive Moat Analysis

> Goi skill `08-nghien-cuu-doi-thu` de co du lieu day du.

| Doi thu | Kenh manh | Diem yeu khai thac | Moat cua ho | Moat cua minh | |---------|-----------|--------------------|--------------| --------------| | [Doi thu 1] | | | | | | [Doi thu 2] | | | | | | [Doi thu 3] | | | | |

**Loai moat can xay:**

• Brand trust (nhan dien + do tin cay)
• Content depth (noi dung chuyen sau doi thu khong lam)
• Community lock-in (cong dong khach hang trung thanh)
• Data advantage (hieu khach hon doi thu)
• Distribution (nhieu kenh phan phoi hon)

1.4 Customer Insight

> Goi skill `09-insight-khach-hang` de xac dinh insight chinh.

| Yeu to | Mo ta | |--------|-------| | Noi dau lon nhat | [mieu ta cu the] | | Mong muon tham kin | [dieu ho thuc su muon nhung chua noi ra] | | Rao can mua hang | [ly do ho chua mua] | | Trigger mua hang | [tinh huong khien ho san sang chi tien] | | Kenh ho tin tuong | [nguoi/kenh nao anh huong quyet dinh] |

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Phan 2 — SAVE Framework

> Thay the 4P truyen thong. Phu hop hon cho dich vu va san pham so.

2.1 Solution (Giai phap — thay vi Product)

| Cau hoi | Tra loi | |---------|---------| | Khach hang dang gap van de gi? | [noi dau cu the] | | San pham giai quyet nhu the nao? | [co che giai quyet] | | Ket qua ho nhan duoc la gi? | [outcome cu the, do duoc] | | Trong bao lau ho thay ket qua? | [timeline ky vong] |

2.2 Access (Tiep can — thay vi Place)

| Kenh | Vai tro | Uu tien | |------|---------|---------| | [Kenh 1] | TOFU — thu hut | Cao / Trung binh / Thap | | [Kenh 2] | MOFU — nurture | | | [Kenh 3] | BOFU — chuyen doi | | | [Kenh 4] | Retention — giu chan | |

> Tham khao `references/channel-system.md` de chon kenh phu hop.

2.3 Value (Gia tri — thay vi Price)

| Hang muc | Chi tiet | |----------|----------| | Gia san pham / dich vu | [muc gia] | | Gia tri khach nhan duoc | [dinh luong: tiet kiem X, tang Y] | | Ti le gia tri / gia | [bao nhieu lan] | | So sanh voi doi thu | [re hon / dat hon — ly do] | | Pricing psychology | [anchor, bundle, tier, free trial] |

2.4 Education (Giao duc — thay vi Promotion)

| Giai doan | Noi dung giao duc | Muc dich | |-----------|-------------------|----------| | Chua biet van de | Content noi dau, awareness | De ho nhan ra van de | | Biet van de, chua biet giai phap | How-to, so sanh phuong phap | De ho hieu cac lua chon | | Biet giai phap, chua chon | Case study, testimonial, demo | De ho tin tuong minh | | Da chon, chua hanh dong | Offer, khan cap, social proof | De ho hanh dong ngay |

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Phan 3 — Ke hoach noi dung

3.1 Content Pillar

| Pillar | Ti le | Muc dich | Vi du | |--------|-------|----------|-------| | Giao duc (Education) | 35% | Xay trust, SEO | How-to, tips, giai thich | | Cam hung (Inspiration) | 25% | Engagement, viral | Case study, truoc/sau, story | | Giai tri (Entertainment) | 20% | Reach, follower | Trend, POV, behind scenes | | Ban hang (Selling) | 15% | Chuyen doi | Offer, deal, CTA truc tiep | | Cong dong (Community) | 5% | Retention | Q&A, poll, user spotlight |

3.2 Funnel Distribution

| Tang pheu | Ti le noi dung | Goc do chinh | KPI | |-----------|---------------|--------------|-----| | TOFU (Nhan biet) | 40% | Cham noi dau, giai tri, giao duc | View, reach, follower | | MOFU (Can nhac) | 35% | Bang chung, chuyen gia, quy trinh | Engagement, save, click | | BOFU (Chuyen doi) | 15% | Offer, khan cap, retarget | Mess, lead, don hang | | Retention | 10% | Gia tri VIP, referral | Re-purchase, LTV |

> Tham khao `references/content-angles.md` de chon goc do c