/58-positioning

name: 58-positioning
description: "Xac dinh dinh vi san pham / thuong hieu: positioning statement theo cong thuc Promise + Proof + Path, ma tran khac biet hoa vs doi thu, category entry points, message hierarchy va huong tagline. Dung khi nhac 'dinh vi', 'positioning', 'khac biet voi doi thu', 'tai sao khach chon minh', 'USP', 'tai dinh vi'."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
triggers:
  - "dinh vi san pham"
  - "positioning"
  - "positioning statement"
  - "khac biet voi doi thu"
  - "tai sao khach chon minh"
  - "USP"
  - "tai dinh vi"
  - "message thuong hieu"
  - "brand positioning"
output: "File .md — positioning statement (Promise + Proof + Path), differentiation matrix, category entry points, message hierarchy 3 tang, huong tagline"
related:
  - 08-nghien-cuu-doi-thu
  - 09-insight-khach-hang
  - 31-offer-design
  - 59-go-to-market
  - 02-brief-chien-dich
  - 35-brand-voice

Positioning — Dinh Vi San Pham / Thuong Hieu

> Positioning khong phai tagline dep — la quyet dinh ro rang: minh phuc vu ai, giai quyet gi, tot hon ai. Positioning ro → content co angle, ads co hook, team biet noi gi. Positioning mo → moi thu chung chung. Goi `08-nghien-cuu-doi-thu` va `09-insight-khach-hang` truoc neu chua co data doi thu va insight khach.

Thu thap thong tin

Doc `.agents/product-marketing-context.md` va Brand Hub neu co. Neu thieu, hoi toi da 4 cau:

1. **San pham/dich vu la gi** — khach nhan duoc gi cu the, muc gia, category dang ban? 2. **Khach hien tai la ai, mua vi ly do gi** (hoi that, khong doan)? Ho thuong noi gi khi gioi thieu minh cho nguoi khac? 3. **Doi thu chinh dang dinh vi the nao** — message cua ho la gi, diem manh/yeu cua ho? 4. **Diem nao minh that su tot hon doi thu** (co bang chung)? Diem nao dang kem hon (de tranh dinh vi vao diem yeu)?

Nguyen tac

1. **Positioning phai chon.** Khong the vua re vua premium vua nhanh. Chon 1 huong chinh, chap nhan bo cac huong con lai. 2. **Claim phai co proof.** Differentiation khong co bang chung chi la khau hieu — khach khong tin, ads khong duyet duoc claim. 3. **Biet minh KHONG danh cho ai.** Xac dinh ro nhom khong phuc vu giup message sac hon va do lang phi ngan sach. 4. **Positioning on dinh, messaging linh hoat.** Review positioning moi 6 thang (thi truong va doi thu thay doi); messaging cu the co the doi theo campaign — positioning thi khong doi hang thang. 5. **Tinh nang → Gia tri → Thong diep.** Khong ban tinh nang ("phan mem co dashboard real-time"), chuyen thanh gia tri ("biet ngay hom nay loi hay lo") roi thanh thong diep cham cam xuc ("dung doi cuoi thang moi biet minh dang thua lo").

Quy trinh

Buoc 1 — Chon chien luoc dinh vi

6 huong dinh vi pho bien — chon 1 huong chinh phu hop voi diem manh that:

| Chien luoc | Mo ta | Vi du huong message | |-----------|-------|---------------------| | Theo thuoc tinh | Noi bat 1 dac diem | "Khoa hoc marketing thuc chien nhat" | | Theo gia & chat luong | Premium hoac value-for-money | "Chat luong cao voi gia hop ly" | | Theo muc dich su dung | Dung trong hoan canh cu the | "Danh rieng cho SME & Startup" | | Theo nguoi dung | Nham vao 1 tep cu the | "Danh cho Marketing Manager tai SME" | | Theo phan khuc san pham | Category leader | "Nen tang dau tien tai Viet Nam ve..." | | Theo doi thu | Khac biet so voi doi thu | "Khong phai ly thuyet — la ke hoach that" |

Dinh nghia category cua minh: du hep de thang, du rong de co market.

Buoc 2 — Viet positioning statement

Hai lop, dung ca hai:

**Lop 1 — Statement day du (noi bo, dung cho moi brief):**

Danh cho [target audience] — nhung nguoi [pain/desire cu the],
[ten thuong hieu/san pham] la [category]
giup ho [core outcome]
khac voi [doi thu hoac alternative] o cho [differentiator that su].

**Lop 2 — Promise + Proof + Path (dung cho content, sales, landing page):**

| Thanh phan | Cau hoi | Vi du (clinic da lieu) | |-----------|---------|------------------------| | Promise (hua gi) | Cam ket gi dua tren insight khach? | "Giup ban hieu chinh xac lan da truoc khi ton tien sai cach" — khong phai "lam dep hieu qua" | | Proof (chung minh bang) | Bang chung nao cho thay hua that? | Case study anh truoc/sau that, chuyen gia co chung chi, review 5 sao, gia ro rang khong an phi | | Path (dan duong the nao) | Khach trai qua nhung buoc gi de nhan promise? | 1. Soi da mien phi → 2. Phac do ro rang → 3. Dieu tri theo phac do → 4. Ket qua sau 8 tuan |

Promise sai neu chung chung; Path sai neu khach khong hinh dung duoc buoc tiep theo.

Buoc 3 — Differentiation matrix vs doi thu

Lay data tu `08-nghien-cuu-doi-thu`, dien ma tran:

| Doi thu / Alternative | Positioning cua ho | Diem manh | Diem yeu | Minh khac gi (co proof) | |----------------------|--------------------|-----------|----------|-------------------------| | Doi thu A | | | | | | Doi thu B | | | | | | Alternative (khach tu lam / khong lam gi) | | | | |

Sau do chot **3 differentiator that su** — moi cai gom Claim + Proof:

| # | Claim | Proof / Reason to believe | |---|-------|---------------------------| | 1 | | | | 2 | | | | 3 | | |

Primary differentiator: 1 cau — day la thu moi content va ads se phan anh.

Khoang trang thi truong (dieu chua ai lam tot): ghi ro de khai thac.

Buoc 4 — Category entry points

Category entry points = nhung tinh huong khach nho den category va bat dau tim giai phap. Dinh vi manh = duoc nho dau tien trong cac tinh huong nay.

| Tinh huong khach gap (trigger) | Khach dang nghi gi / tim gi | Minh muon duoc nho nhu the nao | Content/kenh phuc vu | |-------------------------------|------------------------------|-------------------------------|----------------------| | [VD: da noi mun truoc su kien lon] | [can xu ly nhanh, so bi lua] | [noi minh bach, chan doan truoc] | [video chan doan, search] | | [VD: cuoi thang khong biet loi lo] | | | | | [VD: doi thu tang gia / lam khach that vong] | | | |

Chon 2-3 entry point uu tien — map vao 5 nac thang nhu cau: chua nhan ra van de (educate — dat ten