| name | 58-positioning |
| description | Dung khi can tra loi duoc tai sao khach chon MINH chu khong chon nguoi khac — positioning statement theo Promise + Proof + Path, ma tran khac biet so voi doi thu, category entry points, thap thong diep 3 tang va huong tagline. Kich hoat khi user nhac 'dinh vi thuong hieu', 'positioning', 'USP', 'khac biet voi doi thu', 'tai sao khach chon minh', 'tai dinh vi', 'noi gi de khach nho', 'san pham giong het thi truong'. Khong dung cho — soi doi thu dang lam gi thi dung skill 08-nghien-cuu-doi-thu; giong noi va tu vung khi viet thi dung skill 35-brand-voice; dong goi goi ban thi dung skill 31-offer-design; ke hoach ra mat san pham thi dung skill 59-go-to-market. |
| metadata | {"version":"1.0.1","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:
- San pham/dich vu la gi — khach nhan duoc gi cu the, muc gia, category dang ban?
- 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?
- Doi thu chinh dang dinh vi the nao — message cua ho la gi, diem manh/yeu cua ho?
- 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
- Positioning phai chon. Khong the vua re vua premium vua nhanh. Chon 1 huong chinh, chap nhan bo cac huong con lai.
- Claim phai co proof. Differentiation khong co bang chung chi la khau hieu — khach khong tin, ads khong duyet duoc claim.
- Biet minh KHONG danh cho ai. Xac dinh ro nhom khong phuc vu giup message sac hon va do lang phi ngan sach.
- 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.
- 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" |
