---
name: minhnv0807/58-positioning
source: https://app.decimal.ai/s/minhnv0807-58-positioning@2/SKILL.md
source_sha256: 4d6fcc92ca65
---

# 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 van de) → nhan ra nhung dong luc chua du (agitate) → muon giai quyet chua chon giai phap (compare — khac biet hoa) → biet ro van de & giai phap (close — offer).

### Buoc 5 — Message hierarchy + huong tagline

| Level | Dung o dau | Noi dung |
|-------|-----------|----------|
| Level 1 — Core message | Headline, hook ads | Ngan nhat co the — benefit lon nhat, audience ro nhat |
| Level 2 — Supporting messages | Body copy, landing page | 2A proof/social proof · 2B differentiation · 2C objection handling |
| Level 3 — Proof points | Testimonial, case study | So lieu cu the, quote that cua khach, ket qua khach dat duoc |

Huong tagline: 3-5 phuong an, moi phuong an 5-8 tu, bam vao primary differentiator hoac promise. Ghi ro huong nao de test — tagline chot sau khi test message voi khach that, khong chot trong phong hop.

### Buoc 6 — Validation

- Doc statement cho 1 nguoi khong biet gi ve san pham — ho co hieu ngay khong?
- Moi claim co proof di kem chua?
- Team sales/content doc xong co noi cung 1 message khong?
- Kiem tra nhanh 1 phut: dien duoc cau "[San pham] giup [nhom khach cu the] [ket qua do duoc] bang cach [co che khac biet]" → dinh vi dung huong.

## Cau truc ket qua

Ten file: `positioning-[ten-san-pham]-[YYYYMMDD].md`

```markdown
# Positioning — [Ten thuong hieu / san pham]

## 1. Positioning statement
- Statement day du: "Danh cho... la... giup... khac voi... o cho..."
- Promise: | Proof: | Path (cac buoc):

## 2. Target segmentation
| Segment | Mo ta | Pain chinh | Desire chinh | Priority |
| Primary / Secondary / Tertiary |
- Nguoi minh KHONG danh cho:

## 3. Differentiation matrix
| Doi thu | Positioning cua ho | Diem manh | Diem yeu | Minh khac gi |
- 3 differentiators (Claim + Proof):
- Primary differentiator (1 cau):
- Khoang trang thi truong:

## 4. Category entry points
| Tinh huong trigger | Khach nghi gi | Minh muon duoc nho the nao | Content/kenh |

## 5. Message hierarchy
- Level 1 core message:
- Level 2 supporting (proof / differentiation / objection):
- Level 3 proof points:

## 6. Huong tagline
| # | Phuong an (5-8 tu) | Bam vao differentiator nao | Ghi chu test |

## 7. Positioning map
[2 truc phu hop nganh — vi tri minh vs doi thu — khoang trong]

## 8. Ke hoach ap dung
| Noi ap dung | Can update gi | Owner | Deadline |
| Ads / Landing page / Content pillar / Sales script / Brand Hub |
```

## Positioning map

Chon 2 truc phu hop nganh (gia x chat luong cam nhan; chuyen mon x gan gui; premium x binh dan; trust x giai tri). Doc map: goc dong doi thu = vung canh tranh khoc liet; goc trong = khoang trong co the chiem — nhung phai kiem tra khoang trong do co demand that khong truoc khi nhay vao.

## Lien ket skill

- `08-nghien-cuu-doi-thu`: chay truoc — cung cap competitive landscape cho Buoc 3.
- `09-insight-khach-hang`: chay truoc — pain/desire/trigger la nguyen lieu cho Promise va entry points.
- `31-offer-design`: chay sau — offer architecture phai align voi positioning (khong dinh vi premium roi ban entry gia re tran lan).
- `59-go-to-market`: dung positioning statement lam message goc cho GTM plan.
- `02-brief-chien-dich`: core message trong brief lay tu message hierarchy Level 1.
- `35-brand-voice`: tone of voice phai phan anh dinh vi.
- `74-copy-hai-lop`: sau khi chot Promise, dung 74 de viet cau slogan / poster hai lop. 58 dung o huong tagline, khong thay 74 viet cau.

## Checklist chat luong

- [ ] Chon dung 1 chien luoc dinh vi chinh — khong tron 3-4 huong
- [ ] Statement day du: target + category + outcome + differentiator
- [ ] Promise dua tren insight khach that, khong phai mong muon noi bo
- [ ] Moi claim co proof — khong co claim suong
- [ ] Co muc "KHONG danh cho ai"
- [ ] Differentiation matrix co it nhat 2 doi thu + 1 alternative
- [ ] Co it nhat 2 category entry points voi trigger cu the
- [ ] Message hierarchy du 3 level, Level 1 ngan gon dung duoc lam hook
- [ ] Huong tagline co 3-5 phuong an va ke hoach test
- [ ] Khong dinh vi vao diem minh dang kem hon doi thu
- [ ] Co ke hoach ap dung: ads, landing, content, sales, Brand Hub cung 1 message