58 Positioning

---
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; viet cau slogan / headline poster hai lop thi dung skill 74-copy-hai-lop; 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: 1.0.2
  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
  - 74-copy-hai-lop
---

# 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