# BRIEF KHACH HANG — MOM & BABY (BIM SUA / TRE EM / DO CHOI)

> **Variant chuyen biet cho:** Bim sua, Sua bot, Do choi tre em, Quan ao tre em, Cham soc me bau, Sau sinh, San pham huu co cho be, Ghe an, Xe day, Xe tap di, Tay tu vi sinh.

---

## HUONG DAN
- Thoi gian: **35-45 phut**
- Gui kem: hinh san pham + bao bi, certificates an toan tre em (CE, CR, BMS)
- **Doi tuong quyet dinh = ME** (chu yeu) — persona phan tich theo me

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten brand | |
| Tagline | |
| Loai san pham | □ Bim □ Sua □ Quan ao □ Do choi □ Ghe an/Xe day □ Cham soc □ Tay tu vi sinh □ Healthy food cho be □ Khac |
| Mo hinh | □ Tu phat trien □ Nhap khau □ OEM □ Dropshipping |
| Made in | |
| Dia chi HQ | |
| Web | |
| Fanpage | |
| Shopee | |
| TikTok Shop | |

### A2. Doi ngu
| Vi tri | So luong |
|--------|---------|
| Founder (chu yeu la me bim) | |
| Bac si nhi/Chuyen gia me bim | |
| QC/Audit nha cung cap | |
| Marketing | |

### A3. Cau chuyen brand
> *Tai sao mo brand? Founder co la me bim khong? Co cau chuyen ca nhan ve cham soc con khong?*

```
[Dien]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| An toan tre em | (CE/CR cert) |
| Khong hoa chat doc hai | |
| Test lam sang | |
| Origin | |

---

## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Pho thong (san pham 100-300K)
- [ ] Trung cap (300-700K)
- [ ] Cao cap (700K-2tr)
- [ ] Premium (2-5tr)
- [ ] Luxury (5tr+)

### B2. Danh muc
| Danh muc | So SKU | Khoang gia | Chu luc? |
|----------|--------|-----------|---------|
| | | | |
| | | | |
| | | | |

### B3. Bestseller
| Ten SP | Loai | Gia | DT/thang |
|--------|------|-----|----------|
| | | | |
| | | | |
| | | | |

### B4. Gioi tinh / Do tuoi cu the
| Loai SP | Tu thang/tuoi | Den thang/tuoi |
|---------|--------------|---------------|
| | | |
| | | |

### B5. Combo / Gift set
| Combo | Bao gom | Gia |
|-------|---------|-----|
| Combo so sinh | | |
| Combo 0-12 thang | | |
| Combo gift sinh nhat | | |

### B6. Certificates (CRITICAL cho Mom & Baby)
- [ ] **CE** (Europe safety)
- [ ] **CR** (China children safety)
- [ ] **CPSC** (US Consumer Product Safety)
- [ ] **EN71** (Europe toy safety)
- [ ] **ASTM F963** (US toy safety)
- [ ] **OEKO-TEX** (textile)
- [ ] **VSAT-TP** (cho food/sua)
- [ ] **Cong bo san pham** (Bo Y Te)
- [ ] **BMS** (Bo Khoa Hoc)

### B7. Kenh ban
| Kenh | Co? | % DT |
|------|-----|------|
| Web rieng | □ Co | |
| Shopee | □ Co | |
| TikTok Shop | □ Co | |
| Lazada | □ Co | |
| Concung, Bibo Mart, Avakids... | □ Co □ Khong | |
| Cua hang me bim offline | □ Co □ Khong | |

### B8. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG (ME BIM la chu yeu)

### C1. Doi tuong me bim
- [ ] **Me sap sinh** (truoc sinh)
- [ ] **Me bim sua 0-6 thang** (so sinh)
- [ ] **Me bim 6-12 thang** (an dam)
- [ ] **Me con 1-3 tuoi** (tap di, tap noi)
- [ ] **Me con 3-6 tuoi** (mau giao)
- [ ] **Me con tieu hoc 6-12** (do dung hoc tap)

### C2. Phan loai me
- [ ] **Me lan dau (first-time)** — lo lang, can tu van nhieu
- [ ] **Me kinh nghiem (>= 2 con)** — biet ro san pham can
- [ ] **Me bim full-time** — co thoi gian research
- [ ] **Me di lam** — uu tien tien dung
- [ ] **Me trinh do cao** — quan tam clean/organic
- [ ] **Me trinh do thong thuong** — uu tien gia

### C3. Thu nhap gia dinh
- [ ] Duoi 15tr/thang
- [ ] 15-30tr
- [ ] 30-60tr
- [ ] 60tr+

### C4. Insight me bim quan trong
> *Me bim VN co dac thu rat rieng — can hieu sau.*

| Insight | Mo ta |
|---------|-------|
| Lo lang nhat ve gi? | (VD: An toan, di ung, hieu qua...) |
| Tin tuong ai nhat? | (VD: Bac si, me khac, ban than, KOC me bim...) |
| Kenh tin cay nhat? | (VD: Group facebook, tu van bac si, IG...) |
| Tieu chi quyet dinh chinh? | |

### C5. Persona
> *VD: "Chi Ngoc, 30 tuoi, me bim full-time, co 1 be 8 thang, song quan A, chong lam IT thu nhap 25tr, chi 5tr/thang cho be, follow 20+ tai khoan me bim KOC, mua qua group Facebook + Shopee + Concung, uu tien clean beauty va certified organic, ngan vi du an 3-7 ngay..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Me lam gi |
|------|-----------|
| 1. Trigger | (Phat hien con can SP, sap sinh, doi do cu...) |
| 2. Research | (Group Facebook me bim, hoi me khac, search Google) |
| 3. So sanh | (3-5 brand, doc kich review, check certificates) |
| 4. Quyet dinh | (Hoi inbox, xem livestream, check voucher) |
| 5. Mua thu | |
| 6. Quay lai | (Loyal cao neu uy tin) |

### C7. Touchpoint chinh me bim
- [ ] Group Facebook me bim
- [ ] Webtretho.com forum
- [ ] IG/TikTok me bim KOC
- [ ] Bac si nhi tu van
- [ ] Concung, Bibo, Avakids store
- [ ] Que/Doi noi gioi thieu

---

## PHAN D — CANH TRANH

### D1. Doi thu truc tiep
| Brand | Niche | Gia | Diem manh | Diem yeu |
|-------|-------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Brand quoc te lon canh tranh
| Brand | Anh huong (Pampers, Huggies, Pigeon...) | Brand minh khac biet |
|-------|---------------------------------------|---------------------|
| | | |
| | | |

### D3. Brand muon nho den nhu the nao?
> *VD: "Bim Han noi tieng cho me bim VN" / "Brand huu co cho me lo lang an toan"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Premium imported** (nhap khau cao cap)
- [ ] **Local quality** (Made in VN, gia tot, an toan)
- [ ] **Organic / Clean** (huu co, khong hoa chat)
- [ ] **Specialist** (chuyen 1 problem nhu da nhay cam, di ung)
- [ ] **Convenient / Subscribe** (subscription box)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch san pham moi
- [ ] Push gift box dip Tet/le
- [ ] Push subscription (loyal program)
- [ ] Mo rong dong san pham (them tuoi/loai)
- [ ] Build community me bim
- [ ] Sale event sieu sale

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| Doanh thu thang | ............ trieu |
| AOV | ............ |
| Conversion rate | ............ % |
| Repeat purchase rate (CRITICAL me bim) | ............ % |
| Reviews 5 sao | ............ |
| Subscriber moi | ............ |
| ROAS | ............ x |

### E3. Mua peak
- [ ] Truoc Tet (mua sam Tet)
- [ ] Quoc te thieu nhi 1/6
- [ ] Trung Thu 8-9
- [ ] Black Friday / Sieu sale
- [ ] Mua giao mua (do giu am, kem chong nang...)

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 20tr
- [ ] 20-50tr
- [ ] 50-150tr
- [ ] Tren 150tr

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads | |
| TikTok Shop Ads + Shopee Ads | |
| KOC me bim (volume cao) | |
| KOL bac si nhi (uy tin) | |
| Live Commerce | |
| Group Facebook me bim seeding | |
| Photoshoot + Video | |
| Subscription program | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch SP | |
| Mua peak | |
| Sale event | |
| Ket thuc uu dai | |

---

## PHAN G — NGUON LUC

### G1. Doi ngu
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content (kien thuc me bim) | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Photographer (hinh be + me) | □ Co □ Khong |
| Quay video | □ Co □ Khong |
| Quan ly platform | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand identity | □ Co □ Khong |
| Hinh san pham + lifestyle (me + be) | □ Co □ Khong |
| Studio rieng | □ Co □ Khong |
| Mau test cho KOC me bim | □ Co □ Khong |

### G3. Founder co lam content?
> *Founder me bim = trust max cho me khac.*

- [ ] Co — founder me bim san sang chia se
- [ ] Khong — can KOC/KOL ben ngoai

### G4. Co chuyen gia/bac si nhi hop tac?
- [ ] Co bac si nhi tu van tren video
- [ ] Co chuyen gia me bim hop tac
- [ ] Khong — chi co founder

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow |
|------|-----|------|--------|
| Facebook (chu yeu cho me bim) | □ Co □ Chua | | |
| Instagram | □ Co □ Chua | | |
| TikTok | □ Co □ Chua | | |
| TikTok Shop | □ Co □ Chua | | |
| Shopee | □ Co □ Chua | | rating: |
| Web rieng | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Group Facebook me bim cua brand | □ Co □ Chua | | |

### H2. Database
- Customers: ............
- Repeat: ............
- Email/Zalo: ............
- Group members: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Warm / Caring** (chu yeu)
- [ ] **Trust / Professional**
- [ ] **Cute / Playful** (tre em)
- [ ] **Minimal / Modern**
- [ ] **Premium / International**
- [ ] **Educational** (kien thuc cham con)

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam (CRITICAL cho me bim)
- [ ] **Khong claim "tot nhat"** (Bo Y Te cam)
- [ ] **Khong claim "tang chi so IQ"** neu chua co clinical
- [ ] **Khong so sanh truc tiep** voi sua me (cho sua bot)
- [ ] **Khong dung anh tre em chua xin phep** phu huynh
- [ ] **Khong fake clinical proof**
- [ ] **Khong dung kich thich/lo lang me** kieu negative

### I4. Compliance
- [ ] Tat ca certificates cong bo
- [ ] Tuan thu Luat quang cao thuc pham cho tre em (cho sua, food)
- [ ] Khong quang cao sua thay the sua me cho be < 24 thang (Bo Y Te cam)

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar (theo do tuoi/giai doan be)
- [ ] Performance Plan
- [ ] Live Commerce strategy
- [ ] Group Facebook strategy

### J2. Creative
- [ ] Photoshoot product + lifestyle me-be (50+ hinh)
- [ ] Video gioi thieu san pham
- [ ] 30+ TikTok content (review, tip, BTS)
- [ ] Series video bac si nhi/chuyen gia
- [ ] Series UGC me bim that
- [ ] Bao bi/Gift box thiet ke
- [ ] Email + Zalo template
- [ ] Landing page

### J3. Van hanh
- [ ] Setup + chay Meta Ads (cau hinh dac biet me bim)
- [ ] Setup + chay TikTok Ads + TikTok Shop Ads
- [ ] Setup Shopee Ads + voucher
- [ ] Booking 30-50 KOC me bim (volume cao)
- [ ] Booking 1-2 KOL bac si nhi/chuyen gia
- [ ] Live Commerce 3-5 buoi/tuan
- [ ] Group Facebook me bim seeding
- [ ] Subscription program setup

### J4. Hop tac
- [ ] Project (launch)
- [ ] Retainer 12 thang

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo + brand
- [ ] Hinh san pham + bao bi
- [ ] Certificates day du
- [ ] Bang gia + chiet khau
- [ ] Cong bo san pham
- [ ] Clinical proof (neu co)

### K2. Cau hoi
```
[Dien]
```

### K3. Thong tin khac
> *Hop tac voi BV/phong kham, cam ket bao mat thong tin be...*

```
[Dien]
```

---

## XAC NHAN

**Nguoi dien:** ............................
**Ngay:** ......./......./..........

**Cam ket:**
- [ ] Da dien day du
- [ ] San pham co certificates an toan tre em
- [ ] Phan hoi 48h

**Han nop:** ......./......./..........

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## NEXT STEPS

1. 24h: Review brief
2. 48h: Hop ve dinh vi + compliance
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2 (qua duyet bac si)
5. 10-14 ngay: San xuat
6. Launch

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**Team Marketing — Agency**
