# BRIEF KHACH HANG — HEALTH SUPPLEMENT / THUC PHAM CHUC NANG / DUOC MY PHAM

> **Variant chuyen biet cho:** Thuc pham chuc nang, Vitamin & Khoang chat, Collagen, Protein/BCAA, Tpbvsk (Thuc pham bao ve suc khoe), Duoc my pham, Nuoc uong tao sac dep, Tra giam can, Detox.
>
> **Khong phu hop voi:** Thuoc dieu tri (dung `03-healthcare-clinic.md`), My pham (dung `09-cosmetics-skincare.md`), F&B thuong (dung `10-fnb-product.md`).
>
> ⚠️ **CANH BAO COMPLIANCE**: Day la nganh CO NHIEU RUI RO PHAP LY NHAT. Tuyet doi khong claim "tri benh", "chua khoi", "dac tri" — chi "ho tro", "bo sung". Phai co giay phep ATTP truoc khi lam marketing.

---

## HUONG DAN
- Thoi gian: **35-45 phut**
- Gui kem: giay phep ATTP, cong bo san pham, COA (Certificate of Analysis), test report
- Compliance review TRUOC KHI lam bat ky noi dung nao

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten brand | |
| Tagline | |
| Loai san pham | □ Vitamin/Khoang chat □ Collagen □ Omega/DHA □ Protein/BCAA □ Tra giam can □ Detox □ Nuoc uong beauty □ Tpbvsk dac thu □ Duoc my pham □ Khac |
| Mo hinh | □ Tu san xuat □ OEM □ Phan phoi chinh hang □ Nhap khau |
| Xuat xu | □ VN □ My □ Han □ Uc □ Nhat □ EU □ Khac |
| Giay phep ATTP | □ Da co □ Dang cho □ Chua co — (DUNG LAM MARKETING KHI CHUA CO) |
| HQ | |
| Web | |
| Fanpage | |
| Shopee | |
| TikTok Shop | |

### A2. Doi ngu
| Vi tri | So luong | Chuyen mon |
|--------|---------|-----------|
| Founder | | |
| Duoc si / Bac si tu van | | |
| R&D / Cong thuc | | |
| QC | | |
| Marketing | | |
| Quan ly platform | | |

### A3. Cau chuyen brand
> *Tu dau co san pham? Pain point ca nhan cua founder? Co bac si/chuyen gia dong hanh?*

```
[Dien]
```

### A4. Cam ket chat luong
| Cam ket | Mo ta |
|---------|-------|
| Thanh phan | (nguon goc, ham luong chinh xac) |
| San xuat | (GMP, ISO 22000, HACCP) |
| Test | (COA moi lo, test doc hai, test vi sinh) |
| Khong phu gia | □ Cam ket □ Co dung trong muc cho phep |
| Nguon goc thanh phan | |

---

## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Binh dan (sp 100-300K)
- [ ] Trung cap (300-700K)
- [ ] Cao cap (700K-2tr)
- [ ] Premium (2tr+)

### B2. Danh muc san pham
| Danh muc | Cong dung HO TRO | So SKU | Khoang gia | Chu luc? |
|----------|-----------------|--------|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

*Luu y: Dien "Cong dung HO TRO" — khong duoc dien "tri", "chua", "dieu tri"*

### B3. Bestseller (top 5)
| STT | Ten SP | Cong dung HO TRO | Gia | DT/thang | % DT |
|----|--------|-----------------|-----|----------|------|
| 1 | | | | | |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |

### B4. Thanh phan doc dao (Active Ingredients)
| Thanh phan | Ham luong | Chung minh khoa hoc | Nguon goc |
|-----------|---------|--------------------|---------| 
| | | □ Co nghien cuu □ Chua | |
| | | □ Co nghien cuu □ Chua | |
| | | □ Co nghien cuu □ Chua | |

### B5. Certificates / Giay phep
- [ ] **Giay phep ATTP (An toan thuc pham)** — BAT BUOC truoc launch
- [ ] **Cong bo chat luong san pham** — BAT BUOC
- [ ] GMP (Good Manufacturing Practice)
- [ ] ISO 22000
- [ ] HACCP
- [ ] FDA (My)
- [ ] TGA (Uc)
- [ ] NSF / USP (My)
- [ ] Halal
- [ ] Vegan certified
- [ ] COA (Certificate of Analysis) moi lo san xuat
- [ ] Khac: ............

### B6. Kenh ban
| Kenh | Co? | % DT |
|------|-----|------|
| Web rieng | □ Co | |
| Shopee | □ Co | □ Mall |
| TikTok Shop | □ Co | |
| Nha thuoc (Pharmacity, Long Chau, An Khang) | □ Co □ Khong | |
| Phong kham / Bac si gioi thieu | □ Co □ Khong | |
| MLM / Agent | □ Co □ Khong | |
| Lazada / Tiki | □ Co □ Khong | |

### B7. Chinh sach
| Muc | Mo ta |
|-----|-------|
| Lieu trinh khuyen dung | |
| AOV trung binh (theo lieu trinh) | |
| Goi mua nhieu giam | |
| Chinh sach dai ly/CTV | |

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

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Nu van phong 22-35** — dep, sang da, giam can
- [ ] **Phu nu 35-50** — chong lao hoa, xuong khop, sinh ly
- [ ] **Nguoi tap the thao / Fitness** — protein, phuc hoi, hieu suat
- [ ] **Gia dinh** — bo sung dinh duong toan gia
- [ ] **Nguoi cao tuoi 50+** — tim mach, xuong khop, tri nho
- [ ] **Nguoi stress / Ban ron** — bo sung, cai thien giac ngu, tang cuong
- [ ] **Me bau/sau sinh** — dinh duong me va be
- [ ] **Nguoi giam can** — giam can, chuyen hoa

### C2. Pain point chinh
- [ ] Mun, lan sang da, nam tan nhang
- [ ] Lao hoa, nep nhan
- [ ] Cao xuong, xuong khop yeu
- [ ] Met moi, thieu ngu, cang thang
- [ ] Giam can, tang co
- [ ] Suc de khang yeu, hay om
- [ ] Tieu hoa kem
- [ ] Sinh ly giam sut

### C3. Muc do hieu biet san pham
- [ ] **Newbie** — lan dau nghe, chua biet gi
- [ ] **Aware** — biet supplement nhung chua dung bao gio
- [ ] **Experienced** — da dung nhieu san pham
- [ ] **Expert/Biohacker** — biet sau ve ingredient, doc label ky

### C4. Thu nhap
- [ ] Duoi 10tr
- [ ] 10-20tr
- [ ] 20-40tr
- [ ] 40tr+

### C5. Persona
> *VD: "Chi Lan, 34 tuoi, nhan vien ngan hang, song quan A, lo ngai da san va lao hoa, chi 800K-1.5tr/thang cho skincare + supplement, mua Shopee + TikTok Shop, theo doi KOL healthy lifestyle, doc ingredient list truoc khi mua, uu tien hang co chung nhan My/Uc..."*

```
[Dien]
```

### C6. Hanh trinh
| Buoc | Khach lam gi |
|------|-------------|
| 1. Nhan ra van de | (Thay da xau hon, met moi, etc.) |
| 2. Tim kiem | (Google "supplement dep da", xem TikTok) |
| 3. Research | (Doc ingredient, tim review, hoi group) |
| 4. Tin tuong | (Xem KOC review, doc chung nhan) |
| 5. Thu lan 1 | (Mua 1 hop nho, dung 2-4 tuan) |
| 6. Thay ket qua | |
| 7. Mua tron lieu trinh | (3-6 thang) |
| 8. Recommend | (Share group, gioi thieu ban be) |

---

## PHAN D — CANH TRANH

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

### D2. Brand nhap khau / Big brand
| Brand | Anh huong | Khac biet cua minh |
|-------|----------|-------------------|
| | | |
| | | |

### D3. Brand muon nho den nhu the nao?
> *VD: "Supplement dep da co bang chung khoa hoc cho phu nu VN" / "Vitamin thieu nhi an toan nhat"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Clinical/Evidence-based** (co nghien cuu, COA, chung nhan)
- [ ] **Natural/Organic** (thanh phan thien nhien, sach)
- [ ] **Premium imported** (hang My/Uc/Nhat nhap chinh hang)
- [ ] **Affordable Vietnamese** (gia tot, chat luong VN)
- [ ] **Specialist** (chi 1 van de, giai quyet sau)
- [ ] **Lifestyle/Beauty** (dep voi the thao, phong cach)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch san pham moi
- [ ] Mo rong line san pham
- [ ] Push platform (TikTok Shop, nha thuoc)
- [ ] Sale event lon
- [ ] Build community/subscription
- [ ] Xay dung authority (khoa hoc, bac si)

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| Doanh thu thang | ............ trieu |
| AOV | ............ |
| % khach mua lieu trinh 3+ thang | ............ % |
| ROAS | ............ x |
| Reviews 5 sao | ............ /thang |
| Repeat purchase rate | ............ % |

### E3. Mua peak
- [ ] Tet (me dep don xuan)
- [ ] 8/3, 20/10
- [ ] Back to school (me bo sung cho con)
- [ ] He (da dep di bien)
- [ ] Cuoi nam (sale, tat nien)
- [ ] 11/11, 12/12

---

## PHAN F — NGAN SACH

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

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Performance Ads (Meta + TikTok) | |
| TikTok Shop Ads + Shopee Ads | |
| KOC beauty/health/fitness (volume cao) | |
| Bac si / Chuyen gia endorsement | |
| Live Commerce | |
| Clinical proof / Nghien cuu content | |
| Email + Zalo nurture (lieu trinh) | |
| Sampling | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Launch SP | |
| Mua le (8/3, Tet...) | |
| Sieu sale | |
| Ket thuc lieu trinh dau (thu KQ) | |

---

## PHAN G — NGUON LUC

### G1. Doi ngu
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content + Caption | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Photographer | □ Co □ Khong |
| Bac si/Duoc si tu van + lam content | □ Co □ Khong |
| Livestreamer | □ Co □ Khong |
| Quan ly Shopee/TikTok Shop | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + brand identity | □ Co □ Khong |
| Hinh san pham chuyen nghiep | □ Co □ Khong |
| Giay phep / Chung nhan day du | □ Co □ Khong |
| COA (Certificate of Analysis) | □ Co □ Khong |
| Before/After (co su dong y) | □ Co □ Khong |

### G3. Founder/Bac si co lam content?
> *Expert content (bac si, duoc si) cuc manh cho supplement — tang tin tuong gap boi.*

- [ ] Co — founder la bac si/chuyen gia dinh duong
- [ ] Co — hop tac voi bac si ngoai
- [ ] Khong — chi KOC

### G4. Khach co review truoc-sau khong?
- [ ] Co nhieu before/after co chung nhan
- [ ] Co nhung chua he thong
- [ ] Chua co — can xy dung

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Follow |
|------|-----|------|--------|
| Facebook | □ 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 | | |

### H2. Web
- [ ] Co web hoan chinh + check-out + nuture
- [ ] Co web don gian
- [ ] Chua co

### H3. Database
- Customers: ............
- Dang dung lieu trinh: ............
- Email/Zalo: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Scientific / Clinical** (khoa hoc, dang tin)
- [ ] **Natural / Organic** (thien nhien, tinh khiet)
- [ ] **Fitness / Active** (the thao, manh me)
- [ ] **Beauty / Feminine** (dep, sang)
- [ ] **Warm / Family** (gia dinh, cham soc)
- [ ] **Premium / Elegant** (cao cap)

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

### I3. KHONG duoc lam — COMPLIANCE (RAT QUAN TRONG)
- [ ] **TUYET DOI KHONG noi "tri", "chua", "dieu tri", "dac tri"**
- [ ] **Chi duoc noi: "ho tro", "bo sung", "gop phan", "cai thien"**
- [ ] **Khong dung before/after chua xin phep bang van ban**
- [ ] **Khong fake bac si chung thuc** neu chua ky hop dong
- [ ] **Khong claim "100% an toan"** ma khong co bang chung
- [ ] **Khong noi "mat can trong X ngay"** — cam quang cao nuoc ngoai
- [ ] **Khong su dung hinh anh nhan nhan Viet**
- [ ] Meta Special Ad Category co the ap dung — kiem tra truoc khi chay ads

### I4. Compliance check truoc launch
- [ ] Giay phep ATTP day du tat ca SKU
- [ ] Cong bo chat luong san pham
- [ ] Tat ca claim da review boi luat su/chuyen gia
- [ ] Testimonial co chu ky xac nhan
- [ ] Label san pham tuan thu QCVN

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan + Compliance Review
- [ ] Content calendar
- [ ] Performance Plan
- [ ] Nurture sequence (email/Zalo theo lieu trinh)

### J2. Creative
- [ ] Photoshoot product + lifestyle (50+ hinh)
- [ ] Video giao duc (cach dung, lai ich khoa hoc — 60-90s)
- [ ] 30+ TikTok content (review, ingredient edu, expert talk)
- [ ] Series bac si/chuyen gia
- [ ] Before/After (tuan thu phap ly)
- [ ] Email/Zalo nurture sequence
- [ ] Landing page
- [ ] Bo infographic thanh phan

### J3. Van hanh
- [ ] Setup + chay Meta Ads (Health category — can review)
- [ ] Setup + chay TikTok Ads + TikTok Shop Ads
- [ ] Setup Shopee Ads
- [ ] Booking KOC beauty/health/fitness (20-50)
- [ ] Booking bac si/chuyen gia (1-3)
- [ ] Live Commerce
- [ ] Email + Zalo nurture lieu trinh
- [ ] Sampling program

### J4. Hop tac
- [ ] Project (launch/peak)
- [ ] Retainer 6-12 thang (lieu trinh dai han)

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo
- [ ] Hinh san pham + bao bi
- [ ] Giay phep ATTP
- [ ] Cong bo chat luong san pham
- [ ] COA (Certificate of Analysis)
- [ ] Bang gia + chiet khau

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

### K3. Thong tin khac
> *VD: Hop tac phong kham, bac si KOL, mo rong nha thuoc, R&D san pham moi...*

```
[Dien]
```

---

## XAC NHAN

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

**Cam ket:**
- [ ] Da dien day du
- [ ] San pham co day du giay phep ATTP + cong bo
- [ ] Toan bo claim san pham da kiem tra phap ly
- [ ] Phan hoi 48h

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

---

## NEXT STEPS

1. 24h: Review brief + compliance check
2. 48h: Hop ve dinh vi + kiem tra phap ly
3. 5-7 ngay: Plan v1 + draft claim list
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat
6. Launch (sau khi compliance approved)

---

**Team Marketing — Agency**
