# BRIEF KHACH HANG — O TO / XE MAY / XE DIEN / PHU TUNG

> **Variant chuyen biet cho:** Showroom o to, Showroom xe may, Xe dien (EV), Dai ly chinh hang, Garage/xuong sua, Phu tung xe, Do xe (tung, an, wrap), Cho thue xe, Xe co (vintage).
>
> **Khac biet:** Marketing xe = marketing "big ticket + trust" — khach browse 2-6 thang truoc khi mua. Quang cao phai build trust, khuyen khich test drive / tham quan showroom.

---

## HUONG DAN
- Thoi gian: **35-45 phut**
- Gui kem: hinh xe chuyen nghiep, bang gia chinh hang, brochure doi xe
- Luu y: **Gia xe thay doi theo thoi diem — brief can cap nhat truoc moi campaign**

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten showroom / Cong ty | |
| Loai hinh | □ Showroom o to □ Dai ly xe may □ Xe dien (EV) □ Garage/Sua chua □ Phu tung □ Do xe □ Cho thue xe □ Xe co |
| Mo hinh | □ Dai ly chinh hang □ Showroom doc lap □ Multi-brand □ Xuat nhap khau |
| Thuong hieu dai dien | |
| Dia chi showroom | |
| So chi nhanh | |
| Nam thanh lap | |
| Web | |
| Fanpage | |
| YouTube | |
| TikTok | |

### A2. Doi ngu
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| Giam doc showroom | | |
| Sales consultant | | |
| Ky thuat vien | | |
| Marketing | | |
| CSKH / Hau mai | | |

### A3. Uy tin & Lich su
> *Showroom thanh lap khi nao? Da ban bao nhieu xe? Giai thuong / Dai ly tieu bieu? Dich vu sau ban hang nhu the nao?*

```
[Dien]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| Nguon goc xe | (Chinh hang, nhap khau, xe cu kiem dinh) |
| Bao hanh | (Theo hang / Tu bao hanh them) |
| Bao hiem | (Ho tro tu van bao hiem) |
| Dich vu hau mai | (Su chua, khuyen mai dau bao) |
| Doi tra | |

---

## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Entry (xe may, xe dien < 50tr)
- [ ] Trung cap (xe 300tr - 800tr)
- [ ] Cao cap (800tr - 2 ty)
- [ ] Premium (2-5 ty)
- [ ] Luxury (5ty+)

### B2. Danh muc xe hien co
| Hang xe / Model | Phan khuc | Gia | Co san | Trang thai |
|----------------|----------|-----|--------|----------|
| | | | | □ Xe moi □ Xe cu □ Dat hang |
| | | | | |
| | | | | |
| | | | | |
| | | | | |

### B3. Model chu luc (Top 3 ban chay)
| STT | Model | Gia | So luong/thang | Diem ban |
|----|-------|-----|--------------|---------|
| 1 | | | | |
| 2 | | | | |
| 3 | | | | |

### B4. Dich vu kem theo
- [ ] Tu van tai chinh / Vay mua xe
- [ ] Bao hiem xe
- [ ] Dang ky bien so
- [ ] Nang cap / Do phu kien
- [ ] Bao tri / Su chua dinh ky
- [ ] Thu mua xe cu doi xe moi
- [ ] Cho thue xe tu lai
- [ ] Xe phu / Dich vu xe + lai xe

### B5. Chinh sach uu dai
| Chinh sach | Chi tiet |
|-----------|---------|
| Khuyen mai hien tai | |
| Lai suat vay uu dai | |
| Ho tro phi truoc ba | |
| Giam gia tiep thi | |
| Goi dich vu free nam dau | |

### B6. USP
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Nam 25-40 lan dau mua xe** — xe gia re, dung duoc
- [ ] **Nam 30-45 nang cap xe** — tu B-segment len C/D
- [ ] **Doanh nhan / Thu nhap cao** — xe sang, the hien dang cap
- [ ] **Gia dinh** — xe MPV, SUV rong, an toan
- [ ] **Nguoi di lam hang ngay** — tiet kiem xang, du tin cay
- [ ] **Ca nhan tre 22-30** (xe dien, eco-friendly)
- [ ] **Doanh nghiep / Doi xe** (mua so luong)
- [ ] **Nguoi mua xe cu** (ngan sach gioi han)

### C2. Ly do mua xe
- [ ] Mua xe lan dau
- [ ] Doi xe moi (xe cu kem)
- [ ] Nang cap len xe lon/sang hon
- [ ] Them xe (2 xe trong gia dinh)
- [ ] Xe doanh nghiep
- [ ] Xe kinh doanh (chay Grab, cho thue)

### C3. Thu nhap
- [ ] Duoi 20tr/thang
- [ ] 20-40tr
- [ ] 40-80tr
- [ ] 80tr+

### C4. Ra quyet dinh
- [ ] Tu minh quyet dinh
- [ ] Ban voi vo/chong cung quyet
- [ ] Co tham kham ban be
- [ ] Hoi tren group xe

### C5. Persona
> *VD: "Anh Minh, 33 tuoi, kinh doanh, thu nhap 60tr/thang, dang di xe Cu, muon nang cap len SUV 1-1.5 ty, uu tien o to Nhat/Han, so nhat xe hay hong, thuong xem YouTube review xe, hoi group o to Viet tren Facebook, can tham quan showroom truoc khi quyet dinh..."*

```
[Dien]
```

### C6. Hanh trinh (Mua xe — chu ky DAI 1-6 thang)
| Buoc | Thoi gian | Khach lam gi |
|------|-----------|-------------|
| 1. Trigger | | (Xe cu hong/het han, thu nhap tang, gia dinh lon) |
| 2. Dream | 3-6 thang | (Xem YouTube, Instagram xe mo uoc) |
| 3. Research | 1-3 thang | (So sanh model, ngoai that, noi that, an toan) |
| 4. Finance plan | 1-2 thang | (Tinh vay, bao hiem, truoc ba) |
| 5. Shortlist | | (Con lai 2-3 model) |
| 6. Test drive | | (Dat lich lai thu) |
| 7. Dam phan | | (Gia, uu dai, giao xe) |
| 8. Ky hop dong | | |
| 9. Nhan xe | | |
| 10. Bao tri | Hang nam | (Su chua, bao duong) |

---

## PHAN D — CANH TRANH

### D1. Showroom doi thu cung khu vuc
| Showroom | Hang xe | Gia | Diem manh | Diem yeu |
|---------|---------|-----|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Hang xe canh tranh cung phan khuc
| Hang xe | Model | Gia | So sanh voi minh |
|---------|-------|-----|----------------|
| | | | |
| | | | |

### D3. Muon nho den nhu the nao?
> *VD: "Showroom Toyota uy tin, ban nhieu nhat HN" / "Trung tam xe dien VinFast chuyen nghiep nhat quan A"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Uy tin / Trust** (dai ly chinh hang, bao hanh tot)
- [ ] **Gia tot nhat khu vuc**
- [ ] **Dich vu hau mai tot nhat**
- [ ] **Chuyen gia tu van** (hieu biet sau, tu van tan tam)
- [ ] **Luxury experience** (trai nghiem mua xe cao cap)
- [ ] **EV specialist** (xe dien, tuong lai)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Ra mat model moi
- [ ] Khuyen mai cuoi nam
- [ ] Tang so luong test drive
- [ ] Push xe ton kho
- [ ] Mo chi nhanh moi
- [ ] Build community xe (club, event)

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| So leads (form / goi dien) | ............ |
| So dat lich test drive | ............ |
| Ti le test drive → hop dong | ............ % |
| So xe ban | ............ xe/thang |
| Doanh thu | ............ ty |
| CPL (Chi phi moi lead) | ............ |

### E3. Mua peak
- [ ] Cuoi nam (11-12) — uu dai tat nien
- [ ] Tet (1-2) — tang, nhan cua
- [ ] Thue phi giam (neu co chinh sach)
- [ ] Ra mat model moi theo hang

---

## PHAN F — NGAN SACH

### F1. Tong ngan sach Marketing
- [ ] Duoi 30tr/thang
- [ ] 30-100tr/thang
- [ ] 100-300tr/thang
- [ ] Tren 300tr/thang

### F2. Phan bo
| Hang muc | % |
|---------|---|
| Facebook/Instagram Ads | |
| Google Search Ads | |
| YouTube Ads (video review) | |
| TikTok Ads | |
| KOL / YouTuber xe (review) | |
| Showroom event / Lai thu | |
| OOH / Billboard | |
| PR / Media xe | |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Ra mat model moi | |
| Khuyen mai lon | |
| Event lai thu | |
| Ket thuc uu dai | |

---

## PHAN G — NGUON LUC

### G1. Marketing team
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Photographer / Videographer xe | □ Co □ Khong |
| PR / Media | □ Co □ Khong |

### G2. Assets san co
| Asset | Co? |
|-------|-----|
| Hinh xe chuyen nghiep (studio) | □ Co □ Khong |
| Video xe (on-road, lifestyle) | □ Co □ Khong |
| Showroom dep, co the chup | □ Co □ Khong |
| Hinh khach hang hanh phuc nhan xe | □ Co □ Khong |

### G3. Showroom co khach VIP / Influencer lam content?
- [ ] Co — khach VIP san sang review/post
- [ ] Co — chu xe noi tieng da mua
- [ ] Khong — can KOL tu ngoai

---

## PHAN H — TAI SAN SO

### H1. Kenh
| Kenh | Co? | Link | Metric |
|------|-----|------|--------|
| Web showroom | □ Co □ Chua | | |
| Facebook Page | □ Co □ Chua | | |
| YouTube | □ Co □ Chua | | subscribers: |
| TikTok | □ Co □ Chua | | |
| Instagram | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |
| Google Business | □ Co □ Chua | | rating: |

### H2. CRM / Lead
- CRM dang dung: ............
- So leads/thang hien tai: ............
- Database khach hang cu: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Dynamic / Powerful** (xe the thao, manh me)
- [ ] **Premium / Elegant** (xe sang, cao cap)
- [ ] **Family / Safe** (an toan, tin cay)
- [ ] **Tech / Future** (EV, cong nghe)
- [ ] **Lifestyle / Adventure** (SUV, off-road)
- [ ] **Trust / Professional** (showroom uy tin)

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

### I3. KHONG duoc lam
- [ ] Khong cam ket gia chinh hang khi chua xac nhan
- [ ] Khong dung anh xe khong chinh xac (mau, option)
- [ ] Khong noi "re nhat thi truong" ma khong co bang chung
- [ ] Khong fake review / testimonial
- [ ] Khong quang cao toc do tren duong pho (vi pham an toan)

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan (theo giai doan / model)
- [ ] Lead generation funnel (awareness → test drive → mua)
- [ ] Content strategy (review + lifestyle + trust)
- [ ] Event strategy (lai thu, mo ban)

### J2. Creative
- [ ] Photoshoot xe (studio + on-location)
- [ ] Video xe (60-90s highlight + 3-5p full review)
- [ ] Landing page tung model
- [ ] Brochure / Catalogue xe
- [ ] Email/Zalo nurture sequence
- [ ] Social content series (20+ bai)
- [ ] Showroom POSM + standee

### J3. Van hanh
- [ ] Setup Facebook Lead Ads
- [ ] Setup Google Search Ads (brand + competitor)
- [ ] Setup YouTube Ads
- [ ] Booking KOL YouTuber xe (1-3)
- [ ] Setup Zalo OA + lead nurture
- [ ] CRM setup + lead assignment
- [ ] Event lai thu campaign

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

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Anh xe (chinh hang HD)
- [ ] Video xe chinh hang
- [ ] Bang gia (cap nhat moi nhat)
- [ ] Chiet khau / Uu dai chinh sach
- [ ] Testimonial khach hang

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

### K3. Thong tin khac
> *VD: Model moi sap ra, chinh sach thuong mai moi, khai truong chi nhanh, su kien brand...*

```
[Dien]
```

---

## XAC NHAN

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

**Cam ket:**
- [ ] Da dien day du
- [ ] Bang gia la chinh thuc, cap nhat tai thoi diem dien
- [ ] Phan hoi 48h

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

---

## NEXT STEPS

1. 24h: Review brief + bang gia
2. 48h: Hop ve chien luoc + model uu tien
3. 5-7 ngay: Plan v1 + landing page brief
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat creative
6. Launch

---

**Team Marketing — Agency**
