# BRIEF KHACH HANG — F&B PRODUCT (BANH / DO UONG / DAC SAN / HEALTHY FOOD)

> **Variant chuyen biet cho:** Banh ngot/banh keo, Do uong dong chai, Dac san vung mien, Healthy food/Granola, Snack, Hat dinh duong, Yogurt/Mu, Tra/Cafe pha san, Gia vi.
>
> **Khong phu hop voi:** Nha hang/Quan an (dung `02-fnb-restaurant.md`).

---

## HUONG DAN
- Thoi gian: **30-40 phut**
- Gui kem: hinh san pham + bao bi, certificates VSAT-TP

---

## PHAN A — DOANH NGHIEP

### A1. Co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten brand | |
| Tagline | |
| Loai san pham | □ Banh ngot □ Banh keo □ Do uong dong chai □ Snack □ Healthy food □ Hat dinh duong □ Tra □ Cafe □ Gia vi □ Dac san □ Yogurt/Mu □ Khac |
| Made in | □ VN tu san xuat □ OEM □ Nhap khau |
| Dia chi xuong/HQ | |
| Web | |
| Fanpage | |
| Shopee | |
| TikTok Shop | |

### A2. Doi ngu
| Vi tri | So luong |
|--------|---------|
| Founder | |
| R&D / Cong thuc | |
| QC | |
| Marketing | |
| Quan ly platform | |
| Live Commerce | |

### A3. Cau chuyen brand
> *Vi sao mo brand? Cong thuc tu dau? Co cau chuyen ca nhan/gia dinh khong?*

```
[Dien]
```

### A4. Cam ket
| Cam ket | Mo ta |
|---------|-------|
| Nguyen lieu | (organic, nhap khau, dia phuong...) |
| Cong nghe san xuat | |
| Khong chat bao quan/phu gia | □ Cam ket □ Co dung an toan |
| Han su dung | |
| Bao quan | |

---

## PHAN B — SAN PHAM

### B1. Phan khuc
- [ ] Pho thong (san pham 30-100K)
- [ ] Trung cap (100-300K)
- [ ] Cao cap (300-700K)
- [ ] Premium / Gourmet (700K+)

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

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

### B4. Combo / Gift box
| Loai | Bao gom | Gia |
|------|---------|-----|
| Combo dung thu | | |
| Gift box (Tet, le hoi) | | |
| Combo gia dinh | | |
| Subscription box (neu co) | | |

### B5. Han su dung & Vai tro Shipping
- HSD: ............ thang
- Bao quan: □ Nhiet do thuong □ Mat (15-25C) □ Lanh (0-4C) □ Dong da
- Shipping: □ Toan quoc □ Han che (chi gan xuong)

### B6. Certificates
- [ ] **VSAT-TP** (giay phep san xuat thuc pham) — BAT BUOC
- [ ] FDA (US)
- [ ] HACCP / ISO 22000
- [ ] Halal
- [ ] Organic certified
- [ ] OCOP (Vietnam product certification)
- [ ] Khac: ............

### B7. Kenh ban
| Kenh | Co? | % DT |
|------|-----|------|
| Web rieng + ship | □ Co | |
| Shopee | □ Co | |
| TikTok Shop | □ Co | |
| Lazada | □ Co | |
| Tiki | □ Co | |
| Sieu thi (Big C, Coopmart...) | □ Co □ Khong | |
| Cua hang dac san offline | □ Co □ Khong | |
| Nha hang/Cafe lien ket | □ Co □ Khong | |

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

---

## PHAN C — KHACH HANG

### C1. Doi tuong (chon 2)
- [ ] **Sinh vien 18-25** — snack tien ich, gia tot
- [ ] **Nu van phong 22-35** — healthy, healthy snack
- [ ] **Me bim sua 28-40** — do an dam bao cho con
- [ ] **Gia dinh 30-45** — gift, family pack
- [ ] **Doanh nhan/VIP** — qua tang, cao cap
- [ ] **Tre em / Tre vi thanh nien** (qua phu huynh)
- [ ] **Khach du lich** — dac san dia phuong
- [ ] **Healthy/Fitness** — protein, low-carb, organic
- [ ] **Nguoi an chay** — dong an chay rieng

### C2. Dip mua
- [ ] **An hang ngay** (snack, breakfast)
- [ ] **Goi qua/Bieu tang** (Tet, le hoi)
- [ ] **Bua dac biet** (sinh nhat, ky niem)
- [ ] **Mua thoi** (1 lan thu)
- [ ] **Mua repeat** (loyal customer)

### C3. Thu nhap
- [ ] Duoi 8tr
- [ ] 8-15tr
- [ ] 15-30tr
- [ ] 30tr+

### C4. Persona
> *VD: "Chi Linh, 32 tuoi, nhan vien IT, song quan A, mua 2-3 lan/thang, quan tam healthy/clean eating, mua chu yeu Shopee + TikTok Shop, doc kich label cong thuc/calorie, follow KOC healthy lifestyle..."*

```
[Dien]
```

### C5. Hanh trinh
| Buoc | Khach lam gi |
|------|-------------|
| 1. Discovery | (Thay TikTok video, KOC review, scroll Shopee) |
| 2. Research | (Doc review, xem ingredient, check certifications) |
| 3. Quyet dinh | (So sanh gia, voucher) |
| 4. Mua thu | (Mua le, hop nho/combo dung thu) |
| 5. Trai nghiem | |
| 6. Quay lai | (Mua repeat, mua qua tang ban be) |

---

## PHAN D — CANH TRANH

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

### D2. Doi thu nhap khau / Brand lon
| Brand | Anh huong | Brand minh khac biet |
|-------|----------|---------------------|
| | | |
| | | |

### D3. Brand muon nho den nhu the nao?
> *VD: "Banh nha lam organic" / "Tra thai nguyen ban dia premium"*

```
[Dien — 1 cau]
```

### D4. Dinh vi
- [ ] **Local artisan** (handmade, dac san vung)
- [ ] **Healthy/Clean** (organic, healthy)
- [ ] **Premium gift** (qua bieu)
- [ ] **Tien dung/Convenient** (an nhanh, tien)
- [ ] **Trendy/Lifestyle** (theo xu huong)

---

## PHAN E — MUC TIEU

### E1. Boi canh
- [ ] Launch san pham moi
- [ ] Push gift box mua le hoi
- [ ] Push platform moi (Shopee Mall, TikTok Shop)
- [ ] Mo rong distribution (sieu thi, cua hang dac san)
- [ ] Build community / Subscribers
- [ ] Sale event

### E2. KPI thang
| Chi so | Muc tieu |
|--------|----------|
| Doanh thu thang | ............ trieu |
| AOV | ............ |
| Conversion rate | ............ % |
| Repeat purchase rate | ............ % |
| % DT gift box mua le | ............ % |
| ROAS | ............ x |
| Reviews 5 sao | ............ |

### E3. Mua peak
- [ ] Tet (1-2)
- [ ] Trung Thu (8-9)
- [ ] Giang Sinh (12)
- [ ] 8/3, 20/10
- [ ] 30/4
- [ ] Black Friday + Sieu sale Shopee/TikTok

---

## 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 food/foodie | |
| Live Commerce + Cooking show | |
| Photoshoot + Video product | |
| Sampling/Tasting event | |
| Partnership (cafe, restaurant) | |

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

---

## PHAN G — NGUON LUC

### G1. Doi ngu Marketing
| Vi tri | Co? |
|--------|-----|
| Ads | □ Co □ Khong |
| Content | □ Co □ Khong |
| Designer | □ Co □ Khong |
| Photographer (food photography) | □ Co □ Khong |
| Quay video food/cooking | □ Co □ Khong |
| Livestreamer | □ Co □ Khong |
| Quan ly Shopee/TikTok Shop | □ Co □ Khong |

### G2. Co so vat chat
| Hang muc | Co? |
|---------|-----|
| Logo + bao bi dep | □ Co □ Khong |
| Hinh san pham chuyen nghiep | □ Co □ Khong |
| Hinh recipe/usage | □ Co □ Khong |
| Studio shoot rieng | □ Co □ Khong |
| Goc cooking show/livestream | □ Co □ Khong |

### G3. Founder co lam content?
- [ ] Co — founder san sang quay video tu xuong, lam recipe
- [ ] Khong — can KOC ben ngoai
- [ ] Co chuyen gia/dau bep hop tac

### G4. Khach quay video tu nhien?
- [ ] Co — co contest UGC
- [ ] Co tu nhien
- [ ] Hiem khi
- [ ] Chua co

---

## 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 (recipe) | □ Co □ Chua | | |
| Zalo OA | □ Co □ Chua | | |

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

### H3. Database
- Customers: ............
- Repeat customers: ............
- Subscribers: ............

---

## PHAN I — SANG TAO

### I1. Tone & Style
- [ ] **Cozy / Warm / Nha lam**
- [ ] **Healthy / Clean**
- [ ] **Premium / Gourmet**
- [ ] **Trendy / Lifestyle**
- [ ] **Local / Truyen thong**
- [ ] **Minimal / Modern**
- [ ] **Cute / Playful**

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

### I3. KHONG duoc lam
- [ ] **Khong claim 'chua benh'** (food khong duoc claim health)
- [ ] **Khong noi '100% organic'** neu chua co cert
- [ ] **Khong dung nhac co ban quyen**
- [ ] **Khong fake nguon goc** ("Made in Japan" gia)

### I4. Compliance
- [ ] VSAT-TP day du tat ca SKU
- [ ] Cong bo san pham (cho thuc pham che bien)
- [ ] Tuan thu Bo Y Te ve quang cao thuc pham
- [ ] Han su dung in ro tren bao bi

---

## PHAN J — DELIVERABLES

### J1. Strategy
- [ ] Marketing Plan
- [ ] Content calendar
- [ ] Performance Plan
- [ ] Live Commerce + Cooking show plan

### J2. Creative
- [ ] Photoshoot product + lifestyle (50+ hinh)
- [ ] Video gioi thieu (60s)
- [ ] 30+ TikTok content (recipe, taste test, behind-the-scene)
- [ ] Cooking show series
- [ ] Bao bi/Gift box thiet ke
- [ ] Email/Zalo template
- [ ] Landing page

### J3. Van hanh
- [ ] Setup + chay Meta Ads
- [ ] Setup + chay TikTok Ads + TikTok Shop Ads
- [ ] Setup Shopee Ads + voucher
- [ ] Booking 20-30 KOC food/lifestyle
- [ ] Live Commerce + Cooking show
- [ ] Sampling event (offline tasting)
- [ ] Setup partnership cafe/restaurant
- [ ] Subscription box (neu co)

### J4. Hop tac
- [ ] Project (launch/peak season)
- [ ] Retainer 6-12 thang

---

## PHAN K — BO SUNG

### K1. Tai lieu
- [ ] Logo + brand guideline
- [ ] Hinh san pham + bao bi
- [ ] VSAT-TP + cong bo san pham
- [ ] Bang gia + chiet khau
- [ ] Recipe ideas (neu co)

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

### K3. Thong tin khac
> *VD: Hop tac brand khac, distribution mo rong, R&D san pham moi...*

```
[Dien]
```

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## XAC NHAN

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

**Cam ket:**
- [ ] Da dien day du
- [ ] San pham co VSAT-TP day du
- [ ] Phan hoi 48h

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

---

## NEXT STEPS

1. 24h: Review brief
2. 48h: Hop ve dinh vi
3. 5-7 ngay: Plan v1
4. 7-10 ngay: Plan v2
5. 10-14 ngay: San xuat
6. Launch

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**Team Marketing — Agency**
