00-marketing-plan-global

# Global Marketing Plan

> Master skill — calls 08-competitor-research-global, 09-customer-insight-global, 10-reverse-kpi-global before producing the final output.

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## For newcomers

If this is your first global marketing plan, follow this order:

1. **Step 0** — Read `.agents/product-marketing-context-global.md` (set once per product)
2. **Information gathering** — Answer the 4 questions below
3. **Run sub-skills** — 08 (competitors), 09 (insights), 10 (reverse KPIs)
4. **Assemble plan** — Use the 7-section template
5. **Cross-check** — Run the quality checklist

If `.agents/product-marketing-context-global.md` does not exist, ask the user to run `product-marketing-context-global` first to lock down product, ICP, region, currency, and brand voice.

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## Step 0 — Read context file

Before producing any output, read `.agents/product-marketing-context-global.md` to load:

- Product / service description, USP, pricing tier
- Target region (US / EU / SEA / LATAM / APAC / GLOBAL)
- Reporting currency (USD / EUR / GBP / SGD / etc.)
- Brand voice & tone-of-voice rules
- Existing channels and audience data

If the file is missing, ask the user to create it first. Do not guess context.

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## Information gathering

Ask the user up to 4 questions before starting:

1. **Product / service?** Short description, core USP, price tier (entry / mid / premium).
2. **Target audience?** Age range, location, occupation, behaviour, biggest pain point.
3. **Goal & budget?** Target revenue per month, marketing budget (ads + content + people), campaign duration.
4. **Stage?** Pre-launch / Launch / Growth / Mature? Existing channels with traction? Available data (followers, email list, customer database)?

> If region was not captured in context file, also ask: **Primary market?** (US / EU / SEA / LATAM / APAC / GLOBAL multi-region).

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## Section 1 — Overall strategy

### 1.1 Situation summary

| Item | Detail |
|------|--------|
| Product / service | [name + USP] |
| Market | [region + size] |
| Stage | Pre-launch / Launch / Growth / Mature |
| Plan horizon | [months] |
| Total budget | [amount + currency] |

### 1.2 SWOT analysis

| | Positive | Negative |
|---|---------|---------|
| **Internal** | Strengths: [list] | Weaknesses: [list] |
| **External** | Opportunities: [list] | Threats: [list] |

### 1.3 Competitive moat analysis

> Call skill `08-competitor-research-global` for the full data set.

| Competitor | Strong channel | Exploitable weakness | Their moat | Your moat |
|------------|---------------|---------------------|------------|-----------|
| [Competitor 1] | | | | |
| [Competitor 2] | | | | |
| [Competitor 3] | | | | |

**Moat types to consider:**

- Brand trust (recognition + credibility)
- Content depth (long-tail expertise competitors will not replicate)
- Community lock-in (loyal customer community)
- Data advantage (better customer understanding)
- Distribution (more channels, better partners)
- Price / unit economics (sustainable lower CAC or higher LTV)

### 1.4 Customer insight

> Call skill `09-customer-insight-global` to ground the insight in evidence.

| Element | Description |
|---------|-------------|
| Biggest pain | [specific, observable] |
| Hidden desire | [what they truly want but rarely say] |
| Purchase barrier | [why they have not bought yet] |
| Buying trigger | [the situation that flips them to action] |
| Trusted source | [people / channels that influence them] |

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## Section 2 — SAVE Framework

> Replaces the traditional 4P. More appropriate for services and digital products.

### 2.1 Solution (replaces Product)

| Question | Answer |
|----------|--------|
| What problem are customers facing? | [specific pain] |
| How does the product solve it? | [mechanism] |
| What outcome do they get? | [specific, measurable] |
| How fast do they see results? | [timeframe] |

### 2.2 Access (replaces Place)

| Channel | Funnel role | Priority |
|---------|------------|----------|
| [Channel 1] | TOFU — attract | High / Medium / Low |
| [Channel 2] | MOFU — nurture | |
| [Channel 3] | BOFU — convert | |
| [Channel 4] | Retention — retain | |

> Region note: Channel mix differs per market. See `product-marketing-context-global` for region-specific channel preferences. SEA leans on Zalo / LINE / Shopee Live, EU favours email + LinkedIn for B2B, US favours podcast + newsletter, LATAM favours WhatsApp + TikTok.

### 2.3 Value (replaces Price)

| Item | Detail |
|------|--------|
| Product / service price | [tier + currency] |
| Customer value received | [quantified: saves X, gains Y] |
| Value-to-price ratio | [Nx] |
| Vs competitors | [cheaper / pricier — reason] |
| Pricing psychology | [anchor / bundle / tier / free trial] |

### 2.4 Education (replaces Promotion)

| Awareness stage | Education content | Goal |
|-----------------|-------------------|------|
| Unaware of problem | Pain-aware content, awareness pieces | Help them recognise the problem |
| Problem-aware, solution-unaware | How-to, comparison of approaches | Help them weigh the options |
| Solution-aware, undecided | Case study, testimonial, demo | Build trust in your brand |
| Decided, not yet acting | Offer, urgency, social proof | Get them to act now |

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## Section 3 — Content plan

### 3.1 Content pillars

| Pillar | Share | Goal | Examples |
|--------|-------|------|----------|
| Education | 35% | Build trust, SEO | How-to, tips, explainers |
| Inspiration | 25% | Engagement, virality | Case study, before/after, story |
| Entertainment | 20% | Reach, follower growth | Trends, POV, behind-the-scenes |
| Selling | 15% | Conversion | Offer, deal, direct CTA |
| Community | 5% | Retention | Q&A, poll, user spotlight |

### 3.2 Funnel distribution

| Funnel stage | Content share | Primary angle | KPI |
|-------------|--------------|---------------|-----|
| TOFU (Awareness) | 40% | Pain points, entertainment, education | View, reach, follower |
| MOFU (Consideration) | 35% | Proof, expertise, process |