17-pricing-strategy

# Pricing Strategy

## Thu thap thong tin

### Buoc 0: Kiem tra context
Doc `.agents/product-marketing-context.md` neu co.

### Buoc 1: Hoi user
1. **Dang o giai doan nao?** (Chua ra mat / Da ban nhung muon toi uu / Ra mat moi)
2. **Loai san pham?** (San pham 1 lan / Subscription / Dich vu lieu trinh / Khoa hoc / SaaS)
3. **Bien do gia can nhac?** (Vi du: 500K–5M / 300K–1.5M)
4. **Chi phi bien doi/don + chi phi co dinh/thang?** (De tinh break-even)

---

## 6 mo hinh gia pho bien VN

| Mo hinh | Phu hop | Vi du VN |
|---------|---------|---------|
| **One-time** | San pham 1 lan, khong dung mai | My pham, quan ao, do gia dung |
| **Subscription** | Dich vu lap lai | SaaS, goi cham soc, membership |
| **Tiered** | 2-3 goi khac gia | Goi Basic/Pro/Enterprise |
| **Package (combo)** | Tang perceived value | Spa lieu trinh 5 buoi |
| **Freemium** | Tep lon, tle convert thap | App, tool online, khoa hoc |
| **Pay-as-you-go** | Su dung khong deu | Cloud, API, credit |

---

## 5 chien thuat dinh gia

### 1. Charm Pricing (Gia tam ly)

**Nguyen tac:** So ket thuc bang 9 duoc cam nhan re hon.

**Vi du VN:**
- 299K thay vi 300K
- 1,990,000 thay vi 2,000,000
- 99,000 thay vi 100,000

**Khi nao dung:** San pham pho thong, canh tranh gia.
**Khi nao khong dung:** Luxury — luxury khong dung charm (cau luxury: 2,000,000 — tron ve dep hon 1,999,000).

### 2. Anchor Pricing (Neo gia)

**Nguyen tac:** Hien gia cao truoc → gia thuc te thay re.

**Cau truc 3 goi:**
```
Goi Premium:  5,000,000  (anchor — hiem khi ban)
Goi Pro:      2,500,000  (muc tieu ban — trung tam chu y)
Goi Basic:    990,000    (entry — cho tep nhay cam gia)
```

**Ket qua:** ~60-70% khach chon goi giua vi "vua phai".

### 3. Decoy Pricing (Goi moi nhu)

**Nguyen tac:** Them 1 goi xau de lam goi muc tieu thay hap dan.

**Vi du (bao giay):**
```
A. Digital only:         500K  (xau - khach it chon)
B. Print only:           1,200K  (decoy - gan gia C, it gia tri)
C. Digital + Print:      1,300K  (muc tieu - ban duoc nhieu nhat)
```

Khach nhin goi C vs B → C chi them 100K duoc ca 2 thu → "hoi hon", chon C.

### 4. Bundle Pricing (Ban combo)

**Nguyen tac:** Gop nhieu san pham → tang AOV + giam chi phi CAC.

**Vi du spa:**
```
Facial don:          500K
Massage don:         400K
Treatment don:       300K
------------------------
COMBO 3 dich vu:   999K   (tiet kiem 201K — khach cam thay loi)
```

**Quy tac:** Discount combo ~15-25% tong gia le — du de khach thay loi, khong qua sau.

### 5. Discount Thang Loi (Win-back / Acquisition)

**Thuong dung:**
- **Welcome 10-20%** cho khach moi (first-time)
- **Comeback 20-30%** cho khach cu khong quay 60 ngay
- **Loyalty tier** — khach VIP gia rieng khong cong khai
- **Flash sale** — 48h, gioi han so don
- **Ma gioi thieu** — khach gioi thieu + khach moi cung giam

---

## Pricing Page

### Cau truc chuan (tu trai sang phai)

```
[Goi 1: Starter/Basic]    [Goi 2: Pro - HIGHLIGHT]    [Goi 3: Enterprise]
Gia thap                   Gia trung binh (anchor)      Gia cao (decoy)
3-4 feature                7-8 feature                   Full feature
Khong highlight            "Pho bien nhat" badge         "Lien he tu van"
CTA: "Thu mien phi"       CTA: "Bat dau ngay"          CTA: "Dat lich demo"
```

### Yeu cau pricing page

| Yeu to | Can co |
|--------|--------|
| 3 goi (khong hon 4) | De so sanh |
| Highlight goi trung tam | Dinh huong chon |
| Monthly/Yearly toggle | Yearly -15-20% |
| Feature comparison table | So sanh chi tiet |
| FAQ | Xu ly rao can gia |
| Testimonial gan goi | Social proof |
| Gia rõ rang, khong "lien he de bao gia" (B2C) | Tao tin |
| Trial mien phi / refund policy | Giam rui ro |

---

## Pricing tam ly VN

### Dac diem khach VN

1. **Kha quan tam gia** — nhung nhay cam voi "chat luong / gia"
2. **Thich tron so** cho luxury, thich so le cho pho thong
3. **Rat thich combo** — cam giac "loi"
4. **Membership loyal cao** — neu cam ket 1 lan, theo lau
5. **Rat so mat tien oan** — can cam ket ket qua / refund
6. **Chuong installment** — tra gop khong lai suat

### Neu gia cao

**Khong giau gia.** Giai thich vi sao cao:
- Chat luong nguyen lieu / cong nghe
- Thoi gian / cong suc
- Ket qua cam ket / bao hanh
- So voi chi phi khong xu ly (pain cost)

### Neu gia thap

**Khong xau ho.** Khang dinh:
- Mo hinh tinh gon → re hon khong phai vi kem chat
- Khong tra luong moi gioi
- Dan moi: "[So khach] da tin"
- Upsell sau — cham cham tang gia tri

---

## Break-even Analysis

```
Break-even don =
  Chi phi co dinh/thang
  ÷ (Gia ban/don - Chi phi bien doi/don)

Vi du: Spa ngan sach 30M/thang, facial 500K, chi phi bien/don 200K
  → 30,000,000 ÷ (500,000 - 200,000) = 100 don/thang de hoa von
```

---

## Output template

```markdown
# Pricing Strategy — [Ten san pham]
Ngay: [YYYY-MM-DD]

## 1. Mo hinh gia
[One-time / Subscription / Tiered / Package / Freemium / Pay-as-you-go]
Ly do chon: [...]

## 2. Pricing matrix (3 goi)

| Goi | Gia | Target | Feature | CTA |
|-----|-----|--------|---------|-----|
| Basic | X | Tep nhay cam gia | [...] | "[CTA]" |
| Pro | Y | Muc tieu chinh | [...] | "[CTA]" |
| Premium/Enterprise | Z | Anchor | [...] | "[CTA]" |

## 3. Chien thuat gia

- Charm: ...
- Anchor: ...
- Bundle: ...
- Discount: ...

## 4. Break-even
Chi phi co dinh: X
Chi phi bien/don: Y
Gia ban: Z
→ Break-even = N don/thang

## 5. So sanh doi thu (cung phan khuc)
| Doi thu | Gia goi chinh | Diem manh | Diem yeu |
|---------|--------------|----------|----------|
| [A] | X | [...] | [...] |
| [B] | Y | [...] | [...] |

## 6. Dinh vi gia vs doi thu
[Premium (cao hon 20%+) / Parity (tuong duong) / Value (thap hon 15-25%)]

## 7. Pricing page layout
[So do 3 goi + features + CTA]

## 8. Rao can gia thuong gap + xu ly
1. "Gia cao qua" → [Xu ly]
2. "So khong hieu qua" → [Xu ly]
3. "De tinh sau" → [Xu ly]

## 9. Plan test
- Test A: Gia X vs Y — do conv rate 30 ngay
- Test B: 2 goi vs 3 goi
- Test C: Monthly vs Yearly discount %

## 10. Deadlines
- Launch gia moi: [ngay]
- Review ket qua: [ngay]
```

---