17-pricing-strategy

---
name: 17-pricing-strategy
description: "Khi nguoi dung can thiet lap gia san pham/dich vu, thay doi chien luoc gia, hoac toi uu pricing page. Cung dung khi nguoi dung nhac 'chien luoc gia', 'dinh gia san pham', 'pricing strategy', 'pricing tier', 'goi dich vu', 'discount strategy', 'gia vs doi thu', 'goi combo'. Skill nay giup xac dinh mo hinh gia + chien thuat dinh gia + pricing page — toi uu cho tam ly khach hang VN."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
related:
  - product-marketing-context
  - 08-nghien-cuu-doi-thu
  - 09-insight-khach-hang
  - 16-marketing-psychology
---

# 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]
```

---

## Checklist chat luong

- [ ] Co 3 goi (khong 1, khong 4+)
- [ ] Goi giua duoc highlight
- [ ] Co feature comparison
- [ ] Charm hoac anchor pricing ro rang
- [ ] Co break-even calculation
- [ ] So sanh voi it nhat 2 doi thu
- [ ] Xu ly 3 rao can gia pho bien
- [ ] Co plan A/B test
- [ ] Phu hop tam ly khach hang VN
- [ ] Khong co gia dung nhung installment/refund neu gia cao