Assignment 3: 4 Pleasure Analysis

Name: Luo Jia Ying Judy, 22
Zodiac: Aquarius



Personal information:

Judy works in a media company orientated around film advertising and promotions. Just graduated from NUS School of Business majoring in marketing, she is now working as a marketing assistant in the company. Although the pay is not fantastic for a graduate, she loves her job and looks forward every day for new challenges and experience.

Since majoring in marketing in the university, Judy has realized the value of dressing well and projecting the right image. Marketing requires her to impress clients; and also for her to show confidence to herself and her clients. While in Junior College, she has been studying hard and not caring about her own image. Thus, realizing the importance of being well-dressed, Judy has improved her fashion sense and style and expanded her wardrobe.

Though Judy has the average looks of a woman, her self-confidence and sense of style gives out an aura of charm and attractiveness that rivals even her pretty peers. She is street-smart and loves to socialize with people, as it is also part of her current job. Judy is straight-forward/frank lady and says what she really wants to. This “straight-to-your-face” attitude always makes her peers envy her, as she dares to speak up and challenge while they do not there to.

Judy spends her time with her girl friends when she is not with her boyfriend. A regular at flea markets, she and her girl friends are always at a constant look out for unique items that do no cost much. She loves to doll herself up with unique items that makes her just shine. After a day of shopping at flea markets, the gang of friends would chill out at a nearby Starbucks to chill out. Judy has just met her boyfriend not long ago. Though she is not seriously into her relationship, she looks at it as a form of comfort after long days of work. She would like the care and protection of a guy.

Work Environment:
Working in a media company as a marketing assistant requires Judy to meet clients at other design studios or fashion shows. Thus, being constantly in contact with highly fashionable people also requires her to dress well so as not to be disgraced at. Using her own money, she buys clothes at flea market and Mango, a design brand she favors. This is one of the reasons why she loves her job. It allows her to socialize with these people while making use of her creativity to come up with marketing plans to attract these people. After a hard day’s work, Judy would look at the pictures she had taken with the people she met in the day at fashion events and upload it to her blog or facebook account where she can share with her friends and also add the people in her photos to her pool of friends, a marketing gimmick.

IT literacy:
Born in Singapore where she had been using the computer for blogging, friendstser/facebook, Judy is quite IT literate with her computer stuff. She often brings around her small compact Sony digital camera. It has a big LCD screen and 3x zoom-lens which are the wow factors for her. Always self-photo-taking with her friends and colleagues, she never fails to amaze her fashion peers with her camera skills. Though Judy does not know the detailed workings of her digital camera, she knows how to make use of the functions to get the best out of her photos.

Attitudes:
Judy loves to try out new things. Even though it might turn out bad, she would try it nonetheless. This is inline with her frankness and openness character. As such, her fashion might seem at times too revealing considering her chinese background and culture, but to Judy it is just a matter of perspective.

Motivation for high-tech stuff
Her motivation of high-tech products can never exceed her motivation for fashionable materials. As long as the gadget works to her needs, Judy is contented. Being able to play with new technology does not excite Judy, nor does solving how to use the complicated technology satisfy her ego. Give her a Vogue magazine and she will discuss with you about fashion all day long.

Personal and professional goals
Judy is focused in her job. She looks forward to gaining a better position (hopefully a promotion from within) so she can fully utilize her creativity and skills. She is still young, so Judy can still try out more roles and gaining the much needed experience she requires to climb the ladder.

Physio-pleasure

• Loves to walk at flea markets for one whole day and she won’t feel tired. (Appreciation)
• Enjoys wearing perfume. It makes her smell good and it attracts people around her. (Need)
• Enjoys lazying/sleeping at home on her straw chair under a cloudy day. (Need)
• Once in a while goes clubbing with her friends to dance and at the same time socializing (Appreciation)
• Once a month, Judy would go to a spa/health centre to relax her body and mind. She gets facial treatments and body massages by the professional ladies there. It is also there where she makes shares her work experiences with, and refers her friends to the spa centre. (Need)

Socio-pleasure

• Loves socializing with fashion/media/entertainment industry people. Though it is part of her job, networking with these people gives her a sense of status and pride. The association she gets satisfy her very much. (Need)
• Loves taking photos of herself and together with her friends. (Appreciation)
  
• The envy she gets from her friends (her association with the fashion people) makes her feel good (Appreciation)

Psycho-pleasure

• Her straight-forwardness/frankness to people that “wows” people makes her standing out among the crowd. She loves the attention of the “wow”. (Need)
• Likes to try new things, even if it opposes her traditions. (Appreciation)
• Going to spa once a month relaxes and recharges her mind (Need)

Ideo-pleasure

• Works hard to gain the respect and promotion to the level where she can fully show her skills and expertise and creativity. (Need)
  
• Work hard, play hard. Besides working hard, Judy rewards herself with shopping, spa treatments to pamper herself. She needs to balance herself. She has one life to live. (Need)
  
• To be a fashionable, hip creative marketing head. (Need)
  

Physio-pleasure	Socio-pleasure	Psycho-pleasure	Ideo-pleasure
Loves to walk at flea markets	Loves socializing with her work-related (fashion) people	“Wow” attitude she gets from peers	Works hard to gain respect and promotion
Likes putting on perfumes	Loves taking photos of herself	Like to try new things	Balance herself, rewards herself
Enjoy lazying around or sleeping	Envy from friends	Visits spa centre to relax her mind	To be fashionable, hip creative marketing head
Once in a while clubs
Visits spa centre to relax

Product Specification

Physical Appearance:

• Slim and holdable in a woman’s hand.
• Stylish design. Design must be able to fit any kinds of fashion outfit.
• Design must not be too classy that it will associate with rich ladies or “Tai-tais”.
• Contemporary design that suit the Gen-Y
• Have a perfume scent on the phone material. It smells good when brought close to the face

Technical Specs

• No need for advance functions such as GPS
• Able to take good videos
• Able to take good pictures (quality)
• Have a movable camera or double camera so that the display screen is facing towards the person holding the camera (self-picture taking)
• Well-sized and spaced out key pads. Ladies with long finger nails require bigger keypad size as they have to use the flat surface of the fingers to press.
• A schedule appointment function that is simple and easy to use. Reminds her of up-coming events
• Entire phone interface is easy to use and requires almost no manual reading. Uses basic instinct to navigate around the phone interface.
• Large storage space for images and videos.
• Able to sync and upload images/videos to computer easily and fast.

Other Factors

• Trusted mobile phone brand that will give her sense of confidence of reliability
• Exclusive phone
• Comes with a stylish mobile phone pouch that is exclusive for this phone only
• If it is tied in with a designer label, it gives her a plus factor to buy it
• Not too expensive, she would go for the cheaper one yet almost good looking one.

Similar products:



Nokia's designer phones may appeal to Judy, stylish and nice. However, it is not that exclusive enough as compared to LG's Prada phone. It is classy, however expensive.

Thanks to my friend, pei, for the photos.