Four Pleasure Analysis

Name: Sarah
Age: 21
Race: Caucasian
Occupation: University Student
Status: Single

Sarah, 21, is currently studying at the National University of Singapore. She majors in Physiology at the faculty of Arts and Social Sciences.

Being a single and available university student, personal image and first impressions are very important to her. Sarah spends at least an hour dressing up before she goes to school everyday. She is able to spend that amount of time dolling herself up as she stays at Holland Village and drives to school. Her career-minded parents are separated and she stays with her mum. Being the only child, her constantly busy parents supply her with endless amount of cash as their only token of love. Her black Mini Cooper was bought by her dad for her 21^st birthday.

Although Sarah has many admirers and suitors, she does not believe in relationships and wants to have as much fun as possible. Because of her high profile in school, Sarah has many friends but none of them are true friends. However, she still enjoys the social company of her friends and loves to pack up her usual week. During the weekdays, she goes to school for lessons so as to maintain her good grades and to let herself been seen. On Fridays and Saturdays, she goes shopping with her girlfriends in the day and clubs with another group of friends in the evening. And on Sundays, Sarah goes for yoga lessons in the morning and swims in the afternoon to maintain her slim and tanned figure. As money is not an issue to Sarah, she is constantly aware of the latest trend and fashion. However, she does not simply buy everything in the latest fashion, but makes considerably wise choices based on quality. Hence, her weekend shopping sprees updates her wardrobe, shoe racks and accessories.

Sarah is determined not to be the typical “Barbie” girl who does everything to beautify herself. She wants to be unique and special with the extra “wow” factor. She hates pop music and Justin Timberlake, but listens to classical music for relaxation and stress relief. Also, technology and computers is not her cup of tea, and she has always been a disaster when it comes to electronic products. Sarah does not believe in relationships, partly due to the fact that her parents are separated; however, deep down, she has been waiting for the right guy.


Apply the four-pleasure framework

Physio-pleasure

• Clubbing for enjoyment and socializing (Appreciation)
• Loves shopping and at the same time able to keep up with the latest fashion and trends (Appreciation)
• Fitness, like swimming and yoga, to maintain her figure and stay healthy (Need)
  

Socio-pleasure

• Single hood for the freedom to enable her to keep up with her busy schedule (Need)
• Desires the social company of many friends (Need)
• Admiration by friends and school mates (Appreciation)
  

Psycho-pleasure

• Classical music and yoga classes relieves stress (Need)
• Maintaining her popularity and good reputation in school (Appreciation)
• Doing well in her school work gives her a sense of achievement (Need)
  

Ideo-pleasure

• Pursues the ideal relationship, the perfect man (Appreciation)
• Perfectionist, in terms of physically looks and good school grades (Need)
• Believes in a balanced lifestyle, working and playing hard (Need)
• Being exclusive and different (Need)

	Physio- pleasure	Socio- pleasure	Psycho- pleasure	Ideo- pleasure
	Clubbing	Single hood	Stress relief	Ideal relationship
	Shopping	Social company	Good reputation and popularity	Perfectionism
	Fitness and health	Admiration	Sense of achievement	Balance lifestyle
				Exclusive and different

Product Benefit Specifications

Physical appearance

• It must be different and exclusive, probably a limited edition design
• The design has to be beautiful and fashionable (latest design)
• Sleek, slim and light in weight (Able to place it in her small handbags, and easy to carry around)
  

Techical aspect

• Advanced technical specifications are not required
• Simple user interface and easy functions just to call and sms are needed
• Large and easy to use keypads required
• A large display screen to increase usability
  
• Basic organizer functions like calendar and todo list (Ability to handle her busy week schedule)
• Huge memory space (To store the large number of contact details as she has many friends)
  

Others

• Good quality, meaning long battery life and durability.
• Carrying such a phone would lead to admiration and envy by her school mates and friends
• Price is not an issue
• In search for the ‘perfect’ phone

Recommended phone:

Motorola limited edition of the new RAZR2