Assignment 2: Four pleasure analysis

Name: Kim Jun Jin (Jolin)
Age: 24
Gender: Female
Status: In a relationship
Occupation: Museum Project Manager

Jun Jin is a 24 year old Korean girl and has a 28 year old boyfriend, a successful music composer in Korea. Jun Jin completed her university and obtained a Bachelor Degree in Management one year ago. She has been working at California Museum, being a project manager for museum exhibitions and events.

Jun Jin is the only daughter of a very rich family. Her father is a successful businessman in Pharmarcutical trading and her mother is a housewife. After her graduation from the university, she decided to lead her own life, thus choosing to leave her home in Seoul and work in California. She lives in a medium-sized apartment alone near the coastal area of southern California. She has a maid who will come to clean the house daily while she is away at work. She also has a pure white cat.

Jun Jin has very fair complexion and has a very cheerful and up-lifting personality. She adores comfortable lifestyle. She works during work and relax during leisure. She would never work over-time or bring work back to home. During weekends, she likes to get up early in the morning, sitting at her dining table by a window, sipping a cup of coffee, listening to classical music and feeling the morning breeze. After her breakfast, she would stroke her cat for a long time until the sun has completely risen at around 8:30 am, she will go out for a walk along the beach. When the sun gets hotter at around 10 am, she will come back and read a book at her apartment.

She doesn't have many friends in California but she has 3 close Korean girl friends there. In the afternoon, Jun Jin would go window-shopping with them or sit at a coffee shop to chit-chat. Jun Jin's boyfriend is not in California. Usually Jun Jin will take a lot of pictures of her daily activities and herself, and write blog posts about her happenings for her boyfriend to read. Jun Jin is very fashion conscious and she likes casual, trendy and comfortable things. Especially in terms of appearance, she likes to show her demure side to her friends and boyfriend.

Physio-pleasure

1. Classical music keeps her mind in peace. For her it is a need pleasure to keeps herself fit in shape.
2. Taking a walk along the beach keeps her physically healthy, taking the morning sunshine for Vitamin D. – need pleasure
3. The cleanliness in her apartment makes her feel clean and fresh. – need pleasure
4. She likes to read a book, sitting on her sofa to entertain herself and keep herself knowledgeable while enjoying the luxury of the sofa. – appreciation pleasure
5. Stroking tenderly on the fur of her purely white cat gives her the physical pleasure of love and tenderness. – appreciation pleasure

Socio-pleasure

1. Jun Jin is proud of her family and appreciates the status associate with it. She likes to make her friends and others envy of her affordable and care-free living. – appreciation pleasure
2. She also takes secret pleasure in that her boyfriend is so successful and famous in her home country. – appreciation pleasure
3. Her basic social need is to be emotionally attached to her parents and boyfriend and be loved by them. – need pleasure

Psycho-pleasure

1. Jun Jin’s job is stressful and demanding as she needs to meet clients and vendors, and maintain relationships with them to make her projects/events successful. As such, she is very conscious about her appearance in public. Her good fashion sense is the need pleasure for her to be able to look impressive.
2. She is good at photography and creative writing. She feels a sense of achievement when she describes her daily life activities on her blog – how she maintain the look and feel of her blog, how she portray her mood and feeling through writings and snapshots, etc.

Ideo-pleasure

1. Jun Jin has a great personality. She can separate work from life. – need pleasure
2. She always strives to be perfectionist, worry-free for money, relationships and social networks. It is a need pleasure for her.

Physio	Socio	Psycho	Ideo
Comfortable lifestyle	Rich family background	Fashion conscious	Work-life balance
Luxury of feeling a cat	Rich and successful boyfriend	Sense of achievement	Ideal personality
Tranquility at home	Glamour	Creativity
Cleanliness	Status among friends

Product Benefit Specifications

Appearance

The product must be -

1. Sleek
2. Slim
3. Light weight
4. Mirror effect screen
5. Shiny metal body
6. Light green color
7. Beautiful and fashionable with a touch of artistic designs
8. Easy to clean
9. Exclusive

Technical Aspect

- Good graphical interface
- Simple functionality (no need to have Internet access or check email)
- Very Good camera
- Built-in Bluetooth and infrared so that she can transfer her photos to the laptop to upload on her blog
- Music player

Others

- Luxurious brand image
- Expensive and different (limited edition)
- Good battery life and durability