Joan is a 22 years old student at NUS, majoring in CNM. She comes from a middle class family, and she's come to Singapore to study. She now lives in a modest HDB department with her friends, who are also foreign students.
Joan's grade is good, but all work and no play is not her style. She leads a healthy life. She is the president of the hiking club in her school. Since she also loves traveling, hiking not only helps her to keep fit, but also give her a chance to go to many beautiful places. When she cannot afford time to go hiking, she run every night around her neighborhood to keep fit.
Joan is a cheerful person. People always see her smile, and she enjoys what life brings to her since she does not want to make it too complicated. Living far away from her family makes her stronger, more confident and independent. Although she is in her studying, she is also working as a freelance journalist about traveling and tourism. She's quite an organized and a self-disciplined person and whether it is work or play, she concentrates on whatever she is doing. She does what she wants, tries her best in everything she does. She rarely compares herself to others, and hence she is not a competitive person.
Unlike many other girls, Joan is not shopaholic. She is not into those expensive, high tech or beautiful stuff. She will also not buy something JUST because everyone else is buying it. If she ever buy an Ipod, it will not because it's in trend or it's an iconic symbol. What she loves is simplicity, functionality, endurance and user friendliness. She's a simple girl who prefers wearing jeans and Tshirts to skirts and dresses, since she thinks that it will be more convenient.
Joan is quite popular. She has a lot of friends and enjoys gathering and talking with them. She also has a blog to keep in touch frequently with her friends and family back in her hometown. Her blog often receives lots of comments and is updated frequently with her activities and pictures of places that she has come.
Though she is attractive, Joan is still unattached. She feels that her life is too busy and packed of interesting events. She doesn't want to make it more complicated with a romantic relationship. Although sometimes she feel bored and lonely, she overcomes by going out with her best friends, or go playing sports.
4 pleasure analysis:
Physio-pleasure:
- She loves to play sport. Hiking helps her to keep fit and let her to go to many places. - need pleasure.
- She wears simple clothes for convenience and the easy movement. (appreciation pleasure)
- She also listen to music to de-stress. She's not selective about what to listen to, but she usually finds pop music relaxing. (appreciation pleasure)
Socio-pleasure:
- Joan is a socially active person. She loves to gather with her friends. Surrounding by friends and chatting with them make her happy (need pleasure)
- She treasure all the memories with her friends. No matter bad or good memories they are, she considers them as parts of her life. (appreciation pleasure)
- She keeps her blog updated to show friends and family how her life is going. (need pleasure)
Psycho-pleasure:
- Going hiking gives her the feel of achievement, since this is not a popular sport, and it's pretty tough with a girl.
- Her life is full of activities and she can always think of something to do. Therefore, she never gets bored.
- She also feels contend because of her ability to take good control of her own life.
Ideo-pleasure:
- She believes in freedom and independence. She does what she wants, regardless of what people think. Therefore, she also never forces people to think the way she thinks, since she knows that people always have the right to have their own thinking.
Product Benefit Specification:
- not too expensive.
- should be able to connect to Internet
- does not need to have too many complex functions
- suitable for her active and sporty lifestyle
- have camera function
- durable so that she can bring along everywhere without being too careful.
- easy to use, simple and classic design
- calendar function to get organized.
I think that the possible phone suitable for Joan is Nokia Sport 5500.
Some features include:
- Instant Swap key for quick one key switching between phone, music, and sports modes: easy to use, convenient.
- Stainless steel body designed to withstand bumps, dust, and water splashes: durable.
- 3D sensor for tapping command to play music or voice feedback in sports tracking: convenient for Joan to listen to music while playing sport.
- Sports tracking user interface monitors your exercise and displays training data, speed and distance, steps taken, and calories burned.
- Have bluetooth and infared function for easy connection with PC. USB 2.0 full speed with mass storage profile
- Simple and neat design.
- Can use with a strap to bring along when playing sport.
- Come with 64MD SD card, so that Joan can store more files and data.
- 2.0-megapixel camera with up to 4x zoom, self-timer, and camera modes: still and video. Options for night photos, brightness adjustment, and image quality. Image formats supported: JPEG, GIF, EXIF, WBMP, BMP, MBM, PNG
- FM stereo radio.
- EDGE (EGPRS): Class 10 (requires network support). GPRS: Class 10
