Anton, 35, is a General Manager of the marketing department of a MNC in Singapore. He has degree in marketing as well as an MBA from an American University. He was offered a job by his present company even before he graduated with his masters. After a few years of hard work and rapid promotions, Anton has reached a position where he has both the spending power as well as comfort level to start enjoying his life.
Although hard working, Anton is also a party animal, frequenting clubs and pubs on the weekends till the wee hours of the morning, living by the philosophy of working hard and playing hard. Anton also enjoys a game of golf with his buddies on Sunday afternoons as a way to relieve his work stress as well as a way to keep fit since he rarely has the time to exercise on most days, being stuck in the office till late. He doesn't believe in mixing business with pleasure and would rather not be bothered by work when he is out enjoying himself.
Anton lives alone in a private apartment in an upmarket area, enjoying the bachelor lifestyle. He hires a maid to come over to tidy up the place and do the laundry once every two days since he doesn't have the time to do the household chores himself. Anton normally eats out and there are rarely any dishes to do. However, he does invite his buddies over sometimes for poker games where they polish off many cartons of beer. His circle of friends are mostly professionals like himself that he has met over the years working for the MNC. He had lost contact with his old friends after he went for his studies overseas.
Although an only child, Anton choses to stay alone away from his parents because of his years of studying overseas and being independent. He likes to feel free from obligations and wants to be his own man, in control of his own destiny. He does however, visit them once every month at their flat in Woodlands. He also helps them out with the household expenses as he still feels a sense of duty towards them, especially for their huge investment sunk in when they sent him overseas for studies.
Anton doesn't have any steady girlfriend, choosing instead to remain free from any serious relationships which he sees as a burden to the lifestyle he is enjoying. Seeing himself as a swinging bachelor, he also has a thing for the aesthetics of the 60s and 70s. He also likes designs that are unique and products that are more exclusive, helping seperate him from the crowd and celebrating his individualism.
Applying the four-pleasure framework:
Physio-pleasure:
Clubbing/drinking (Appreciation)
Golf for fitness (Need)
Socio-pleasure:
Enjoy bachelor lifestyle (Need)
Freedom from relationships (Need)
Hanging out with his buddies (Need)
Need visit parents since living alone (Appreciation)
Psycho-pleasure:
Stress release (Need)
Keeping work and play seperate (Need)
Ability to be fully in control (Need)
Feeling that he forged a successful career (Appreciation)
Ideo-pleasure:
High regard for individualism and personal freedom (Need)
Working hard and playing hard (Need)
Sense of duty to parents for upbringing (Appreciation)
Unique sense of style for the exclusive (Appreciation)
The ideal hand phone:
Product benefits specification:
- Stylish, retro look (Appeals to the retro-inspired sense of style)
- Quality finish and build (Adds to the feeling of a high quality product, something befitting one's high status)
- Designed by a renowned designer (ie. Philippe Starck, gives a sense of exclusivity and good taste)
- Slim clamshell design with large main and external display (Easy to carry and read for the active lifestyle)
- Large buttons and easy to use interface (Less stressful operation and gives the user a sense of control)
- Easy to manage contacts and grouping options (Easier to manage large groups of contacts with groups, for example, work, buddies, girlfriends)
- User defined profiles to store various configurations (Ability to quickly switch from work oriented settings to play oriented settings)
- Customisable user-interface with themes, wallpapers and screensavers (Ability to personalise the look of the phone to one's own unique taste)
- Basic organiser functions like calendar and todo list (Ability to handle some work or non-work related activities more easily)
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