Assignment Two: Four Pleasure Analysis

User Profile

Bay Lian Hock turns 28 this year. He works as a senior manager at a large multinational insurance agency. At work, he goes by the name of Matthew. He decided to get an English name because he thought that it is much easier to remember, compared to his Chinese name. He wants to make the name official but never could find time to go through the legal procedures.

Lian Hock is the eldest of three siblings and comes from a working class family. He graduated from the National University of Singapore with a Bachelor’s Degree in Economics. He worked part-time as a financial advisor at a local insurance agency throughout his undergraduate years as he needed the extra income. Upon graduation, he decided to work full-time at the same agency.

Lian Hock enjoys being an insurance agent as he likes to interact with people. He is very outgoing and sociable and made a lot of friends during his undergraduate years. He has a reputation as a person who knows the most fashionable places to hang out in Singapore. Lian Hock likes to dress fashionably and follows the latest trends. He likes to spend his free time catching up on fashion news and finding out the latest cool places to hang out.

The urgent need to repay tuition loans and the nature of his job meant that Lian Hock lived a very stressful life during the first few years of his job. He has to keep his schedule extremely organized and well-planned so as to maximize the chances of meeting clients and hitting sales quotas. His good performance ultimately landed him a managerial post at a large multinational agency. Lian Hock however does not intend to work in the same industry for long. His dream is to open a pub. And he is well on the way to saving enough money to do so.

Lian Hock greatly enjoys playing soccer and sees it as a way to keep in shape as well as keep in contact with friends. He plays with his army friends every Sunday without fail. This physical activity also serves as a way to relieve stress for him. The soccer session is usually followed by a drinking session later at night.

He is currently dating Regina, a 25 year-old senior public relations consultant at a local agency. Both of them have hectic schedules and hardly have time to meet each other. They are however very serious about their relationship and try their best to make it work out. They enjoy relaxing at famous and popular pubs and cafes together. Lian Hock sees this relationship as a chance to settle down and perhaps start a family. They communicate multiple times throughout the day via MMS to make up for the lack of face-to-face interaction.
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Physio-Pleasure

• Soccer as means to keep fit (need)
• Enjoys drinking (appreciation)

Socio-Pleasure

• Likes to make new friends (apprecation)
• Enjoys it when friends ask him for hangout recommendations (appreciation)
• Requires a stable relationship with girlfriend (need)

Psycho-Pleasure

• Relieves stress through soccer and drinking (need)
• Pleasure in being up-to-date with fashion (appreciation)

Ideo-Pleasure

• Works hard towards dream of opening a pub (need)
• Sees 30 as the ideal age to start a family (need)

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Product Benefit Specifications

• Ultra large phonebook storage
• MMS friendly
• Organizer capabilities
• Web friendly
• Camera
• Strong vibration
• Loud ringing volume

• Sleek
• Fashionable
• Compact
• Lightweight

(something like the O₂ Xda Atom Exec)