- Alex Hues – 28 year old bachelor
- Lives in by the Harbourfront in downtown Toronto, Canada
- Works as a Financial Analyst for PriceWaterhouse Cooper Corporate Finance
Alex Hues is a single man in his late 20’s living on his own in a condo downtown Toronto. He works as a Financial Analyst for PWC, PriceWaterhouse Cooper, the world’s largest professional services firm in the world.
He is not currently seeing anyone, but is still quite the ladies man. He has always dating young women for a couple of weeks at a time, but is not ready in his life to settle down with anyone. He still enjoys just having a good time! He has a close group of friends who he is tight with, who refer to him as “Paris Hilton” because he loves to entertain guest, go out to bars and nightclubs (nightlife) and enjoys being the life of the party. Because of his busy schedule, he barely has a chance to go home to visit his family, but tries to still keep in touch with them and visit home twice a year.
Alex is working at his second company since graduating from university with a degree in math and business (double degree) from the University of Waterloo. He is not incredibly happy with his position at work. He had hoped that in this stage in his life he would have had been in a higher position with a company or somehow struck it rich in the stock market and retired. He still continues to put in the long hours in hope to land a promotion.
Being very health conscious, Alex tries to keep active on a daily basis trying to keep healthy and his lean image. He goes to the gym almost daily before work. Some days he meets his friends for a game of pickup basketball at the YMCA (local fitness centre and gym).
Most of all, Alex is careful to keep his eye on the latest fashion. He likes to look trendy and show that he makes a good amount of money without necessarily showing off. For work he gets decked out in a suit everyday, but even after work Alex likes to keep a business casual look when he goes off and enjoys the nightlife with his friends, or when he is entertaining the ladies. He keeps up with the current trends by reading GQ and other magazines, as well as shopping on Bloor Street (Orchard Road equivalent in Toronto). Some of his friends even go as far as saying that Alex is slightly narcissistic, but it is mainly attributed from his outgoing personality, that makes him seem to be a little cocky.
Four-Pleasure Analysis of Alex
Physio-pleasure
- Even though Alex puts in long hours at his office, he still likes to put in the time to keep active, fit and lean through working out at the gym and playing sports. – Need pleasure
- Wears suit and tie to work everyday in order to show his professionalism and business savvy – Need pleasure
- He finds it important to keep up with the latest trends though reading magazines and shopping for the latest mens fashions on Bloor Street – Appreciation pleasure
Socio-pleasure
- Constantly going out with friends and enjoying the nightlife – Need pleasure
- Loves to be the centre of attention, life of party – Appreciation pleasure
- Enjoys to have the “Paris Hilton” and “narcissistic” reputation from within his group of friends – Appreciation pleasure
Psycho-pleasure
- Since Alex is always working late hours and usually partying, hanging with friends or going out, he often gets burnt out and needs to relax. One of his hobbies that helps him de-stress is playing online poker (although it can be very costly) – Need pleasure
Ideo-pleasure
- Alex pays close attention to what he wears and the things he buys, as he gets a sense of satisfaction from his personal style. He loves knowing the he is looking good at work and especially when goes out at night – Need pleasure
- Still waiting for the big break at work, Alex knows that if he does work hard at his job he will get the satisfaction that goes along with a prestigious position in a financial firm – Appreciation pleasure
- Alex always remembers the name and at least one important detail of anyone he meets in order to help build a relationship with the person he has just met. whether it be in business, friendship or personal – Need pleasure
Socio – Good personal relationship, socializing, centre of attention
Psycho – Self satisfaction, feel elite, status
Ideo – Responsibility, work ethic
Product Benefit Specification
- Candybar style of phone
- reflects the need to be different from everyone as the sliding and flip phone have no taken over
- Sleek slim design, chrome/gun metal finish- NO plastic casing
- demonstrates unsophisticated and trend consciousness of user
- also sleekness stands out classy and professional looking phone
- Functionality in phone is not too important - i.e. extra features
- since user would have the top of the line mp3 player, camera and other gadgets to demonstrate his status, would not need to have a phone with all the bells and whistles
- Simple user interface (buttons and menu)
- Conference calling capabilities
- to arrange his busy schedule at work and after work
- Extra battery
- calling friends to meet up with all the time, anticipating a lot of usage
- Bluetooth headset
- although doesn't have a car, at home, he can be hands free when he talks on the phone, also adds to status
- Quality of phone needs to be very high (sound, reliability, name, etc)
- reflects the self satisfaction of having a quality product you know you paid lots of money for
- Integration of contact list and calendar with computer
- as Alex has many friends, business contacts he can keep his list up to date and sychronized with his Outlook contancts
- organize his busy schedule through his phone
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