The Profile
Known to most of his acquaintances and colleagues as Chris, Chen Ye Ming gave himself that name after deciding that having an English name seemed more sophisticated. He turns 27 this year and has been in the Banking line for almost 2 years now. He is still working his way up the ranks so it’s important for him to make a good impression on everyone.
It’s not suprising that he goes to great lengths to ensure that he is well groomed and impeccably dressed. Perpetually clean shaven, he goes for facials monthly, threads his eyebrows and heads to the manicurist occasionally. His weekly ritual of going to the gym and playing tennis with close friends shows in his toned physique. Adding to his list of activities is golf lessons as well. He hopes it will help with clinching deals in the future.
Chris primes himself to be up to date with trends so he almost always has the latest tech gadget, be it an iPhone or a good digital SLR camera.
He goes shopping fairly often and is willing to pay for a $500 Paul Smith shirt as long as it fits well and looks great on him. Branded merchandise is what he goes for because he feels that it’ll help him look like he’s already ‘made it’ in the corporate world. On a deeper level, it actually makes up for an insecurity that stems from his not so well-to-do family background which he is sometimes ashamed of.
Nonetheless, he hides his insecurities and presents himself as a charmer, using humour and wit to get around. Chris is outgoing and personable and someone whom everyone loves being around.
The Analysis
Physio-pleasure
* Going to the Gym and playing Tennis keeps Chris physically fit and healthy (NEED)
* Visiting the manicurist is not necessary but it makes him feel good. (APPRECIATION)
Socio-pleasure
* $500 on a Paul Smith shirt seems reasonable to Chris because it gives people the impression that he’s rich. (APPRECIATION)
* Tennis games with close friends provides R&R time with people who truly know and understand him. A needed break from the superficialities of work. (NEED)
Psycho-pleasure
* Learning to play Golf is a challenge for Chris. Also in the future it opens more avenues to interact with clients and gives him a place in the local ‘golf scene’ that is rather prestegious. (NEED)
* Going for designer labels makes up for Chris’ insecurities about himself.
* Owning an iPhone makes Chris feel exclusive and cool because it still has not yet been launched in Singapore. (APPRECIATION)
Ideo-pleasure
*Buying designer merchandise is part of Chris’ way of ensuring that he looks good and will leave a good impression on the people around him. (NEED)
The Product Benefit Specs of a Handphone
The Phone will have to be from a strong brand that makes a statement.
It should be one of the latest models and boast many incredible functions as well as performance since he prides himself on keeping up with technological trends.
Cost would not be an issue with Chris.
Looks wise it should be sleek, and clean cut just like him -the phone acting as an extention of himself.
I think the iPhone would be the best bet.
