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7/31/2019 Three Life Histories- Case Analyses
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Life story analysis of Je Jean
Age:59yrs
Education: No proper schooling
Occupation: Works as a barmaid
Married with 3 kids who dont live at home.
Goals and Concerns
To be happy, have pride in what your doing and have satisfacdo
Needs to have a sense of belongingness What does she think of herself?
She is a hard worker
Self made- you want , you work, you get
She is loyal to her core
She is very good at relationships
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Life story analysis of Je Jean
What are her sources of pleasure?
Accomplishment as a cook and housekeeper
Working for her family
Being appreciated for her work
Having nice things, cause she deserve the best
Realizing and accepting her Italian heritage
What are her sources of pain? People not caring for others. Not having a community
What tensions does she face in life? Her brother might lose the home if he doesnt pay
the mortgage
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Life story analysis of Je
Jean What issues does she negotiate in her quest for life sat
Being affiliated with her community/ family is important to h
anything including lead a ear/ hand to them
What motivates her on a daily basis?
Meeting and being part of her community lives.
Working to help her community
What is the role of family/ friends/ community for h
Extremely important for her
She believes that the entire community is her family
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Brand Stories Analysis
Rever Ware Stainless Steel
Pastene Tomatoes
Hunts Special Sauce
Philip Berio Olive Oil
Progresso bread crumbs & vinegar
Johnnies Foodmaster meat
Contadian Tomato Paste
Bounty paper towels
Jenn-Air
Fridgeidaire refrigera
Electrolux vacuum cle
Comet sink cleaner
Aussie Miracle shamp
Tide detergent
General Electric irons
Brands used by Jean
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Brand Stories AnalysisBrands used by Jean
Products or categories form herinner sanctum of brands Products which are used for her fof cooking and housekeepingCommon things among the
brands They are all known brandsShe does not like products of newbrands
Size of brand set Very large, and she is very particuabout the brands that she uses
Characteristics of the
relationships she has with the
various brands in the portfolio of
brands she uses
Long-standing
Loyal
Believes that they are the best
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Brand Stories AnalysisBrands used by Karen
Brand Type of
Relationship
Reason for Buying
Rever Ware Stainless Steel Functional Sauce doesnt burn
Pastene Tomatoes Functional Best taste for sauce
Hunts Special Sauce Self-expressive For addition of taste
Philip Berio Olive Oil Emotional She feels that the taste is better
Progresso bread crumbs &
vinegar
Emotional They are Italian
Johnnies Foodmaster meat Emotional They taste good
Contadian Tomato Paste Self-expressive For addition of taste
Bounty paper towels Functional She likes using them
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Life story analysis of Ka Karen
Age:39yrs
Education: High School
Occupation: Manager for South University
Divorced with 2 kids between age group of 10-15.
Goals and Concerns
To ensure that her children have the options and motivation someone
Responsibility of her children, since she is the sole bread own Concerns: not being able to provide a good life for her family
Worried about turning 40 and not having a good relationship
What does she think of herself? She is confused between her desire for change vs. stability
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Life story analysis of Ka
Karen What are her sources of pleasure?
Her ability to get through the day with so much things
Taking care of her self
Working for her family
What are her sources of pain?
Managing the upheaval of her life after divorce
Managing her hectic life Embarrassed by her job and her failure to achieve her
What tensions does she face in life? Making it through the day
The inner conflict between her kids and her self
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Life story analysis of Ka
Karen What issues does she negotiate in her quest for li
satisfaction?
Finding a balance between things
What motivates her on a daily basis?
Meeting and being part of her community lives.
Working to help her community
What is the role of family/ friends/ community for h
Her Kids extremely important to her
She wants to be a better mother to her kids as compared
to her own mother
7/31/2019 Three Life Histories- Case Analyses
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Brand Stories Analysis
Detergent:
Tide, Cheer, Surf
Success Rice
Comet
Gateway
Joy
Ban
Miracle Whip
Mary Kay
Dove
Gatorade
Reebok
Coke
Brands used by Karen
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Brand Stories AnalysisBrands used by Karen
Products or categories form her inner
sanctum of brands Products which are enhance her fitneedsCommon things among the brands They are mostly brands which her
She cant distinguish between bran
Size of brand set Relatively smaller, has mostly just ocategory
Characteristics of the relationships she has
with the various brands in the portfolio of
brands she uses Long-standing
Loyal
Believes that they are the best
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Brand Stories AnalysisBrands used by Karen
Brand Type ofrelationship
Reason for Buying
Miracle Whip Functional No specific reason
Mary Kay Emotional Believes it keeps her younger
Dove Self Expressive Feels the difference on using Dove and on using any
soap.
Gatorade Emotional Likes the taste
Reebok Emotional Emotional attachment
Coke Self Expressive No specific reason
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Brand Stories AnalysisBrands used by Karen
Brand Type ofrelationship
Reason for Buying
Detergent:
Tide, Cheer, Surf
Functional Not able to distinguish between brands.
Depend on- Sale, location, display
Success Rice Functional Feels it is one-of-a-kind
Comet Functional Dislikes Ajax because of low performance
Gateway Functional Preferred over Apple
Joy Functional Her mother used to use it
Ban Functional No specific reason
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Life story analysis of V Vicki
Age:23yrs
Education: Pursuing Post-Graduation
Occupation: Student
Single working for a relationship which will lead to marriage
Goals and Concerns
To be a Market Researcher
Establish herself and have an individual identity
Undergoing a major change in life Not sure what to do next
Wants to establish a serious relation with a boyfriend
What does she think of herself? Very committed towards friendship
She firmly believes in her opinions
Very friendly and easy to get along with once established trust
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Life story analysis of V
Vicki
What are her sources of pleasure?
Hanging out with friends
Having a night out
What are her sources of pain?
Not being able to find someone special
What tensions does she face in life?
Conflict between dependence and independence
No proper path for future goal( Consulted career counselor
What issues does she negotiate in her quest for life satisfactio Firm believer of her views
Wont change her views for others
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Life story analysis of V
Vicki What motivates her on a daily basis?
Likes her feminine nature( her hair, scents, cloths etc) What is the role of family/ friends/ community for h
Still semi dependent on parents
Parents take care of her expenses on car and insurance
Friends are the sources of enjoyment
And committed to her friends
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Brand Stories AnalysisBrands used by Vicki
Ivory- Soap, Shampoo,
Conditioner
Crest- Toothpaste
Soft n dry
OpiumIntimate Musk
Jordache Love
Giorgio
Victorias Secret, Maidenform,
Playtex, Bali
Aveda Elixir
Aromatics Mint
Rosemary Shampoo
B&M baked beans
FriendlysTetley
Lysol
Dow
Metadent- Toothpaste
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Brand Stories AnalysisBrands used by Jean
Products or categories form herinner sanctum of brands Products which are used for her fof cooking and housekeepingCommon things among the
brands They are all known brandsShe does not like products of newbrands
Size of brand set Very large, and she is very particuabout the brands that she usesCharacteristics of the
relationships she has with the
various brands in the portfolio of
brands she uses
Long-standing
Loyal
Believes that they are the best
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Brand Stories AnalysisBrands used by JeanBrand Type of Relationship Reason for Buying
Ivory- Soap, Shampoo,Conditioner Self Expressive Wants everyone to associate herwith Ivory
Crest- Toothpaste Functional Suits best for her needs Soft n dry Self-expressive Peer Recognition Opium Emotional People notices her Intimate Musk Emotional She wants to be smelt like it Jordache Love Musk Functional Bought during Christmas Victorias Secret,
Maidenform, Playtex,
BaliFunctional For different types of use and at
different time of the day
Aveda Elixir Emotional Depends on her mood
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Brand Stories AnalysisBrands used by JeanBrand Type of
Relationship
Reason for Buying
Aromatics Mint Self-expressive Given by her friend Rosemary
Shampoo SelfExpressive Given by her fried B&M baked beans Emotional She loves to have them Friendlys Emotional For the pleasure of taste Tetley Emotional Does not know about anything better at tha
time( used by mom)
Lysol Emotional Because her mom uses it
Dow Functional Dow is the new and Improved Product
Metadent Functional For hygiene factor
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Socio-demographic ProfilCategory Jean Karen Vicki
Self-Concept- Ideal Self Good Homemaker Perfect mother Indepe
Tension Emotional Environmental- Social Emotion
Justification She is emotionally
attached to her
mothers house
She is searching for a
man in her life
Conflic
depen
indepe
Social Cognit
Justification She wants to know
everyone
Unclea
Frustration Adaptation Projection Autism
Justification Worked hard at
housekeeping to earn
affiliation
Blamed her mother for
the problems in her life
Day-dr
ex-boy
back to
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Socio-demographic ProfilCategory Jean Karen Vicki
Personality Compliant Detached Aggress
Justification She uses the known and
popular brands
She uses brands because
of other peoples
opinions
She us
brands
others
brands
(eg. Ivo
Musk)
Self-identified
Orientation
Principle-oriented (ideals) Status-oriented (self-
expression)
Status-o
expressi
Justification She wants to help
everyone who needs
any help
She wants to portray an
image about looking
good
She wa
mark b
identit
S i d hi P f
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Socio-demographic ProfCategory Jean Karen Vicki
Maslows Hierarchy Social Safety and Security Self-es
Justification Searching for
affiliation
She wants a stable
future
She wa
identif
Ivory G
Family life cycle Empty nest Extended- full nest 2 Bachel
Type of Family Nuclear Family Single Parent
Justification High school
dropout+ Skilled
College dropout +
Officer
Post G
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