This assignment showcases Buyer Personas I created for the three subscription packages of Apple Music.

1. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Kenny
I am a… 20-year-old adult male who is currently enrolled in college.
Roles: one of two kids with middle class parents. Student. Younger brother.
Goals:
1. To become the first in the family to graduate college.
2. To become an entrepreneur.
3. To live a life filled with excitement.
Challenges:
1. Fighting the stereotypical mold.
2. Finding focused and likeminded friends.
3. Getting enough sleep.
Demographics:
 Age: 20
 Income: $400 per week
 Education: Some college
 Usage Rates: Every day
 Current Location: Orlando, Fl
 Hometown: Orlando, Fl
Story:
Kenny is a 20-year-old full time college student. He comes from a middle-class family and has one older sibling. Kenny
has a part time job but his $400 a week income only stretches so far. He strives to become an entrepreneur and first of
his family to graduate college. Kenny wants to do something with in the entertainment industry more specifically music.
As a student and music lover on a tight budget Apple Music Student priced at $4.99 per month fits right into Kenny’s
budget.

2. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Jessica
I am a… 26-year-old female with a career in the medical field.
Roles: Married with one child
Goals:
1. To continue to grow and care for my family
2. To become a registered nurse
3. To care for sick children
Challenges:
4. Long work hours and working holidays
5. Finding time to continue her education
6. Having personal time
Demographics:
 Age: 26
 Income: $15 per hour
 Education: High school graduate
 Usage Rates: Every day
 Current Location: Houston, Tx
 Hometown: Newark, NJ
Story:
Jessica a 26-year-old female with a medical career as a phlebotomist. She is married and has one child but hopes to grow
her family in the future. Jessica’s main goal is to become a registered nurse so. She can increase her salary. With her long
work hours and young child to care for she struggles to find time to continue her education. Apple Music Individual is
perfect for Jessica to use a tool to relax when she finally gets her alone time.

3. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Chase
I am a… 35-year-old male who works as a certified electrician.
Roles: Husband and father of 3
Goals:
1. To open his own company
2. To spend enough time with wife and kids
3. To find the best deals
Challenges:
7. Time management
8. Finding the confidence to pursue entrepreneurship
9. Supervising electronics of all three children
Demographics:
 Age: 35
 Income: $51,000
 Education: Technical School degree
 Usage Rates: Everyday
 Current Location: Orlando, Fl
 Hometown: York, PA
Story:
Chase is 35-year-old army veteran who is married and has three children. After his military service chase used his
education benefits to become a certified electrician. Him and his wife currently work full time and worry about what
their children watch and listen too on their iPhones. Apple Music Family allows Chase to pay one subscription that gives
Apple Music access to each member of the family and parental control.

4. Brand Positioning Statement: _______________________________
For those who are fans of Apple, entertainment, and accessibility, Apple provides a streaming service with ad free
listening, 60 million songs, exclusive content, and genres for everyone. Listen across all your apple devices on or offline
today with a no commitment 3-month free trial.