MJI has an elegant and sophisticated style, whilst refusing to compromise on substance.
It particularly appeals to people who enjoy indulging in nostalgia and like things done well.
MJI believes that sometimes you have to take time after a busy day to pause and enjoy moments. It reminds us of a time when there were fewer distractions and when we weren’t always on call.
Our objective has been to create elegant, sophisticated sound systems and portable music players that remind our audience of yesteryear, without sacrificing quality. We have done this by creating a range of beautifully crafted turntables, cassette players and accompanying accessories that not only retain their original functionality but also cater for modern media like USB and Bluetooth.
Target Audience (Primary)
Use Cases / Reason to Buy
It offers its customers the opportunity to bask in nostalgia without sacrificing a high quality listening experience.
It is for people who appreciate a holistic experience which stimulates them both visually and aurally, rather than just wanting a device on which they can listen to music.
MJI products are made from wood, so there is a use case for people who have homes with wooden floors or furniture that has been made from wood eg drinks cabinets. There is an overlap between the kind of person who is willing to invest in a good looking wooden drinks cabinet to enjoy a moment of indulgence and the target audience for MJI products.
Tone & Voice
Music to use in communication should reflect the type of music that potential clients might listen to on the system. It shouldn’t be jarring, staccato or aggressive in any way. Examples of musical genres that can be used in promotional items are Smooth Jazz (Miles Davis, Herbie Hancock) and Classic Rock (Pink Floyd).
For spoken communication, deep male voices with a slow, rhythmic cadence are preferred.
For written communication, the emphasis should be on reflection, indulgence and rewarding yourself. In particular, rewarding yourself with time which is a key currency for MJI’s target audience.
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