Principles Of

Marketing

Case Study Of Capital E

Submitted On: Friday, August 18, 2008

Submitted To: Submitted By:

Prof. Manqoosh Ur Rehman Khawaja Naveed Haider [073605-
085]
Syed Hassan Askari [073605-
098]
Raja Qasim Jamil [073605-
UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

PAGE NO: 1
 086]

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

PAGE NO: 2
 Case Study 2A

Capital E

Questions:

1. Give your opinion of the role of each family member in

deciding where to go for family outing.

In this case study, there’s a recreational place in New Zealand’s city

Wellington which is Capital E. Very few people or families were aware
of it. It may be the reason that the name of that place is not good as
the place looks like. In this case study, we’ve found that very few who
had heard of Capital E, and even if they had, they were unsure of its
purpose.

Now we’re not concern about the name of the place. We can say that
somehow, the meaning of family is to be with the children or kids
whatever you like to say. Children are always willing to go for outing
that could be very interesting and joyful for them. Family members are
always willing to do best out of best. They need some place which
could satisfy their souls by the means of satisfaction of their children.
As described in this case study, Capital E has three levels and each
level is somehow different from each other which fulfills the utility of
the families.

2. Outline the decision making process for families when

deciding where to go as a family. What variables would affect
this process?

In Wellington, families with children aged playgroup to early

adolescence are highly qualified and from high dual income. Everybody
wants to maintain the status and they choose Capital E for the
UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

PAGE NO: 1
recreational activities for their children. The families of Wellington are
always willing for a new change. So we can say that the status and
willingness made the families to decide where to go and what is
suitable. Now the question is that what the variable that affects this
process are. So we’ve the complete market research in this case study
that describes the same question. Respondents were asked which
combination of information sources they normally referred to when
looking for something for their family to do.

Fist of all, there come a role of print media that influence the families
most. Outcome of the survey has shown that Wellington daily paper
“The Dominion” and “Evening Post” rated greatly which is more than
80% as well-liked information sources. That means that the families
needs to be aware of by the advertising that you are offering. Because
they focus on print media for the information. Then there comes the
role of give-away fliers which is 77%.
The most considerable source of information for making choices for
those surveyed came from word of mouth referrals. It means they
listen to other. But it’s very strange to write here that internet and
community notice boards were the poorly used feeds.

3. Based on your answers to question 1 and 2, what marketing

programs could Capital E pursues?

As we roll our eyes towards the case study, we’d studied a lot but we
hardly find anything relating advertising. It means the section of
advertisement is very weak. As the company arranged the survey and
it gave the result which can be seen on the above question. Paper
media is very strong over there so they should emphasis on the
advertising more. No doubt that they’re providing quality services to
their customers but to retain them is such a difficult task. Like in the
summary of survey, the heading of “Never Visited” shouldn’t be taken.
Why they don’t visit? What’s the reason? They should resolve this
question. You’ll also find the higher percentage which is 89% of “Never
Visited” among all the headings of the summary.

So in short, I’d say that there should be two things that the Capital E
should pursue:

1. Emphasis on advertising
2. Retain customers

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

PAGE NO: 2