Done By: Sannidhi Bosamia

Grade: 10R

How do the changes in the pricing method (more expensive fees,

current fees, less expensive fees) of Fairview International School
affect the current consumers behavior?

 Consists of 4Ps Place, Price, Product, Promotion.

Good marketing mix good quality of product, well promoted, in a suitable place and

sold at a reasonable price.

Depends on the market, too.

 Location: 4178 Jalan 1/27D,Section 6,

Wangsa Maju, Kuala Lumpur,

Malaysia.
Target Market: Expatriate Families

They offer discount vouchers when

buying stationary and uniform as well

as scholarships for the DP students
who perform well and/or those who
need the financial aid.

Current Potential Consumers:

Expatriate Families
Program: IB PYP, MYP, DP
Methods of Promotion:
Flyers
Newspaper Advertisements
4

Fairview International School aims to be a vibrant centre for educational, personal and
social growth in the world providing a rich academic curriculum for children in the local
and international community.
Through the use of best practices in teaching and learning, Fairview International
School will educate, motivate and inspire students in an educational environment that
stimulates learning in a nurturing social and emotional climate.
Fairview school is committed to raising the standards of education not only in its
schools but in the region through continuous training and development in the best
possible teaching pedagogies.

A RICH ACADEMICC PROGRAMME

A curriculum based on best research evidence on successful teaching and learning
strategies for children of diverse backgrounds and learning needs.
A COMMUNITY SCHOOL
A vibrant centre for educational, recreational, cultural and social programmes for
children in an international community which draws upon and contributes to the vitality
of the international community through an innovative and focused curriculum.
A UNIQUE PROFESSIONAL DEVELOPMENT FOCUS
A culture of continuous professional growth for all staff and functions as a hub for
educators throughout the region to engage regularly in a wide range of learning
opportunities that promote ongoing professional growth.

P.E.S.T. analysis on Fairview International School

Political

Economical

Pricing has to be approved by Ministry

IB World School.

of Education.
Government regulates, plans and

monitors private schools. Therefore,

school must be up to governments
standards.

Pricing is affected by government as

well.
Financial aid and scholarships for DP

students.
Targeted market is those who can

afford such expenses.

Promotional pricing strategy.

Social

Technological

Over 55 nations studying in the school.

Two ICT labs.

Offers second languages Bahasa

MYP and DP students expected to

Melayu (Malay) and Mandarin.

Community and Service is compulsory

for MYP and DP students.

Good teachers hence better learning

experiences.

bring laptops of their own.

Phones allowed for G10 and G11 as

well as DPs.
iPads allowed as long as there is no

misuse.
Internet access for all the teachers and

students.
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Grade

Normal Price

Promotional Price

Reception

RM12,375

RM6,750

Grade 1

RM12,960

RM7,500

Grade 2

RM13,740

RM8,250

Grade 3

RM14,715

RM8,400

Grade 4

RM15,300

RM9,000

Grade 5

RM17,250

RM9,750

Grade 6

RM19,200

RM10,500

Grade 7

RM21,150

RM11,250

Grade 8

RM22,320

RM12,750

Grade 9

RM22,320

RM13,500

Grade 10

RM23,100

RM14,250

Grade 11

RM23,100

RM14,250

Grade 12

RM23,100

Grade 13

RM23,100

Both the normal fees as well as

promotional fees.
-The promotional fees are until 31st
May, 2014.
This pricing strategy is known as
Promotional Pricing.
-It is a strategy whereby the price of
the product is lowered temporarily in
order to gain more consumers.
There are additional fees to be paid
as well. Some are refundable, others
arent.

10

Fairview International School

Other International Schools in KL

First Mover Advantage:

Mont Kiara International School

Only school in Malaysia which offers all

three IB programs.
Has campuses across Malaysia who
offer PYP, MYP and DP.
Allows students to opt to take IGCSEs
along with their MYP program.
Offers two programs together at a

cheaper price than the other

International schools who offer IBDP
or Cambridge or both.

(MKIS):
Offers only IBDP.

Main curriculum is American Program.

International School of Kuala Lumpur

(ISKL):
Offers only IBDP.
Main Curriculum is American Program.

Nexus International School (Nexus):

Offers only IBDP.
Main Curriculum is Cambridge.
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Question

Answer

1. Who are the schools target consumers?

Expatriate Families

2. Who are the schools current potential consumers?

Expatriate Families

3. How does the school promote itself?

Flyers and Newspaper Advertisements

4. Did Fairviews move from Ampang to Wangsa Maju bring in

more consumers?

Yes

5. What kinds of discounts does the school give?

Scholarships for the DP students, vouchers for school uniforms and

stationary items.

6. What is the price increment every year?

7. Does the promotion price compared to the original prices

bring in more students?

Yes

8. Why are the prices of Grade 8, 9 and Grade 10, 11, 12, 13
the same?

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 The limitations for giving out the questionnaire to the office was that

they did not answer two of my questions.

The office staff member who answered my questionnaire was in a hurry

hence I may have gotten information which may not have been real.
The reason there are no charts or graphs is because the questionnaire

was meant to find more information and not in a form of survey.

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The results of the questionnaire given out to parents.

9%

46%
45%

One

Two

Three

15

Internet

33%

Friends suggestion

56%

Close to home

11%

0%

10%

20%

30%

40%

50%

60%
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90%
80%

78%
70%
60%
50%
40%
30%
20%

22%

10%
0%
The IB program the school offers

Close to home

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0%
22%

78%

Too Expensive

Reasonable

Cheap

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 Decreasing the prices in the bookshop.

Sibling packages.
Financial aid.
Reduction in fees.
Discounts for students who perform well.
Raise in standard of education.
Abolishment of entrance fees.

19

No
33%

Yes
67%

20

Yes

No

To maintain competitive pricing.

Fairview is a private entity.

So the other schools can maintain their

It is not fair for other schools to reduce

students.
Prevent other schools students from

enrolling to Fairview due to its lower

prices.

their prices simply because of one

school.
Other schools have their own form of

attracting other students.

It is fair.

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11%

33%

[PERCENTAGE]

Reasonable

Unnecessary

Cheap

22

Reasonable

Unnecessary

Current price is a bit too expensive.

It may result in losing good teachers.

They charge more for other things.

Monopoly hence unnecessary.

Cheap
It is an IB World School.

23

0%
22%

78%

Yes

No

It Depends

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No
It is unfair to other schools.
They need not follow Fairviews pricing

structure.
Fairview is a private entity and

therefore can have its own pricing

structure.

It Depends
The reason for the increase in price

would show whether it is worth it or

not.
Unless there is a school with similar

facilities and curriculum, no, as

schools may want to maintain their
current pricing structure.

Other schools would NOT increase

their prices so that they can get more

students.

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Expensive

Reasonable

11%

89%

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 All parents answered with a small decrease or a

decrease which was a bit more.

E.g. RM 10,000-RM15,000 (per semester secondary

school) & RM 20,000-RM25,000 (per semester secondary

school).
This shows that all parents want a small decrease in

the school fees despite its almost reasonable price.

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 Would find another IB World school do not want to return to CIE.

Would affect their children since some of them are studying in Grade 10.
Loss of good education.

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 The response to the demand for a product is to changes in price affected by how

close substitutes are.

The closer the substitutes the more elastic the price.
Burgers, coffee, soft drinks.

The less substitutes available, the less elastic the price.

Salt, pepper, sugar, petrol or diesel.

Fairview to an extent has inelastic pricing as many parents do not want to send their

children to a school which offers CIE.

Fairviews monopoly causes the inelasticity.

Elastic as increase may force parents who do not mind other curriculums.

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No
30%

Yes
No

Yes
70%

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 I did not give out the questionnaire to many people.

Some did not return the questionnaire despite telling them to do so.
I did not manage my time as I had planned hence I had very little time.
The questions were open-ended which put the answer a bit off.
Some answers were not answered how I wanted them to be answered.
Not many social, economical or national background.

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How do the changes in the pricing method (more

expensive fees, current fees, less expensive fees) of
Fairview International School affect the current
consumers behavior?

 Suggested improvements to the school.

More reasonable.
67% expect others to follow.

70% prefer promotions.

33

 22% = expensive.

Accept fees if increase in education standards

and better facilities.

Most find it reasonable as Fairview

is an IB World School.

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 Unfair. Unreasonable.

89% find it too expensive.

Dont expect other schools to

do the same.

35

Less expensive fees:

The reaction would be parents expectations to a decrease in pricing in other schools

and the same facilities and education as the price has been decreased.
Some parents however do not think the same. They believe each school can price

their school how they want.

Current fees:
The reaction from the parents with the current fees is that they are not satisfied with

the price with the current facilities.

More expensive fees:

The reaction from the parents would be that they would be upset with it and think the

school would not do as such as Fairview would lose many of its customers.
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 I would suggest the school decrease their fees slightly by around 5% - 10% to satisfy

those parents who feel the school takes more money in return for the facilities and
education provided.

OR
Another option is to keep the same price however increase the standard of education -

which can refer to the teachers and provide better facilities which is the parents
main concern.

37

 Product: Many are attracted to the program and they should

use it for their promotion.

Promotion: The school may take more money for their

methods of promotion such as TV adverts.

Place: The current place is fine for most students.

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THANK
YOU
39

PRIMARY RESOURCES:
Questionnaires for parents and office.

SECONDARY RESOURCES:
Stimpson, Peter. "The Marketing Mix:

Price." IGCSE Business Studies. By

Karen Borrington. Third ed. London:
Hodder Education, 2012. 299+. Print.
"Marketing Mix and the 4ps

Lesson." Marketing Mix and the 4ps

Lesson. N.p., n.d. Web. 7 Feb. 2014.
http://www.learnmarketing.net/marketin
gmix.htm

"Private Education Division, Ministry of

Education Malaysia - Resources SchoolMalaysia.com." Private

Education Division, Ministry of
Education Malaysia - Resources SchoolMalaysia.com. Webway E
Services Sdn BHD, n.d. Web. 26 Feb.
2014.
http://www.schoolmalaysia.com/resour
ces/govn_private_education.php
"Fairview International

School." Fairview International School.

N.p., n.d. Web. 10 Feb. 2014.
http://www.fairview.edu.my/
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