International Islamic University, Islamabad

Faculty of Management Sciences

Department of Marketing & General
Fall 2020, Midterm Paper

Course Title: Integrated Marketing Communication Course Code: MKT-423

Course Instructor: Ms. Qurat Ul Ain Total Marks: 25
Batch: BBA 38 Time Allowed: 8:30 AM-11:30 AM
Date: 7th Dec’ 2020 (Monday) (3 Hours)

Note: Attempt all questions

Rules- Answers should be hand written keeping in mind the context of the questions and the
marks allotted. Do not write unnecessary details as it will only lead to marks deduction.

Q. No. 1 Thoroughly evaluate the following source and answer the questions given at the end. (15)
Sunrise Airlines recently started their operations in Ireland and has flights with sixty
passenger aircraft. Tickets are at least 35% cheaper than others national airlines. However,
this airline does not serve food and if passenger demands he/she has to pay extra price. Other
facilities related to cargo are also limited. Sunrise Airlines has limited staff and many times
ground staff work as flight attendants.

This newly started airline desires to expand its business by attracting more & more passengers,
who are eager to cover short distances by air. Its long term objective is to become a leading
National Airline within a period of 5 to 7 years.

a. Define market targeting. What should be this company’s target market? (5)
b. Being a marketing manager, how will you promote this airline? (5)
c. How can Sunrise Airlines create synergistic effect? (5)

Q. No. 2 What is brand equity? Which of the brand equity models is the most effective? Apart
from customer loyalty and trustworthiness, list down the benefits that result from enhancing brand
equity? (10)

***** Best of Luck! *****