Instruction student name ______________________________

 Answer the questions in order as it is

 Question 1 is compulsory
 Do any 2 from 3
 Original answers preferred, copy paste from other sources will result in negative
marking
 similarity and plagiarism will be checked
 Max word limit for question 1 is 2000 and 1000 for others

Case #1

You are owner of a touring company working in Pakistan specialising in ‘soft’ adventure
holidays aimed at the 45–65-year-old, middle-class couples market. The year 2019 was a very
good for you. However same cannot be said for year 2020 because of pandemic, the govt is
encouraging strict compliance of SOP to follow in order to resume business. Your target
audience is still reluctant and neither showing interest nor confidence in your offering.

You have recently developed a new package for northern areas offering part-lake/waterfall, part-
walking safari tours.

1-Devise a marketing communications plan for this new product, detailing the main aims of
the campaign, the marketing objectives and the communications channel strategy chosen.
Justify your choice by referring to how you would position this product for the market (15)

Case #2

M-Paysa is the first banking app for mobile phones to be developed in the developing world. It
was designed by port one limited Company in Pakistan

The product has received local attention, and the impact it has made to a large population, mostly
people who are poor (bottom of pyramid).

M-Paysa has many uses, including: transfer of money from person to person, buying airtime,
paying utility bills and keeping the money in the M-Paysa account for future use. The product
connected a population which was hitherto disconnected from accessing financial services. As an
early mover in mobile banking in Pakistan, port one limited company partnered with other
businesses thereby broadening its agent network before competitors came into the scene. M-
Paysa is a disruptive innovation, having created a new market and value network and disrupting
the existing ones and becoming a major competitor against the established market leaders and
alliances in the financial services sector in Pakistan.
Any TWO from the Following;

2– Describe the key factors attributable to successful design, development and Marketing
of a this product (10)

3-Define the term disruptive innovation with at least 5 proven examples (10)

4-Describe the characteristics of disruptive innovation (10)