Sleeping Golden Bird

Sleeping Golden Bird

The Golden Schemes

Sovereign Gold Bond Scheme The aim of this scheme is to reduce the demand for physical yellow

metal.

These bond will be available in both demat and paper form.

Redemption price of the gold bond is to based on the same formula published by the “Indian Bullion And Jewelers Association”.

It is just like investment in gold, one must stick to the asset allocation beyond 10 per cent of the asset allocation into the metal.

Gold Monetization Scheme The aim of this scheme is to allow you to earn some regular interest

on your gold and save you carrying costs.

Over past five years alone, consumer in India have bought almost 4500 tonnes of gold, much of this gold remains at home.

The “Gold Monetization Scheme” will provide people an opportunity to hold gold in a safer and more lucrative form. The gold will be melted, deposited under this scheme and bank would pay interest on it.

Even a small portion of gold is monetised, its economic impact would be significant.

Indian Gold CoinThe coin would be made available at prices lower than the market rate.

This will reduce the country’s dependence on imported gold coins.

These gold coins weigh 5 or 10. A 20 gram gold bae will also be available for purchase.

The government wants to increase the demand for gold which has been declining since past few quarters.

The Connection In The Schemes

The aim of these schemes is to stimulate the flow of passive gold in Indian economy

This scheme is for present

customers

This scheme is for future customers who are willing to

spend in gold

This scheme is for those who are willing to invest

but do not trust the bond system and only

believe in physical form of gold

Impact on Indian Economy

Gold in market

Lower gold imports

Increased value of currency

Economic growth

The Marketing StrategiesRobert Frost immortalized the choice of taking the less traveled path

in his poem. "There are two paths in a road that forks and I choose the path less traveled."

Maybe India is where it is today because Indians back-stabbed Morarji Desai's Gold Control Act 1968 whole-heatedly. The gold monetization scheme proposed by the government is an opportunity for Indians to

choose the road less travelled.

Content Marketing & blog engagement would be the primary strategy, in short reach out to the mass audience with all the information and USPs of the scheme.

Social sharing would extend the reach of the campaign. A solid content based website, well optimized for organic search and as landing page for conversation would do the magic. Doing PPC (program to program communication) with traditional investment Scheme keywords on pages with comparative content would be great. We are sure this macro plan will achieve the required result.

Other strategies which could be put to use are: Diversity marketing strategy Word of mouth

Word of mouth strategy

Communicating the facts about the scheme not just with the use of

digital world but also putting the human resource to the best possible use in conveying and convincing the

mass to accept "The Golden Schemes" whole-heartedly.

PoorLow IncomeMid IncomeHigh Mid IncomeHigh Income

Diversity marketing strategy This strategy would help

government to take into account the different

diversities in a culture in term of beliefs,

expectations, tastes and needs and then create a “Customized Marketing

Plan” according to diverse section of the

economy as whole.

Poor

Low Income

Mid Income

High Mid Income

High Income

Quintile Economic Status

Gold holding / kin group (gm)

No. of kin groups (crore)

Members per kin group

Tons

Poor 5 4 5.5 200

Low Income

10 4 5.5 400

Mid Income

50 4 5.5 2000

High Mid Income

100 4 5.5 4000

High Income

500 4 5.5 20000

Sleeping Golden Bird

Thank You

Prepared By-Manisha

Designed By-Abdullah