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1. Sleeping Golden Bird

2. The Golden Schemes

3. 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.

4. 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.

5. Indian Gold Coin
The 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.

6. 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

7. Impact on Indian Economy
Gold in market
Lower gold imports
Increased value of
currency
Economic
growth

8. The Marketing Strategies
Robert 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.

9. 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

10. 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.

11. Poor
Low Income
Mid Income
High Mid Income
High 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

12. Sleeping Golden Bird
Prepared By-
Manisha
Designed By-
Abdullah