Marketing, Yes, Creative Marketing of Special Bearer Bonds

C, Mehta Subhash; Udayan, Bhatt

Marketing, Yes, Creative Marketing of Special Bearer Bonds

Mehta Subhash C and Bhatt Udayan

IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: The paper examines the marketing tasks involved in case full potential of the special bearer bonds which is being introduced by the Government of India to mop up undeclared money that is accumulated in the economy. The paper examines the major attributes of the scheme and relates these to the market segments to which it is directed at. It then analyses the expected behaviour of the market segment, their specific needs in terms of information, distribution and then develops an overall marketing programme which would help in tapping adequate share of the unaccounted money through this scheme. The paper also examines the side effects of the scheme on the general public who have been paying their taxes honestly and recommends appropriate marketing actions to reduce the extend of these side effects. The paper concludes by making a case for allocating a marketing budget for the promotion of the scheme so that consumer is helped in moving from an initial stage of awareness to purchase decision and handling post-purchase feelings. The paper thus demonstrates the application of marketing concept and approach to an issue of critical public policy area and thus can be classified as an attempt to examine a metamarketing issue.

Date: 1981-02-01
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Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:wp00423

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