Developing a Digital Marketing Communication Plan for Gousto

Marketing
Communications in the
Digital Age MAR021-2

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Vision..........................................................................................................................................1
Mission........................................................................................................................................1
Objectives....................................................................................................................................2
STP analysis................................................................................................................................2
Marketing Mix............................................................................................................................3
Budget Plan.................................................................................................................................4
Marketing Planning.....................................................................................................................4
Advertising/PR ...........................................................................................................................4
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6

INTRODUCTION
A digital marketing communication plan is defined as the blueprint of the digital
marketing strategies of a business organisation. It involve several steps and actions which aids to
attain the broader result defined through the strategies. Several organisations are using marketing
communication as tool for the purpose of reaching to their target customers and retain the
existing customers (Juska, 2021). The chosen organisation for this report is Gousto which is a
British meal kit retailer company having headquarter in London, United Kingdom. This report
deals with the marketing communication plan which aids the management of organisation for
reaching to the new target customers along with retaining the existing customers through the
marketing communication plan.
TASK
Marketing communication plan is being prepared by the management of business
organisation in order to identifying the new target market of firm. It aids the organisation in
improving revenue generation and growth of organisation. Preparation of marketing
communication plan is a process which involve several steps or elements which include vision,
mission, objectives, budget plan, target customers and many more (Lahtinen, Dietrich and
Rundle-Thiele, 2020). Below mentioned are the several elements of marketing communication
plan prepared by the management of Gousto company:
Vision
Developing a better food system is the major vision of Gousto as they are working on
transforming the manner in which food is produced, distributed and consumed. The respective
business organisation believe that the better food system is beneficial for both consumers as well
as stockholders.
Mission
Mission of Gousto is to make incredible home cooking accessible to everyone.
Objectives
In order to develop the marketing communication plan, it is crucial for the management
of business organisation to develop some objectives which they want to attain through adopting
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