MAR021-2: Digital Marketing Communication Plan for Gousto Growth

This report provides a detailed marketing communication plan for Gousto, a British meal kit retailer, aiming to reach new target customers and retain existing ones. The plan includes a vision for a better food system, a mission to make home cooking accessible, and objectives such as increasing market share and audience engagement. The report utilizes STP analysis (segmentation, targeting, and positioning) to identify key customer segments and tailor marketing messages. It also outlines a marketing mix strategy, covering product, price, place, and promotion, with a focus on digital channels. A budget plan allocates resources to advertising, human resources, technology, and other expenses. The report concludes by emphasizing the importance of marketing communication planning for organizational growth and recommends focusing on marketing activities to attract and retain customers.

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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the marketing communication plan. Below mentioned are the several objectives which are being
developed by the management of Gousto:
 Bringing improvement in the market share of organisation by 5% in the time duration of
next 5 months.
 Improving the level of engagement of audience by 10%
 Enhancing the sales of food products by 15% in next 6 months.
STP analysis
It is defined as a marketing tool or model which help the business organisation in
identifying the customers who are really interested in the products and services provided by the
business firm. In simple words, it is defined as the model which help the business organisation in
developing segment of market, selecting the target segment of customers along with adjusting
the positioning as per the desired goals and objectives. STP stands for segmentation, targeting
and positioning (MASUD, 2020). These three terms are also consider as the three components of
STP analysis. This model is found as crucial when developing marketing communication plan
because aids the marketers in prioritizing propositions along with creating the personalised
message which linked with the higher engagement with the customers. Below mentioned is the
STP analysis of Gousto:
 Segmentation: It is consider as the first stage in the application of STP marketing
model. Major objective of segmentation is to develop several segments of customers on
the basis of different criteria. Below mentioned are the various kinds of audience
segmentation:
◦ Demographic: On the basis of age, gender, sexuality, marital status, occupation and
many other.
◦ Geography: On the basis of region, city, state, country, neighbourhood and many
others.
◦ Psychographic: On the basis of values, lifestyle, risk aversion and personality.
◦ Behavioural: on the basis of loyalty of customers. Targeting: After making several segments of customers, now the management of
business organisation is required to find out the most appropriate and valuable segment
of customers. The Gousto company is targeting the customers on the basis of
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demographic segment as they are focusing on targeting the Health conscious people
between the age group of 25–55 year old with young families or professional couples.
 Positioning: The major aim of positioning is to develop the connection with the target
audience on personal level. At this stage, the management of Gousto perform several
advertising activities which aids to the attraction of new target customers and retaining
the existing within the business organisation.
Marketing Mix
Marketing mix is defined as the model or plan which involve four elements or
components which aids to make the decisions related to the offerings of products and services.
This model of plan involve four components which include product, price, place and promotion.
In order to develop the marketing communication plan, the Gousto have to prepare a plan of
marketing mix which is discussed below: Product: It refers to the physical goods and services which the management of a business
organisation offer to their customers for the purpose of earning profits. The Gousto is
offering meal kit which include food ingredients and recipe chart of making food. Price: It is defined as the amount of money which is paid by the customers in the
exchange of buying products and services. Guosto company is providing tehir meal kits
at reasonable prices, so that they can reach to the maximum number of people. As a
result, maximum number of people prefer their meal kit to eat. Place: It is defined as the location, where the customers can get or buy the products and
services offered by the business organisation (Thabit and Raewf, 2018). The Guosto
company is providing their meal kits from their store available in London, United
Kingdom. In addition to this, the respective business organisation is accepting orders
from online mode as well.
 Promotion: It is the element which focus on reaching to the maximum number of people
as it leads to the higher growth and development of business organisation. In order to
reaching to the maximum number of people, the Guosto company is using various
internet based marketing channels. The usage of such channels help the organisation in
effectively communicating with their customers and develop a strong relationship with
them.
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Budget Plan
It is defined as the plan which is being developed by the business organisation while
preparing marketing communication plan. It help the management of business organisation in
making the effective decisions related to the expenditures which are being done by the
organisation for effective adoption of marketing plan (Nieves-Casasnovas and Lozada-Contreras,
2020). It also aids to save time and money of business organisation as it prepare a lay out of the
budget and ensure the effective usage of funds in the marketing communication plan. Below
mentioned is the budget plan prepared by the management of the Guosto company:
Particular Amount
Advertising 15000
Human Resource 20000
Technology 10000
Other Expenses 30000
Total 750000
Marketing Planning
It is defined as the planning which state how to attract the customer through performing
marketing customers along with retaining the existing customers within the business
organisation. The management of Guosto company is planning their marketing activities
effectively by keeping all the affecting factors in mind (Rėklaitis and Pilelienė, 2019). The
marketing activities aids them in beating the competition and earning higher amount of profits.
Advertising/PR
In order to enhance the sales and profitability of organisation, it is crucial for the
management to focus on the advertisement or advertising the products and services in front of
customers. Through adopting effective communicating strategies, the management can reach to
the customers and influence them to retain in the business. The respective business organisation
is adopting several advertising activities in order to attracting the customers. It include social
media marketing, content marketing, E-mail marketing and many more. The Guosto is focusing
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on developing the public relations as it aids them in bringing the feeling of loyalty in the
customers and the customers prefer to eat such meal kits offered by Guosto.
CONCLUSION
From the above report, it has been concluded that the marketing communication planning
is essential for the business organisation as it prepare boundaries of blueprint of the activities or
actions which is crucial to perform for the management in order to reach to the new target
customers along with retaining the existing customers in an effective and efficient manner.
Providing goods and services to the new target market is found as important for the organisation
for gaining higher growth and success. In addition to this, retaining the existing customers help
the organisation in gaining higher market share and growth. The given business organisation is
required to focus on their marketing activities as it will majorly help the management in
attracting the new target customers along with retaining the existing customers within the
business organisation.
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References:
Books and Journals
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
MASUD, M.F., 2020. Marketing research and integrated marketing communication plan.
Marketing research and integrated marketing communication plan, 65(1), pp.24-24.
Nieves-Casasnovas, J.J. and Lozada-Contreras, F., 2020. Marketing communication objectives
through digital content marketing on social media. In Forum Empresarial (Vol. 25, No.
1, pp. 57-82). Centro de Investigaciones Comerciales e Iniciativas Académicas.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
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