Integrated marketing communication is vital for Vitesy and its product advancement of Shelfy. Initially, Shelfy is an appliance that aims to extend the shelf life of food, lower the bacterial growth in the refrigerator, and eliminate unpleasant odors. This portable filter extends the shelf life of food to almost two weeks. In order to promote the product, the company will have to implement several IMC objectives with relevant strategies to create demand for the newly introduced device and bring brand awareness.
The first IMC objective of Vitesy that will help with the goal is to create brand awareness and attract customers to Shelfy. In this sense, Vitesy will have to focus on its competitive edge and how Shelfy differs from similar products of competitors. By implementing this strategy, the business will increase the interest of customers in the product. Additionally, a strategy for Shelfyproduct is to notify potential consumers about the goods. Many companies use social media platforms or official websites as part of their IMC strategy to educate and inform customers (Mariadoss, 2017). While there might be numerous techniques to generate awareness, eventually, the objective is to raise the product’s popularity. Communication of the product and its benefits enables customers to learn more about the company, its objectives, and its services (Ortiz-Rendón et al., 2020). This goal is more about developing relationships with the customer base and persuading them to engage with the business than it is about making purchases. As a result, implementing the strategy with the platform and focusing on differences from competitors can ensure success and a strong presence in the market.
Furthermore, another objective of IMC is to encourage the customer base to make a purchase after building connections with them, earning their confidence, and piquing their enthusiasm for the product. The great opportunity is to organize and promote recurring orders. For example, considering that Shelfy aims to reduce food waste and encourage cost reduction, Vitesy might facilitate additional orders for clients who might use the product as a gift. Promotion of environmental responsibility might encourage the clients to have more awareness of food waste, which will contribute to a product that will be of help. In this sense, IMC will aim to develop long-lasting connections with its clients, not blackmail them into making one-time purchases (Tafesse and Kitchen, 2017).
Through IMC, this connection-building may take place in a way that benefits both clients and companies. As a result, the objectives of Vitesy regarding Shelfy will involve focusing on the difference from competitors and earning the client’s trust by implementing the strategies of social platform presence and environmental responsibility.
Reference List
Mariadoss, B.J. (2017) Core Principles of Marketing. Washington State University.
Ortiz-Rendón, P.A., Gaviria-Martinez, L.F., Sanguino-GarcÃa, V. and Sánchez-Torres, J.A. (2020) ‘Measuring methods and advertisement planning: Uses of IMC,’ Entramado, 16(2), pp. 56-69. Web.
Tafesse, W. and Kitchen, P.J. (2017) ‘IMC: An integrative review,’ International Journal of Advertising, 36(2), pp. 210-226. Web.