An examination of Loctite's choice to introduce Abry Partners And F+W Publications Executive Summary, its brand-new instant adhesive dispenser has actually heighted the truth that the dispenser would not be matching the business's current product line. The reality that Loctite is a leader in instant adhesives and runs in a market which has low price sensitivity shows that offering a low priced adhesive under Loctite's name would only be reducing the business's revenue in the long run. With risks of sales cannibalization and sales of Loctite's luxury dispenser's being threatened by the brand-new prospective launch, Loctite does not have a legitimate argument for introducing Abry Partners And F+W Publications Executive Summary besides the truth that the model of the brand-new creation has been developed and is ready to be launched under the business's name.
A suggested marketing mix in case the company decides to go ahead with the launch advises the cost to be below $250 with the product being targeted at a niche section such as that of the 'motor vehicle repair work' so that the company does not end up losing the marketplace share of its high-end models to Abry Partners And F+W Publications Executive Summary because of the product's low cost. Circulation through distributors is recommended according to the marketing mix instead of going with the sales team given that the cost of each sales call is $120 which would not be a financially feasible move for a low cost item. A promotional campaign can not be eliminated from the marketing mix considering that the preliminary awareness needs to be developed in order to reach out to possible customers in the targeted section.