An examination of Loctite's choice to introduce Airline Security Executive Summary, its new instant adhesive dispenser has heighted the reality that the dispenser would not be matching the company's existing product line. The truth that Loctite is a leader in immediate adhesives and operates in a market which has low price sensitivity suggests that offering a low priced adhesive under Loctite's name would just be lowering the company's income in the long run. With threats of sales cannibalization and sales of Loctite's luxury dispenser's being threatened by the brand-new potential launch, Loctite does not have a valid argument for releasing Airline Security Executive Summary other than the reality that the prototype of the new creation has been developed and is ready to be released under the business's name.
A recommended marketing mix in case the company decides to go on with the launch suggests the cost to be listed below $250 with the product being targeted at a niche segment such as that of the 'automobile repairs' so that the business does not wind up losing the market share of its high-end designs to Airline Security Executive Summary because of the item's low cost. Circulation through distributors is recommended as per the marketing mix rather than opting for the sales group because the expense of each sales call is $120 which would not be an economically feasible move for a low cost product. A marketing project can not be gotten rid of from the marketing mix given that the preliminary awareness needs to be created in order to reach out to prospective clients in the targeted segment.