An evaluation of Loctite's choice to introduce Anderson Street Executive Summary, its brand-new instantaneous adhesive dispenser has heighted the fact that the dispenser would not be matching the company's present product line. The reality that Loctite is a leader in instantaneous adhesives and operates in a market which has low price level of sensitivity indicates that using a low priced adhesive under Loctite's name would just be minimizing 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 legitimate argument for launching Anderson Street Executive Summary other than the reality that the model of the brand-new development has been established and is ready to be launched under the business's name.
A suggested marketing mix in case the company chooses to go ahead with the launch suggests the rate to be below $250 with the item being targeted at a niche sector such as that of the 'automobile repair work' so that the company does not end up losing the marketplace share of its high-end designs to Anderson Street Executive Summary because of the product's low cost. Distribution through distributors is recommended based on the marketing mix instead of choosing the sales group considering that the cost of each sales call is $120 which would not be a financially practical move for a low cost item. A promotional project can not be gotten rid of from the marketing mix because the preliminary awareness needs to be produced in order to connect to possible consumers in the targeted sector.