An evaluation of Loctite's choice to release Axa Mony Executive Summary, its brand-new immediate adhesive dispenser has heighted the truth that the dispenser would not be matching the business's existing product line. The fact that Loctite is a leader in immediate adhesives and runs in a market which has low price level of sensitivity shows that using a low priced adhesive under Loctite's name would only be lowering the business's income in the long run. With threats of sales cannibalization and sales of Loctite's luxury dispenser's being threatened by the new potential launch, Loctite does not have a valid argument for releasing Axa Mony Executive Summary aside from the fact that the prototype of the new development has actually been developed and is ready to be introduced under the business's name.
A recommended marketing mix in case the business decides to go on with the launch recommends the rate 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 end up losing the market share of its high-end designs to Axa Mony Executive Summary because of the product's low cost. Distribution through distributors is suggested as per the marketing mix rather than selecting the sales team because the expense of each sales call is $120 which would not be a financially practical move for a low cost item. A promotional campaign can not be removed from the marketing mix because the preliminary awareness needs to be developed in order to connect to potential consumers in the targeted sector.