An assessment of Loctite's decision to launch Building Cities A Technical Note Executive Summary, its new instant adhesive dispenser has heighted the truth that the dispenser would not be matching the business's present line of product. The reality that Loctite is a leader in immediate adhesives and operates in a market which has low price level of sensitivity suggests that providing a low priced adhesive under Loctite's name would only be decreasing the business's earnings in the long run. With risks of sales cannibalization and sales of Loctite's high end dispenser's being threatened by the new possible launch, Loctite does not have a legitimate argument for launching Building Cities A Technical Note Executive Summary other than the reality that the model of the new development has actually been established and is ready to be launched under the company's name.
A recommended marketing mix in case the company chooses to go on with the launch advises the rate to be below $250 with the item being targeted at a niche section such as that of the 'automobile repair work' so that the business does not end up losing the market share of its high-end designs to Building Cities A Technical Note Executive Summary because of the product's low cost. Distribution through distributors is suggested based on the marketing mix rather than selecting the sales group given that the expense of each sales call is $120 which would not be a financially possible move for a low cost product. A marketing project can not be removed from the marketing mix since the preliminary awareness has to be produced in order to reach out to prospective customers in the targeted section.