An assessment of Loctite's choice to launch Equity International The Second Act Chinese Version Executive Summary, its brand-new instant adhesive dispenser has actually heighted the fact that the dispenser would not be complementing the company's existing line of product. The fact that Loctite is a leader in instantaneous adhesives and runs in a market which has low price sensitivity suggests that offering a low priced adhesive under Loctite's name would only be minimizing the company's revenue in the long run. With risks of sales cannibalization and sales of Loctite's high end dispenser's being threatened by the new potential launch, Loctite does not have a legitimate argument for launching Equity International The Second Act Chinese Version Executive Summary besides the reality that the prototype of the brand-new invention has been established and is ready to be launched under the company's name.
A suggested marketing mix in case the company decides to proceed with the launch recommends the rate to be listed below $250 with the product being targeted at a specific niche section such as that of the 'automobile repairs' so that the company does not end up losing the marketplace share of its high-end models to Equity International The Second Act Chinese Version Executive Summary because of the item's low cost. Distribution through distributors is suggested based on the marketing mix rather than selecting the sales team because the expense of each sales call is $120 which would not be an economically feasible move for a low cost product. An advertising campaign can not be eliminated from the marketing mix because the preliminary awareness has to be developed in order to connect to prospective clients in the targeted section.