An evaluation of Loctite's decision to introduce Gmac The Pipeline Executive Summary, its new immediate adhesive dispenser has actually heighted the reality that the dispenser would not be matching the company's current 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 providing a low priced adhesive under Loctite's name would just be lowering the company's revenue in the long run. With dangers 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 introducing Gmac The Pipeline Executive Summary aside from the reality that the prototype of the new invention has been established and is ready to be released under the company's name.
A recommended marketing mix in case the business chooses to go ahead with the launch suggests the price to be listed below $250 with the item being targeted at a specific niche section such as that of the 'motor vehicle repairs' so that the company does not end up losing the marketplace share of its high-end designs to Gmac The Pipeline Executive Summary because of the item's low cost. Circulation through suppliers is suggested according to the marketing mix instead of going with the sales team because the cost of each sales call is $120 which would not be a financially practical move for a low cost product. A promotional campaign can not be gotten rid of from the marketing mix because the preliminary awareness has to be developed in order to reach out to potential consumers in the targeted segment.