An evaluation of Loctite's decision to introduce Jo Anne Heywood A Executive Summary, its new instant adhesive dispenser has heighted the reality that the dispenser would not be complementing the company's current line of product. The fact that Loctite is a leader in instantaneous adhesives and operates in a market which has low price level of sensitivity suggests that offering a low priced adhesive under Loctite's name would just be lowering the business's earnings in the long run. With hazards 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 Jo Anne Heywood A Executive Summary besides the reality that the model of the new invention has been developed and is ready to be released under the business's name.
A recommended marketing mix in case the company decides to proceed with the launch recommends the price to be listed below $250 with the product being targeted at a niche sector such as that of the 'automobile repairs' so that the business does not end up losing the marketplace share of its high-end models to Jo Anne Heywood A Executive Summary because of the product's low cost. Circulation through suppliers is suggested as per the marketing mix rather than selecting the sales group since the expense of each sales call is $120 which would not be a financially feasible move for a low cost item. A marketing campaign can not be gotten rid of from the marketing mix given that the preliminary awareness needs to be developed in order to connect to possible customers in the targeted segment.