An evaluation of Loctite's decision to launch King And Roberts B Executive Summary, its new immediate adhesive dispenser has heighted the reality that the dispenser would not be complementing the business's existing product line. The truth that Loctite is a leader in instant 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 reducing the company's earnings in the long run. With threats of sales cannibalization and sales of Loctite's high-end dispenser's being threatened by the brand-new potential launch, Loctite does not have a valid argument for releasing King And Roberts B Executive Summary besides the truth that the model of the new development has been established and is ready to be released under the company's name.
A suggested marketing mix in case the business decides to go on with the launch suggests the rate to be listed below $250 with the product being targeted at a specific niche sector such as that of the 'automobile repair work' so that the company does not wind up losing the market share of its high-end models to King And Roberts B Executive Summary because of the item's low cost. Distribution through distributors is recommended based on the marketing mix rather than opting for the sales group because the expense of each sales call is $120 which would not be a financially feasible move for a low cost product. An advertising campaign can not be removed from the marketing mix considering that the preliminary awareness has to be produced in order to connect to potential clients in the targeted section.