An examination of Loctite's decision to introduce Kmart And Esl Investments A Executive Summary, its brand-new immediate adhesive dispenser has heighted the reality that the dispenser would not be complementing the company's current line of product. The reality that Loctite is a leader in instantaneous adhesives and runs in a market which has low price level of sensitivity suggests that providing a low priced adhesive under Loctite's name would just be lowering the company's income in the long run. With threats of sales cannibalization and sales of Loctite's luxury dispenser's being threatened by the new prospective launch, Loctite does not have a valid argument for releasing Kmart And Esl Investments A Executive Summary other than the fact that the model of the new development has actually been developed and is ready to be launched under the company's name.
A suggested marketing mix in case the business chooses to proceed with the launch suggests the rate to be below $250 with the product being targeted at a niche section such as that of the 'automobile repairs' so that the company does not wind up losing the marketplace share of its high-end designs to Kmart And Esl Investments A Executive Summary because of the product's low cost. Distribution through suppliers is suggested according to the marketing mix instead of choosing the sales group given that the cost of each sales call is $120 which would not be a financially possible move for a low cost product. An advertising campaign can not be removed from the marketing mix given that the initial awareness needs to be produced in order to reach out to potential clients in the targeted sector.