An examination of Loctite's decision to release Lulucom Executive Summary, its brand-new instant adhesive dispenser has heighted the truth that the dispenser would not be matching the company's present product line. The truth that Loctite is a leader in instant adhesives and operates in a market which has low price level of sensitivity shows that using a low priced adhesive under Loctite's name would only be decreasing the company's profits in the long run. With dangers of sales cannibalization and sales of Loctite's high end dispenser's being threatened by the new possible launch, Loctite does not have a legitimate argument for introducing Lulucom Executive Summary besides the fact that the prototype of the new creation has been developed and is ready to be introduced under the business's name.
A suggested marketing mix in case the company decides to go on with the launch recommends the rate to be below $250 with the product being targeted at a niche sector such as that of the 'automobile repair work' so that the company does not end up losing the market share of its high-end designs to Lulucom Executive Summary because of the product's low cost. Distribution through suppliers is suggested according to the marketing mix rather than selecting the sales team since the cost of each sales call is $120 which would not be a financially possible move for a low cost product. A promotional project can not be gotten rid of from the marketing mix because the preliminary awareness needs to be created in order to reach out to potential clients in the targeted section.