An assessment of Loctite's choice to launch Making The Case Executive Summary, its brand-new immediate adhesive dispenser has heighted the reality that the dispenser would not be matching the company's present line of product. The truth that Loctite is a leader in immediate adhesives and operates in a market which has low price sensitivity suggests that using a low priced adhesive under Loctite's name would just be lowering the business's income in the long run. With risks 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 legitimate argument for releasing Making The Case Executive Summary other than the truth that the model of the new creation has been developed and is ready to be released under the business's name.
A suggested marketing mix in case the business decides to go ahead with the launch advises the price to be listed below $250 with the product being targeted at a specific niche segment such as that of the 'motor vehicle repairs' so that the business does not wind up losing the market share of its high-end models to Making The Case Executive Summary because of the item's low cost. Distribution through distributors is suggested as per the marketing mix rather than choosing the sales team given that the expense of each sales call is $120 which would not be an economically possible move for a low cost item. An advertising project can not be removed from the marketing mix considering that the preliminary awareness has to be created in order to connect to possible clients in the targeted section.