An assessment of Loctite's choice to introduce Making The Grade B Executive Summary, its new immediate adhesive dispenser has heighted the truth that the dispenser would not be matching the company's present line of product. The truth that Loctite is a leader in instantaneous adhesives and operates in a market which has low price sensitivity shows that providing a low priced adhesive under Loctite's name would only be decreasing the company's earnings in the long run. With risks 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 introducing Making The Grade B Executive Summary other than the truth that the prototype of the brand-new development has actually been developed and is ready to be launched under the company's name.
A recommended marketing mix in case the company decides to proceed with the launch advises the cost to be below $250 with the product being targeted at a specific niche sector such as that of the 'motor vehicle repair work' so that the company does not wind up losing the market share of its high-end models to Making The Grade B Executive Summary because of the item's low cost. Distribution through suppliers is recommended as per the marketing mix rather than opting for 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 because the preliminary awareness has to be produced in order to connect to potential customers in the targeted sector.