An evaluation of Loctite's choice to launch National Electric Corp Executive Summary, its new immediate adhesive dispenser has actually heighted the reality that the dispenser would not be matching the company's current product line. The fact that Loctite is a leader in instantaneous adhesives and runs in a market which has low price level of sensitivity indicates that providing a low priced adhesive under Loctite's name would only be decreasing the company's income in the long run. With risks of sales cannibalization and sales of Loctite's high-end dispenser's being threatened by the new possible launch, Loctite does not have a valid argument for releasing National Electric Corp Executive Summary other than the fact that the model of the new invention has actually been developed and is ready to be launched under the company's name.
A recommended marketing mix in case the business decides to go on with the launch advises the price to be listed below $250 with the product being targeted at a specific niche section such as that of the 'automobile repair work' so that the company does not end up losing the marketplace share of its high-end models to National Electric Corp Executive Summary because of the item's low cost. Circulation through distributors is suggested as per the marketing mix instead of selecting the sales team since the expense of each sales call is $120 which would not be a financially possible move for a low cost product. A marketing campaign can not be removed from the marketing mix since the initial awareness has to be developed in order to reach out to potential customers in the targeted section.