An assessment of Loctite's decision to launch Online Music Case C The Napsterization Of Movies Take Home Lessons From The Music Industry Executive Summary, its brand-new instantaneous adhesive dispenser has heighted the fact that the dispenser would not be matching the business's existing line of product. The fact that Loctite is a leader in immediate adhesives and operates in a market which has low price sensitivity shows that offering a low priced adhesive under Loctite's name would only be decreasing the company's earnings 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 valid argument for launching Online Music Case C The Napsterization Of Movies Take Home Lessons From The Music Industry Executive Summary other than the truth that the prototype of the new creation has actually been developed and is ready to be launched under the business's name.
A suggested marketing mix in case the business chooses to go on with the launch recommends the rate to be below $250 with the product being targeted at a specific niche sector such as that of the 'automobile repairs' so that the company does not end up losing the market share of its high-end models to Online Music Case C The Napsterization Of Movies Take Home Lessons From The Music Industry Executive Summary because of the item's low cost. Circulation through distributors is recommended based on the marketing mix instead of going with the sales group since the expense of each sales call is $120 which would not be an economically possible move for a low cost product. A promotional campaign can not be gotten rid of from the marketing mix because the initial awareness needs to be produced in order to reach out to potential customers in the targeted section.