An examination of Loctite's choice to introduce Revere Street Executive Summary, its new immediate adhesive dispenser has heighted the truth that the dispenser would not be complementing the business's existing product line. The fact that Loctite is a leader in instant adhesives and runs in a market which has low price sensitivity indicates that providing a low priced adhesive under Loctite's name would just be minimizing the business's profits in the long run. With hazards of sales cannibalization and sales of Loctite's high end dispenser's being threatened by the brand-new possible launch, Loctite does not have a legitimate argument for launching Revere Street Executive Summary other than the truth that the prototype of the new invention has been developed and is ready to be introduced under the company's name.
A suggested marketing mix in case the company decides to go ahead with the launch suggests the cost to be listed below $250 with the item being targeted at a niche section such as that of the 'motor vehicle repair work' so that the business does not wind up losing the market share of its high-end models to Revere Street Executive Summary because of the item's low cost. Distribution through distributors is suggested based on the marketing mix rather than going with the sales group since the expense of each sales call is $120 which would not be an economically feasible move for a low cost product. An advertising project can not be eliminated from the marketing mix since the preliminary awareness needs to be developed in order to connect to potential clients in the targeted segment.