An evaluation of Loctite's choice to launch Sun Brewing A Executive Summary, its brand-new instantaneous adhesive dispenser has actually heighted the reality 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 runs in a market which has low price level of sensitivity indicates that using a low priced adhesive under Loctite's name would just be decreasing the business'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 legitimate argument for introducing Sun Brewing A Executive Summary other than the reality that the model of the new development has been established and is ready to be launched under the business's name.
A recommended marketing mix in case the business chooses to proceed with the launch advises the price to be below $250 with the item being targeted at a niche section such as that of the 'automobile repairs' so that the business does not end up losing the market share of its high-end designs to Sun Brewing A Executive Summary because of the product's low cost. Circulation through distributors is suggested according to the marketing mix rather than choosing the sales group considering that the cost of each sales call is $120 which would not be a financially possible move for a low cost item. A promotional campaign can not be gotten rid of from the marketing mix given that the initial awareness needs to be created in order to reach out to possible clients in the targeted segment.