An evaluation of Loctite's decision to launch The Virginia Carlton Hunter Morgan Executive Summary, its new immediate adhesive dispenser has heighted the fact that the dispenser would not be complementing the company's current line of product. The truth that Loctite is a leader in instant adhesives and runs in a market which has low price sensitivity suggests that using a low priced adhesive under Loctite's name would just be minimizing 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 prospective launch, Loctite does not have a legitimate argument for releasing The Virginia Carlton Hunter Morgan Executive Summary other than the truth that the prototype of the brand-new development has been established 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 cost to be below $250 with the item being targeted at a niche sector such as that of the 'automobile repairs' so that the business does not end up losing the market share of its high-end models to The Virginia Carlton Hunter Morgan Executive Summary because of the product's low cost. Distribution through distributors is recommended as per the marketing mix rather than selecting the sales team considering that the cost of each sales call is $120 which would not be a financially feasible move for a low cost item. An advertising project can not be gotten rid of from the marketing mix because the preliminary awareness needs to be created in order to reach out to potential consumers in the targeted section.