An assessment of Loctite's choice to introduce University Of Trent Executive Summary, its brand-new immediate adhesive dispenser has actually heighted the fact that the dispenser would not be matching the company's existing product line. The fact that Loctite is a leader in immediate adhesives and operates in a market which has low price level of sensitivity shows that providing a low priced adhesive under Loctite's name would only be decreasing the business's earnings in the long run. With risks of sales cannibalization and sales of Loctite's high-end dispenser's being threatened by the brand-new prospective launch, Loctite does not have a valid argument for launching University Of Trent Executive Summary other than the truth that the prototype of the new creation has been established and is ready to be released under the business's name.
A suggested marketing mix in case the company decides to go ahead with the launch recommends the rate to be listed below $250 with the product being targeted at a specific niche section such as that of the 'motor vehicle repairs' so that the company does not end up losing the marketplace share of its high-end models to University Of Trent Executive Summary because of the product's low cost. Distribution through suppliers is recommended as per the marketing mix rather than opting for the sales group since the expense of each sales call is $120 which would not be an economically feasible move for a low cost item. A promotional project can not be eliminated from the marketing mix since the preliminary awareness has to be developed in order to reach out to possible clients in the targeted segment.