An examination of Loctite's decision to introduce Williams 2002 Executive Summary, its new instant adhesive dispenser has actually heighted the reality that the dispenser would not be complementing the business's current product line. The truth that Loctite is a leader in instant adhesives and operates in a market which has low price sensitivity shows that providing a low priced adhesive under Loctite's name would just be minimizing the company's revenue 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 Williams 2002 Executive Summary other than the reality that the prototype of the new creation has been developed and is ready to be released under the business's name.
A suggested marketing mix in case the business chooses to go ahead with the launch recommends the price to be listed below $250 with the product being targeted at a niche segment such as that of the 'motor vehicle repairs' so that the company does not wind up losing the market share of its high-end designs to Williams 2002 Executive Summary because of the product's low cost. Circulation through suppliers is recommended as per the marketing mix rather than opting for the sales team because the cost 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 gotten rid of from the marketing mix considering that the initial awareness has to be developed in order to reach out to potential customers in the targeted sector.