An evaluation of Loctite's decision to release Yale University Investments Office November 1997 Executive Summary, its new immediate adhesive dispenser has actually heighted the truth that the dispenser would not be matching the company's current product line. The fact that Loctite is a leader in instant adhesives and operates in a market which has low price level of sensitivity indicates that offering a low priced adhesive under Loctite's name would only be lowering the company's revenue in the long run. With dangers of sales cannibalization and sales of Loctite's luxury dispenser's being threatened by the new possible launch, Loctite does not have a legitimate argument for releasing Yale University Investments Office November 1997 Executive Summary other than the reality that the prototype of the new creation has actually been developed and is ready to be released under the company's name.
A suggested marketing mix in case the business decides to proceed with the launch suggests the price to be listed below $250 with the product 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 designs to Yale University Investments Office November 1997 Executive Summary because of the product's low cost. Circulation through distributors is suggested according to the marketing mix instead of choosing the sales group since the cost of each sales call is $120 which would not be an economically practical move for a low cost item. A marketing project can not be removed from the marketing mix considering that the initial awareness has to be produced in order to connect to potential consumers in the targeted segment.