OPPapers.com Essay Index >> Business >> Loctite Corporation
We have many free term papers and essays on Loctite Corporation. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Loctite Corporation – International Distribution. Loctite Corporation –
International Distribution Background 1. Loctite Corporation ...
Loctite Corporation. Executive Summary This case analysis is to recommend the
initiation of a marketing plan for the Bond-A-Matic 2000 (BAM) in 1979. ...
Loctite Corporation. Udara Bandara Written case analysis ¡V LOCTITE CORPORATION
Marketing Management 1. Product Policy Issues a. Positioning ...
... 1975 Henkel becomes a limited corporation based on shares (KGaA). 1985 Henkel goes
public in Germany. 1997 The Loctite acquisition makes Henkel one of the ...
... of adhesives, starting with the US maker of superglue, Loctite, and following up ...
banking with the Hong Kong and Shanghai Banking Corporation (HSCB), Standard ...
Submitted by umbandara on October 26, 2007
Category: Business
Words: 2170 | Pages: 9
Views: 260
Popularity Rank: 43,344
Average Member Grade: N/A (Add a Comment / Grade this Paper)
Udara Bandara
Written case analysis ¡V LOCTITE CORPORATION
Marketing Management
1. Product Policy Issues
a. Positioning: Should the BAM be promoted as a dispenser for instant adhesives, anaerobic, or both?
At the initial launch of the product BAM should focus more on anaerobic market as this market is the one that caters to the industrial users. Only 30% of the users are industrial users in the instant adhesives market and the product features and the cost of the product will suggest to the consumer that BAM is for industrial users and not for the occasional consumers.
However, the industrial users of instant adhesives market are growing in a rapid pace where it will overtake the consumer market growth soon. Therefore BAM should be introduced in both instant adhesives and anaerobic markets.
b. Name: Should the name ¡§Bond-A-Matic¡¨ or an alternative such as the Model 206¡¨ be used?
The name ¡§Bond-A-Matic¡¨ suggests to the market that it is a new product with added and better features as it differentiates from other products of the company which have names like Model 200, Model 205 etc. This will give BAM a unique selling proposition from the company¡¦s other similar products.
The name ¡§Bond-A-Matic¡¨ will also help with the introduction to the instant adhesives market as it will stimulate SuperBonder sales by association.
By choosing a name like ¡§Bond-A-Matic¡¨ will also help to avoid market cannibalization of the existing products of the company as it gives product differentiation to the market.(At least by name)
Should the Loctite name the prominently displayed on the BAM?
The Loctite name should be prominently displayed on the brand for it to get brand recognition from the market. It helps for a new product to have a popular brand name at the initial launch stage for it to grab the...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!