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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......

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Approximate Word Count: 2170
Approximate Pages: 9 (250 words per double-spaced page)

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