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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. The objective of the plan will be to support the capture of 35% market share for SuperBonder by increasing the Loctite brand awareness, educating non-current users of the advantages of CA adhesives (SuperBond) and the advantages of dispensing equipment. The plan will utilize direct mail and media that will be reinforced by future SuperBonder advertising.

Company Analysis
Loctite Corporation is a market leader in development and marketing of adhesives and sealants with a clearly stated objective to become a premier worldwide marketer of instant adhesives for industrial use by 1985. To reach this objective Loctite uses a high quality, high price strategy. It maintains a clear company structure by dividing the market under three profit centers and faces no internal competition between divisions. (See Exhibit 1)
70% of IPG sales are from newer......


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Approximate Word Count: 1750
Approximate Pages: 7 (250 words per double-spaced page)

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