B2B Group Assignment

Group No. 4: Abhinav(004), Devender(017), Gaurav(021), Meghna(037), Nainy(038),

Pawandeep(045), Shalaka(055)

Case: Loctite Corporation: Industrial Products Group

Problem Statement: To address the issue of adhesive dispensing, Loctite has developed Bond-a-Matic,
V.P Jeffrey Fox needs to decide whether to launch BAM at full scale, and if launched what marketing
strategy should be employed.

Analysis of the situation:

1. Calculate the contribution for various products mentioned in the case such as model 200/205
control console, model 27 A pencil applicator, Bond-A-Matic dispenser, needle, Gluematic tip and CA
adhesive.

Refer Excel sheet

2. Based on Exhibit 1 of the case,

a) rank the industries as per the use of adhesive per user establishment.

b) rank the industries as per additional potential for adhesives (in pounds).

Refer Excel sheet

Recommendation:

3. what is the motive behind the launch of BAM and what shall be the marketing plan for launching
the same?

 During Sales Leadership Conference (1977), several salespeople highlighted the difficulties of
assembly line workers in dispensing cyanoacrylates (CA) from standard one-ounce and smaller
bottles and these bottles were cumbersome due to which adhesive frequently clogged in the
nozzle. The system. There was a need of device which could precisely dispense dots, dashes,
or lines of adhesive.
 According to market research 26% of the current users expected to increase their usage of
instant adhesives and 51% expressed interest in improving dispensing technology.

Implementing marketing program:

Based on Market Research, they still need to build their category as there is low knowledge of instant
adhesive among non-users, hence constant awareness is required.

Product:

Based on the quantitative analysis we are going ahead with the launch of both Bond-A-Matic
dispenser, which are high pressure and low pressure.

Pricing:

The pricing should be $250 for end user and $200 for distributers.

Promotion:
  It is done through magazines to maximize reach to production and packaging firms.
 The advertising agency designed a media schedule for Bond-a-Matic.
 Direct Mail Program – a package is mailed to each individual containing a letter tailored to
recipient’s business, a brochure describing the BAM, a reply card, and a Gluematic pen.

Distribution:

It’ll be done via the same channels as done for Superbond adhesive.