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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 technologies (anaerobic and CA) which share no severe problems (contrary to mature technologies in adhesives market)...
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