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This is to recommend the initiation of a marketing plan for the Bond-A-Matic 2000 (BAM) beginning in 1979. The total cost of the plan is estimated to be $81,000 (see exhibit 1) which is in addition to the projected Super Bond marketing plan for FY79. The target audiences for the plan are small to midsized companies that are non users and companies that are CA users that will benefit from using the BAM. The objectives of the plan will be to increase brand awareness, educate non-current users of the advantages of CA adhesives (Super Bond) as well as the advantages of dispensing equipment, and to increase awareness of the BAM among current users. The plan will utilize direct mail that will be reinforced by future Super Bonder advertising. The BAM should not be considered as a stand alone product but as a complementary product to Super Bond adhesives. The focus of the plan is to use the BAM as a method of introducing new users to instant adhesives and to react to the expressed interest of current CA users in improved dispensing techniques. Brand loyalty will be strengthened once the end user begins to use the BAM in conjunction with Super Bond adhesives. Also, it is recommended