Why Your Business Requires A Map Policy?


A MAP policy that applies to all of a company's product resellers can assist retailers of all sizes compete on a level playing field. This is the most typical justification for a MAP policy.According to the experts at Holland & Knight LLP, MAP laws safeguard brick-and-mortar merchants by minimizing show rooming, which arises from severe discounting by online retailers that sometimes provide inadequate customer service or product support. A MAP policy can simultaneously reassure merchants that a product maker recognizes and values the service they provide, as well as encourage retailers to sell based on service and added value. The minimum stated price policy recognizes everyone's right to earn a reasonable profit, which is the purpose of business. (Profession is not a negative four-letter term!) MAP policies can promote manufacturer–retailer ties in the long run.

The increase in MAP minimum advertised price policies among pet product manufacturers
over the past year appears to be a response to the requests of independent pet specialty merchants for equitable pricing rules. Certainly, pet product manufacturers can and do employ minimum stated pricing to assist independent pet specialty  retailers in competing with mammoth e-commerce and big-box retailers that might otherwise undercut the competition and drive them out of business.


For firms that occupy a premium position on the market, brand image is an additional reason to develop and execute a MAP policy. If left unchecked, excessive discounting by retail channels could ultimately reduce the perceived value of premium products in the eyes of consumers, damaging a product's brand image. This is especially crucial for brands and goods that a firm has committed time and money in developing and introducing to the market..


Location: Asheville, NC, USA

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