As a manufacturer, it’s your responsibility to protect your brand on the level of both retailers and customers. You have to ensure that retailers sell and advertise your products to consumers at the right prices.
The minimum advertised pricing or MAP policy, for instance, sets the lowest price at which a reseller or retailer can publicly display a specific product without restraining the exact selling price. The enforcement of MAP policy, however, can be tricky if you don’t understand fully how it works.
Here are a few of the mistakes that some manufacturers make when it comes to implementing the MAP policy:
1. Not Coordinating with the Antitrust Counsel
A court could see your MAP policy as an illegal restraint of trade under the antitrust laws if it’s not designed properly. That’s why it’s vital to understand how the MAP works so that retailers won’t find any reason to file antitrust legal suits against you. Working with an attorney who has a deep knowledge on the antitrust law may be able to help you with the policy enforcement and even determine the MAP that’s fit for your business.
2. Not Monitoring the Web
You have to ensure that your pricing is designed in a comprehensive manner. You may want to enforce MAP across the entire Web to understand the general pricing for the products that you’re selling. You could use an automated software application to help you monitor the prices online.
3. Not Working with the Right Sellers
It’s always best to thin the herd so that you can identify which ones would be best for your business. Building your business empire with trustworthy resellers and retailers is a great way to help preserve your brand and business credibility.
Understanding the MAP policy is a great way to push for business growth. Work with a company that can provide you with the right subscription-based service for tracking MAP and online pricing as well.