Minimum Advertised Price Monitoring An Aspect to Your Brand Reputation

1. Minimum Advertised Price Monitoring: An Aspect to Your Brand Reputation

2. Minimum Advertised Price Monitoring is very important for brands and suppliers. MAP or Minimum Advertised Price Monitoring is monitoring the prices of products and services across different retailer channels to identify the fluctuations in the market. MAP Monitoring is directly related to the reputation of a brand as by selling their products at a lower price the retailer marketplaces can put the brand image of the supplier at risk. So, by definition, MAP is the lowest price at which a retailer should sell a manufacturer’s product. So, the purpose of the MAP agreements is to keep the advertised price for the same product of the same brand at a standard price level to maintain a kind of uniformity across different retailing platforms.

3. The Reason for Violations on the Part of the Retailers 1. The competitive pressure might compel the retailer to lower the price from the MAP to stay relevant in a competitive marketplace Leaks in supply chain like unauthorised reseller may lead to lowering the prices by the retailers 2.

4. The Monitoring Process Manual Process It is a highly time and energy consuming process; though very useful for smaller entities who supply to a smaller number of retailers. Finding all the sellers Checking their advertised prices Warning the violators Rechecking whether the violators have changed the advertised prices Follow up with the sellers who have not taken action Giving a final warning Automated Process

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