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Minimum Advertised Price Policy: A Point Of Special Attention

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MAP Services Corp
Minimum Advertised Price Policy: A Point Of Special Attention

If you are a supplier or a brand, you need to keep special attention to Minimum Advertised Price Policy to maintain a constant reputation of your brand by preventing the retail stores to sell your products lower than the agreement price. The Minimum Advertised Price Policy sets the lowest price for product at the retailer’s shop. This is a crucial policy to keep the advertised price for the same product at a standard level across different retailing platforms.

Why is it Important?

  • To allow smaller manufacturer to compete with larger suppliers
  • To protect seller margins
  • To prevent under-pricing
  • To manage brand image and reputation
  • To ensure competition across distribution channel

If the brands are alert about the violation of the agreement, then it creates extra effort on the part of the retailer to be compliant to the policy.

Why the Incidents of Violations Occur?

  • Leaks in supply chain like unauthorised reseller may lead to lower selling price than agreement price level by the retailer
  • The competition in the market may create pressure on the retailer to lower the price of a product

However, in both the cases, the brand suffers the loss of reputation due to inconsistent price level.

Conclusions 

So, as a brand it is important for you to monitor the online and offline retail prices of your products across different retailing channels. You need to constantly watch the fluctuations. It is never ending process. So, go for a reliable service provider. However, if you are small brand and your supply is limited to a smaller number of retail shops, then you can go for a manual system. if you are a big brand, then go for automated monitoring system for perfection and efficiency.

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