MAP violation occurs when a product is sold or advertised below the Minimum Advertised Price (MAP) specified by the manufacturer in their MAP Policy. It is crucial for manufacturers to actively monitor and address these MAP violations across various channels in the US and Canada.
Monitoring of such MAP violations can aid manufacturers in distinguishing between authorized and unauthorized sellers, allowing for the enforcement of Minimum Advertised Price (MAP) compliance. Upon identifying sellers who violate your brand’s minimum advertised pricing policies, you must contact the non-compliant sellers in the United States and Canada, providing them with evidence and urging them to adhere to the MAP policies.
Executing the MAP outreach and compliance process poses challenges in practice. Sending emails on a national holiday in the US or Canada, or the first day the office reopens when your contact’s inbox is likely inundated with new messages, carries the risk of displeasing your resellers. Using aggressive language with your primary reseller due to a slight deviation in their pricing may lead to irritation, potentially prompting them to promote your competitor’s products over yours.
It may not be worthwhile to threaten legal action over a minor, one-time mistake made by your resellers. The authorized reseller may have a good rapport with your company. Sending an automated warning might not always be a good option. Wouldn’t it be more prudent to send them a gentle notice and follow up with a phone call to inform them that their prices are below the MAP? Your reseller counterpart may fully grasp your concern and collaborate with their pricing team to address the issue.
Read More: Police MAP Violators and Incentivize Sellers That Comply With MAP Rules
Crafting effective MAP violation email messages is an art that involves blending best practices in email marketing with an understanding of human psychology.
MAP Violation Alert Email Template
Below we share a sample of the MAP violation alert email template, you should incorporate the following information in your MAP violation email:
- Item Name
- MAP Price
- Advertised Price by Map Violators
- Screenshots with Proof of MAP violations
- Steps to follow to be compliant with MAP policy
- Policy of MAP
As you review the email example, we suggest you customize them per your business and your reseller relationships to maximize impact.
You may decide to let the system automatically send the standard MAP violation notice as the first email, and customize the subsequent ones to get the right rhythm.