Minimum Advertised Price (MAP) policies are crucial in maintaining brand value, preserving margins, and fostering healthy relationships with retailers. However, enforcement of these policies can be challenging. It’s not just the responsibility of a single department – the entire company needs to be involved. From the eCommerce team to the legal team, everyone plays a crucial role. In this article, we’ll explore how different departments can contribute to effective MAP policy enforcement.
The eCommerce team often serves as the first line of defense when it comes to MAP policy enforcement. They are directly responsible for monitoring online prices and ensuring that they comply with the established MAP policies. With the use of advanced price-tracking tools, they can systematically track prices across various platforms and quickly identify any MAP violations. In case of violations, they are responsible for documenting evidence and coordinating with the necessary teams, such as sales, legal, and product teams, to address the issue.
The sales team is essential in educating and communicating with retailers about the company’s MAP policies. They should clearly articulate the reasons behind the MAP policies and the consequences of violations during their interactions with retailers. The sales team should also actively monitor their clients for compliance and report any potential violations to the eCommerce and legal teams. Furthermore, they can gather feedback and insights from retailers, which could be invaluable in refining and improving the MAP policies.
Product teams can play a significant role in MAP policy enforcement by providing accurate and up-to-date information about products and their respective MAPs. They need to ensure that the MAP for each product reflects its value and market position. Any changes in product details or pricing should be promptly communicated to all relevant teams and retailers. This helps to prevent misunderstandings that might lead to unintentional MAP violations.
The marketing team can help with MAP policy enforcement by maintaining clear and consistent communication about the company’s MAP policies in all marketing materials. They should ensure that all promotional content, including advertisements, product listings, and social media posts, adhere to the company’s MAP policies. Additionally, they can work closely with the sales and eCommerce teams to monitor and address any MAP-related issues that might arise in the market.
The support team plays a crucial role in handling queries and concerns related to MAP policies from both internal teams and external partners. They need to be well-trained and knowledgeable about the company’s MAP policies to provide accurate information and guidance. Their role involves resolving disputes, clarifying doubts, and ensuring that the communication between the company and its partners remains smooth and constructive.
The legal team’s role in MAP policy enforcement is vital. They are responsible for drafting a legally sound MAP policy that complies with all relevant laws and regulations. They should also provide legal advice and support in case of MAP violations, including guiding the process of issuing violation notices and, if necessary, taking legal actions against persistent violators.
MAP policy enforcement is a team effort that requires the active participation of all departments within a company. By working together, each team can contribute to the protection of the company’s brand value, the preservation of healthy profit margins, and the fostering of positive relationships with retailers.