One of the most important issues facing our industry today – which affects or has the potential to affect every channel to market – is the issue of price erosion. Like it or not, thanks to the Internet consumers have easy access to information, along with product pricing; many companies have implemented MAP/MRP “policies” (not agreements) to help avoid a “race to the bottom.” We have all heard the saying, “No one wins a price war.”
Why do we think this is one of the most important issues in the industry? Because a well-informed and educated consumer helps expand the market and drive increased growth in any industry. Nutrition and health supplements are a prime example of how information is helping to expand and grow the market by focusing consumers toward educational initiatives and value-driven decision making.
To help answer questions about the impact and implications of MAP/MRP policies, we have assembled a panel of experts in this area that will help your company better understand these pricing policy strategies, and help you avoid some potentially severe legal landmines.
Melissa Landau Steinman, Partner, Venable LLP
Ron Solomon, President/CEO, MAPP Trap
Scott Garmon, President, CEO, Garmon Corp.
Mark Witriol, Partner, Head Dog Food Taster, Pet Food Express