I know this is an old thread, but I found this press release having to do with Weber and MAP pricing. It explains the rationale behind MAP pricing from Weber's standpoint...you be the judge.
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February 28, 2012 08:03 AM Eastern Standard Time
CHICAGO--(BUSINESS WIRE)--Channel IQ, the leading provider of online pricing intelligence and channel management solutions, today announced that Weber-Stephen Products LLC, the leading manufacturer of barbecue grills; smokers; accessories; and other outdoor room products, has chosen the Channel IQ platform to manage its extensive minimum advertised price (MAP) policy across its online sales channels. Weber selected Channel IQ for its ability to automate the labor-intensive price monitoring and communication processes consistently, accurately and instantly with channel partners while saving the manufacturer critical time and resources.
In addition, Weber believes, and it has been consistently demonstrated, that the successful sale of Weber Products involves a deep understanding of the features and benefits of the various Weber Products and a commitment to enhancing the consumer’s outdoor cooking experience. Weber supports their retail partner’s efforts to do so with training programs, on-line support and other activities to create a staff knowledgeable in the Weber line. The Weber MAP Program is designed to protect the premium value of Weber Products and protect investments made by Weber and its retail partners.
In addition to this MAP Program, Weber will continue its cooperative advertising program, which provides qualified retailers with support for their efforts to advertise and promote the Weber brand and Weber Products, in compliance with the MAP Program guidelines and the terms and conditions of the cooperative advertising program.
“We spend significant time and resources to monitoring and trying to enforce our MAP policies, largely for the benefit of our retailers. We are as committed to their interests as we are to protecting our brand,” said Mike Kempster, Executive Vice President and CMO for Weber. “Channel IQ’s solutions are a perfect fit for our needs because they allow for us to easily monitor where our product is being sold and quickly address any deviations from the MAP Program.”
“With so many channels for consumers to be buying products online, it can be impossible for a company to keep track of them all, both to ensure proper brand representation as well as protect their authorized retailers,” said Wes Shepherd, founder and CEO at Channel IQ. “We are thrilled to support an industry leader like Weber by providing unprecedented visibility into pricing in order to spot non-compliant discounting in advertisements. This actionable intelligence helps Weber manage their channels for optimal outcomes and ensure all their channel partners reap the benefits that come with policy compliance.”