Einstein Pets is introducing a minimum advertised price (MAP) policy for its premium dog treats. In order to maintain premium brand status and support a retailer’s ability to remain economically successful, Einstein Pets says it has implemented MAP, effective immediately.
Under the new policy, resellers are required to price and advertise the Einstein Pets’ products within MAP and manufacturer’s suggested retail price (MSRP).
“The new policy will further support independent pet specialty retailers that sell Einstein Pets’ products and will ensure a level playing field for authorized resellers. The manner in which Einstein Pets’ products are advertised, promoted and sold is critical to maintaining and enhancing our premium brand image,” said Kelly Ison, Einstein Pets founder and CEO. “This is why we are asking our valued retailers to help us protect the strength of our brand.”
Einstein Pets is committed to enforcing the policy and partnering only with resellers that share the company’s strategy of promoting the Einstein Pets brand in a manner that is consistent with its new MAP Policy. The company is also working directly with distributors to identify and stop selling to companies that resell their products on online marketplace websites such as Jet.com, Ebay, and Amazon.com under aliases or fictitious business names.