Pirelli and Metzeler are focused on maintaining their respective brand proposition and therefore announced they will only partner with resellers who are equally committed to their respective brands and customers. Beginning February 1, 2018, both companies will adopt a Minimum Advertised Price (MAP) policy that is designed to support and protect each brand’s reputation and competitiveness.
“Pirelli and Metzeler remains dedicated to supporting its resellers with the tools necessary to succeed,” said Scott Griffin, vice president of sales. “The MAP Policy will help strengthen the brand’s relationship not only with resellers but also between resellers and customers. It’s a priority that our customers experience first class service through knowledgeable staff who understand the ins and outs of our products.”
With customers in mind, both Pirelli and Metzeler place a strong emphasis on investing time and resources to provide potential customers knowledgeable staff, appealing and informative product presentation, available inventory and other services that promote the sale of these branded products. The MAP policy covers all resellers of Pirelli and Metzeler products located in the United States but applies only to certain products listed in the appendix to the policy.
The company does not have a recommendation regarding selling prices, nor does it make any recommendation regarding maximum advertised prices. Each distributor, dealer, and other reseller remains free to independently set its own resale pricing.
Resellers who advertise products below the MAP, and in violation of the MAP policy, may lose privileges and benefits offered by Pirelli and Metzeler. The company may designate a promotional period during which the terms of such change, or to designate periods of time during which the MAP is not applicable.
The MAP Policy is limited to the following forms of advertising and communication of the Products:
- Internet advertising – whether in the form of webpages, pop up ads, banner ads or other form of Internet advertising and whether the advertisement is on the dealer’s website or on a third party website
- Offering the Products for sale at online auctions or on any online auction site
- Advertising by means of Twitter, text messaging or other forms of mass communication via mobile device or the Internet
- Broadly sent or automated email communications (Note: an email from a sales employee to an individual customer with a message written specifically for that customer is not subject to the MAP Policy. Similarly, an email response to an email sent by a customer to retailer or distributor would not be considered an advertisement for purposes of the MAP Policy)
- Newspaper or magazine advertisements, circulars, retail inserts, free standing inserts and other print advertising distributed to the general public or to some mailing or delivery list