Minimum Advertised Price (MAP)

Minimum Advertised Price (MAP)

A policy set by manufacturers dictating the lowest price at which retailers are allowed to advertise a product to the public.

A MAP policy is designed to prevent price wars that can devalue a brand’s products and ensure that all retailers have the opportunity to earn a reasonable profit margin. While MAP restrictions apply only to advertised prices, retailers have the discretion to sell products at lower prices directly in-store or through unadvertised promotions. The enforcement of MAP policies helps maintain brand integrity and price consistency across different sales channels.

Related Terms

Yield Management

A pricing strategy used to maximize revenue by varying prices based on demand and inventory levels.

Category Buyer

The person is responsible for assisting the procurement manager and category team in implementing procurement and