TROPHYLINE (“Trophyline”), has unilaterally adopted this Minimum Advertised Pricing Policy (“MAP Policy”), effective November 15, 2021 (the “Effective Date”), applicable to its United States retailers’ (“Retailers”) advertising of certain Trophyline branded products online and in other forms as described below.
1. This MAP Policy was adopted to: (a) maintain the brand image of high-quality Trophyline branded products sold by Trophyline and its various Retailers; (b) maintain the distribution strategy of Trophyline branded products; (c) promote Trophyline’s and its Retailers’ substantial investment in Trophyline branded product development, innovation, and excellent customer service; and (d) encourage Retailers to make tangible and intangible investments in the Trophyline brand.
2. This MAP Policy applies only to the advertised prices for certain Trophyline branded products that Trophyline specifies as covered by the MAP Policy (the “MAP Products”). A current list of the MAP Products, Minimum Advertised prices (“MAP”) along with a calendar of promotional periods is maintained by Trophyline. Trophyline may delete, add to, or modify the MAP Products, MAP, and the promotional periods in its sole discretion.
3. This MAP Policy does not prohibit a Retailer from selling any Trophyline branded products, including the MAP Products, to a retail customer at any price it chooses.
4. This MAP Policy is applicable only to Advertised Prices (as defined below) for the MAP Products. This MAP Policy also applies to any activity that Trophyline determines is designed or intended to circumvent the intent of this MAP Policy (e.g., solicitations for “bundled purchases” or “group purchases”).
a. “Advertised Prices” for MAP Products include any of the following:
i. The price shown on a web browser search, customer home page, content on a webpage within the Retailer’s site or domain, or, if the Retailer is otherwise authorized by Trophyline to conduct e-commerce through third party sites or domains, the content on those third-party sites or domains.
ii. The price listed by the Retailer in broadcast e-mails.
iii. The price listed by the Retailer in advertisements placed on any internet site, including destination pages and third-party sites such as portal sites, natural or paid search engine listings, social media sites (including, but not limited to: Twitter, Instagram, LinkedIn, and Facebook) apps, shopping sites (including pay-per-click or banner ads) or any other similar electronic media.
iv. The price listed by a Retailer in a print catalogue or print advertising, such as circulars, flyers, newspaper or magazine ads, or classified ads.
v. The price listed, shown, or announced in any forms of media, including, but not limited to, those mentioned above, posters, coupons, mailers, inserts, public signage, or apps for electronic devices.
vi. The price shown on website features such as “click for price,” automated “bounce-back pricing emails,” preformatted e-mail responses, forms, automatic price display for any items prior to being placed in a customer’s shopping cart, and other similar features considered to be communications initiated by the Retailer instead of the retail customer.
b. “Advertised Price” for a MAP Product does not include:
i. The price a Retailer’s customer receives in response to a “Call for Price,” “E-mail for a price,” or “See checkout for price” feature on a website, so long as no price is listed before the retail customer makes such a request.
ii. Any “in-cart” pricing on a website.
iii. The price listed on any in-store advertisements or banners that are displayed and/or located solely on the Retailer’s premises.
iv. General advertisements claiming the Retailer has “the lowest prices” or will “match or beat” its competitors’ prices, or other similar phrases, so long as the Retailer does not advertise any price below the MAP Pricing or otherwise violate this MAP Policy.
c. An Advertised Price is considered listed, shown, displayed, or announced in any medium if it can be reasonably determined from information disclosed in that medium (including from directions on where to locate additional information about the price, unless such additional information is specifically allowed by this Policy).
5. To comply with this MAP Policy, Retailers may not advertise or otherwise promote MAP Products through a net Advertised Price lower than the MAP set by Trophyline or advertise a MAP Product with a pricing related phrase which would lead a reasonable retail customer to believe that the advertised price for a MAP Product is below MAP. For the purposes of this MAP Policy, “net Advertised Price” means the listed, shown, displayed, or announced (collectively, the “listed”) Advertised Price reduced by the value of any associated discount, coupon, or allowance shown or announced in an advertisement specifically applicable to a MAP Product.
a. The following provides guidance when determining net Advertised Price:
i. The offering of credits, gift cards or rebates contingent on the purchase of any MAP Product is considered an associated discount and must be subtracted from the disclosed Advertised Price to determine the net Advertised Price.
ii. Product discounts, including an internet discount, or any other similar discount is specifically associated with the MAP Product and advertised on the dedicated product page of a MAP Product(s), is considered an associated discount that must be subtracted from the listed price to determine the MAP Product’s net Advertised Price.
b. “Bundling” or advertising MAP Products for sale, together with non-MAP products, will violate this MAP Policy if the stated advertised price of the bundled products results in (a) any net Advertised Price of a MAP Product to be less than the applicable MAP or (b) otherwise violates the letter or spirit of the MAP Policy.
c. From time to time, Trophyline may offer rebates to customers as part of a promotional period. The Retailer will not violate this MAP Policy if it advertises the availability of such rebate during the specified period.
d. Advertising MAP Products in any storewide or sitewide discounts, coupons or similar promotions is permitted provided the promotion is not designed or intended to focus on the MAP Product(s) and generally applies storewide without significant exclusions.
e. Trophyline will not enforce violations of this MAP Policy if the net Advertised Price for a MAP Product is within $0.99 of its MAP.
6. If a Retailer violates this MAP Policy, Trophyline, in its sole discretion, may impose one or more of the following consequences:
a. Loss of the Retailer’s eligibility to receive promotional and/or program support, including some or all of sales incentives, discounts, and rebates; and/or
b. Termination of the Retailer’s status as an authorized Retailer of Trophyline branded products. In the event Trophyline terminates its relationship with a Retailer as a result of MAP Policy violations, the decision to resume the relationship with that Retailer will be at the sole discretion of TROPHYLINE. TROPHYLINE does not ask for, nor will it accept, any assurances of future compliance with this MAP Policy as a condition for reinstatement.
7. Any violations of this MAP Policy will be determined at the sole discretion of TROPHYLINE. Upon written notification by TROPHYLINE of a violation of this MAP Policy, the Retailer has five (5) business days to remedy the violation before the next violation is incurred.
8. TROPHYLINE has adopted this MAP Policy unilaterally and neither seeks nor accepts any input, confirmation, or assurance by its Retailers of compliance with this MAP Policy. TROPHYLINE will not discuss or negotiate any of the terms of this MAP Policy or its administration of the MAP Policy. Nothing in this MAP Policy shall constitute an agreement between TROPHYLINE and any of its Retailers concerning compliance with this MAP Policy. All matters of interpretation and application of the terms of this MAP Policy shall remain within the sole, unilateral authority of TROPHYLINE.
9. Trophyline employees, sales representatives, and any other perceived representatives are not authorized to engage in any discussion with Retailers about this MAP Policy and Trophyline does not solicit or encourage information or reports of violations of this MAP Policy. Retailers are instructed to not discuss or otherwise engage with any Trophyline employee, sales representative or other Trophyline representative about this Policy, its application or enforcement. If you have any questions or inquiries about this MAP Policy, please direct them in writing to Accounting@Trophyline.com.
10. This MAP Policy will be enforced by Trophyline in its sole discretion, and without notice. Retailers have no right to enforce the MAP Policy on Trophyline’s behalf. Violations of this MAP Policy may result in any of the sanctions set forth above, including termination of our business relationship, and Trophyline seeking available remedies at law.
11. If a specific state or U.S. territory has enacted a law that prohibits the applicability of one or more specific provisions in this MAP Policy, then those specific prohibited provisions will not be applicable within that state or territory. This limitation, however, shall not: (a) apply outside the applicable state or territory, or (b) render any other provision of the MAP Policy inapplicable.
12. Trophyline has the sole discretion to suspend or cancel the MAP Policy and may do so with or without any notice at any time. Trophyline reserves the right at any time to: (a) change the MAP Pricing of any MAP Products; (b) change the terms and conditions of this MAP Policy; and (c) add or remove MAP Products from inclusion within this MAP Policy.
13. This MAP Policy also applies to any activity which Trophyline determines, in its sole discretion, is designed to or intended to circumvent the intent of this MAP Policy.
This MAP Policy will be effective beginning on the Effective Date.