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Minimum Advertised Price Policy (MAP)
and Unilateral Price Policy (UPP)

(Effective February 13, 2019)

For nearly 25 years, Crimson Trace® has manufactured and sold laser sighting products for firearms under the Crimson Trace® name. We engineer each and every Crimson Trace product to be the finest laser sight money can buy, and we pride ourselves on providing customer service and product support that shines as brightly as the lasers we make and sell. Retailers who promote deeply-discounted Crimson Trace products adversely affect the perceived value of our product and brand. To protect the integrity of our brand, Crimson Trace has adopted the Minimum Advertised Price (MAP) Policy and Unilateral Price Policy (UPP) described below. This memorandum and frequently asked questions details these unilateral policies and how we will enforce them.

 

Minimum Advertised Price Policy (MAP)

The Crimson Trace Minimum Advertised Price (MAP) Policy describes how Crimson Trace will authorize retailers to use the Crimson Trace name and trademark in advertising.

1.) This MAP Policy establishes minimum advertised prices for certain CrimsonTrace products and applies to all advertising of those products by dealers, retailers, and distributors in the United States. The Minimum Advertised Price (MAP), where applicable, is identified on the then-current price list provided to retailers from time- to-time by Crimson Trace. This MAP Policy applies only to those Crimson Trace products identified in the then-current price list as having a MAP, and this MAP Policy does not establish maximum advertised prices for any Crimson Trace products. Retailers are free to set their own resale prices for Crimson Trace products. Pricing must be displayed on all product pages.
 

2.) The MAP Policy applies to all forms of advertisement of Crimson Trace products in any and all media, including, but not necessarily limited to, flyers, posters, coupons, mailers, inserts, newspapers, magazines, catalogs, mail order catalogs, internet, other electronic and social media, television, radio, and public signage. The following types of advertising are inconsistent with this MAP Policy:

  • No “added value” items, coupons, or promotions unless approved in writing by Crimson Trace in advance of such promotion;
  • No “Add To Cart To See Price”, “Call For Pricing,” or similar language in advertising;
  • No “Reserve Price,” “Best Offer,” or similar language in advertising;
  • No advertising of prices below MAP in online forums.


​3.) The MAP Policy does not apply to physical in-store advertising, and does not apply to the price at which the products are actually sold or offered for sale to an individual consumer within the physical store location of retailers.

4.) Pricing listed on any internet site is considered an "advertised price" and must comply with the MAP Policy. Retailers must seek written approval from Crimson Trace before selling Crimson Trace products online or on any third party website, including any auction website such as eBay.

5.) From time to time CrimsonTrace may discontinue models or engage in promotions with respect to certain products, and reserves the right to modify or suspend the MAP Policy with respect to those products.

6.) Crimson Trace may monitor the advertised price of retailers and will unilaterally make all determinations relating to a violation of the MAP Policy in its sole discretion. Violations of the MAP Policy, as determined by Crimson Trace, may result in consequences to the offending retailer, which include removal of otherwise applicable discounts or rebates; elimination of the right to use the Crimson Trace® trademark in advertising; refusal by Crimson Trace to accept orders or supply products; or termination of the relationship between Crimson Trace and the offending retailer.

Please direct all inquiries concerning this MAP Policy in writing to the Crimson Trace MAP Administrator at mapadmin@crimsontrace.com.

 

Unilateral Price Policy (UPP)

To protect the integrity of our brand, Crimson Trace also has adopted a Unilateral Price Policy (UPP). Under this policy, Crimson Trace has determined in its sole and unilateral discretion that it will not do business with any retailer who chooses to charge retail prices that are lower than the Minimum Resale Price for certain Crimson Trace products. The Minimum Resale Price (MRP), where applicable, is identified on the then-current price list provided to retailers from time-to-time by Crimson Trace. If we discover that an account has chosen to charge prices lower than the MRP, and it is more than an isolated incident, we will cease doing business with that account.

This UPP applies only to those Crimson Trace products identified as having an MRP in the then-current price list, and does not establish maximum resale prices for any products. Retailers are free to set resale prices for all Crimson Trace products at whatever level they believe to be in their best interest, just as we are free to choose the retailers with whom we will do business. Because this policy is our unilateral decision and is not negotiable, we neither seek nor will we accept your agreement with it.

If Crimson Trace receives credible information that a retailer is selling Crimson Trace products at prices below suggested retail prices, Crimson Trace will investigate to determine whether to cease doing business with that account. If it does so, Crimson Trace may unilaterally decide to review a retailer’s status after an independently determined period of time at the sole discretion of Crimson Trace.

The Crimson Trace UPP Administrator will be solely responsible for determining whether a retailer has sold products at a price below the MRP; communicating decisions to retailers regarding the UPP; and receiving any communications from retailers regarding this UPP. Please direct all inquiries concerning this UPP in writing to the Crimson Trace UPP Administrator at uppadmin@crimsontrace.com.

 

Crimson Trace Minimum Advertised Price
and Unilateral Price Policy FAQ

Q. Why did Crimson Trace adopt a Minimum Advertised Price (MAP) Policy and Unilateral Price Policy (UPP)?

A. For nearly 25 years, Crimson Trace has manufactured and sold laser sighting products for firearms under the Crimson Trace® name. We engineer each and every Crimson Trace product to be the finest laser sight money can buy, and we pride ourselves on providing customer service and product support that shines as brightly as the lasers we make and sell. Retailers who promote deeply-discounted Crimson Trace products adversely affect the perceived value of our product and brand. Our MAP Policy and UPP preserves our reputation for providing customers with high-quality products, and enhances our image and competitiveness in the marketplace.

Q. Is Crimson Trace setting the price charged by retailers?

A. No. Each retailer is free to establish their own retail prices. As the owner of the Crimson Trace name and trademark, Crimson Trace has the right to refuse to deal with retailers who use that name and trademark in advertising in a manner that is harmful to the brand. Likewise, Crimson Trace has the right to choose the retailers with whom it will deal, and in its unilateral discretion, chooses not to do business with retailers who sell Crimson Trace products at prices below the Minimum Resale Price.

Q. Can I advertise and sell Crimson Trace products at a price that is higher than the suggested retail price?

A. Yes.

Q. My competitor is advertising and selling Crimson Trace products at prices below the suggested retail price. What are you going to do about that? Are you going to terminate them?

A. We do not discuss your business with other accounts, and you can appreciate that we cannot discuss other accounts with you. You should direct information about advertising by other retailers in writing via email to the MAP Administrator at mapadmin@crimsontrace.com. You should direct information about other retailers who are selling at prices below list price in writing via email to the UPP Administrator at uppadmin@crimsontrace.com.

Q. I want to advertise a promotion that will give a 20% discount on all products in my store, including Crimson Trace products but not specifically referencing them. Is that subject to the MAP Policy?

A. Yes. In our view, advertising that generally announces a 20% discount but does not exclude Crimson Trace products effectively advertises Crimson Trace products at a 20% discount off the list price. This cheapens and damages our brand, and our MAP Policy clearly states that we choose not to sell our products to those who advertise them at prices below the price list.

Q. Can I sell Crimson Trace products online or on auction sites such as eBay?

A. Pricing listed on any internet site is considered an "advertised price" and must comply with the MAP Policy. Retailers must seek written approval from Crimson Trace before selling Crimson Trace products online or on any third party website, including any auction website such as eBay. Any mention of a price below the suggested retail price, as well as statements such as “Call for Price” or are inconsistent with the MAP Policy. If selling on an auction site like eBay, the price must be listed as a “Buy Now” at or above the suggested retail price; no “Reserve Price” or “Best Offer” is permitted.

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