In a move that reflects Gefen’s strategic go-to-market plan, it has formed a partnership with the Brand Protection Agency (BPA) to implement and enforce Gefen's minimum advertised pricing (MAP) policy.
“Supporting Gefen’s revitalized business strategy, BPA will help Gefen roll out its universal pricing policy in the U.S. to enable channel partners and resellers to significantly benefit from doing business with Gefen,” explained Kevin Weiss, Gefen’s vice president of global business development and sales. “We are now fully ready and able to move forward with confidence that Gefen’s solutions are never undercut anywhere in the marketplace.”
Under Gefen’s guidance, BPA will monitor potential violations of Gefen’s MAP policy. They will also provide competitive intelligence so Gefen’s pricing policies remain practical and viable in today’s rapidly advancing market. Gefen’s top selling products will be actively monitored under this agreement.
“MAP enforcement is a huge issue in today’s online retail environment,” said Caroline Jones, head of sales and marketing for BPA. “We know our proven techniques and innovative technologies will help Gefen safeguard their brand and improve their ROI by protecting Gefen’s unique combination of attributes that outperforms the competition. That’s what we do best.”
“Gefen has never been about pricing wars, instead focusing on a comprehensive solution set that includes service and ongoing product support for the lifetime of the product,” added Weiss. “BPA will help us continue to build on that legacy of innovation and seamless performance.”