As we already mentioned, a MAP is the minimum advertised price of a product. Business partners, resellers, and retailers agree on the minimum advertised price.
Below this set price, it is impossible to present the goods to the buyer; if this is done, it will be a violation of the MAP. In order to comply with the MAP, manufacturers prescribe a plan according to which the price of the goods will ultimately not violate the minimum price.
The MAP is violated when the manufacturer's plan turns out to be unreliable, or the pricing program gives an erroneous result, or intentionally. Most often, the violation is committed intentionally.
How does it happen? The brand offers all sorts of discounts and coupons for a product that does not initially violate the MAP. After that, the price drops below the MAP.