Axon Enterprise: Minimum Advertised Pricing (MAP) Policy
Effective: May 30, 2013
TASER International, Inc. (“TASER”) has worked hard to ensure that all dealers, distributors and resellers (collectively “resellers”) provide end consumers of TASER® brand products with the kind of advice, service, knowledge, and support necessary to maintain the high level of customer satisfaction TASER has developed over the years. Certain types of advertising can affect our goodwill and damage the standards and reputation that TASER products have achieved. Therefore, TASER has adopted this Minimum Advertised Pricing (MAP) policy to ensure the maintenance of its reputation with consumers for high quality, effective products, as well as, its ability to support the promotional efforts of its resellers.
This MAP policy applies to all resellers of TASER brand products who are selling, either online or in brick and mortar retail outlets, to consumers. A reseller’s choice to sell any TASER brand product constitutes acceptance of this policy in full, without confirmation, written or verbal, by the reseller of their acceptance. This MAP policy is not a contract or agreement, and TASER does not seek nor will it solicit or accept any reseller’s agreement with our policy; nor will TASER discuss your pricing, the pricing of others, or this MAP policy beyond its terms. This MAP policy is unilateral policy upon which TASER is willing to market its products.
This policy applies to all TASER brand products. This policy applies to list or advertised prices, and not the prices at which TASER brand products are actually sold by resellers. Resellers remain free to sell these products at any prices they choose.
Advertising includes, but is not limited to: search engine advertising, email marketing, online display advertising, social media marketing, search engine optimization (including page titles and descriptions), shopping feed and comparison shopping engine advertising, affiliate marketing, print advertising, billboards, radio advertising, TV advertising, cataloging, direct mail marketing, and couponing.
Minimum Advertised Prices (MAP)
We are writing to clarify some confusion regarding our MAP for our Conducted Electrical Weapons (CEWs). Our MAP policy has always been to keep MAP prices the same as our Manufacturer’s Suggested Retail Price (MSRP). This creates consistency for the customer, and maintains equal standards among all TASER dealers. For your convenience, here are the current MAP and MSRP numbers for our CEW Consumer line:
|TASER C2™ (Basic Kit)||$299.99|
|TASER C2™ (Gold Kit)||$399.99|
|TASER Pulse +™||$499.99|
If pricing is displayed, any strike through or other alteration of the MAP is prohibited. A reseller who advertises bundles of products, which include TASER products, must advertise the price or value of the TASER products at or above the MAP.
This policy does not establish maximum advertised prices. All resellers may offer TASER products at any price in excess of the MAP. Internet auctions may not display or have reserved bid or other acceptable prices below the MAP price.
This policy does not in any way limit the ability of any reseller to advertise that “they have the lowest prices” or, they “will meet or beat any competitors price”, that consumers should “call for a price” or phrases of similar import as long as the price advertised or listed for the products is not less than MAP.
This policy does not apply to the actual price displayed to a consumer within the checkout or shopping cart pages of a website. The MAP policy is also not applicable to any in store advertising that is displayed only in the store and not distributed to any customer(s). Further, it does not apply to non price promotions such as “free shipping”, or online or in store checkout coupon codes promotions.
TASER reserves the right to periodically change these prices, without written notice to resellers. TASER may, at its sole discretion, periodically run promotions that include special promotional pricing. TASER’s periodic promotional pricing may be mimicked by resellers during the promotional period only.
TASER does not intend to do business with resellers who degrade the image of TASER and its products. In the event of any violation of this policy by a reseller, TASER may choose to cease supplying the TASER brand products to that reseller and/or its distributors without written notice. Further, a violation will result in the immediate termination of any promotional support agreements between TASER and the violating reseller. TASER will not provide prior notice or issue warnings before taking any action under this policy.
Changes to MAP Policy
TASER reserves the right to periodically change the terms of this policy. TASER employees, salespeople, and distributors are not authorized to modify or grant exceptions to this policy. Resellers are responsible for remaining current with MAP policy, products and pricing.