Sony Adds Cameras To MAP Program

By Alan Wolf -- TWICE, 3/4/2010

San Diego - Sony Electronics will extend its minimum advertised pricing (MAP) program to select digital still cameras and camcorders, effective April 1.

The policy, introduced for TVs last fall, was enacted to "increase the value of the Sony brand and [help] our retailers profitably sell Sony products," executive VP/chief marketing officer Mike Fasulo said in a letter to dealers.

Sony said retail support is especially critical this year given the launch of new product categories like 3D TV that require in-depth explanation and education from specialty dealers.

Other recent retail initiatives included streamlining its distribution system, the company noted.

Sony's MAP policy also covers home audio and other video products. In a statement, the manufacturer indicated that "most resellers have embraced these new programs which have allowed them to profitably sell Sony products, although some resellers are not in total alignment with our strategy."

In his letter, Fasulo said Sony received positive feedback on the TV MAP policy from independent and specialty dealers who "applauded us for taking a direction that speaks directly to their bottom line" during one of the most promotional times of the year.

Digital cameras that fall under the MAP program include X-series Cyber-shot models DSC-TX1, DSC-TX5, DSC-TX7, DSC-WX1, DSC-HX1, DSC-HX5, and all model camcorders except the Bloggie and Video Walkman camcorders. Sony's business and professional camcorder models are not subject to this program.