Panasonic Changes MAP, Distribution Policies


Orlando, Fla. - Panasonic Consumer Electronics has changed its MAP program and channel management for its home entertainment line.

The company responded to a call from TWICE spurred by rumors at both the BrandSource and Nationwide Marketing Group meetings, here.

On pricing, Panasonic said it has "broadened the range of products for which sale through third-party marketplaces is not permissible under its MAP policy," and provided no further details.

On changes in its distribution, Panasonic said in its statement, "As part of an effort to strengthen its business Panasonic is focusing on how we can continue to serve our customer base in home entertainment products in the U.S, including displays, Blu-ray and home theater products, while remaining profitable. We will now serve a reduced number of dealers directly."

Panasonic will put the rest of its retailers in touch with distributors to handle "their future Panasonic home entertainment product needs."

The policy is in effect, with the transition to 2012 products being rolled out now. Panasonic said, "The realignment does not affect other consumer operations."


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