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Sony Adds Cameras To MAP Program

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

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.