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Jolly Pets and Horsemen’s Pride Establish Minimum Internet Advertised Pricing Policy


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Jolly Pets/Horsemen’s Pride has adopted this Minimum Internet Advertised Pricing (MIAP) policy for the benefit of all of its dealers and to ensure the company’s reputation with consumers for producing high quality products, said company officials. 

Officials added that the company finds it necessary to implement a MIAP policy so that Jolly Pets/Horsemen’s Pride products are not devalued in the internet marketplace and so each Jolly Pets/Horsemen’s Pride e-commerce dealer can compete equally on the basis of value they provide to the customer, whether that is product knowledge, service, support, inventory or any combination of these items and more.

“We have spent an extensive amount of time building a brand of strong recognition and a high perceived value,” said Louisa Marvin, marketing director for Horsemen’s Pride & Jolly Pets. “By not adhering to the established Minimum Internet Advertised Price (MIAP) a reseller can have a dramatic effect of diminishing or detracting from the perceived value of our brand and its products.” 

Jolly Pets/Horsemen’s Pride officials believe that the implementation of the MIAP will enhance the business environment for Jolly Pets/Horsemen’s Pride products by assuring that the perceived quality of Jolly Pets/Horsemen’s Pride products covered by the MIAP is maintained.

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