Ultra-Fab has implemented a unilateral price policy (UPP) and a related minimum advertised price (MAP) element. The policy applies to all Ultra-Fab products.
The company launched an authorized reseller policy in December. Since then, resellers from outside the RV industry declined 30%.
The new policy adoptions will strengthen the supplier’s commitment to dealer and distributor margins, Ultra-Fab said. Ultra-Fab’s retail pricing will more closely track resellers’ margin expectations as the program rolls out, the company said.
“Ultra-Fab is known for having quality products (not cheap knockoffs) with unique features and benefits not available from other manufacturers and for having the best warranties in the industry,” said Raymond Padgett, Ultra-Fab vice president of sales and marketing. “Because of that, we want to make sure our resellers enjoy the full benefits of selling these types of items. Our resellers should make more selling our products.”
To review Ultra-Fab’s unilateral price policy, click here.
“We have contracted with an outside company to monitor and help us enforce these policies, so we believe we will have excellent visibility on violators,” Padgett said. “We will, of course, rely on our distributor partners to a huge degree to enforce our ‘do not sell’ list as we isolate the violators. Although it will not happen all at once, we know we will see a decrease in unfair pricing due to this policy.”
To register as an Ultra-Fab reseller, forms are available here.
For policy questions, contact Padgett at 404-754-8928 or [email protected].
