There is a brewing battle between the manufacturers of Natural Balance Pet Food and independent pet supply owners. The main crux of the conflict is all about the implementation of the Minimum Advertised Price or MAP. Admittedly the market leader when it comes to the premium pet food products, the manufacturers of Natural Balance Pet Food would want to streamline the distribution structure by rationalizing the pricing scheme all the way down to the end users. This is probably the main strategy of the company in maintaining a distinctive branding that will distinguish their premium lines from other brands.

Unfortunately, this pricing strategy is perceived to be too rigid by a considerable number of retail pet food chains. Its imposition seems to run counter to the pricing strategies being adopted by these retail outlets. Worse, this high pricing level is construed by the smaller players in the market as tacit accommodation and protection of corporate clients by the company. Rightly or wrongly, the imposition of MAP is turning out to be a flashpoint in the relationship of the company with independent pet food outlets.

Most owners of retail pet food outlets see the 10% upward adjustment in the price of Natural Balance Pet Food as a form of encroachment on their business independence. Definitely, any form of meddling will not sit well to them. The price differential imposed on Natural Balance Pet Food is even considered by many as onerous. While most of these dog and cat food retail outlets agree that Natural Balance Pet Food are a notch above the rest in terms of quality, this doesn’t necessarily mean that they can unilaterally impose high prices for their products.

This pricing scheme is such a sensitive issue for retailers as it is seen as their single most significant differential advantage over corporate distributors and retailers of the premium pet food lines. They are willing to go the extra mile to protect their business interests.