Quote:
Originally Posted by Haasome
I think you’re right. It impacts the value of the brand. For example: look at the big boxes that move many guitars. Martin has an MSRP of $3399 for an OM 21. Sweetwater and Guitar Center list the OM 21 on line at 20% off at $2699 ( https://www.sweetwater.com/store/det...-om-21-natural) and ( https://www.guitarcenter.com/Martin/...stic-Guitar.gc). However, since I’m a geek that visits AGF I know a new OM 21 is only worth $2039 if I get a 40% discount with the secret handshake. There are people trying to sell like-new used OM 21 guitars for more than that, probably because they bought a new OM 21 at GC at 20% off and thought they got a great deal. I’m not a marketing expert, but it just seems crazy to me. |
I think it's harder to worry about 'value of the brand' like a boutique that sells 300 - 700 guitars a year, when Martin needs to move 100k guitars annually. Just my opinion, but because of their heavy investment in global brand name recognition, Martin will happily sacrifice a few dealers who can't make their minimums when they know new would be dealers are lined up doublestack around the block for a shot at selling the Martin brand.
A cold way of saying 'they don't care whether their dealers sell at MAP or at wholesale, as long as the product keeps moving.' And the 40% off MSRP thing has been status quo for decades now.