Zoetis dominates animal health with $9.3 billion in annual revenue across 100+
countries. This Fortune 500 company, spun off from Pfizer in 2013, develops vaccines,
medicines, and diagnostics for companion animals and livestock.
Their success depends on consistent pricing across sales channels to maintain
authorized distributor relationships and premium market positioning. These include all
major online marketplaces like Amazon, Walmart and Chewy, as well as independent
retailers and niche online stores.
307 SKUs requiring accurate price monitoring across major online marketplaces like Amazon, Google Shopping, Walmart and Chewy, as well as niche online stores like Farm Vet and Petmeds
With no real-time and automated price monitoring across their online footprint, manual tracking of violations in spreadsheets was tedious, consuming a significant amount of time for their sales team
Difficulty finding contact information for hundreds of unauthorized sellers meant violating listings could not be removed, leaving competitive listings up for longer
Zoetis sells directly to registered customers such as veterinarians, and MAP violations were hurting sales in their highest margin channel
MAP Policy Partner’s MAP monitoring and enforcement platform implemented a comprehensive, continuous data monitoring solution to track MAP compliance across Zoetis’s entire online footprint including major online marketplaces (Amazon, Walmart and Chewy etc.), authorized distributors, and other niche online stores like Farm Vet and Petmeds:
MPPs real time data pipeline was able to provide Zoetis with real-time pricing data
across their entire network of online sellers.
Not only did this provide the team with accurate data for monitoring MAP compliance,
but it also allowed the team to perform further price forecasting and analysis. This
allows Zoetis to make informed decisions, unlock growth opportunities, and stay
competitive in an increasingly dynamic marketplace.
Automated detection across all platforms including Google Shopping, Amazon, and
Chewy, allowing for the elimination of manual tracking across an array of sales
representatives.
MPPs nimble development team was also able to custom build features specifically
for Zoetis, including daily violation tracking by SKU, and total violation days tracking
by seller.
“I log in every morning to see what the new violations are. If everyone is violating one
of our top SKUs, we need to nip that in the bud
MPPs In-house investigation team was able to uncover unauthorized seller identities
using leading open-source intelligence tools used by the CIA and FBI (saving 20-40
minutes per investigation).
With the gathered intelligence from the seller investigation, Lisa and her team were
able to confidently contact sellers, implement necessary enforcement actions, and
protect Zoetis’s brand’s integrity.
Zoetis used Map Policy Partners to run a robust email notification system, which
proactively informed authorized sellers of any instances where prices were not
aligned with the MAP.
These reminders were designed to be clear and supportive, helping sellers make
adjustments promptly without disruption. Sellers would receive the escalating series
of emails outlined below:
Tier 1: Educational warning with MAP terms and correction deadlines
Tier 2: Escalated action letter with enforcement threats
Tier 3: Final termination warning
Map Policy Partner’s enforcement emails include features such as templates, variable
insertion, and screenshot evidence - all of which helped streamline the MAP enforcement
process:
Together we’ve worked through:
100,00+ MAP violations
1500+ unauthorized sellers
500+ identified violators
MAP Policy Partners enabled Zoetis to regain control over its online
listings, ensuring that authorized sellers could thrive and secure the
buy box more consistently:
Significant improvement in authorized seller buy box percentage on Amazon
Streamlined operations, freeing internal resources for strategic work
Enhanced data accuracy for pricing analysis replacing unreliable manual processes
As a result, Zoetis was able to enhance its sales performance, maintain brand integrity,
and strengthen its relationships with authorized partners.
