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    We are a brand born of an obsession with performance, a belief in good science, and a knack for invention.

    Read our story.

  • We are a brand born of an obsession with performance, a belief in good science, and a knack for invention.

    Read our story.

  • Fertilisers

  • Smart Solutions

    • Good Science

    We define it as a combination of discerning research and real world results.

  • We define it as a combination of discerning research and real world results.

  • Key Topics 1

  • Key Topics 2

    • DealerDirect-US

    Dealer Direct Program

    United States / Global

    Pricing and Discount Policy

    In most states, APT is available at selected dealers that focus on planted aquariums. We support all our dealers to promote APT and the 2Hr Way, without competing on price. Over time, dealers that provide better service, quality and marketing attract more customers. This policy is to ensure uniform pricing of APT products across different dealers.

    MAP
    MAP is the Minimum Advertised Price for each product. It is the lowest price, after discounts (and before taxes) that can be shown for APT. You can sell higher, but not below the MAP.

    For each market, we determine the MAP in consultation with our dealers.

    DISCOUNTS
    Discounts below the MAP (direct and indirect) must occur less than 15% of the time. In 1 year, you can offer discounts for a maximum of 55 days in total.

    You must get Approval to offer more than 10% discount off the MAP.

    PENALTY
    For non compliance, an Official Notice will be issued.

    After 2 Official Notices, we may stop supply, and/or raise prices.

    

    FAQ

    Can I list a retail price that is higher price than the MAP ?

    Yes. However, if consumers are consistently paying more than 20% of the MAP, please let us know the reason and thinking behind your pricing.

    The pricing in your price catalogue is too low for me to make a good profit!

    Please let us know and help us understand what is the reasonable retail pricing in your area. We regularly review our MAP after consultation with our dealers.

    Why do you have more than 1 dealer in my area?

    For the brand to grow, more outlets increase consumer confidence and awareness. In turn, this helps you because more customers will seek out APT.

    How do I compete with other dealers that also carry APT?

    There are many ways. For a start, we offer 3 suggestions:

    Set up a show-tank using APT products. We will guide you, and even provide APT products for your show tanks for free. From experience, a good show tank makes a powerful impact. Dealers with the most professional show tanks are often the most convincing.

    Provide products that attract customers to return to your shop. A good selection of plants and livestock for example. If you need advice on maintaining certain plants in your shop- we can share our experience. We may also be able to help in suggesting some sources / suppliers for plants or equipment.

    Decide your speciality: do customers come to your store because of your specific service / honesty, or your range of products, or because of your knowledge? Do they choose you because of your location?