Recommended Retail Price (RRP)

Recommended Retail Price (RRP), or the manufacturer’s suggested retail price (MSRP), is the price at which a manufacturer suggests that retailers sell a product or service to end customers. 

RRP helps maintain consistent pricing across different outlets and the perceived value of the offering. For retailers, it serves as a reference point for pricing decisions, promotions, and discount strategies. 

For example, a tour operator might set the RRP of a walking tour at $120. A travel agency could list it at full price but introduce a 20 percent end-of-season discount to boost sales.