CASE COMMENT : ANTICOMPETITIVE PRACTICES - DISTRIBUTION - BRAND DISTRIBUTION

Brand distribution: The French NCA penalizes a supplier for abusing its dominant position in the market for the sale of dry dog food in specialized stores and for having instigated a series of anticompetitive vertical agreements with the members of its specialized distribution network (Royal Canin)

*This article is an automatic translation of the original article, provided here for your convenience. Read the original article. Many manufacturers optimise the marketing of their products by specialising one or more brands in different distribution channels, such as food superstores, specialised supermarkets and traditional small shops. Thus, Royal Canin has differentiated its products and brands according to the channel for which they are intended. As regards top and mid-range products, such as the RCCI SIZE brand, for example, they are only marketed in the distribution channel. The Royal Chien brand, with a more economical vocation, is only marketed in GSAs. Is such a commercial policy of brand specialisation by distribution channel lawful under competition law? Through the

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Nicolas Genty, Brand distribution: The French NCA penalizes a supplier for abusing its dominant position in the market for the sale of dry dog food in specialized stores and for having instigated a series of anticompetitive vertical agreements with the members of its specialized distribution network (Royal Canin), 22 June 2005, Concurrences N° 3-2005, Art. N° 27239, www.concurrences.com

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