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102)
,
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.
82
, 2009 C 45/2, . 10 .
139
. 27/76 United Brands , . 1978 . 207, . 113,
85/76 Hoffmann-La Roche , . 1979 . 461, . 39, - 395/94
Atlantic Container Line , . 2002 -875, . 330.
140
. 27/76 United Brands , . 1978 . 207, .
65-66, C-250/92, Goettrup-Klim Dansk Landbrugs Grovvareselskab, .1994, .
5641,. 47 2265/2010, . 30.
141
.
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, 2009 C 45/2, . 12 .

34

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142

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1983/2010, .4, 85/76, Hoffmann-La Roche , . 1979, 461, . 3941. C-62/86 AKZO , . 1991, . -3359, . 60, -30/89, Hilti
, . 1991, . -1439, . 90.
143
85/76, Hoffmann-La Roche , . 1979 , 461 . 41, 65/98 Van den Bergh Foods , . 2003, . -4653, . 154.
144
. C-62/86, AKZO , . 1991, . -3359, . 60-61.

50%,
. .
- 228/97, Irish Sugar , . 70, . 2265/2010, . 30, ..
COMP/37.990/13.5.2009 Intel, . 852.
145
85/76, Hoffmann-La Roche , . 1979 , . 461, . 48.

35

,
146.
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3 . . 4672/7.6.2013 .
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2011. ,
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2003 2011 .

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,
.
107)
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, [0-5]%
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108)
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, 2003 2011,
, 20102011 ([]%), 2003 2011
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,
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. 27/76 United Brands , . 1978 . 207, .

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36

, , ,
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( 4).
111) ,
&
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, [].
2010-2011 [].[]147.
4:
( )

&
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2003

2004

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[1525]%
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2003
&
SCA
147

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2009

2010

2011

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75]%
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15]%
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10]%
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5]%
5]%
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10]% 10]% 10]%
10]%
( )
2004
2005
2006
2007
2008
2009

[6575]%
[1525]%
[510]%
[05]%
[510]%

[65-75]%

2010

2011

[65-75]%

[5565]%
[15-

[55-65]%

[10-15]%

2005

[6575]%
[10-

2006

[5565]%
[15-

2007

[5565]%
[15-

[].

37

2008

[6575]%
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[6575]%
[10-

[15-25]%
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/
[5-10]%

[15-25]%

25]%
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[510]%
2,5%

[5-10]%
3,9%

15]%
[510]%
1,9%

25]%
[510]%
0,6%

25]%
[510]%
0,2%

[5-10]%

25]%
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25]%
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10]%
10]%
0,1%
0,1%
/

[510,2%
[510,1% 10,7% 10,1%
10]%
10]%
( )
2003
2004
2005
2006
2007
2008
2009
2010
&
[55- [55-65]% [55[55[55[55[55[5565]%
65]% 65]% 65]% 65]%
65]%
65]%
SCA
[10- [10-15]% [10[10[10[10[10[1015]%
15]% 15]% 15]% 15]%
15]%
15]%

[0[5-10]%
[5[5[5[5[5[55]%
10]% 10]% 10]% 10]%
10]%
10]%

[5[0-5]%
[0[0[0[0[0[010]%
5]%
5]%
5]%
5]%
5]%
5]%
.
[10- [15-25]% [15[15[15[15[15[15 15]%
25]% 25]% 25]% 25]%
25]%
25]%
( )
2003
2004
2005
2006
2007
2008
2009
2010
&
[45- [45-55]% [45[45[45[45[45[4555]%
55]% 55]% 55]% 55]%
55]%
55]%
SCA
[10- [10-15]%
[5[10[10[10[10[1015]%
10]% 15]% 15]% 15]%
15]%
15]%

[5[5-10]%
[5[5[5[5[5[510]%
10]% 10]% 10]% 10]%
10]%
10]%

[5[0-5]%
[0[0[0[0[0[010]%
5]%
5]%
5]%
5]%
5]%
5]%
.
[15- [25-35]% [25[25[25[25[25[25 25]%
35]% 35]% 35]% 35]%
35]%
35]%
: Nielsen, &

[5-10]%

2011
[55-65]%
[10-15]%
[5-10]%
[0-5]%
[15-25]%

2 0 1 1
[45-55]%
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112) ,
,
. ,
, CR3148 []%
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[])150.
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.
(Herfindahl-Hirschman Index)
50
( 50),
.
, CR3,
,
.
149

si i
. ,
5 40%, 20%, 15%, 15% 10%, ,
2.550 (= 402 + 202 + 152 + 152 + 102).
150
. Horizontal Merger Guidelines, U.S. Department of Justice and the Federal
Trade Commission, August 19, 2010.

38




5:

2003
2004
2005
2006
2007
2008
2009
2010
2011

HHI

[]

[]

[]

[]

[]

[]

[]

[]

[]

CR3

[]%

[]%

[]%

[]%

[]%

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[]%

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[]%

: Nielsen, 85% ( ),
&

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2011.
114)
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115) ( 6)
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2003 - 2011.
&
& [55-65]%
. ,
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. , (
& , []) 2005,
& .
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[]3

&

[]4

1
1 2
2

[65[65[55[45[652003
[65-75]%
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75]%
75]%
65]%
55]%
75]%
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[65-75]%
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75]%
75]%
65]%
55]%
75]%
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[65-75]%
[65-75]% [65-75]%
75]%
75]%
65]%
55]%
75]%
[65[55[55[45[652006
[65-75]%
[65-75]% [55-65]%
75]%
65]%
65]%
55]%
75]%
[65[55[55[45[652007
[65-75]%
[65-75]% [55-65]%
75]%
65]%
65]%
55]%
75]%
[65[65[55[45[652008
[65-75]%
[65-75]% [65-75]%
75]%
75]%
65]%
55]%
75]%
[65[65[55[45[652009
[65-75]%
[65-75]% [65-75]%
75]%
75]%
65]%
55]%
75]%
[65[55[55[45[652010
[65-75]%
[65-75]% [55-65]%
75]%
65]%
65]%
55]%
75]%
[65[55[55[45[552011
[65-75]%
[65-75]% [55-65]%
75]%
65]%
65]%
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65]%
1
70% . Nielsen .
2
85% . Nielsen.
2003-2005 .

39

[]3

&

[]4

1
1 2
2

3
Nielsen 2003 - 2004 IRI 2005 - 2011.
4
Nielsen.
: (. 3 . .
4672/7.6.2013 )

116) 2005 2011,

[] [],
& , ,
& (
2009 )
[5-65]%
. ,
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& 80% ,
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[],
& 2007 2011 [6575]% [65-75]% ( ).
117) ,
& 2006 - 2011,
( 85%).
2003-2005
&
. ,
,
& [55-65]%
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118) ,
, (2003-2011),
, [55-65]% [4555]%
. ,
,
2003-2011,
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).
119)
,
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,

40

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(SCA/) ( ). ,

, ,
,
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152. ,
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,

, ,
. C Nielsen
2008153
& 2006 2007
[55-65]% [55-65]% .
: SCA [15-25]% (2006) [15-25]% (2007),
: [5-10]% (2006) [10-15]% (2007), (P.L.): [5-10]%
(2006) [5-10]% (2007). ,

( []154) 2011 (
), , [55-65]%155.
151

. C130/1 19.05.2010,
. 93.
152
85/76, Hoffmann-La Roche , . 1979, 461 . 51.
153
. . 885/31.1.2012 & ,
12.
154
& .
155
[] []
. [].

41

-
2011 (pre Crisis Period),
(
) [65-75]% .
2011 (landmark)
(Pampers) . ,
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2011
. ,
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156.
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.


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122)
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158.
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& 159.
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156

[] [] .
[] []
157
. . [] 2.10.2012
& .
158
- 219/99, British Airways plc , . 2003, . -5917, . 224.
159
- 219/99, British Airways plc , . 2003, . -5917, . 223.

42

, 10.9.2013 (. 12
.), . ,
,

,

2011 . , ,
&
2012,
. , ,
,


.
2012 , , ,
2003-2011.
124) , &
. 4672/7.6.2013
. , &
10.9.2013
(.
).
,
(Almost Ideal Demand System)
,
160. , &

,
.
,

160

, 10.9.2013
& Hausman, Leonard Zona (1994),
.
,
(midi, maxi, junior)
(. Active Fit, Babylino, Libero ).
,
.
,
. ,
,
.
, Hausman,

(brand-region fixed effect).
(,
) 2003-2012
([]).

43

. , ,
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/. ,
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. , ,
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. , . 4672/7.6.2013

.
,
1.1-1.4,
Hausman, Leonard Zona (1994), : ,
1.1-1.3


161.
(conditional own price elasticities)
1.5. ,
50 51.


middle
high level. ,
,
,

. , 1.4
( ) .

.
,
50-52,
, ,
.
161

. []
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44

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, 162.
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Junior,
. ,
Junior ,

. ,
,
[Hausman (1978) test for instruments]163. ,
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Babylino (-)
brand loyalty
Pampers.
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,
/ .
,
,
.

IV.1.3 &
126) & 270
. 2003 2003
2011. 2010 466 . .
2011 &
2010 419 . .
127) (
) & , -
,

& (. IV.1.4
& ). ,
, (. 8).
7:
.
2003
2004
2005
2006
2007
2008
2009
2010

269,59 283,13 322,79 363,58 424,21 446,78 463,10 465,68

& *
162

2011
419,73

Hausman, Leonard Zona (1994)

marketing .
163
. [], &
,
.

45




.
2003
2004
2005
2006
2007
2008
2009

44,94
43,61
56,67
53,33
50,61
58,57
55,20
SCA
40,93
46,51
54,21
60,25
68,27
69,99
68,16

15,81
14,88
4,72
2,74
2,64
2,75
3,43

* 01/07 .
: 164

2010

2011

57,29

56,83

70,65

76,77

3,01

3,34

128) , , ,
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& . 2010
& [], []
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.

2003

2004

2005

2006

&*
[] []
[]
[]
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[]
[]
SCA

[] []
[]
[]
[] []
[]
[]

* 01/07.
:

2007

2008

2009

2010

2011

[]

[]

[]

[]

[]

[]

[]

[]

[]

[]

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[]

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[]

[]

[]

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[]

129) ( 9)

. []
,
[]
.
& 20032010.
2003
[]% , 2010
[]%. , [],
[] [] .
9:
2003

2004

2005

2006

2007

2008

2009

2010

2011

[]%
[]%
[]%
[]%
&
[]%
[]%
[]%
[]%
SCA
[]%
[]%
[]%
[]%

165
[]%
[]%
[]%
[]%
*
:

[]%

[]%

[]%

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130) ,
& ,
164
165

.
[]% .

46

,
.
.

IV.1.4

&

131) &
, , , .. [.
13)]. tissue,
, .
& ,
tissue,
.
10:

&
166

-
( ..)
-
-
-
-
-
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-
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(,
)
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(
)

-
-

-

-
- &

-
-
-
-

-
-
-

-
-

-
-

-
-

-
-

-
-

SCA

- Pampers baby dry

- Libero
- Pampers new baby
- Libero Up & Go
- Pampers active fit
- Pampers easy up
- Pampers simply dry
: ,
* 2011

- Babylino Sensitive
- Babylino Ultra Dry
- Babylino BabyGo

132) , SCA
, ,
( , ..),
166

2010: Ariel, Tide, Ace, Bold, Fairy, Viakal, Rol,

Essex, AVA, Forte, Roli, Swiffer, Pampers, Kandoo, Always, Alldays, Tampax, Naturella,
Pantene, Wash&Go, Herbal Essence, Head&Shoulders, Wella Pro, Wellaflex, New Wave, Top
Set, Koleston, Wellaton. Wella professional, Olay, Noxzema, Crest, Gillette, Lenor, Oral , Ambi
pur, Old spice, Camay. 1 . . 4672/7.6.2013 .

47

& 20032011. /
,
. ,

.
133) ,
,

2003 2011. , 2003
2011 []% & ( []
2003 [] 2011), []% SCA (
[] 2003 [] 2011)
[]% ( []
[] 2011) .
Babylino
. 2010 Babylino Sensitive.
, ,
& .
SCA, ,
,
.
11:

&

SCA

2003
[]
[]
[]
[]
[]
[]
2004
[]
[]
[]
2005
[]
[]
[]
2006
[]
[]
[]
2007
[]
[]
[]
2008
[]
[]
[]
2009
[]
[]
[]
2010
[]
[]
[]
2011
: ,

134) []
/, . [] , :
[] .
. []
.
[]
cash &carry
leader. []
/
2003-2011167.
167

. . [] .

48

/ [] 2008-2011
( 2009 [] 2010 [] ).
135) ,
/ 20032011 []%
[] ( 2011 [] ) []% [] (
2011 [] )168, 169.
[] /
[]% .
[] 2003-2011 /
, 2009 2010
2011. &
[]% 2008-2011
/ 170. /
2011 &
[] [] , /
[] .

IV.1.5
136) , ,
.

.
Symphony IRI, 2010 6,3%
2010 2,5% 171.
137) ,

. Symphony IRI,
8,9% 2011
19,6% 2010172.

.
12: -
168

[].
[] / [] / [] []
[] ( []). / []
10 [].
, [],
.
170
. . 8212/22.10.2012 , &
( 2008 )
/
. Nielsen
: ) hypermarkets (>2.5000 ), ) large
supermarkets (1.0002.5000 ), ) super markets (4001.000 ), ) superettes (100- 400 )
) traditional.
171
, 2012.
172
, 2012.
169

49




2003

2004

2005

2006

2007

2008

2009

2010

2011

[10-15]

[10-15]

[10-15]

[10-15]

[15-25]

[15-25]

[15-25]

[15-25]

[15-25]

[85-95]

[85-95]

[85-95]

[85-95]

[75-85]

[75-85]

[75-85]

[75-85]

[75-85]

[5-10]

[5-10]

[5-10]

[10-15]

[10-15]

[10-15]

[15-25]

[15-25]

[15-25]

[85-95]

[85-95]

[85-95]

[85-95]

[85-95]

[85-95]

[75-85]

[75-85]

[75-85]

: Nielsen ( [])

138) ( 13)

. &
.
2011, ,
.

2011
.
Libero (SCA) 2011.
,
/, & , SCA
173.
, Baby Care
.
, Newborn
174.
13:
2003
BabyCare
Pampers
Johnson
Libero
Septona
Nannys

BabyCare

2004

2005

2006

2007

2008

2009

2010

2011

[15-25] [15-25] [15-25] [15-25] [15-25] [15-25] [15-25] [15-25]

[35-45] [45-55] [45-55] [35-45] [35-45] [35-45] [35-45] [25-35]
[5-10] [5-10]
[0-5]
[0-5] [10-15] [10-15] [10-15] [10-15]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[5-10]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]

[15-25]
[25-35]
[10-15]
[0-5]
[5-10]
[0-5]

[10-15] [10-15] [10-15] [10-15] [15-25] [15-25] [15-25] [15-25]

[15-25]

[10-15]

[5-10]

[5-10]

[10-15]

[0-5]

[0-5]

[0-5]

[0-5]

[15-25] [15-25] [15-25] [25-35] [15-25] [15-25] [15-25] [15-25]

[0-5]
[15-25]

Johnson & Johnson 3 ,

.
174
, 2010.
173

50




2003

2004

2005

2006

2007

2008

2009

2010

Pampers
[45-55] [45-55] [45-55] [45-55] [35-45] [35-45] [35-45] [35-45]
Johnson
[5-10] [5-10] [5-10]
[0-5] [10-15] [10-15] [10-15] [10-15]
Libero
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
Septona
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[5-10]
Nannys
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]
[0-5]

[5-10] [5-10] [5-10] [10-15] [10-15] [10-15] [15-25] [15-25]

[10-15] [10-15] [10-15] [10-15] [0-5]

[0-5]
[0-5]
[0-5]
: Nielsen ( [])

2011
[25-35]
[10-15]
[0-5]
[5-10]
[0-5]
[15-25]
[0-5]

139)
,
CR3, []%
.

IV.1.6 /
140) [],
, /, ,
. ,
/ .
,
(Pampers, Libero, Babylino) ,
/,

(. 3 . .
4672/7.6.2013 ).
141) / &
. ( 14),
2003 2011, ,
, / ( )
(weighted distribution175). 2008
/ superettes ( 100-400)
. 2007, []%
/ Pampers 2008,
, []%.
, /
( )
100%
( /
). ,
175

) ()
,
, )
,
,
.

51

& ,
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2004

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Nielsen & .
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:

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2004

2005

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55.
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1978 . 207, . 93
182
. L. Ritter/ W.D. Braun, European Competition Law: A practitioner s guider, Kluver Law,
3rd ed., . 389.
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, [5-10]% [5-10]% [ &
( 70%)] [5-10]% [5-10]% (
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(TISSUE), ICAP, , 2008.

55




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2003

2004

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2007

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2116/2004, . 11, ,
, , . Barriers to Entry and
Exit in UK Competition Policy, OFT Trading Research Paper 2, 1994
245
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246
. Chris Doyle & Richard Murgatroyd, The role of private labels in antitrust,
Journal of Competition Law & Economics, (2011), . 12.

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. -4653, . 156, C-95/04 P British Airways . 2007, . -2331,
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74




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. 2000, . -1365, . 33, 85/76 Hoffmann-La Roche , . 1979, .
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. 162.
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8/72 Vereeniging van Cementhandelaren , . 1972-1973, . 221,
. 29, 42/84 Remia , . 1985, . 2545, . 22, C-35/96
, . 1998, . -3851, . 48 C-309/99 Wouters , .
2002, . I-1577, . 95. .
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2005, Report on the Federal Trade Commission Workshop on Slotting Allowances and Other
Marketing Practices in the Grocery Industry, 2001,
FTC, , E.E.
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() []%
& 2003
2010,
() []%
& 2011.
443) , , ,
1 . 3959/2011, 1
. 703/77 101 (
. VII.2.4 ):
() []%
& 2003
2010,
() []%
& 2011.
444) ,
,
2 . 3959/2011, 2

185

. 703/77 102 (2003 2011) [] ([[]])

1 . 3959/2011, 1 . 703/77 101 (2003 2011)
[[]] ([[]]), [] ([])547.
445) ,
,
. ,

,
VII.1.2, VII.2.2 VII.2.4.

IX.1.3

446) ,
, ..
,

,

548. ,
, ,
& ,
447) ,
, ..

(.. ),
,

549.
..
, /
, ,
550. , , ,
547

, ,
: 2003 2010 (. []% + []% =
[]%), [] ([]) ,
2011 (. []% + []% = []%),
[] ([]),
2003 2011 [] ([])
548
.
12.5.2006, . 14.
549
.
12.5.2006, . 15.
550
, , ..
(. 15),
(. 29),
,
.

186

,
&
. ,
[] %.
448) ,
,
[[] ([] +[]) [] % =
5.312.700 ([] +[])].
449)
, . (10%)
,
, .

:
1. & ,
, 2 . 703/77,
, 2 . 3959/2011 102 (

), 1 . 703/77,
, 1 . 3959/2011 101 (
),
2003 2011.
2. &
2 1 . 703/77,
, 2 1 . 3959/2011 102 101 ,
,
3. &

(4.250.700)
2 . 703/77, , 2 . 3959/2011 102 .
4.
(1.062.000)
1 . 703/77, , 101 .
18 2013.

,
: . . -213/00 CMA
CGM . 2003, . -913, . 303.

187

, 27 .
3959/2011 ( /93/20.4.2011).

188