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Valuation of Damage


A multinational group operating in the FMCG industry required VVA Expert Opinion to quantify the economic damage caused by a deceptive comparative advertising campaign by the main competitor. 



VVA EO provided the estimation of both lost profits and incremental costs. Carefully considering the impact of the advertising contents on consumers’ price perception, the fundamental relationship between price and quantity has been statistically investigated. The analysis permitted the drawing up of the “but for” scenario, the decay rate of the advertising recall and the duration of the economic impact of the anti-competitive behaviour. 



Litigation still pending.