ClientPostobon and PEPSICO
Definition of relevant market to support merger approval request.
Team in charge
Year2014 and 2015
In order to contribute empirical evidence to merger evaluation by the Colombian competition authority, standard qualitative and quantitative techniques were used to define the relevant market for Gatorade in Colombia.
Quantitative analyses using micro data for beverage markets showed that a merger between Gatorade (Pepsico) and Squash (Postobon) would not facilitate monopolization of the isotonic beverage markets because Gatorade and Squash are not close substitutes. In particular, the demand for Gatorade was shown to be unaffected by changes in the price of Squash.
- Product: Consulting report.
- Presentations: Superintendencia de Industria, Comercio y Turismo (SIC). 2014 and 2015