{"id":378,"date":"2009-07-23T15:12:00","date_gmt":"2009-07-23T15:12:00","guid":{"rendered":"http:\/\/www.emporiobiergarten.com.br\/site\/?p=378"},"modified":"2009-07-23T15:12:00","modified_gmt":"2009-07-23T15:12:00","slug":"briga-de-gente-grande","status":"publish","type":"post","link":"http:\/\/www.emporiobiergarten.com.br\/site\/2009\/fora-da-prateleira\/briga-de-gente-grande\/","title":{"rendered":"Briga de gente grande"},"content":{"rendered":"<p><span style=\"font-size:85%;\"><span style=\"font-weight: bold;font-family:verdana;\">Cade multa Ambev em R$ 352 milh\u00f5es<\/span><br \/><span style=\"font-family:verdana;\"><br \/><span style=\"font-style: italic;\">Processo contra a companhia foi aberto em 2004, ap\u00f3s den\u00fancia do Grupo Schincariol contra os programas de fideliza\u00e7\u00e3o &#8220;T\u00f4 Contigo&#8221; e &#8220;Festeja&#8221;<\/span><\/span><br \/><span style=\"font-family:verdana;\"><\/span><br \/><span style=\"font-weight: bold;font-size:78%;\"><span style=\"font-family:verdana;\">22\/07\/2009 &#8211; 15:13<\/span><\/span><\/p>\n<p><span style=\"font-family:verdana;\">A Ambev foi multada nesta quarta-feira, 22, em R$ 352,6 milh\u00f5es pelo Conselho Administrativo de Defesa Econ\u00f4mica (Cade), \u00f3rg\u00e3o da Secretaria de Direito Econ\u00f4mico do Minist\u00e9rio da Justi\u00e7a. A multa pune a companhia por prejudicar a concorr\u00eancia no mercado de cerveja por causa dos programas de fideliza\u00e7\u00e3o &#8220;T\u00f4 Contigo&#8221; e &#8220;Festeja&#8221;. O processo foi aberto em 2004, ap\u00f3s den\u00fancia do Grupo Schincariol. A multa \u00e9 a maior da hist\u00f3ria do Conselho.<\/span><\/p>\n<p><span style=\"font-family:verdana;\">Para a Secretaria de Direito Econ\u00f4mico, a Ambev utilizou um &#8220;agressivo programa de fideliza\u00e7\u00e3o, acompanhado de bonifica\u00e7\u00f5es diversas, descontos casu\u00edsticos e em muitos casos de acordos de exclusividade&#8221;. Os programas exigiam exclusividade dos seus produtos em pontos-de-venda. Com isso, inibiam a venda de outras marcas. O valor corresponde a 2% do faturamento bruto da empresa no ano de 2003, anterior \u00e0 instaura\u00e7\u00e3o do processo.<\/span><\/p>\n<p><span style=\"font-family:verdana;\">A Ambev enviou comunicado \u00e0 imprensa afirmando que n\u00e3o teve acesso \u00e0 decis\u00e3o do Cade, mas com esclarecimentos sobre os programas acusados. Leia abaixo, na \u00edntegra:<\/span><\/p>\n<p><span style=\"font-family:verdana;\">&#8220;A AmBev vem a p\u00fablico prestar os seguintes esclarecimentos acerca do julgamento pelo Conselho Administrativo de Defesa Econ\u00f4mica (&#8220;CADE&#8221;) do Processo Administrativo 08012.003805\/2004-1, no qual, entre outras decis\u00f5es, o CADE imp\u00f4s multa de R$ 352 milh\u00f5es \u00e0 AmBev.  Muito embora a Companhia n\u00e3o tenha tido acesso ao inteiro teor da decis\u00e3o do CADE, a Companhia esclarece o seguinte: <\/span><\/p>\n<p><span style=\"font-family:verdana;\">&#8211; A AmBev recebeu com surpresa a decis\u00e3o do CADE. Em especial, durante a fase investigat\u00f3ria, a Secretaria de Direito Econ\u00f4mico do Minist\u00e9rio da Justi\u00e7a (&#8220;SDE&#8221;) concluiu que, para n\u00e3o gerar efeitos anticoncorrenciais, o programa &#8220;T\u00f4 Contigo&#8221; (que se assemelha a programas de milhagem de companhias a\u00e9reas, entre outros) deveria sofrer alguns ajustes, os quais j\u00e1 se encontram substancialmente incorporados ao programa na sua configura\u00e7\u00e3o atual.  Al\u00e9m disso, n\u00e3o houve por parte da SDE recomenda\u00e7\u00e3o de multa; e<\/span><\/p>\n<p><span style=\"font-family:verdana;\">&#8211; A AmBev entende que o programa &#8220;T\u00f4 Contigo&#8221; n\u00e3o \u00e9 baseado em exig\u00eancia de exclusividade, e, mesmo que fosse, o programa alcan\u00e7a um n\u00famero limitado de pontos de venda, n\u00e3o resultando em fechamento de mercado.<\/span><\/p>\n<p><span style=\"font-family:verdana;\">A AmBev aguarda o inteiro teor da decis\u00e3o do CADE para avaliar as medidas cab\u00edveis.&#8221;<\/p>\n<p><span style=\"font-weight: bold;\">Fonte:<\/span> <a href=\"http:\/\/www.meioemensagem.com.br\/novomm\/br\/Conteudo\/?Cade_multa_Ambev_em_RS_352_milhoes_\" target='_blank\"'>M&M; Online<\/a><br \/><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cade multa Ambev em R$ 352 milh\u00f5esProcesso contra a companhia foi aberto em 2004, ap\u00f3s den\u00fancia do Grupo Schincariol contra os programas de fideliza\u00e7\u00e3o &#8220;T\u00f4 Contigo&#8221; e &#8220;Festeja&#8221;22\/07\/2009 &#8211; 15:13 A Ambev foi multada nesta quarta-feira, 22, em R$ 352,6 milh\u00f5es pelo Conselho Administrativo de Defesa Econ\u00f4mica (Cade), \u00f3rg\u00e3o da&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-378","post","type-post","status-publish","format-standard","hentry","category-fora-da-prateleira","entry","simple"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Briga de gente grande &#8212; BLOG | BGT BIERGARTEN<\/title>\n<meta name=\"description\" content=\"Briga de gente grande &#8212; 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