Tag: Marketing and promotion

TPG2022 Chapter VI Annex I example 9

26. The facts in this example are the same as in Example 8, except as follows: Under the contract between Primair and Company S, Company S is now obligated to develop and execute the marketing plan for country Y without detailed control of specific elements of the plan by Primair. Company S bears the costs and assumes certain of the risks associated with the marketing activities. The agreement between Primair and Company S does not specify the amount of marketing expenditure Company S is expected to incur, only that Company S is required to use its best efforts to market the watches. Company S receives no direct reimbursement from Primair in respect of any expenditure it incurs, nor does it receive any other indirect or implied compensation from Primair, and Company S expects to earn its reward solely from its profit from the sale of R brand watches to third party customers in the country Y market. A thorough functional analysis reveals that Primair exercises a lower level of control over the marketing activities of Company S than in Example 8 in that it does not review and approve the marketing budget or design details of the marketing plan. Company S bears different risks and is compensated differently than was the case in Example 8. The contractual arrangements between Primair and Company S are different and the risks assumed by Company S are greater in Example 9 than in Example 8. Company S does not receive direct cost reimbursements or a separate fee for marketing activities. The only controlled transaction between Primair and Company S in Example 9 is the transfer of the branded watches. As a result, Company S can obtain its reward for its marketing activities only through selling R brand watches to third party customers. As a result of these differences, Primair and Company S adopt a lower price for watches in Example 9 than the price for watches determined for purposes of Example 8. As a result of the differences identified in the functional analysis, different criteria are used for identifying comparables and for making comparability adjustments than was the case in Example 8. This results in Company S having a greater anticipated total profit in Example 9 than in Example 8 because of its higher level of risk and its more extensive functions. 27. Assume that in Years 1 through 3, Company S embarks on a strategy that is consistent with its agreement with Primair and, in the process, performs marketing functions and incurs marketing expenses. As a result, Company S has high operating expenditures and slim margins in Years 1 through 3. By the end of Year 2, the R trademark and trade name have become established in country Y because of Company S’s efforts. Where the marketer/distributor actually bears the costs and associated risks of its marketing activities, the issue is the extent to which the marketer/distributor can share in the potential benefits from those activities. Assume that the enquiries of the country Y tax administrations conclude, based on a review of comparable distributors, that Company S would have been expected to have performed the functions it performed and incurred its actual level of marketing expense if it were independent from Primair. 28. Given that Company S performs the functions and bears the costs and associated risks of its marketing activities under a long-term contract of exclusive distribution rights for the R watches, there is an opportunity for Company S to benefit (or suffer a loss) from the marketing and distribution activities it undertakes. Based on an analysis of reasonably reliable comparable data, it is concluded that, for purposes of this example, the benefits obtained by Company S result in profits similar to those made by independent marketers and distributors bearing the same types of risks and costs as Company S in the first few years of comparable long-term marketing and distribution agreements for similarly unknown products. 29. Based on the foregoing assumptions, Company S’s return is arm’s length and its marketing activities, including its marketing expenses, are not significantly different than those performed by independent marketers and distributors in comparable uncontrolled transactions. The information on comparable uncontrolled arrangements provides the best measure of the arm’s length return earned by Company S for the contribution to intangible value provided by its functions, risks, and costs. That return therefore reflects arm’s length compensation for Company S’s contributions and accurately measures its share of the income derived from exploitation of the trademark and trade name in country Y. No separate or additional compensation is required to be provided to Company S ...

France vs. SARL Cosi Immobilier, April 2021, CAA de LYON, Case No. 19LY00527

SARL Cosi Immobilier, is a wholly owned subsidiary of the Swiss company Compagnie de Services Immobiliers SA (Cosi SA). The group is engaged in sale of properties and real estate. Following a tax audit covering the FY 2011 and 2012, an assessment of additional corporate income tax was issued, together with penalties. According to the tax authorities service fees paid by SARL Cosi to its Swiss parent (50% of the the sales commission received) for online marketing of properties and real estates located in France had not been at arm’s length. The company requested the administrative court of Lyon to discharge the assessments, but this request was rejected by the court in a judgement issued 11 December 2018. This decision was then appealed by the company to the Supreme Administrative Court. Judgement of the Supreme Administrative Court The Appeal of Cosi Immobilier was rejected by the Court. Excerpts “In the present case, the company Cosi Immobilier concluded on 17 August 2010 a service agreement with the company Cosi SA in order, according to its preamble, to allow SARL Cosi Immobilier to promote in Switzerland its portfolio of properties located in France thanks to the development by Cosi SA of a quality internet platform, the use of qualified personnel and the provision of its network of prospects. Article 1 of this agreement stipulates that its purpose is to provide an IT platform for the purpose of putting the properties online, the promotion and marketing of the properties, as well as the acquisition and referral of clients. The exhaustive list of services that Cosi SA undertakes to provide, as set out in the appendix, includes IT, advertising, telephone, financial and banking, commercial, marketing and training services. As Cosi Immobilier acknowledges in its written submissions, the main purpose of the services thus provided for Cosi SA is to bring in new prospects in order to find buyers, consistent with the level of remuneration contractually provided for, corresponding, in accordance with the practices of the profession in the event of two agencies sharing the search mandate and the sales mandate, to 50% of the commission excluding tax received by the applicant company. However, this remuneration is due by the applicant company for each sale concluded before a notary, regardless of the origin of the purchaser.” “In order to qualify the remuneration paid on the occasion of certain transactions as an indirect transfer of profits, the administration first noted, without being contradicted on this point, that certain sales, listed exhaustively in appendices 1, 2 and 3 of the rectification proposal, gave rise to both the repayment to Cosi SA of 50% of the commission, and also to the payment to employees or partners of Cosi Immobilier of part of the commission contractually owed when the interested party provided both the sales mandate and the search mandate. The administration also noted that some sales had resulted in a sharing of the commission with third-party agencies. By merely producing a credit note from Cosi SA for commissions for 2012, which does not specify which sales it relates to, Cosi Immobilier does not usefully dispute that it received only zero or even negative remuneration on certain sales. It is not disputed either that other services contractually provided for by Cosi SA, such as telephone canvassing, were not carried out either. Finally, it is clear from the information transmitted by the Swiss tax authorities, which has not been contradicted either, that Cosi SA, which was dissolved in 2008, had only been in business for three months when Cosi Immobilier was created, and therefore could not have had a real network in Switzerland, that its turnover over the years in question consisted almost exclusively of commissions paid by its subsidiary, and that it only declared losses for these same years, that it does not have any premises in Switzerland, being domiciled at the accounting firm where its manager, who is also the manager of the subsidiary, works, that it only spent between 0.25 and 4% of its turnover on advertising and marketing during 2011 and 2012, and that its balance sheet does not show any computer equipment. The tax authorities have thus established the excessive nature of the remuneration accepted by Cosi Immobilier in relation to the reality of the services allegedly provided by Cosi SA, and consequently the reality of a practice falling within the provisions of Article 57 of the General Tax Code.” “The company Cosi Immobilier does not provide proof that the advantage thus granted is justified by favourable considerations for its own operations, merely relying on computer referencing tasks carried out on Cosi SA’s website, even supposing that they could not have been carried out by its own employees, whose agreement of 17 August 2010 provided for training in these tasks, a few e-mails between certain buyers and Cosi SA, or even mailing files, which in any case include a large number of messages from the independent service provider working with Cosi Immobilier, and not from employees of Cosi SA. The tax authorities also point out, without any useful contradiction, that the proportion of Cosi Immobilier’s clients established in Switzerland does not exceed 10%.” Click here for English translation Click here for other translation France vs SARL Cosi Immobilier April 2021 CAA de LYON ...

TPG2017 Chapter VI Annex example 9

26. The facts in this example are the same as in Example 8, except as follows: Under the contract between Primair and Company S, Company S is now obligated to develop and execute the marketing plan for country Y without detailed control of specific elements of the plan by Primair. Company S bears the costs and assumes certain of the risks associated with the marketing activities. The agreement between Primair and Company S does not specify the amount of marketing expenditure Company S is expected to incur, only that Company S is required to use its best efforts to market the watches. Company S receives no direct reimbursement from Primair in respect of any expenditure it incurs, nor does it receive any other indirect or implied compensation from Primair, and Company S expects to earn its reward solely from its profit from the sale of R brand watches to third party customers in the country Y market. A thorough functional analysis reveals that Primair exercises a lower level of control over the marketing activities of Company S than in Example 8 in that it does not review and approve the marketing budget or design details of the marketing plan. Company S bears different risks and is compensated differently than was the case in Example 8. The contractual arrangements between Primair and Company S are different and the risks assumed by Company S are greater in Example 9 than in Example 8. Company S does not receive direct cost reimbursements or a separate fee for marketing activities. The only controlled transaction between Primair and Company S in Example 9 is the transfer of the branded watches. As a result, Company S can obtain its reward for its marketing activities only through selling R brand watches to third party customers. As a result of these differences, Primair and Company S adopt a lower price for watches in Example 9 than the price for watches determined for purposes of Example 8. As a result of the differences identified in the functional analysis, different criteria are used for identifying comparables and for making comparability adjustments than was the case in Example 8. This results in Company S having a greater anticipated total profit in Example 9 than in Example 8 because of its higher level of risk and its more extensive functions. 27. Assume that in Years 1 through 3, Company S embarks on a strategy that is consistent with its agreement with Primair and, in the process, performs marketing functions and incurs marketing expenses. As a result, Company S has high operating expenditures and slim margins in Years 1 through 3. By the end of Year 2, the R trademark and trade name have become established in country Y because of Company S’s efforts. Where the marketer/distributor actually bears the costs and associated risks of its marketing activities, the issue is the extent to which the marketer/distributor can share in the potential benefits from those activities. Assume that the enquiries of the country Y tax administrations conclude, based on a review of comparable distributors, that Company S would have been expected to have performed the functions it performed and incurred its actual level of marketing expense if it were independent from Primair. 28. Given that Company S performs the functions and bears the costs and associated risks of its marketing activities under a long-term contract of exclusive distribution rights for the R watches, there is an opportunity for Company S to benefit (or suffer a loss) from the marketing and distribution activities it undertakes. Based on an analysis of reasonably reliable comparable data, it is concluded that, for purposes of this example, the benefits obtained by Company S result in profits similar to those made by independent marketers and distributors bearing the same types of risks and costs as Company S in the first few years of comparable long-term marketing and distribution agreements for similarly unknown products. 29. Based on the foregoing assumptions, Company S’s return is arm’s length and its marketing activities, including its marketing expenses, are not significantly different than those performed by independent marketers and distributors in comparable uncontrolled transactions. The information on comparable uncontrolled arrangements provides the best measure of the arm’s length return earned by Company S for the contribution to intangible value provided by its functions, risks, and costs. That return therefore reflects arm’s length compensation for Company S’s contributions and accurately measures its share of the income derived from exploitation of the trademark and trade name in country Y. No separate or additional compensation is required to be provided to Company S ...

India vs LG Electronics India Pvt Ltd, December 2014, ITA

LG India is a wholly owned subsidiary of LG Korea, a multinational manufacturer of electronic products and electrical appliances. LG Korea and LG India entered into a technical assistance and royalty agreement in 2001 where LG India, as a licensed manufacturer, would pay a 1% royalty to LG Korea for the use of various rights for the manufacture and sale of products in India. The agreement also gave LG India a royalty-free use of the LG brand name and trademarks. The tax tribunal in 2013 held that the advertising, marketing and promotion (AMP) expenditure in excess of the arm’s length range helps to promote the brand of the foreign associated enterprise and that the Indian associated enterprise should necessarily be compensated by the foreign one. In reaching the above conclusion, the special bench applied the “bright line” test used by a US Court in DHL Corp v Commissioner. The 2014 Appeal Case Lg_Electronics_India_Pvt._Ltd.,_..._vs_Assessee_on_8_December,_2014 The Prior 2013 Judgement from the ITA LG_Electronics_AMP_Expenditure_Bright_Line ...

Indonesia vs Roche Indonesia, February 2014, Tax Court, Put.53966/2014

In the case of Roche Indonesia the tax authorities had disallowed deductions for royalties paid by the local company to F. Hoffmann-La Roche & Co. Deductions for marketing and and promotions costs paid by the local company had also been disallowed. Judgement of the Tax Court The court decided predominantly in favour of the tax authorities. Roche Indonesia had been unable to prove the value, existence and ultimate owner of intangible assets for which the royalty was paid. In regards to the disallowed deductions of cost related to marketing and and promotions, half of the costs were allowed and the other half disallowed. Click here for translation putusan_put.50616_pp_m.xii_b_15_2014_20210530 ...