Issues 3 and 4 - The Counterfactual and the Applicant's Lost Sales
43 The applicant submitted (correctly) that the award of damages in the present case should, as far as possible, restore the applicant (as patentee) to the position it would have been in had the infringements not occurred (Pearce v Paul Kingston Pty Ltd (1992) 25 IPR 591 at 592 per Ashley J; General Tire and Rubber Co v Firestone Tyre & Rubber Co Ltd [1976] RPC 197 at 212 per Lord Wilberforce).
44 The applicant went on to submit that, in the present case, two broad possibilities arise. First, had Garth Living and Bunnings not infringed the Patent, they would not have entered the market at all (Scenario 1). Second, Bunnings would nonetheless have entered the market but sourced all or most of its supply of electric heaters from the applicant or the applicant's former distributor, Hagemeyer Brands Australia Pty Ltd (Hagemeyer)(Scenario 2). The applicant submitted that, on the facts of the present case, there is no basis for a finding that Bunnings could havesourced all of its supply needs from an alternative non-infringing supplier. The other participants in the market almost certainly did not have the capacity to supply appropriate heaters in the quantities ultimately sold by Bunnings to the public. In any event, the respondents did not bring forward evidence that supported such a scenario.
45 I agree with the applicant's submissions which I have summarised at [43] and [44] above.
46 The applicant submitted that it was open to the Court to find that either scenario postulated by it would have been in play had the infringing conduct not occurred.
47 The applicant seemed to favour Scenario 1 as the most likely but also made detailed submissions in support of Scenario 2.
48 In support of Scenario 2, the applicant endeavoured to demonstrate that Bunnings was not averse to stocking the applicant's Optiflame range of heaters. It made cogent submissions which debunked the proposition advanced on behalf of the respondents that the unsuccessful trial of the Optiflame heaters at one Bunnings store was a factor in Bunnings' decision not to stock the applicant's Optiflame range of heaters for the 2006 winter season. The applicant made good the proposition that Bunnings must have taken steps to order the infringing heaters from China before the trial of samples of the applicant's heaters at Bunnings' Vermont store had concluded.
49 Mr Gallus, who was the category manager for tools and electrical products employed by Bunnings in 2005, testified that, when he first approached Mr Hickey of Hagemeyer in late September 2005, Mr Hickey was not as enthusiastic as Bunnings was in relation to the prospect of Bunnings selling Glen Dimplex electric flame effect heaters in Australia and that Mr Hickey appeared to be reluctant to sell to Bunnings. Mr Hickey told Mr Gallus that Glen Dimplex was afraid that selling its heaters through Bunnings might put downward pressure on the retail price of those heaters and thus on its margins. Mr Hickey said that Glen Dimplex had generally sold its heaters in Australia through high-end retailers and not through warehouse style operations or outlets such as those conducted by Bunnings.
50 Mr Gallus said that, by September 2005, Bunnings was keen to introduce into its retail stores a range of electric flame effect heaters for the 2006 heating season (April to September 2006). He accepted that, in order to do that, Bunnings would have had to source an appropriate supplier and place orders by no later than November 2005. Mr Gallus said that, when he met with Mr Hickey, Bunnings was open to the prospect of stocking the applicant's Optiflame range in its stores.
51 In the end, however, Bunnings did not, in fact, stock the applicant's electric flame effect heaters in 2006. Concerns about Hagemeyer's capacity to support the product may have been a factor. Mr Hickey's attitude may also have been a factor. Mr Gallus' perception that the applicant's heaters were too expensive may have been a factor. But, whatever the reason, Bunnings did not proceed to stock the applicant's products. It chose a different option: The Garth Living option. There was no evidence to suggest that, in taking that course, Bunnings knew that it would be stocking products that infringed the Patent.
52 I accept Mr Gallus' evidence.
53 I find that, had the Garth Living option not been taken by Bunnings, it would have endeavoured to source suitable electric flame effect heaters from a supplier other than the applicant and that, in the event that it was unable to do so, it would have stayed out of the market. I have reached that conclusion primarily because, when the opportunity arose to attempt to source the applicant's heaters from Hagemeyer, Bunnings ultimately chose not to do so. It was no doubt put off or offended by Mr Hickey's attitude and was also obviously concerned that Hagemeyer might not be able to support the products adequately. No doubt, another factor was its perception that it may have been driven to sell the heaters at retail prices which were too high for the price points it had in mind having regard to the large scale open warehouse retail operation which was its general retail delivery format. I therefore propose to adopt the lost profits approach to the assessment of damages reflected in Scenario 1.
54 The applicant supplemented its submission as to the general approach to the assessment of damages for the infringement of a registered patent with the following additional submissions:
(a) Damages should be liberally assessed while recognising that the object is to compensate the patentee not to punish the infringer (General Tire & Rubber Co at 212 per Lord Wilberforce).
(b) The quantum of damages is generally not capable of being determined precisely with mathematical exactness. The Court must often do its best on the evidence before it (Advanced Building Systems Pty Ltd v Ramset Fasteners (Aust) Pty Ltd(2001) 52 IPR 305 at 322 [58] per Hill J).
(c) Although different approaches have been adopted by the courts, depending on the circumstances of the case, the loss of profits approach has often commended itself to courts when the patentee is a manufacturer. In General Tire & Rubber Co, at 212-213, Lord Wilberforce said:
As in the case of any other tort (leaving aside cases where exemplary damages can be given) the object of damages is to compensate for loss or injury. The general rule at any rate in relation to "economic" torts is that the measure of damages is to be, so far as possible, that sum of money which will put the injured party in the same position as he would have been in if he had not sustained the wrong (Livingstone v Rawyards Coal Co (1880) 5 App Cas 25, 39, per Lord Blackburn).
In the case of infringement of a patent, an alternative remedy at the option of the plaintiff exists by way of an account of profits made by the infringer - see Patents Act, 1949, section 60. The respondents did not elect to claim an account of profits, their claim was only for damages. There are two essential principles in valuing that claim: first, that the plaintiffs have the burden of proving their loss: second, that the defendants being wrongdoers, damages should be liberally assessed but that the object is to compensate the plaintiffs and not punish the defendants. (Pneumatic Tyre Co Ltd v Puncture Proof Pneumatic Tyre Co. Ltd. (1899) 16 RPC 209 at page 215.)
These elemental principles have been applied in numerous cases of infringements of patents. Naturally their application varies from case to case. Reported authorities, many of which were cited in argument, may be useful as illustrations of judicial reasoning, but are capable of misleading if decisions on a particular set of facts and observations in judgments leading up to such decisions are later relied upon as establishing a rule of law. Nevertheless I think it useful to refer to some of the main groups of reported cases which exemplify the approaches of courts to typical situations.
1. Many patents of inventions belong to manufacturers, who exploit the invention to make articles or products which they sell at a profit. The benefit of the invention in such cases is realised through the sale of the article or product. In these cases, if the invention is infringed, the effect of the infringement will be to divert sales from the owner of the patent to the infringer. The measure of damages will then normally be the profit which would have been realised by the owner of the patent if the sales had been made by him (see The United Horse-shoe and Nail Co. Ltd. v John Stewart & Co (1880) 13 A.C. 401). An example of this is Boyd v The TootalBroadhurst Lee Co. (1894) 11 RPC 175 where the plaintiff manufacturers proved that a profit of 7/- per spindle would have been made, and settlements of litigation for lesser rates were discarded.
2. Other patents of inventions are exploited through the granting of licences for royalty payments. In these cases, if an infringer uses the invention without a licence the measure of the damages he must pay will be the sums which he would have paid by way of royalty if instead of acting illegally, he had acted legally. The problem, which is that of the present case - the respondents not being manufacturers in the United Kingdom - is to establish the amount of such royalty. The solution to this problem is essentially and exclusively one of evidence, and as the facts capable of being adduced in evidence are necessarily individual, from case to case, the danger is obvious in referring to a particular case and transferring its conclusions to other situations.
This approach was accepted by Ashley J in Pearce v Paul Kingston Pty Ltd and by Hill J in Advanced Building Systems Pty Ltd.
(d) An elaboration of the principle expounded by Lord Wilberforce which I have extracted at subpar (c) above is found in the judgment of Falconer J in Catnic Components Ltd v Hill & Smith Ltd [1983] FSR 512 at 524 where his Lordship said:
[Counsel] for the plaintiffs submitted that it would be consistent with the attitude of the law to an infringer for the law to assume that the plaintiffs would have made, with their patented lintels, those sales made by the defendants with the infringing lintels unless and in so far as the defendants proved the contrary. In a case such as this, where the plaintiffs had been established for a number of years as the market leaders with their patented construction, having available ample production capacity and stocks (except for the temporary steel strike shortage in one part of their range to which I have referred), but never having granted any licence under their patent, and where defendants not previously in business in this field at all, entered the market with the object of doing so at the expense of the plaintiffs and using an infringing version of the plaintiffs' patented construction, in my judgment that is a proper approach for the court to adopt. (See Lord Wilberforce's first group of cases in the passage I have cited from the General Tire case.) [Counsel] accepted that if an infringer could show that his customer would have dealt with a lawful competitor of the plaintiffs that would have the effect of reducing the number of sales in respect of which the plaintiffs could claim loss of profit. I would just add to that that a defendant infringer might be able to establish that a plaintiff patentee would not have made an infringing sale for some other reason.
The observations of Falconer J are apt to be applied in the present case.
(e) At [72]-[73], at [75] and at [78] of its Closing Written Submissions, the applicant submitted:
72. In Gerber Garment Technology Inc v Lectra Systems Ltd [1997] RPC 443, theCourt of Appeal upheld the application of a "broad brush" approach incircumstances where the trial judge had held that not every sales would havebeen made by the patentee. The Court held that, rather than attempting toassess what would have happened on the balance of probabilities in respect ofeach sale, it was appropriate to attribute some proportion of the infringer's salesto the patentee at the patentee's average profit margin (Gerber Garment Technology Inc v Lectra Systems Ltd [1997] RPC 443 at 459-460). Such an approach,with respect, has a great deal to recommend it, particularly in a case such as thepresent where a large number of individual sales was made.
73. Whether or not this is consistent with the "loss of a chance" approach discussedin Sellars v Adelaide Petroleum NL (1992) 179 CLR 332 at 355, as the Court ofAppeal thought, is probably not necessary to determine.
75. Bitech submits that the assessment of damages in this case should be approached, to adapt the language of Falconer J in Catnic Components: (Catnic Components Ltd &Anor v Hill & Smith Ltd [1983] FSR 512 at 521) as a matter which to be decided in the rough - doing the best one can, not attempting to be minutely accurate - having regard to all the circumstances, and saying what upon the whole is the fair thing to do; assessing damages liberally but with the object of compensating Bitech for the loss suffered by it by reason of the infringing sales, as a direct and natural consequence of those infringing sales; and upon the basis that the sale of each infringing heater was an actionable wrong for which Bitech is entitled to compensation.
78. As set out below, Bitech's primary submission is that a broad approach to the comparators is appropriate. In this regard it must be remembered that the task is not to identify whether a consumer would chose [sic] one product or the other on a side by side comparison. The scenario to be considered is one in which the infringing products are not on sale in Bunnings stores, and never have been, and the Optiflame Heaters are on sale in the outlets in which they were. The question is whether a consumer who in fact purchased a Garth branded heater would, in the counterfactual scenario, have purchased an Optiflame heater.
55 These submissions are correct and I propose to apply the principles upon which they are based to the assessment of the applicant's damages in the present case.The approach to the assessment of damages which I intend to take in the present case is consistent with the principles to be applied in the assessment of damages for the deprivation of a commercial opportunity explained by the High Court in Malec v JC Hutton Pty Ltd (1990) 169 CLR 638 at 643 per Deane, Gaudron and McHugh JJ and in Sellars v Adelaide Petroleum NL (1994) 179 CLR 332 at 350 per Mason CJ and Dawson, Toohey and Gaudron JJ.
56 The applicant submitted that the evidence supported the following findings. I agree.
57 First, prior to the introduction of the infringing heaters in 2006 into Australia, the applicant had an effective monopoly in the market in Australia for the wholesale sale of electric flame effect heaters.
58 Second, it had the capacity to increase production to meet the quantities of heaters sold by Garth Living and Bunnings if it had had the opportunity to do so. It could have done so without adding to its direct costs.
59 The applicant also submitted that a conclusion to the effect that a consumer who had, in fact, purchased one of the infringing heaters would have purchased a comparable heater from the applicant's Optiflame range had the infringing heaters not been available for purchase does not require a close correspondence between two particular models in the respective ranges. I agree. The task is to determine the likelihood of the applicant's product being purchased by that consumer in a market where the infringing products were not available. The applicant submitted that that likelihood was high.
60 The applicant developed this argument at [80]-[83] of its Closing Written Submissions by focussing on the nature of the purchase, the high relative cost of the purchase and the considered nature of the purchase.
61 In the course of its submissions, the applicant addressed the evidence of Dr Harrison, a witness called by the respondents who purported to give expert evidence as to the behaviour of consumers. Dr Harrison expressed his opinions upon the assumption that the infringing heaters were in the market and available for sale and upon the further assumption that the consumer would therefore be confronted with a need to choose between the infringing heaters (and perhaps other products) and the applicant's Optiflame heaters. These assumptions do not accord with the true assumptions which the Court is required to make viz that the infringing products were not in the market and that the applicant's Optiflame heaters were available in sufficient quantities to meet the demand reflected in the actual sales of the infringing heaters. For this and other reasons, I found Dr Harrison's evidence of no utility.
62 Mr Naughton, who is the Managing Director of the applicant, gave detailed evidence identifying the models within the applicant's Optiflame range which are most comparable to those in the BH range. Mr Hill, in his evidence-in-chief, endeavoured to criticise some of Mr Naughton's selections. I was impressed with Mr Naughton as a witness. He presented as forthright and intelligent as well as being very knowledgeable about the applicant's products and those of its competitors. He also presented his opinions in a balanced way recognising that the exercise which he was endeavouring to carry out was not likely to identify precise comparators. Mr Hill was argumentative and gave me the impression that he was being overly critical of Mr Naughton's opinions when it came to the question of the selection of comparators. On this topic, I prefer the evidence of Mr Naughton.
63 The applicant submitted that it would have made 100% of the sales which Bunnings made by selling its products through its normal sales channels in Australia. It accepted that a modest discount might be appropriate in order to allow for the possibility of third party suppliers picking up some of the sales made by Bunnings.
64 The evidence in the form of the GfK market report demonstrated that:
(a) The total number of electric flame effect heaters sold by retail in Australia (excluding the infringing products) increased dramatically from 18,531 in 2006 to 29,753 in 2007 and thereafter declined in each of the years 2008, 2009 and 2010 with a substantial decline from 2008 to 2009. These figures were based upon information supplied to GfK by the major suppliers. They constitute a reasonable reflection of the sales made in the market in the relevant years.
(b) In 2006, the applicant held just over 85% of the relevant market. In 2009 and 2010, it held just over 50%.
(c) Over the six year period covered by the report, there was a substantial increase in trade branded heaters being sold in the market.
65 It is reasonable to infer from the matters to which I have referred at [64] above that the market for electric fires in 2008 and 2009 had contracted from the state of affairs which obtained in 2007. The market did not recover in 2010. This was probably due to sharp rises in electricity prices in those years and the impact of the Global Financial Crisis upon consumer spending, particularly on non-essential items which sold at a price of some hundreds of dollars per unit.
66 Further, the rapid increase in sales of trade branded heaters in 2007 and 2008 taken together with the fact that significant numbers of trade branded heaters continued to be sold in 2009 and 2010, suggests that the price per heater became an important issue, the trade branded products most likely being cheaper than the products branded with well-known and reputable manufacturers' names.
67 For reasons which I shall explain below, I do not accept that the applicant would have made 100% of the sales which Bunnings made in each of the relevant years.