The marketing research firm, Nielsen, has released on Wednesday its inaugural edition of Breakthrough Innovation Report for Southeast Asia 2014.
The report put the spotlight on the three brand innovation successes in Southeast Asia namely Emperador Inc.’s Emperador Light from the Philippines, Thailand’s facial skin care product Habo Labo and Nestle’s Lactogen 4 from Malaysia.
As for the Emperador Light, the report said that today it is the biggest selling brandy offering in the Philippines. Its repositioning towards an evolving consumer need has been a huge success and refreshed the way consumers view brandy.
“The brand message was about success, the aspirational lifestyle and how everything is lighter and more fun. We want to create the imagery of a group of friends sitting together and enjoying the drink, reflecting consistent perceptions and values of the local consumers,” said Emperador Inc in the report.
It also shared its word about its success in the Philippines:
From day one, everyone in the organisation was on the same page about what we needed to do. We were aligned with key stakeholders and had the support of top management who were able to remove critical roadblocks that were in the way. We collaborated seamlessly between sales, marketing and operations. When issues cropped up, we were able to make quick decisions to resolve them as we have an established process in place
Meanwhile, Hada Labo is the No.1 face lotion in Japan. Since its launch in Thailand in 2011, Hada Labo has been very well received by the Thai market and its consumers. As of end of 2013, it ranked among the Top 10 facial skin care products for women in Thailand. Today, it is recognised by beauty editors from leading magazines, as well as renowned beauty bloggers in Thailand.
While, Lactogen was awarded as it remains committed to bringing joy into children’s growth and development years with good nutrition. Lactogen 4 continues to support this important development phase by providing energy, protein, vitamins, and mineral for optimal growth.
The three specific brands stood out of more than 2,500 consumer product launches from Malaysia, Indonesia, Philippines and Thailand. 35 out of these met the requirement to earn the title for Distinctiveness, Relevance, and Endurance.
“Our hope is to open the door to an innovation future in Southeast Asia that is much more manageable and rewarding than predominating practices allow. We believe that innovation is a choice,” said Tobias Puehse, Innovation Practice Leader, Southeast Asia, North Asia and Pacific.
