Nielsen names Emperador Light, Malaysian and Thai products as breakthrough innovations

Emperador Inc.'s Emperador Light, Thailand's facial skin care product Hada Labo, and Malaysia's Nestlé’s Lactogen 4 were the three products identified by marketing research firm Nielsen as breakthrough innovations and were thus listed in its Breakthrough Innovation Report Southeast Asia edition in December 2014.

 

“There are a number of common themes across all three brands, in particular keeping the consumer’s needs central to innovation investment, understanding the consumer and competitive landscape, and focusing on innovating for local market needs rather than a globally-scaled approach,” Tobias Puehse, Nielsen’s Head of Innovation Analytics in Southeast Asia, North Asia and Pacific, explained in a Tuesday statement.

 

In the case of Emperador Light, Nielsen said that the product offering had been developed for a younger generation, and took into account the characteristics and priorities such as taste preferences and affordability. 

 

"Today, Emperador Light 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," Nielsen said.

 

Emperador explained in the Nielsen report that their success was due to the combination of great market appeal supported by effective distribution. "[W]hen consumers wanted to buy the product, it was always available on the shelves," the company said.

 

The report was based on analysis of 2,500 consumer product launches in Malaysia, Indonesia, Philippines, and Thailand.

 

According to the Nielsen, one in every one hundred new products launched in Southeast Asia meet key innovation success criteria for distinctiveness, relevance and endurance. — Kathryn Mae P. Tubadeza/DVM, GMA News