But there is still a long way to go to create a level marketing playing field in member countries. Only recently have European companies shown signs of following the same strategy. What matters is the scope for value adding innovation. Brands used as examples were Philips Lighting, Dulux paint, Nestle's Chunky single-finger KitKat, Kleenex Balsam tissues and John Rocha's design range for Waterford Crystal. KitKat, Britain's biggest selling chocolate bar, saw a slow decline in the 90s and attempts to boost sales through flavoured versions did nothing to change things.
New products go up like a rocket and down like a stick.
But Nestle's ultimate solution was a redesigned KitKat keeping the chocolate and wafer content but presenting it to younger consumers as a single chunky bar that could be eaten with one hand while on the move. And although resources for advertising were limited, the product has been a phenomenal success. The case of Philips Lighting demonstrates that speed in bringing an innovation to market is another key to success. The Ambiance low-energy bulb with Softone quality went from development to launch in just six months. Early sales success saw it launched across the EU the following year.