MEDIA-I: New media choice - San Miguel

Grant Trollope, media director, Engage Asia Site: www.sanmiguel.com.ph Upon reaching the San Miguel website I was pleasantly surprised. Ah! I thought, a site that's cool. However, like many other sites that I have seen in Asia, I was soon feeling a little let down. True it is clean and uncluttered. However, this site is nothing more than a corporate brochure online. It's just there for the sake of having a site, with no clear objective. It loads pretty quickly but it is not particularly pleasing to the eye. It lacks the fresh and fun feel that is portrayed in much of the San Miguel advertising that we see, and there's a distinct lack of branding on the site. Interactive elements could inject some fun, while a channel for feedback on products would be a great enhancement. There is also little information for potential distributors or incentives for the consumer to become involved with the product. So much can be done with sites these days in terms of flash, java etcetera that can make sites interesting and strengthen the brand. This is primarily a corporate site providing background information on San Miguel and the products. This is highlighted by their product offerings, which appear purely as a list, compared to some of the brands in this space that have thought about the fact that the web is an area to engage consumers and build a brand. This has very little to offer the average web surfer. This site provides helpful information to a university student, stockholder or potential stockholder, but beyond that there is very little to entice repeat visits.

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