Case Study: Ville beer
　　San Miguel group launched a new brand to share the middle[]end
market, which was a little expensive than the China's national beer.
For example, Ville beer was 1.95 Yuan/can in supermarket while Snow
beer was 1.7 Yuan/can. What's mare, Ville was cheaper than national
beer in some place.
　　　There were many advantages Ville owned. When building brand image,
Ville would declared that he was originated at San Miguel. Besides,
Ville which had strong marketing channel also paid close attention to
terminal promotion. Ville adopted "two very" strategy that meant the
very important consumers and very important consuming places for
promotion.
　　There was a saying that he who wanted to be the world's giant in
beer industry had to enter Chinese beer market. That's also the reason
why after the failure in the first period the foreign beer brands
tried their best to enter Chinese beer market second time, which
definitely would made China's national beer companies warned and fell
like waling in thin ice.
　　　At the right time, Melton·Kotler，the marketing master, pointed out
three problem that the China's national beer company faced. First,
when building the brands, China's national beer neglected the emotion
and love for they laced of the moving stories to tell the consumers.
Second, China's national brands most were regional brands, so the
loyalty to the brands was also regional. Third, some of the managers
of China's national beer companies were knew little about marketing.
　　　Actually, not just the beer brands but also brands of other
industries had the first problem which Melton·Kotler pointed out.
Because there were a lot of choices that consumer could choose, of
course they did not have to be loyal. What's worse, our national
enterprises didn't know how to tell a "emotional" story to the
consumer, so the consumer would choose the one that were cheapest. In
the situation of mordent marking, it was a great harm to the company
who want to be world's giant that they did not know how to tell a
story with emotion. Because, the concept of Chinese consumer that
consuming was a economic behavior changed in to a entertainment
behavior. People were no longer cared about the prices most, and they
started to choose brands. So it's the right time that China's national
brands need to know how to tell moving stories to add the emotion to
its brand image, which would make consumer love the brand and the
loyalty would last. (China Business, 2004, online)
　　　None of the famous bands in the world was built by telling moving
stories. For example, Budweiser, the largest beer brand in the world,
built his brand image that made American people think he was many and
loyal. The way Budweiser made it was kept telling people the stories
about friends meeting together. So drinking Budweiser was as relaxed
and happy as meeting a old friend. In America, most consumers thought
about the story in the first place when drinking beer. They even did
care about the favor of beer. It could be inferred that the future
marketing rule would be that the final winner would be the one who
knew how to connect the consumer by emotion and value.




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