Recently, I came across this post: https://blogs.ubc.ca/anawint/2010/10/05/the-power-of-data-mining/
The latter paragraph described the power of data-mining through Budweiser’s release of BBQ sauce. I would first like to agree with Anawin in saying that thorough market research and data-mining has indeed been done before the release of this BBQ sauce, but I would also like to elaborate on this product in my post.
As we are talking about segmentation, targeting and positioning, I would like to ask all readers: how far is too far? Budweiser, who is famous for its beer, is now releasing a BBQ sauce. Sure, people have beer while having BBQ chicken wings, but I don’t understand what drove the thought behind the release.
Is this too far of a leap outside of Budweiser’s main segmentation? For example, I would understand if Budweiser launched a new type of beer targeted towards ladies or older consumers, but to enter a completely different market of consumer goods? That’s like, Ritz launching a new line of wine, to have with its cheese crackers; it just feels odd.
However, last time I checked, the sauce is still on the shelves and online reviews are mixed. Perhaps they found a gem of unsatisfied consumers who want a type of BBQ sauce that only Budweiser can produce or perhaps people are just that brand loyal. Whatever it is, while I congratulate Budweiser for its daring step, it truly confuses me that such product was released.
