Clusterization of beers using easily obtained quantitative attributes for rational advertising

Abstract

The irrational approach to beer advertising became dominant 15-20 years ago. It proved to be successful and effective in shaping the brand image. Due to inertia, irrational motifs are continued to use even today, when the images of all key players in the beer market are already formed and firmly established. Today, the use of an irrational approach results in communication that is not memorable, but is perceived mainly as information noise. Therefore, the huge resources invested in advertising communication do not have the desired effect. In order to differentiate oneself from competitors and make an advertising campaign more effective, the idea of emphasizing rational motives has emerged. The purpose of this article is to study the sources and methods of forming effective rational motives for beer advertising based on quantitative attributes. We have identified 2 important quantitative attributes, the values of which are printed on the beer label. These are the concentration of solids in the original wort and the alcohol percentage of the beer. Based on these 2 attributes, the beer clusterization was performed using the Obolon products as an example. Out of 34 beers, 6 meaningful clusters were formed, 4 of them with extreme attribute values, 1 with median values and 1 with a trend relationship between the proportion of solids in the initial wort and the alcohol by volume. The trend line was calculated using linear regression analysis. The target audience is defined for each of the clusters. Scientific novelty of the proposed result consists of that for the first time, the company's beer portfolio is clustered by the concentration of solids in the initial wort and alcohol by volume. Novelty also is relative to usage of trend and median approach to clusterization. Practical value of the result consists of that for each beer cluster, the target audience and its key characteristics were identified, allowing the advertising campaign to be focused and effective.