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What is 'Breakaway Positioning'
Definition: Breakaway positioning is a marketing technique in which customers recognise the product based on its features such as design, functionality, appearance, feel, luxury, distribution channel, pricing, or features. This type of marketing technique helps the brand to create its own image, or niche, which at times leads to impulsive buying.
Description: A breakaway campaign stands out, as it is able to connect with the consumer at a different level.
The brands which follow breakaway strategy always try and maintain their niche. They create their own image in the mind of consumers which can't be associated with any other brand. This helps the brand in retaining their consumers.
Brands create their niche by introducing such features which are not available in any other product or the pricing is such that no other brand can match it, etc. Once the brand establishes itself in this type of strategy, consumers also get interested in other products from the same brand.
A classic example of breakaway brand would be the Apple iPhone. When Apple started promoting its products in a commercial it used a tag line - "If you don't have an iPhone ".
Here Apple differentiated itself from other mobile manufacturers in terms of features, the quality of its product (voice, data storage, camera, etc.) which are far better than the competition. Consistent improvement in the product from Apple, and new innovations keeps the interest alive in the minds of the consumers.
Once the brand is well placed in the mind of the consumer, its other products such as the iPad also did very well in India as well as across the globe.
Description: A breakaway campaign stands out, as it is able to connect with the consumer at a different level.
The brands which follow breakaway strategy always try and maintain their niche. They create their own image in the mind of consumers which can't be associated with any other brand. This helps the brand in retaining their consumers.
Brands create their niche by introducing such features which are not available in any other product or the pricing is such that no other brand can match it, etc. Once the brand establishes itself in this type of strategy, consumers also get interested in other products from the same brand.
A classic example of breakaway brand would be the Apple iPhone. When Apple started promoting its products in a commercial it used a tag line - "If you don't have an iPhone ".
Here Apple differentiated itself from other mobile manufacturers in terms of features, the quality of its product (voice, data storage, camera, etc.) which are far better than the competition. Consistent improvement in the product from Apple, and new innovations keeps the interest alive in the minds of the consumers.
Once the brand is well placed in the mind of the consumer, its other products such as the iPad also did very well in India as well as across the globe.
