This paper addresses the issue of product positioning. By product positioning, a company seeks to achieve an impression about the characteristics of the product in the minds of the consumers, compared with their impressions of the competitors products. The rapid development of the new production technologies and computer application in the design and production process, enable different ways of presenting a new product on the market, which includes its acceptance. Companies usually find it easier to design a good placement strategy, than to actually apply it. This is the main reason why equipping of the location and adjusting to the marketing environment that rapidly changes, is very important. In addition, the companies that are on the market reveal various needs and groups, targeting those that can be satisfied in the best possible way, after which they position their offer so that the market recognizes these special offers and the reputation of that company. Creating an attractive, mainly different product positioning requires a shrewd understanding of the customers needs and desires, just as the company’s abilities and competitive activities. Even though a successful product placement on the market seems difficult, Podravka company proves that it is not impossible, since this company managed to build a unique position in the market by disciplined but creative thinking.