Ovaj rad bavi se problematikom pozicioniranja proizvoda. Pozicioniranjem proizvoda poduzeće želi postići dojam u svijesti potrošača o obilježjima proizvoda u usporedbi s njihovim dojmom o proizvodima konkurenata. Brzi razvoj novih tehnologija proizvodnje i primjene računala u dizajniranju i proizvodnom procesu omogućuju različite načine predstavljanja novog proizvoda na tržištu koji uključuje njegovo prihvaćanje. Poduzeća najčešće smatraju da je lakše osmisliti dobru strategiju pozicioniranja nego je primijeniti, pa je upravo iz tog razloga opremanje prodajnog mjesta i prilagođavanje marketinškom okruženju koje se naglo mijenja veoma važno. Osim toga, poduzeća na tržištu otkrivaju različite potrebe i skupine, ciljaju na one potrebe i skupine koje može zadovoljiti na najbolji mogući način, a nakon toga svoju ponudu pozicioniraju tako da tržište prepozna te posebne ponude i ugled poduzeća. Stvaranje privlačne, uvelike drukčije pozicije proizvoda zahtijeva oštroumno razumijevanje potreba i želja kupaca, sposobnosti poduzeća i konkurentnih aktivnosti. Iako se uspješno pozicioniranje proizvoda na tržištu doima teškim, poduzeće Podravka dokazuje da to nije nemoguće, jer je discipliniranim ali kreativnim razmišljanjem uspjela izgraditi jedinstvenu poziciju na tržištu.

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.