Marketing i Zarządzanie

Positioning of products should take into account the achievement of previously assumed differentiating points and points matching the product offered on the market to other products offered in a given market. Differentiating points are primarily benefits, which consumers associate with a given brand, evaluate positively and because they do not make a choice. Adaptive points lead to associations with the features or benefits of a specific category of products offered on the market. The objective of the paper is to present the method of positioning one of the product groups, i.e. dietary supplements on the pharmaceutical market, and analyze the reasons for using such a positioning method. The basic thesis put in the article refers to the fact that often the basis of positioning dietary supplements is not so much the achievement of differentiating points with drugs or other dietary supplements as having drug-like points. The methods of observation and secondary sources analysis are used.