Nowadays, companies face competition that is stronger than ever, so it is necessary to skillfully recognize their own market position, or devise a way to position themselves in the target market. That’s why strong customer relationships are fundamental to a company’s business. The purpose of this paper is to explain the importance of product positioning and the use of a series of strategies to attempt to improve sales. The first part describes the basic concepts of marketing and strategic positioning. The second part focuses on the application of strategies on the example of Intersnack. The strategic positioning of the Chips Chips brand was analyzed. The analysis of the marketing mix showed the high quality of all components. The product itself is characterized by a long tradition and high quality. The product is entirely produced from Croatian potatoes grown under controlled conditions. The addition of various aromas and flavors also results in innovation compared to competitors. The price of the product is generally higher than the competition, but it seems that this is not a problem for consumers because they get higher quality for a higher price. The takeover by Intersnack has also improved product distribution as the company is a leader in the production of chips in Europe. Promotional activities are also of high quality and modern digital media and social networks are increasingly used in promotion. There is no narrow target group of consumers, but some product versions are aimed at specific groups such as children and fans. It was found that due to the high quality of products, one of the target groups is responsible and informed consumers. The competition analysis pointed to a number of advantages over the underlying competitors. The biggest competitors, conditionally speaking, are Lays and Kaanaan. A number of competitors offer only substitutes that are lower in price but also in quality. The analysis also showed that there is currently no need to reposition the product, although a kind of repositioning was done after the Chio chips logo was added to the Chips.