Positioning is the fight for the consumers mind. The different marketers want to secure a place in the mind of the target consumer. To do this the marketers use "positioning". What this means is that the marketers want their product to come to mind when the consumer thinks about purchasing that product type.
For example: The marketers of "Lux" soap want the people to think "Lux" when they think soap. The marketers of "Colgate" want the consumers to think "Colgate" when they think toothpaste etc.
In Pakistan "Colgate" comes to the mind of people when they think toothpaste. However, now with intensive competition things are changing.
Positioning a product in the minds of the consumer is becoming harder. However, positioning is going to play a very important role in marketing in an overly competitive environment.
http://www.1000ventures.com/business_guide/crosscuttings/positioning_main.html
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