The subject of this final thesis is the positioning of new products based on the examples of Croatian manufacturers. During their lifetime, business entities market various products with which they want to attract consumers to purchase and use them. In addition to product production planning, business entities pay special attention to the positioning of new products on the market, because the very success and long-term survival of the product on the market depends on how the new products are positioned on the market. When positioning, it is important that the business entity, when positioning new products, chooses the right competitive advantages on which to base its marketing campaign and through which it will stand out on the market among its target group of consumers and connect with consumers through the awakening of positive emotions in consumers. When positioning a new product on the market, the most successful are those business entities which conduct extensive market research, get to know their target group of consumers well, elaborate in detail a communication and marketing plan related to product positioning, and those business entities which continuously monitor the market situation and adapt to changes in time which take place on the same. Business entities Kraš group and Ledo plus d.o.o. have been operating successfully for years on many markets, and when positioning new products through the implementation of marketing activities that emphasize the characteristics of the product, the tradition they nurture in business and arouse emotions in consumers, they achieve that their products are successfully positioned on the market and are well received by the target consumer.