The subject of this thesis is product positioning at the retail point. With element of product positioning we want to achieve a reaction from customers in order to recognize the advantages of the offered range or product over the competition. There is a growing presence of new technologies and various possibilities in designing promotional materials for companies to present their products, so it is very important to choose the appropriate ones. Through research and analysis, it is necessary to discover the wishes and needs of customers and adapt to them because customers are the foundation of a company's business. Creating different and attractive assortment items requires an understanding of customers and their wishes, needs and competition activities. Sales promotion is gaining in importance because it offers efficient solutions and ideas on product display, space planning, product stacking and the use of promotional materials. Positioning a product at a retail location requires a lot of work and creativity, and the example of Lidl shows how to successfully manage this marketing element.