The positioning strategy of the product is considered to be the placing of the product in the consumers’ minds in a unique way. Through positioning, consumers create a picture of the product, its image and its benefits that distinguish it from its competition. Nowadays, the supply of the same or similar products is increasing and the purchasing decision becomes increasingly difficult. For that reason companies need to design a good positioning strategy that will highlight their products on the market. Strategies that companies generally create are: analysis of competitors, definition of market segments, selection of target market, estimation of location attributes and analysis of current market situation. Attention should be given to the potential errors that may arise, namely the subpositioning, repositioning, dual positioning and mixed positioning. Once companies have eliminated potential errors and completed all these steps, a positioning strategy is considered to have been successfully completed. Although this concept appears to be rather difficult, the company "Gaia Naturelle" proves otherwise. With its hard work and creative thinking this company managed to build a product on the market called "Collagen shot." It is currently the leading liquid collagen in the Croatian market and also beyond Croatia's borders. Collagen shot is a product that has won many consumers’hearts thanks to its quality and positioned itself in their consciousness as the "number one" product. The primary and secondary research in this paper sought to determine the extent to which this product is positioned in the minds of consumers and what are the advantages of this product comparing to the competition.