定位是帮助公司对消费者的心理产生影响的技术。他们被产品吸引，并被影响购买产品(Hollensen,2015)。Combita推出了Manuka Honey，这是一款小众产品，它的独特和与众不同的影响。Comvita认为，在市场定位产品的同时，专注于产品的多样化。人口市场细分的目标是9岁至12岁以下的儿童，他们的健康状况对他们的父母和家庭成员至关重要。它还针对那些主要从事演艺事业的女性，她们的健康和身材都很敏感。通过市场细分，定位策略得到了很好的支持，从而能够正确把握市场。麦卢卡蜂蜜是一种小众产品，它的目标是经济上良好的家庭，他们有投资创新健康产品的习惯。与市面上的传统蜂蜜相比，该产品的价格很高。在网络营销等数字技术的帮助下，Comvita将其产品定位于市场。公司主要宣传产品的优点，包括它的健康性质。它的目标客户关注的是它提供优质的医疗保健和麦卢卡蜂蜜将有助于实现他们的健康目标。因此，Manuka Honey的定位已经明确地跟随了新一代消费者的市场。
Positioning is the technique that helps the company to create an impact on the mind of the consumers. They are attracted towards the product and are influenced to buy the product (Hollensen, 2015). The Combita has launched the Manuka Honey, which is a niche product and has been able to have an impact of its being special and different. Comvita believes in focusing on the product diversification while positioning the product in the market. The demographic market segment has targeted the children of the age of 9 to 12 and below, whose health matters a lot to their parents and the family members. It has also targeted the ladies who are mainly in the profession related to the show world and are very health and figure conscious. The positioning strategy has been very well supported through the segmentation of the market and thus is able to hold the market properly. The Manuka Honey, being the niche product, has targeted the economically well to families, who has the habit of investing in the innovative health products. The price of the product is high as compared to the conventional honey in the market. With the help of digital technologies like online marketing, Comvita has positioned its product into the market. The company has mainly advertised about the benefits about the product which includes its healthy nature. It has made its targeted customers focus on the fact that it provides premium healthcare and Manuka honey will help in achieving their goals of fitness. Therefore the positioning of the Manuka Honey has been clearly followed to the market of new segment of consumers.