In this essay, we will use "Yoplait" yogurt company to discuss what is positioning and how has the company positioned its products? Yogurt is a dairy product produced by bacterial fermentation of milk and is believed to be found in 2000 BC. Dairying is Australia's third largest rural industry nowadays. It is also a major regional employer, not only on-farm but also through processing, manufacturing and distribution of finished products. Yoplait yogurt company is originally a French company and it is now the world's second-ranking brand in ultra-fresh products. Yoplait was launched in Australia and was pioneers of the yogurt market in Australia. In 1995, National Foods Ltd. secured the rights to manufacture and distribute Yoplait fresh dairy food products in Australia (Yoplait Australia, 2011).

According to Kotler, Brown, Burton, Deans & Armstrong (2010), "Product position, is the way the product is defined by consumers on important attributes -- the place the product occupies in consumers' mind relative to completing products" (p.280). The position of the product is usually decided by the company when it has decided to enter which segments of the market.

Nowadays, information about products and services are everywhere in the atmosphere, customers is hard to evaluate products every time they make a buying decision. They usually organise products into different categories, therefore, the product's position is the complex set of perceptions, impressions and feeling hold for the products by the market (Kotler, et al., 2010).

There are several positioning strategies that the marketers can follow. They can position their products on specific product attributes, such as 'low price', 'good performance' and 'better style and engineering', etc. Besides, products can be positioned based on the usage occasion, like the seasons of consumption. Moreover, products can