The market positioning of the construction trade Pranjić will try to prove the importance of product positioning in consumer consciousness. The work is divided into four parts. In the first part some basic marketing concepts such as marketing concepts, marketing strategies, and marketing mixes are discussed as a set of marketing tools. The second part highlights the importance of market positioning as a process starting from identifying competitive advantages, identifying attributes for positioning and analyzing the existing position leading to the choice of positioning strategy. Every product or service must have a clear position on the market. The position in consumer thoughts is a complex set of perceptions, impressions and feelings by which one product differs from the other. By creating a marketing strategy, the company gives its products and services an advantage in the chosen target market. Thanks to the positioning strategy, customer preference is created, which makes it easier for them to choose a product or service. The third part deals with the business case of Pranjić's construction trade and positioning according to the attributes pointed out by the buyers. The last part of the fourth part is devoted to a conclusion summarizing the essentials of the research topic.