Positioning – Another target of a marketing manager, is to achieve the right positioning for the brand. Off course, positioning has now become a holistic activity. A company like Apple or Samsung has to ensure that each of its various department is upto mark (including sales, service and others) to achieve the correct positioning in the customers mind. However, marketing is at the helm of positioning and the message sent by the company to its customers through advertisements, majorly forms an impression on the customer. The brand needs to be number 1 in the customers mind, or at least 2nd or 3rd. If it drops below that, it directly affects the sales of the product. Thus, positioning is no easy challenge to conquer.