Product positioning and differentiation is a combination of elements of marketing that help in marketing a product. Product differentiation involves setting the product in a way that it is different from the competitors’ product in the market (Kazmi, 2008). This may include a high quality service, after sale service among others that the competitor does not offer. In product differentiation, a marker tries to answer the question of what will make the consumer purchase his product and leave the others (Kazmi, 2008). On the other hand, product positioning involves the presentation of the product image in the market (Kazmi, 2008). This occurs after product differentiation whereby a product marketer has to place his products well in order to attract customers’ attention and make them buy it. Product positioning may be in terms of quality, price, and value among others. Normally, product differentiation and positioning are also accompanied by a positioning statement. This statement tries to highlight both the differentiation and positioning of the product thus making it easy for identification of the product in the market (Kazmi, 2008). Product positioning statement is the third step after differentiation and positioning. Therefore, the three items go together in marketing of a particular. Blue Cross Blue Shield Insurance Company Blue Cross Blue Shield is an insurance company in the US. It is located in Texas and provides insurance services particularly in the healthcare sector. It began its operations in Texas and currently has a wide coverage within the state. It has been in the insurance industry for more than 80 years now. Being one of the largest health insurance companies in the country, it has won various awards due to its outstanding financial service. This has made it a leader in the health insurance industry (Plunkett, 2008). Product Differentiation Blue Cross-Blue Shield has engaged in product differentiation in the market. This is aimed at making clients able to differentiate between Blue Cross Blue Shield products from those of their competitors in the market. One way that the company has used to achieve this is through the service quality offered. The company is rated the best in terms of client service (Plunkett, 2008). This includes physical assistance and in answering calls for clients who are seeking information about the company. Blue Cross Blue Shield Insurance Company has build on this and thus, it does not majorly compete on price. Therefore, it becomes the company rated among the best in performance despite having a higher price charges for its services than their competitors. Therefore, continuing to build on this aspect will make the company grow in the insurance market at a very high rate. Another method that used in bringing about product differentiation is on its brand (Plunkett, 2008). When a customer sees a certain product with the label of a company that he knows has superior quality goods, he is well assured that even that new product is also suitable. This is the same method used by the insurance companies in product differentiation strategies in the market. Blue Cross Blue Shield Insurance Company has won various awards an