Market positioning is how companies differentiate their products from competing products. Head-to-head positioning involves competing directly with rival products with similar product attributes. For example, Coke and Pepsi compete head-to-head in the soft drink industry. Similarly, National Car rental competes directly with Hertz and Avis. 
This video gives an example of positioning by explaining the importance of a value proposition. Consumers need to know what is different about your offering and why they should buy your product rather than your competitors'. The value proposition is a means by which marketers position their product among rival products.
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Source: Olga I. Mizrahi,


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