As goals, ideas, actions, ways of thinking and perception varies between people, so do taste. But how do companies satisfy all the distinct tastes between consumers? The answer is, they don’t. Instead, you choose who to target, you choose whom to sell. You position your brand.
However, what does this consist on? It basically sums up to where you want your brand to sit in your marketplace against your competitors.
How about targeting the middle?
It’s not butter, and it’s not margarine. It’s Clover. Deciding on targeting a whole new segment, Clover has integrated elements of both margarine and butter. With less fat than butter, but still with the same taste, they proposed a whole new idea of ‘butter’. 
If you like the taste of butter, but prefer the benefits of margarine, why not consume in the middle? Why not consume Clover? “It’s great in the middle”