Since 1994 Peeroton has been providing sports nutrition products and expert advice to professional athletes and lifestyle users alike. In Austria they enjoy a differentiated position by offering nutritional supplements in addition to acting as a health manager giving support to their customers. After having crossed the border into the German market, Peeroton has now set its sights on the Australian sports nutrition market to enable further international growth. This master thesis deals with the development of the positioning for Peeroton in the Australian sports food market while focusing on the communication. The first part of the thesis provides the theoretical base for the positioning. It starts off with a look at launching a brand while discussing the particularities of foreign markets as well as the sports industry. It then outlines the aspects of positioning including the selection of a suitable strategy – taking into account models by Esch as well as Ries and Trout – and the development of ideas. Next it focuses on the communication as part of launching a brand and examines, among other aspects, the different instruments and the integration of the communication as well as the communication budget before discussing the positioning controlling. The practical part begins with an analysis of the Australian market which then provides a base for the primary research conducted by the author of the thesis through a quantitative online survey. The results of the primary research are then evaluated and illustrated. Based on the theoretical information as well as the market analysis and the primary research, the positioning concept for Peeroton was developed. It contains the objectives and a positioning strategy which then lead to six different positioning alternatives and a recommendation for one alternative that is most suitable for Peeroton in the Australian market. This is then followed up by a communication strategy to best implement the positioning as well as a way to oversee the controlling of the measures in the new market.