Competitive advantage is a profit over competitors gained by offering customers great value, either through lower cost or by providing more benefits that justify their higher prices. To build beneficial relationship with target customers, marketers must understand the customers’ needs better than their competitors do and deliver more value to them. Furthermore, a company can position itself as providing superior value to its customers, it gains competitive advantage. But strong positions cannot be built on empty promises. If any company places its product as offering the best services and quality, it must then provide the promised quality and services to their customers. Thus, in fact, positioning initiates with differentiating the marketing plan of a company offer so that it will provide superior values to the consumers Marketers should think through customers’ entire experience with the company’s good and services if they want to know about differentiation. A smart company always