which already exist. Lastly, before finalizing it is vital to advertise the product to the consumers to create awareness. The promotion of the product must include the benefits and values that the product contains in order to inspire and interest the targeted consumers into investing in the product or service offered by the firm. If businesses sell their product cost-efficiently to their customers and provide the best experience through the use of their products, then it is expected that existing customers will "spread the word" increasing sales and profit for the business. However, it is important that the business ensures at all times that they are satisfying the needs of their consumers according to the customer value proposition as firms can face a lack of profit and sales if the consumers are not satisfied with the brand of product at any point of time. Competitive advantage A product with a successful customer value proposition is directly linked to a product's actual and sustained performance versus competition. The two main attributes that allow consumers to differentiate among products are price and quality. Finding the correct balance between these two attributes usually leads to a successful product. If a company is able to produce the same quality product as its direct competition but sell it for less, this provides a price value to the consumer. Similarly, if a company is able to produce a superior quality product for the same or a slightly higher but acceptable price, the value to the consumer is added through the quality of the product. A product must offer value through price and/or quality in order to be successful. Competitive advantage can come in a range of ways, such as pricing, packaging, layout, looks, services provided and more. All these can add value proposition to a product, therefore making it worth more, and more desirable to a customer. However, with the modern technology available to firms, it makes information that could help firms to gain competitive advantage over their rivals, far easier to obtain. However rapidly increasing sophisticated technology such as online cookies, mobile phone location tracking and facial recognition can leave consumers with a growing sense of unease, and leave companies trying not to be thought of as a “creep” company (Roland, L. 2013). Different ways are being thought up in order to find different sources and avenues to extract information that could help a firm