Abstract: This seems to be a hard truth, but you truly necessitate to be better than each of your competitors in at least a few ways, if you want to get it.No question, creating a customer was initially seen as the sole role of a business, but in the present era, client retention is seen to be of key importance as it has become much difficult for the firms to assume there exists an unlimited customer base set up to maintain trade.Keeping the customers increase the earnings of a firm which facilitates further investments leading to expansions and enhancing of competitive advantage.And for achieving this end, there is a need to formulate effective marketing schemes.One of the most usual and prevailing strategy is to shorten down the cost of the merchandise. This report tests that always been cheaper than a competitor is not your sole weapon.Attempting to compete on cost is a race to the backside- you squeeze your margins so paper-thin that you are left with naught.If you can compete on price, vivid. If you cannot, try to get on top with a combination of a few more developed strategies.