Competitive Advantage in the Expressive Content of Advertising Messages Broadcast in Kinshasa the Case of Savon Mateja

Competitive advantage is a resource that a product possesses, making it competitive in the marketplace. The consumer buys not only the product, but also the promise it offers. The promise, in turn, contains the competitive advantage that contributes to customer satisfaction. Before making a purchase, consumers look for information about the product that can solve their problems. Whether users or consumers are influenced by Mateja soap advertising, given the competitive environment on the market. In a competitive environment, companies are obliged to implement various marketing strategies to ensure the market positioning of their product. Competitive advantage is considered to be the reason for a product's existence, as it provides information on the benefits that the product can bring to consumers.