Companies such as Cadbury and Rayban can effectively compete and maintain their quality in the market by focusing use high-quality raw material, branding, and special packaging of their product. To their advantage, it is ideal that duplicate products are closely packaged, but the specificity of the product color, taste, the design is very distinct. For example, Cadbury can compete and maintain its quality against duplicate products by focusing on the use of high-quality cocoa beans and milk products, while in terms of branding, the company can use Pantone to help the consumers differentiate between the original products from duplicate products. On the other hand, Rayban can focus on special designs and the use of stronger raw materials for frame durability. Ideally, these companies can focus on advertising on special features for their products, for example, packaging and shapes of the products and brand names inscription on the products.