The process involves adding value to products to allow a company to charge different prices for a product category. Furthermore, as the Board of Metropolitan Montreal (2009) explains, consumers do not just purchase a product, but rather the benefits they obtain from the product. A company that markets the perceived benefits of a product is therefore more likely to be successful than one that markets a product based on the cost of production. For example, Mercedes-Benz and Rolex watches are purchased because of the perceived benefits marketed to the consumer (Callander,