The Quality function deployment (QFD) tool is an important tool of total quality management because its a link between two important parts customer and production process of the product, using advanced House of quality, which contributed to provide more details about improving the product before it had a vision for the future of the product be improved. Also the identification of the two competitors (Alwazeer , Altouri) bases on the survey of retailers which they identified five competitors products (Alwazeer , Altouri , Ferry , Jif , Dina)for the product (Zahi). Then House of quality to product (Zahi) has been developed By using a Kano Model to classify of customer's requirements for the preparation of benchmarking on the bases of perceived quality that determines the degree of customer satisfaction for product (Zahi) and competitors , and determine requirements for customers after customer interviews and listen to their views about the problems of the product and what they wish to do it, and by simple sentences taken directly from the customer was reformulated to (10) requirements for the customer then discussed these requirements with a technical focus to reach (11) technical characteristics for the product (Zahi. Also use the analysis difficulty as supportive of quality function deployment tool for identifying bottlenecks in performance characteristics and classification by importance and difficulty of each one of them by the matrix of the difficulty. And research reached into a variety of conclusions the most important one was hearing the voice of the customer and the company not included it in the production process to meet the customer's requirements, and the company's lack of interest in taking into account the difficulty and priority of each property for the production of the product. the main recommendations of the research is to try to use quality House advanced as a mechanism to deal with customer's voice in addition to applying the difficulty portfolio that helps the performance characteristics of product priorities and taking into considering the difficulty and the importance of each
