{"id":5404,"date":"2023-06-12T19:16:49","date_gmt":"2023-06-12T16:16:49","guid":{"rendered":"https:\/\/marketpedia.ca\/strategie-imitation-me-too-bonne-pour-votre-entreprise\/"},"modified":"2023-09-15T22:01:37","modified_gmt":"2023-09-15T19:01:37","slug":"me-too-strategy-work-for-your-business","status":"publish","type":"post","link":"https:\/\/marketpedia.ca\/en\/blog\/me-too-strategy-work-for-your-business\/","title":{"rendered":"How to Make a Me-Too Strategy Work for Your Business"},"content":{"rendered":"

Businesses tend to fall under two categories when it comes to strategy. There\u2019s the me-too strategy, which consists in following in the footsteps of other established brands, and there\u2019s the positioning strategy, in which businesses strive to become<\/em> the established brand.<\/p>\n\n\n\n

The vast majority of businesses employ a me-too strategy (not everyone can be Apple or Nike), and many are quite successful. In fact, there\u2019s a lot of money to be made in the copycat industry. The difference between those who are successful and those who aren\u2019t, however, is intent<\/em>. While me-too is a real, elaborate strategy, many businesses simply default to copying other brands without a plan. <\/p>\n\n\n\n

Entrepreneurs must make a deliberate choice when it comes to their strategy. So how do you know which direction to take? It starts by having a clear understanding of your own business objectives. But before you can do so, it\u2019s important to know the difference between a me-too marketing strategy and a positioning strategy.<\/p>\n\n\n\n

What is a Me-Too Strategy?<\/h2>\n\n\n\n

Me-too marketing is a strategy in which a product offered by a company  is very similar to a popular product that\u2019s already on the market. Basically, you see a company that\u2019s doing well with its product or marketing message, so you put out your own and start screaming, \u201cMe too! I also sell that!\u201d to try and get in on the action.<\/p>\n\n\n\n

This strategy has advantages and disadvantages. On the one hand, it allows you to claim part of the market share without having to create something new or convince the public that they need what you\u2019re offering. That work has been done for you. On the other hand, when there are many copycats, your product risks getting lost in a sea of clones. And because the goal isn\u2019t to try to stand out, rather than investing in innovation, me-too companies have to rely on lower prices to compete. <\/p>\n\n\n\n

Kleenex Case<\/h3>\n\n\n\n

Take facial tissues. Sure, we all call them Kleenex<\/a> (but, FYI, Kleenex would rather you didn\u2019t<\/a>), but since the creation of the facial tissue in 1924 (by\u2014you guessed it\u2014 Kleenex), dozens of facial tissue brands have entered the market. Here\u2019s a pop quiz: can you tell me, without looking, which brand of tissues is sitting on your desk or your nightstand right now? Probably not. If you\u2019re like me, you probably just  buy whatever\u2019s on sale. <\/p>\n\n\n\n

With this type of strategy, the main element that drives purchase is price, and the winner is the one with the lowest price. It becomes a margins game.<\/em><\/p>\n\n\n\n