In the marketing world, “copying” often has a bad reputation — but that's not always true. The me-too strategy shows that it can be useful to learn from proven successful models and adapt them. The key is to act consciously and strategically: Use what you already have, improve it and thus create clear added value for your customers. With the right balance between imitation and innovation, you can secure decisive competitive advantages.
Copying often sounds like an unoriginal and lazy approach. After all, who wants to copy what others have already invented? But in marketing, 'copying' is often something quite different - it is a strategic decision that allows companies to adopt, optimise and adapt proven concepts and successful models to their own needs. This process, which we refer to as the me-too marketing strategy, is a clever way to enter the market with less risk and more efficient use of resources. But what is behind the me-too strategy and when does it make sense?
The me-too strategy is based on a company copying successful business models, products or services from established competitors. The trick is not to copy blindly. Rather, it is about adapting proven concepts, transferring them to your own market and creating new, individual added value through targeted optimisation. Often at a more attractive price. This approach saves time, as there is no need to develop new ideas from scratch, and at the same time offers the opportunity to minimise costs and risks. It should be noted that this is now somewhat easy to read, as the implementation of this strategy is effective. Especially in highly competitive markets where innovation is associated with high costs and uncertainties, the me-too strategy can help companies to act efficiently and conserve resources. The focus is on gaining a foothold and market share quickly, without taking unnecessary risks.
An often misunderstood point about the me-too strategy is that it is not just about imitation. Simply copying products or ideas is rarely the way to success, and usually the illegal way if the brand being copied has got the basics right. A company that successfully applies the me-too strategy analyses exactly what the competition is doing - and where there is potential for optimisation. There are several ways to do this:
The me-too strategy is not the best choice for every company or situation. Understandably, it does not help a market leader. However, in certain scenarios this competitive strategy offers clear advantages:
Of course, the me-too strategy comes with its own challenges. Companies need to ask themselves a number of questions before embarking on this strategy:
Initially, many companies focused heavily on profiling strategies and developing unique solutions. But over the past two years, we have learned from renowned and experienced business people that it is not always necessary to reinvent the wheel. It has been impressive to see how well benchmarks already work and how they often provide a solid foundation for further growth. This insight has inspired and slightly changed our approach: This flexible approach allows us to find the right mix for each company - between innovation and the targeted application of already successful models. Sometimes it is more efficient to build on what already exists and create new competitive advantages through fine-tuning, such as improved customer communication or optimised processes.
The me-too strategy is a tried and tested way of quickly gaining a foothold in fiercely competitive markets and securing competitive advantage. The trick is not to simply copy, but to make targeted adjustments that make the product or service better and secure your own market advantage. Although innovation remains a central factor in marketing, practice shows that successful companies often use a combination of imitation and their own innovation to achieve long-term success. At Yoline, we help companies find the right path - whether through a me-too strategy or through original, unique concepts.
In summary, the me-too strategy offers companies the opportunity to draw on proven concepts without losing their originality. The aim is not to blindly copy, but to analyse and adapt what already exists and to find your own way through targeted optimisation. The strategy works particularly well when it comes to securing market share quickly and efficiently - as long as the legal framework is respected and one's own strengths are used. Successful copying means doing it in a way that allows you to find your own way and benefit from it in the long term.
The difference between a marketing concept and a marketing strategy lies in the level of detail. The marketing strategy is the overarching plan that determines how goals should be achieved. It is about the big plan, the competitive analysis and the determination of the target group.
The marketing concept, on the other hand, is like a roadmap for the success of your company. It contains the specific actions you take to make your strategy a reality — the ingredients and steps you need to achieve your goal.
Without a clever strategy, concepts are like a ship without a compass. And without a well-thought-out concept, every strategy remains just a dream.
Wir machen dein Business fit für die Zukunft. Mit smarten Strategien und digitalen Lösungen begleiten wir dich und dein Team von der Idee bis zur Umsetzung. Unser Ziel? Bald schon wieder weg zu sein und von extern den nachhaltigen Erfolg deiner Brand zu sehen. Wir verbinden menschliche Kompetenz mit Technologie und den Werten deines Unternehmens. Klingt gut, oder?
