Dictionary of Marketing Terms: me-too product
me-too product
tactic of a market follower who attempts to avoid losing market share to a competitor by offering a product that is a copy of a competitor's product or innovation. For example, many followers in the liquid dish detergent market have offered their own versions of a clear detergent in response to an innovator's clear product. It may cost more than the follower can reasonably afford to execute this strategy since heavy advertising expenditures are required to step out of the innovator's shadow.
