consistent with the theories mentioned adove
norton and ramadan targeted independent grocery stores as their first adopters of sir kensington's ketchup
Independent stores tend to appeal to innovators
people who are looking for new choices
norton and ramadan put a lot of thought into hoe to appeal to innovators
one important piece was the packag
they worked hard to create a bottle and label that looked different
conveyed Sir kensington's values
They ended up with a bottle
label that looked like nothing else in the ketchup aisle-it was short
squat
้had a wide opening at the top
had Sir kensington's image prominently displayed on the front
They figured that combination would incent an innovator to pick the bottle up
One it was in the hands of the innovator
the label took over
The label drew a clear distinction between Sir kensington's
other ketchups
The label reminded the shopper that Sir kensington's was made strictly from natural ingredients
with half th sugar
half the salt of traditional ketchup
They figured the label would close the sale