In Texas, which is known for its great BBQ, the sauce is the secret ingredient to tasty, mouth-watering BBQ ribs, pulled pork or brisket. Texas Petes BBQ has been rated the top BBQ in Dallas Cowboy Country for over 25 years. Its sauce, which comes in three flavors hot stuff, sweetie pie sweet and cactus vinegar is packaged in a 16oz plastic bottle with a basic black, red and white label. In the past 5 years, another BBQ sauce has entered the Dallas market on the tail-end of a Cat 4 hurricane and grabbed 10% of Texas Petes BBQ sauce sales. Slap Da Ribs BBQ sauce has two flavors smokin hot and sweet baby sugar is packaged in a 8 oz glass bottle with an eye-catching 4-color label. Although blind taste-testing research still shows Texas Petes BBQ sauce to be the best, the company may need to re-evaluate its packaging and label. You have been hired to review research and make recommendations on the companys BBQ sauce packaging.

QUESTIONS

1. How will you obtain consumer feedback about Texas Petes current BBQ sauce packaging?

2. If research is your answer, what research approach will you take? Provide some focus group or survey questions.

3. If research can not be funded in the companys budget, how will you get consumer feedback?

4. What product image do you want to portray with the packaging? Why is this important?

5. With the goal of a classy, eye-catching new package (container and label) design, what are your recommendations for Texas Petes three sauce product line? Graphics, colors, font, foil, bottle?

6. Do you recommend keeping the brand name? Why or why not?

7. Do you recommend a sub-brand name for each sauce? Why or why not?