Several years ago, Mzalendo Company developed a powdered hot drink mix called Tamtamu. Mzalendo produced the beverage in three flavors - hot beef, apple spice and orange - and it was packaged in 15 ounze jars. The selection of these specific flavors was based on the intuition of a major executive at Mzalendo. Research and development personnel at Mzalendo created very rich, natural tasting flavors for use in Tamtamu

Mzalendo company practiced a premium pricing strategy and positioned its products as being recreational. They customers were strictly retail outlets and restaurants in the affluent parts of town.

Why did Mzalendo introduce Tamtamu? The primary reason was that some of the company's executive believed there were a wide variety of cold drinks available to consumers, whereas consumption of hot drinks was limited mainly to three beverages - coffee, tea and hot chocolate. Because of this limited choice, Mzalendo executives thought there should be room in the market for another hot drink. Tamtamu was introduced in five major geographic markets and it was a total failure.

What are some of the possible reasons for Tamtamu failure? [2 Marks]

What marketing philosophy/orientation was Mzalendo pursuing? [2 Marks]

What was Mzalendos Market targeting strategy. [2 Marks]

What was Mzalendo Companys target market strategy [ 2 Marks]

On what basis did Mzalendo Company segment the market [ 2 Marks]