MAL 17/17 MAL 17:17 MARKETING AFRICA | Page 80

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Compact Plus , DStv Compact , DStv Family and DStv Access . The campaign knocked down prices of the packages while increasing content access across board .
This was in realization of the changing face of pay-per-view broadcasting given the growth of internet related broadcasting through the growth of Netflix globally and the rise of Kwetse TV which offers its services online among other factors . The company also seems to understand that the 21st century audience are very restless and fickle , hence the need to keep them incentivized .
The phraseology , Business Unusual ( BU ) was given prominence by President Thabo Mbeki of South Africa in his last State of the Nation Address ( SONA ) in 2008 , as he attempted to position South Africa as an effective and speedy brand in its implementation of strategic policies and programmes .
Eight years after delivering the
inspiring message to South Africa , DStv has taken it to new heights . In complex local and global environment , it is offering more for less at the same quality .
Comparatively , one can see a whole world apart between the agility and swiftness at DStv compared to our lazy neighbors at the Zimbabwe Broadcasting Cooperation ( ZBC ). The best that the state broadcaster can do , is to partner with the dreaded Zimbabwe Republic Police ( ZRP ) to collaborate in forcefully squeezing licensing fees through roadblocks . No innovation ! No quality improvement ! Nothing !
The ZBC executives and leadership at large fails to realize that it has cobranded itself with the ZRP brand , which is akin to like adding horror on terror , which automatically creates terrible brand outcomes . The ZRP is also known for its corrupt officers who can brave rains to fleece the motoring public of its hard earned income on petty road offences .

‘‘ The national economy is in convolutions ! The national polity is defined by vile and cruel personalities who have since positioned the country to the rest of the world as a laughing-stock .

In other jurisdictions such offences can pass through as a warning . In essence the public perception on ZRP is that it is now a commercial policing institution , which raises money through fleecing the motoring public rather than waiting for fiscal allocations .
One will then ask if there is still a difference between the ‘ commercial security services ’ by Fawcett private company ? Put in

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78 MAL 17 / 17 ISSUE