Abstract
Remarkable things do happen in rather unremarkable settings. The case of the Democratic Progressive Party of Malawi, a new political party on the political scene which won elections in 2025 renders credibility to this saying.
Looking at the topic from a marketing orientation perspective, the study examines the role of marketing in changing voting behaviour in an electoral contest. In a country where voting has largely been along tribal and regional lines in previous elections, for this new party to achieve this electoral feat, something more than a good campaign programme is the plausible explanation. The research paper shows that marketing has gradually taken centre stage in politics in Malawi. Through interviews with politicians, media managers and focus groups discussions with engaged voters, it was acknowledged that the strategic use of marketing was responsible for the party’s winning elections in 2025.
In a country with many political parties showing ideological convergence, it is very difficult for voters to decide which party to vote for based purely on electoral issues and cognitive messages. Therefore, marketing can be attributed to be the sieve for sifting the winning party from the rest of the pack.