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tale 101
the big award Written by
Rainer: rainer.lehrer@yahoo.com Learn
languages (via Skype): Rainer: + 36 20 549 52 97 or + 36 20 334 79 74 |
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The big award It was a small, local company. It
produced mineral water, or rather, it filled the healthy liquid that emerged
from the depths into plastic bottles and supplied it to the catering trade
and grocery stores in the local area. This was a slowly emerging
concept after the end of the war, because of the increasing pollution of the
groundwater by fertilizers; the digging of new wells was prohibited by law
and people with increasing incomes no longer wanted to drink tap water.
Especially sparkling water was the big hit, and the deep spring water was
simply enriched with carbonic acid. After a long period of business
without competition, supermarket chains also appeared in the smaller towns,
even in larger villages. Initially, orders rose because it was cheaper for
these large corporations to get local supplies. But then, the shopping chains
started buying up the water sources and putting their own emblem on the
bottles. The advertising on radio and television did the rest. Soon people
only wanted to enjoy branded water, although it was only water in the opinion
of the owner of the family business. His grandfather had been the
right man in the right place at the right time after the war and had secured
the license for it. For a long time, the family had good connections to
personalities in various offices. However, there was something
these big companies were doing better. Their sales strategies and products
were studied again and again. What was striking was the amount of information
about environmental protection and competitions in which these products had
won. The award-givers were completely unknown in all cases, but it still
looked impressive when the awards’ labels glittered on the products. The
question arose, how could one get such an award? Letters were sent to the
advertisers and one waited eagerly for answers. In most cases, these did not
arrive, or the amount for participation was outrageously high. It was found
very often that the examination board consisted of only one person in a mini-office. Therefore, the decision was made to do the same. An employee of the company was sent to a large foreign city where he rented a tiny one-room-apartment, then had a company registered with the authorities that allegedly dealt with product inspection, ordered an emblem and some forms from a printing company, sent in a certificate of success and a sample of the emblem to his home company. The award emblem was placed on the plastic bottles in a large format. The sales increased a bit again because people were impressed by it.
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