107) 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 was 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 the 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 the 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 for 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. Back to list!

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