The Little Store That Did Good

It was actually the elder Mr Somu who had built the business from scratch. He had been retrenched from his job as a manager and had not been able to get another job as he was too old. He had therefore decided that he would open a small shop for children’s garments.Over the past ten years the shop had grown bigger and bigger.

Mr Somu was old-fashioned and depended largely on personal touch in order to gain loyal customers.Hence when Mercantile Textiles opened a mammoth store a few doors away from him, he did not know what to do to compete against the giant. Mercantile’s on the other hand were highly specialised and had a huge advertisement budget. They began a campaign that was calculated to wipe Somu’s business out of the map of the republic.

Now, the challenge of facing up to the giants was felt to be an impossibility by most of Somu’s relatives and friends. Even loyal customers began to advice the old man to sell out or change his business. Only Mr Somu and his daughter Indra, had any hope. Indra had just completed a correspondence course in advertisement and was eager to put into practice her skills. Mr Somu himself was an old warrior and refused to run from a fight. Together, father and daughter planned their move.

They knew from the outset that if you clash with a giant, there would be no second chance. They prepared a campaign that would make Somu’s Textiles a household word. First of all they gathered a group of their friends and relatives. Then they printed leaflets, T-shirt, banners and flyers. The message in all the promotional material was a simple one: Somu’s was a family place. It was not just a place where textiles were gold. There was a reading room with books and comics that would entertain children while their parents shopped; there was a sitting room – with TV and magazines – for bored husbands to rest while their more energetic wives shopped. Drinks were provided at cost price. Printed material proclaiming the store as being renewed was vigorously distributed over a single weekend. The best part of the distribution was that the people distributing them went from house to house and spoke to the residents, There was no handing out leaflets at street corners.

When the store opened on Monday, there was a large queue outside Somu’s. The owner of Mercantile Textiles was on his way to work when he saw the crowd outside Somu’s. He slowed down his car to take a better look. When he reached his office he did not see the usual queue outside. He called an urgent staff meeting.He was in a rage as he threatened to sack the marketing manager unless the crowd came back within a week.

The marketing manager and his team got to work, but their competition was ahead. Meanwhile there was acelebration at Somu’s as Somu and Indra held a small porty for all those who had helped bring in a new era ín their business.

Word count:510

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