Hussain Masood in Pakistan
Please describe what the organization/company you work with does, how it is set up and where it is located?
The Vestergaard Frandsen Group is an international company founded in Denmark in 1957. They specialize in complex emergency response and disease control textiles, with clients all over the world.
With headquarters in Switzerland and branch offices in Denmark, India, Ghana, Nigeria, Vietnam, Kenya, USA and UAE, and licensed production in India, Vietnam and Thailand, the Vestergaard Frandsen Group is able to meet complex emergency needs at a very short notice.
Over the years, they have been associated with most non-governmental organizations, UN agencies as well as ministries of health of various countries.
The Vestergaard Frandsen Group takes pride in its superior technological and quality standards, innovative products and constantly works on new product development as complex emergencies require. Precision, Speed of Response, Passionate People and Imagineering makes us a leader within our field.
What is the organization/company doing well?
-consulting through MWB
-lobbying with Governments and non-profit organizations across the globe
-creating awareness against malaria, water-borne diseases and emergency relief
-responsible for playing their part in eradicating guinea worm disease in Africa through innovative product called Lifestraw
-understand the industry in illustrious fashion with 83% market share of aid industry in the niche category of Long lasting insecticidal nets
-driving key understanding in switching to pre-treated nets for users of other products especially in bednet category
-focusing on diversity in the work-force by virtue of geographic spread of target market
Where could the organization/company improve?
It can improve its approach towards commercially marketing a behavioral change product to vulnerable population in the developing world. Products are just right for them but illiteracy, lack of basic health education and stifled purchasing power force people to take chances with their lives against natural odds. Malaria prevention is a significant niche and so is any other mosquito driven nuisance. Malaria could revive in Europe in a couple of decades if the global warming trend persists.
It is great that VF took a strategic decision of entering in retail markets directly and reducing its reliance on NGOs and health ministries for the distribution of its products. This effort will serve as a litmus test for other organizations in the aid industry as well. Private entrepreneurship has to participate in reaching out to consumers directly as public sector is marred with bureaucratic hassles, undue delays and poor supply chain environment. Another fact more serious is the need for support of local governments in reducing or eliminating tariffs on our products.
The strategic intent shown by VF in entering into retail has to face this formidable challenge of convincing governments for tariff exemptions. Government, on the other hand, has the responsibility of providing level playing field for all participants in its market economy. Our products are expensive after adding tariffs and local duties for our financially challenged target market.
Devising an effective global PR strategy to negotiate with governments on duty reduction for our categories should be part of the global retail initiative. Secondly, VF needs to make its products convenient and user friendly to get sticky with consumers. Thirdly, supply chain can be made more agile and need driven. Plants, distribution and sales need more synchronization especially in aid industry. Producing superior products wins tribute but can’t relieve the suffering until it reaches the right people at the right time. It is extended supply chain.
What are some aspects of the local cultural that should be understood when foreigners consider doing business in this country?
This (Pakistan) is a tough country to do business in. I’ll not refer this claim to red tape, trade wrangling, business partnerships that are part of the business risk, but the kind of consumer mix that poses challenging risks for new brands. Many foreign brands are selling millions of dollars worth of merchandise every year to the consumers in Pakistan. A
Another side of the coin tells us disturbing but expected Pareto rule of 80:20. They are selling to the top of the pyramid. What throws challenge to the companies willing to enter in disease oriented products marketing, understanding the consumer takes foremost importance. I visited a family in the remotest town of Sindh province. Their daughter died last year due to malaria. They share a mud hut on a piece of land and live with 13 members including 4 pets. My search for the family affected by malaria in its gruesome face was for two reasons: finding right communication strategy after analyzing the behavior adoptions made by the malaria victim family and also putting the Head of District Chief for National Malaria Control Program false after his claims of no malaria deaths in his territory in last 20 years. They live in dark ages by any standards. My quest brought me to the conclusion that even death in the family is not enough to adopt precautionary measures for saving the rest. These families living on agricultural lands in Pakistan are especially vulnerable to mosquito attacks. They are poor but could take a simple decision of buying a life saving product. But this decision making process is actually a behavioral change exercise.
What are some aspects of the local business environment (e.g. registration of company, government’s role in business, business items unique to this country) that should be understood when foreigners and locals consider doing business in this country?
The best way of course is to come through MWB. Very soon MWB will be able to attract talent in consulting from IBA, Karachi, and the top business school in Pakistan. I am working with the Acting dean of Marketing here in Karachi for introducing electives in MBA program on social marketing. This will be the first step in attracting local talent for projects in conservation, environment, and micro-enterprise and social relevance.
What were the direct and indirect results/deliverables as a result of your placement? Please be as specific as possible. Please provide both soft and hard examples. Hard examples include number of clients/people trained, dollars raised, people impacted, etc)
Direct: Marketing plan for launching Permanet in Pakistan
Indirect: VF understands Pakistan better and this improvement in understanding will help them in taking strategic direction for their retail business.
Are there opportunities in this field (e.g… health, agriculture or finance) for local and international entrepreneurs?
Immense. These opportunities that bring with them social improvements are extremely attractive.
Questions about Personal Experience:
Why are you interested in international development and private sector development?
This will drive the public sector. Future of best governance rests on this partnership where Government will reduce their role in distribution and gets more interested in providing necessary support to reach to the consumers in cost effective and profitable manner.
Originally, why did you want to participate in this program?
I was convinced that this was a solid oppurtunity.
What were your main challenges, both personally and professionally?
I need a new challenge every two years.
Was the monthly stipend of $1,500US/month sufficient and how, if needed, would you change the way and what MBAs Without Borders financially covers?
It’s fine as long as accommodation is free. Think about raising it when you could raise more funds.
What would have made this experience even better for you?
It helped me look into a totally new industry based on social entrepreneurship. People are busy selling their products to an amazingly diverse group of people in extremely challenging circumstances. They have to respond quickly as natural calamities are the biggest source of their business.
What advice would you like to offer future MBAs who work abroad for MBAs Without Borders?
Keep your wits. 6 months are not long.
Why would you recommend others to participate on MWB programs?
-diversity in your work experience usually appreciated by employers
-Satisfaction in playing your part in saving and affecting lives before submerging oneself in selfish, mundane world
-Counting it as a sabbatical you have never taken in your professional life
What are some of your goals and aspirations (i.e. job, personal, etc), that you are planning for once this placement has concluded
Looking to leave the country till power crisis ends.
One option is to stay here and produce your own electricity.