Focus on quality, not price: Finnish envoy

Says Pakistani companies need to improve branding, packaging, and marketing

KARACHI:

Pakistan needs to focus on offering quality products instead of competing on price to improve its exports, according to Finland Pakistan Business Council (FPBC) Chairman, and Honorary Consul General of Pakistan to Finland, Wille Eerola.

Speaking exclusively to The Express Tribune, Eerola said, “Pakistani companies, including those in the IT sector, often offer cheap prices, but buyers in Finland prioritise quality over price.” He said Pakistani companies need to improve their branding, packaging, and marketing to attract customers from afar.

“People look at the packaging and make purchasing decisions. People do not know about Pakistan in our country, so when they see a product, they cannot relate to it to make a buying decision,” said Eerola. He urged the Pakistani government to work on improving the image of the country and its individuals.

“If a former prime minister gives an interview to an international media outlet and says that the country is in turmoil and the system is near collapse, then foreign investors, businessmen and purchaser are not going to believe otherwise. Companies will be reluctant to give orders because they won’t know if they will be fulfilled or not,” he said.

Eerola also stressed the need for Pakistan to find its niche by promoting unique products, instead of being known for the cheapest. He criticised Pakistan for failing to promote itself, particularly in destinations like Europe.

Despite these challenges, Eerola said that international companies are still interested in Pakistan, and the country will overcome its economic challenges.

Meanwhile, Ezzat Natsheh, an official of Finnish company KONE, urged Pakistan to change its “seth” mindset, which discourages entrepreneurial skill development by allowing business decisions to be transferred to family members. Natsheh said the lack of clarity, stability, and the number of surprises in Pakistan make it difficult for businesses to invest in the country.

“To create jobs, the government needs to support entrepreneurs in Pakistan as they help create jobs. Education, which is teacher-centric in Pakistan, is old-fashioned and the teacher is expected to know everything. We have a system where students participate, and that way, they evolve a lot faster and greater,” said Eerola.

FPBC recently organised business summits in Islamabad and Karachi to strengthen bilateral trade and business between Pakistan and Finland, involving over 20 Finnish companies. Despite Pakistan’s efforts to reduce imports, the country’s trade deficit reached $21.3 billion in the first eight months of the current fiscal year, and exports have not achieved any significant improvement. The government has curbed imports and is attempting to improve exports.

According to Eerola, Pakistan must focus on improving its quality and branding to compete in international markets. By promoting unique products and improving packaging and marketing, Pakistani companies can attract international buyers and overcome their economic challenges.

Published in The Express Tribune, March 28^th, 2023.

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