NIH: It all started in year 2000 when one of our Directors saw Berlitz abroad and decided to buy the Franchise for Pakistan.
Initially we targeted the expatriate and corporate market followed by Berlitz Globally, however due to 911, the company found itself in a complete fix. Nevertheless, we diverted the focus of our product to the local consumers.
One of the major challenges we came across while developing Berlitz was convincing our clientele of our premium quality versus the price. Consequently, our customers having experienced our premium quality became our one of our biggest assets; hence, 70% of the business is from referrals.
BR: Who are your closest competitors and how fierce is the competition?
NIH: As far as our Language Business is concerned, we don't have much competition in Pakistan as no one is capable of delivering results like Berlitz does. But we do have a lot of competition in Leadership and soft skills training, again Berlitz has an edge being a Global Company. Additionally, TMC, the former Leaders in Leadership Training, was also acquired by Berlitz a few years ago.
BR: What is your biggest client segment? Individuals or corporate?
NIH: We have 60 % of consumers, out of which 50% are professionals and 40 % Corporate, however, globally Berlitz has 80% Corporate. We have a list of over 120 companies in Pakistan, who have taken or are taking services from us.
BR: Does Berlitz also offer counselling services or it is just aimed at language instructions?
NIH: Currently we are dealing with Leadership and Language Training primarily, however our counselling services are under consideration.
BR: How do you gauge the efficacy of your students in the real environment?
NIH: We have a very effective Quality Cycle, where we evaluate our instructors every second month and we have a very comprehensive evaluation system for our learners.
BR: How do you see the demand for Berlitz services in Pakistan?
NIH: Training is I think very much needed in any business environment be it a country like Pakistan or any other developed country. Today the Business environment is very competitive and to outsmart your competition you need training; good quality training from companies like us.
BR: What would you like the government to do for Berlitz ?
NIH: Government can consider making us the standard for hiring in their organisation, specially teaching and foreign affairs so there staff would perform better, be more efficient. Like Berlitz is internationally accepted in aviation industry and is recommended by ICAO, civil aviation desperately needs companies like us to achieve their goals.
BR: Does your company has any contribution for people who need help and can't afford your services?
NIH: Yes, we strongly believe in giving back to society, we train a large number of students for free every year. We train approximately 50 to 60 kids for a charity school every year. Any individual who requires financial help can approach us, complete the requirement form and avail 10% to 100% scholarship and get their required language training done.
Nadeem Inam ul Haq Country Manager, Berlitz
PROFILE
Nadeem Inam ul Huq is Director, Berlitz Language Center and an entrepreneur who identified and successfully captured the market niche for the language business in Pakistan.
With over thirteen years experience in Marketing and Sales and a recognised Masters degree from a foreign university, Nadeem has been a part of prestigious and well known brands in the educational, financial and pharmaceutical industries.
As a team leader he is an energetic self starter who enjoys training sales and marketing staff and has further consolidated his interest in schooling by being a part of the visiting faculty of a well known business school where he taught sales management and marketing.
A firm believer in innovation and constant learning, Nadeem often participates in management and training workshops abroad, to import and implement effective concepts and solutions in Pakistan.
In his fast paced career, spread over a span of eighteen years, Nadeem has always been very passionate about brands and brand management, and exudes an elevated level of enthusiasm affiliated with the subject, contagious to his team members. His wide business perspective, gained from his experience in the financial sector helps him make immaculate decisions. As a result, he has successfully established direct marketing ventures before, and a strong brand image for Berlitz in Pakistan.
His winning selling strategies and approach for an optimum level of customer service have resulted in a high degree of brand loyalty and a firm reputation as a quality service provider for Berlitz.
His commitment and dedication to his work leave him with little time for his family and his secondary aspiration, golf.