Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Marketing Plan in the Philippine Setting, Marketing Strategy
Q1: Bizu is a premium brand of cakes and restaurants. How did you decide that this is the way to go? The first thing that I did when I set out to create Bizu was to search my soul. I have always dreamt of running a patisserie similar to the ones found in France and wondered why we didn’t have anything like that here. I loved their lavish interiors and the delectable desserts that catch your eye and beg to be bought. So in putting up Bizu I hoped that other people would share my vision of a French patisserie here in Manila. In some respects I didn’t decide if my business should be a premium brand, it was a coincidence that people appreciated that I brought the Parisian patisserie…
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Defending Your Turf by Josiah Go

Defending Your Turf by Josiah Go

Articles
I thank the Association of Young Filipino-Chinese Entrepreneurs (formerly Anvil Club) as well as the Federation of Indian Chambers of Commerce for inviting me to give a talk about “Defending Your Turf” recently. The topic on defensive marketing has attracted a bit of attention as of late, especially among those with successful businesses. This type of marketing is different from marketing for growth, which may be either market-driven (marketing to the served market) or market-driving (marketing to the underserved and unserved market). There are, after all, many branches of marketing strategies. Every time a profitable growing business is made, you can be sure that competition will be attracted to join the industry sooner rather than later. Since corporate performance is usually relative and seldom absolute compared to competitive moves, success…
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Growth in the  Fashion Industry by Josiah Go

Growth in the Fashion Industry by Josiah Go

Articles, Marketing
I recently attended a kid's fashion show at SMX Aura, a welcome break from my business conference routine. I learned that from 3,000 entries, 50 kids were shortlisted and trained to walk the runway. They were all so cute. I suddenly entertained the idea of wanting to be a grandfather. In the meantime, my family will have to make-do with Bailey, our good-looking Labrador. Gingersnaps, a Filipino fashion brand for children and maternity wear, has gone global, with stores throughout Southeast Asia and the Middle East, done via appointing distributors in each country. I often snapped Instagram pictures of familiar Filipino brands like Gingersnaps, Bench, Penshoppe, Jollibee, Potato Corner and the likes as I am proud that they have gone international. While I have given marketing talks and seminars in…
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Growing from Blue Skies and White Spaces by Josiah Go

Growing from Blue Skies and White Spaces by Josiah Go

Articles, Marketing
As a student of lifelong learning, I always search for ideas and knowledge as well as great minds and conversations to challenge my ways of thinking. I like seeing white spaces of opportunities for new methods, new frameworks and new possibilities. I was especially intellectually stimulated with a concept of a strategy book in the mid 2000s and was so enamored by it that I purposely sought its authors based in Europe to bring the concept to the Philippines. It was smooth sailing for the first three to four years until I was stopped by the new Asian regional headquarters set up in the late 2000′s. I would like to share some key learnings from that phase of my life. At the beginning, the authority to teach was personally handled…
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