Sweet Donut — Bunge
Boosting CEE B2B Sales Through Channel Empowerment and E‑Commerce
Project Lead: Victor Harrison
Client: Bunge
Type of Program: Go-To-Market
Region: CEE — Central and Eastern Europe
Industry: Food and Ingredients, Oils and Fats
Client’s Product: Proffestional Fats, Solutions for Bakers, Solutions for Confectioners
Sweet Niche
How do you grow international B2B sales in a niche segment like professional fats for bakers and confectioners? The SWEET DONUT program, created by Victor Harrison for Bunge Kruszwica, empowered the channel partner sales network across Czechia, Slovakia, and Hungary. With localized support in four languages (English, Czech, Slovakian, and Hungarian), the initiative combined customer insight, digital transformation, and sales enablement to drive measurable results in the CEE market.
Objectives
- Increase international B2B sales
- Support B2B channel partner sales teams
- Target 3 countries: Czechia, Slovakia, and Hungary
- Operate in 4 languages: English, Czech, Slovakian, and Hungarian
- Gain a deeper understanding of customer needs and buying processes — especially bakers and confectioners
- Align the advisory selling process with the new e-commerce platform
Key Elements
Vex Framework
Victor Harrison’s Value Exchange Framework enabled a structured, insightful approach to:
- B2B buying and selling journey mapping
- Role and persona identification
- Development of value propositions tailored for specialized buyer groups
E-Commerce Platform Integration
- Platform to support both channel partner sales and the internal salesforce
- Included detailed product descriptions, specs, and images for professional users
- Live chat functionality for real-time customer interaction
Targeted Campaigns
- Bunge launched partner campaigns to generate leads
- Partners benefited from Bunge’s advertising activities and campaign infrastructure
Results
- Effective multi-country, multi-language sales enablement
- E-commerce aligned with B2B advisory selling
- Enhanced support for niche buyers in the baking and confectionery segment
- Increased international B2B sales across Czechia, Slovakia, and Hungary
Looking to modernize and empower your channel sales across borders?
Let’s build a program that fits your market.
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RFI / RFP
RFI / RFP
