Dulcey by Valrhona: Blond Chocolate as a B2B Business Development Challenge: How can sales be developed for a product not yet embedded in professional practices?

A brand of the Savencia group, Valrhona specialises in the production of high-end cocoa, chocolate and confectionery. Founded in 1922, Valrhona is a pioneering and innovative company. It produces high-quality chocolates in close collaboration with key players in the French and international gastronomy sectors. Its presence in 73 countries ensures its international reputation, with turnover exceeding ¤180 million in 2020. In France, Valrhona currently supplies some 12,000 customers (90% of turnover is generated from professional clients). The Drôme-based manufacturer is the supplier of choice for most leading chefs and chocolatiers. Certified as a B Corp since 2020, the company is deeply committed to the cocoa sector: it helps preserve rare varieties, supports local producers and promotes the production of fair and sustainable chocolate.
Valrhona uses three sales channels:
-      the B2B channel involves sales to professionals, via Valrhona's sales team or the dedicated e-commerce site 'Valrhona sélection' ;
-      the B2C channel enables direct sales to consumers via the dedicated e-commerce site "Valrhona collection" ;
-      The B2B2C channel covers product lines intended for resale without further processing (e.g. sweets, bars, eggs), via professionals.
Valrhona offers a range of products for professionals, including a "Laboratory" line (couverture chocolate, pralinés, cocoa powders, decorative accessories, etc.), a "Chocolate Bonbons" line and a "Moulds and Accessories" line. To compete with both French manufacturers and major international groups, the company has strategically positioned itself as a premium chocolate brand driven by innovation. It now offers "a fourth colour of chocolate" with "Blond Dulcey", a 3kg-packaged chocolate with a biscuit-like flavour.
To develop sales of this new chocolate among professional pastry chefs and chocolatiers, Valrhona must be able to rely on its sales team.

This case study aims to introduce B2B sales to a novice audience. In particular, it enables learners to:
-      discover the basic concepts of B2B marketing, such as the product categories sold in a B2B context, B2B segmentation criteria and the upstream and downstream players;
-      familiarise themselves with the initial stages of the B2B sales process, namely prospecting and qualification, with a view to a future meeting ;
-      identify a prospect in line with the product's marketing target;
-      learn how to construct a convincing sales argument;
-      understand the challenges of B2B sales;
-      develop skills to present and defend a prospecting plan orally in a managerial setting;
-      help learners adopt a professional approach.

Business development, sales, B2B, prospecting, needs assessment, sales meetings

Students at business schools, universities or continuing education institutions.
Bachelor's or Master's level, Bachelor's degree specialising in B2B marketing or B2B sales.

Manufacture of cocoa, chocolate and sugar confectionery

Duration: 6 to 8 hours. Slide show to be handed out to learners, Slide show to be projected. "Red thread" case.

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 17