This case study by Ccelera details how Ligabue Group, a prominent Food Service player, strategically expanded its B2B operations into the B2C consumer market. Facing the challenge of redesigning their business strategy and processes to enhance brand awareness and competitiveness, Ligabue Group chose to integrate advanced SAP solutions. By leveraging SAP Business Technology Platform (BTP), SAP CPQ, SAP CIAM, and SAP Emarsys, they successfully opened their corporate CRM externally. This transformative project enabled comprehensive management of products, pricing, secure customer authentication, and integrated B2B/B2C marketing campaigns. The initiative allowed Ligabue Group to meet evolving market needs comprehensively, proving pivotal in their unique B2C market entry strategy.

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