Sales and Marketing (unaudited section)
While sales at WACKER POLYMERS and WACKER BIOSOLUTIONS rose, WACKER SILICONES posted a slight sales decline due to volume and product-mix effects and lower prices for standard silicones.
WACKER’s chemical business is geared to three customer groups: key accounts, regional customers and distributors. Currently, WACKER has 37 key accounts, through which it generated around 23 percent of its total chemical sales in 2019. More than 50 percent of sales stemmed from about 5,000 active relationships with other customers. Around 23 percent came from distributors, with 20 key distributors accounting for about 50 percent of all distributor sales.
Marketing communication plays a central role in supporting branding and the sale of products. In 2019, WACKER spent €14.8 million on marketing communication (2018: €17.8 million).
Attendance at 114 Tradeshows Worldwide
In 2019, WACKER attended 114 tradeshows around the world. We analyze the success of tradeshow communication in both qualitative and quantitative terms.