Sales and Marketing
Demand was strong for WACKER’s chemical products in 2018. We saw some products sell out, chiefly in silicones.
WACKER’s chemical business is geared to three customer groups: key accounts, customers and distributors. WACKER currently has some 36 key accounts, through which we generated around 24 percent of our total chemical sales in 2018. More than 50 percent of sales stemmed from about 8,000 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 is central to strengthening WACKER’s branding and product advertising, and to effectively supporting the sale of products. In 2018, we spent €17.8 million (2017: €17.0 million) on marketing communication.
Attendance at 103 Tradeshows Worldwide
In 2018, WACKER’s global tradeshow presence grew once again. In total, we exhibited at 103 tradeshows (2017: 91). We carry out qualitative and quantitative analyses on how successful our tradeshow communication has been. In 2018 alone, we subjected 40 tradeshows to such analyses.