Sales and Marketing (unaudited section)
WACKER recorded a significant increase in sales in all business divisions in 2021. High sales volumes and better prices were the main drivers. The largest percentage growth was achieved by WACKER POLYSILICON, which nearly doubled its sales. The three business divisions WACKER SILICONES, WACKER POLYMERS and WACKER BIOSOLUTIONS each increased their sales by a double-digit percentage.
WACKER’s chemical business is geared to three customer groups: key accounts, regional customers and distributors. WACKER currently has 40 key accounts, through which it generated around 26 percent of its total chemical sales in 2021. More than 50 percent of sales stemmed from about 5,000 active relationships with other customers. Our distributors account for some 22 percent of sales.
Marketing communication plays a central role in supporting branding and the sale of products. In 2021, WACKER spent €5.7 million on marketing communication (2020: €7.5 million).
There were 48 tradeshows (2020: 32). We analyze the success of tradeshow communication in both qualitative and quantitative terms.