Sales and Marketing (unaudited section)
WACKER recorded significant increases in sales at all business divisions in 2022. High sales volumes and better prices were the main drivers. The largest percentage increase was achieved by WACKER POLYSILICON, at around 50 percent. 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 2022. More than 50 percent of sales stemmed from active business connections with about 5,000 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 2022, WACKER spent €8.5 million on marketing communication (2021: €5.7 million).
54 tradeshows took place (2021: 48). We analyze the success of tradeshow communication in both qualitative and quantitative terms.