Braskem Bundle
How has Braskem shifted from commodity resin seller to sustainability-led partner?
Braskem pivoted in 2010 with I’m green bio-PE from sugarcane, building a sustainability-first narrative that unlocked long-term contracts and premium pricing despite petrochemical cycles. Its integrated footprint spans 40+ units and exports to 70+ countries.
Braskem’s sales and marketing blend key-account teams, application development centers, digital portals, and circular-economy partnerships to serve packaging, consumer goods, construction, and automotive customers.
What is Sales and Marketing Strategy of Braskem Company? Braskem Porter's Five Forces Analysis
How Does Braskem Reach Its Customers?
Braskem’s sales channels mix direct B2B key-account engagement with distributor support and growing digital self-service, targeting converters, brand owners and OEMs across the Americas, Europe and Asia while expanding recycled- and bio-PE offtake frameworks.
Direct regional key accounts
Regional key account teams and technical service engineers own large converters, brand owners and OEM relationships, preserving volumes via legacy contracts in Brazil and Mexico.
Authorized distributors
Distributors serve small and mid-sized converters and niche markets in North America and Europe, especially for specialty copolymers, compounded materials and small-lot engineering resins.
Digital ordering & portal
Since 2019 Braskem’s customer portal enables order tracking, CoA downloads and technical data; by 2024 digital-assisted orders represented a growing minority as omnichannel SMB support expanded.
Specialty & circular channels
Circular feedstock partnerships and offtake agreements (Prism and Wenew families) sell recycled-content and bio-PE via direct joint-qualification with brand owners and via distributors for niche applications.
Channel choices align with asset footprint: U.S. PP capacity (Houston, Pennsylvania/Delta) strengthened direct sales, tolling and compounding partnerships, while the Triunfo green-PE line opened export corridors through Santos and European ports; strategic alliances aided resilience during weak spreads in 2023 and supported premium product utilization.
Channel evolution & strategic metrics
Braskem shifted toward long-term supply agreements for bio-PE and recycled resins and piloted DTC-style e-commerce in Europe to capture tail customers, maintaining share via distributor and packaging alliances.
- Direct B2B remains primary motion for large converters and OEMs, underpinning volume stability in Brazil and Mexico
- Distributor networks handle specialty copolymers, compounded grades and SMBs in North America and Europe
- Digital-assisted orders increased through 2019–2024; portal functions include tracking, CoA and technical data access
- Recycled/bio feedstock offtakes (2019–2024) expanded, with joint qualification programs and distributor routes for niche end-uses
See wider context in the company timeline and market positioning: Brief History of Braskem
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What Marketing Tactics Does Braskem Use?
Marketing Tactics for Braskem emphasize account-based marketing and technical co-development through application labs in Brazil, the U.S., and Europe to drive spec-in for PE/PP/PVC and circular solutions, supported by digital hubs, SEO, targeted webinars, and trade-show presence to convert industrial buyers.
Account-based technical co-development
Application labs co-create downgauged films, lightweight auto parts, and mono-material packaging with customers, producing case studies and white papers for content marketing.
Digital product hubs
SEO-optimized product pages host PE/PP/PVC datasheets and technical resources to capture search intent for product specification and supplier selection.
Content & thought leadership
LinkedIn thought leadership, webinars on circular design, and white papers leverage lab results and LCAs to influence brand-owner sustainability leads and specifiers.
Performance digital campaigns
Paid search targets keywords like 'bio-based polyethylene' and 'recyclable packaging resins'; regional performance marketing aligns with supply windows to boost conversion during freight volatility.
Email nurture & segmentation
Segmented nurture streams for film converters, injection molders, and sustainability leads deliver performance benchmarks and LCA data; technical audiences report CTRs above industrial averages.
Trade shows & industry credibility
Presence at K-Fair, NPE, Chinaplas, and Pack Expo plus industry journals and standards bodies sustains technical credibility and channel relationships.
Analytics, tools, and experimental pilots
Braskem integrates LCA tools, VOC surveys, and a Salesforce-based marketing automation/CRM stack to score leads, track spec-in progress, and personalize outreach while running pilots on recyclability and traceability.
- Application labs in three regions feed case studies used in content and PR.
- From 2021–2024 the mix shifted toward sustainability: ISCC Plus certifications and recycled-content launches increased earned media and partner pilots.
- Experimental tactics include QR-coded packaging for end-user education and open-innovation calls with startups to improve sorting and traceability.
- Regional performance marketing ties promotions to logistics windows, improving conversion during freight and margin cycles.
Related reading: Mission, Vision & Core Values of Braskem
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How Is Braskem Positioned in the Market?
Braskem positions itself as a sustainable, innovation-forward materials partner, emphasizing circular and lower-carbon plastics through bio-based, recycled, and design-for-recycling solutions while retaining performance; messaging targets procurement and sustainability teams at CPGs, converters and OEMs.
Value proposition
Braskem's core message: enable circular, lower-carbon plastics at scale via bio-PE, mechanically and chemically recycled resins, and design-for-recycling, positioning the company beyond a commodity resin seller into a solutions partner.
Visual identity
Clean, future-forward aesthetics with sub-brands—'I'm green' for bio-based and Wenew/Prism for circular solutions—signal environmental differentiation and consistency across touchpoints.
Tone of voice
Technical yet optimistic, prioritizing measurable outcomes such as documented CO2 reductions and recyclability rates in case studies and LCA summaries.
Differentiation
Leverages scale leadership in the Americas and a diversified portfolio across PE, PP, PVC and chemicals, combined with awards and certifications like ISCC Plus to claim environmental credibility.
Braskem maintains consistency across portals, trade events and documentation with harmonized LCA reporting and disclosures; transparency increased in 2023–2025 with expanded ISCC Plus coverage, published bio‑PE capacity figures and recycled‑content availability to meet tightening regulator and consumer scrutiny.
Target audiences
Primary buyers include procurement and sustainability teams at global CPGs, converters and OEMs focused on 2025–2030 packaging and emissions targets; messaging is tailored to procurement KPIs and regulatory compliance needs.
Scale metrics
As of 2024–2025 Braskem reported expanding bio‑PE capacity and growing recycled resin availability; ISCC Plus certification coverage rose materially across facilities to support corporate sustainability claims.
Sales and marketing alignment
Go‑to‑market emphasizes technical selling, LCA-backed value propositions and rapid response communications on circular‑economy policy changes to preserve trust and counter competitor claims.
Channel strategy
Distribution and logistics strategy prioritizes regional scale in the Americas while supporting global CPG supply chains through direct sales, channel partnerships and technical service teams.
Performance claims
Marketing highlights measurable outcomes: CO2 reductions per tonne in LCA reports, recyclability rates in application testing, and availability of recycled-content grades for packaging converters.
Competitive posture
Transparency and certification growth in 2023–2025 helped defend market positioning versus other resin majors and supported claims in sustainability-driven procurement processes.
Key elements
Brand positioning elements used in Braskem sales strategy and Braskem marketing strategy include:
- Portfolio diversification across PE, PP, PVC and chemicals to meet varied customer specs.
- Certification-backed sustainability claims (notably ISCC Plus expansion through 2024–2025).
- Sub-brands 'I'm green', Wenew and Prism for clear product segmentation.
- Harmonized LCA reporting and measurable KPIs for procurement decision-making.
For a broader review of tactics and market approach see Marketing Strategy of Braskem.
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What Are Braskem’s Most Notable Campaigns?
Key campaigns for Braskem up to 2025 focused on bio-based resins, circular solutions, design-for-recyclability, regional PP growth and reputation management to protect premium lines and long-term contracts.
I’m green global rollout
Objective: establish leadership in bio-based resins and secure premium brand-owner contracts with a value proposition of 'same performance, lower carbon'. LCAs supported claims of up to ~70% CO₂ reduction versus fossil PE; capacity scaled to 260 kt/y and multi-year supply deals with top packaging brands through 2024.
Wenew circular solutions launch
Objective: expand recycled-content PP/PE portfolio and drive spec-in for recyclable packaging. Campaign used case-led marketing, ISCC Plus certification and joint PR to accelerate qualifications in 2023–2024 and grow RC-content program pipeline in North America and Europe.
Design for Recyclability program
Objective: co-develop mono-material PE/PP solutions to replace mixed laminates. Results included downgauging and recyclability wins showcased at K 2022 and Pack Expo 2023/2024, supporting resilient premium film volumes via rapid prototyping and technical service.
North America PP awareness & capacity
Objective: fill new PP capacity and raise profile with U.S. converters. Regional roadshows, distributor co-marketing and targeted ads improved lead flow and account penetration in 2022–2024, supporting utilization during cyclical softness.
Crisis and reputation management ran alongside commercial campaigns to protect customer trust and supplier inclusion during petrochemical cyclicality.
Channels & tactics
Mix: influencer-style partnerships with CPG sustainability leads, trade shows, microsites, LinkedIn, webinars, earned media and joint PR with recyclers and brand owners to drive Braskem go-to-market traction.
Certification & credibility
ISCC Plus, third-party LCAs and co-branded packaging claims were critical to convert procurement teams and maintain Braskem marketing strategy credibility in sustainability RFPs through 2025.
Results & metrics
Key outcomes: 260 kt/y I’m green capacity, accelerated customer qualifications for Wenew recycled grades in 2023–2024, and documented downgauging wins driving premium film volumes.
Sales enablement
Hands-on technical service, rapid prototyping and converter workshops shortened time-to-spec, improving Braskem customer segmentation conversion for industrial and packaging accounts.
Media & timing
Lesson: align media spend with supply windows and logistics hubs to maximize ROI and support distribution channels during market downturns.
Reputation outcomes
Proactive sustainability reporting and stakeholder dialogues helped maintain inclusion in key customer supplier lists and advance sustainability RFPs, underpinning long-term contracts and premium positioning.
Campaign takeaways
Successful campaigns combined credible scale, technical validation and supply-chain transparency to overcome quality skepticism and secure premium placements.
- Certifications (ISCC Plus) and LCAs drove trust
- Co-branded claims enabled premium pricing
- Technical service shortened sales cycles
- Regional tactics tied to logistics and capacity windows
Further context on commercial model and revenue implications is available in the article Revenue Streams & Business Model of Braskem.
Braskem Porter's Five Forces Analysis
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- What is Brief History of Braskem Company?
- What is Competitive Landscape of Braskem Company?
- What is Growth Strategy and Future Prospects of Braskem Company?
- How Does Braskem Company Work?
- What are Mission Vision & Core Values of Braskem Company?
- Who Owns Braskem Company?
- What is Customer Demographics and Target Market of Braskem Company?
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