Presentation on theme: "Port of Hamburg Marketing Range of services Bengt van Beuningen"— Presentation transcript:
1Port of Hamburg Marketing Range of services Bengt van Beuningen Port of Hamburg Marketing Reg. Assn.
2Definition of International Marketing (1/3) International Marketing isthe performance of business activitiesdirecting the flow of products and servicesfrom producer to consumerin different countries.
3Definition of International Marketing (2/3) A successful performance of themarketing function is contingent uponthe adoption of the marketing concept,consisting ofa: a customer orientation,b: an integrated marketing organisation, andc: customer satisfaction.
4Definition of International Marketing (3/3) Marketing Management is the execution of anindependent or a company´s marketing organisation.Marketing management is assigned decision-makingauthority over:product strategy,communication strategy,distribution strategy, andpricing strategy.The combination of these four aspects of marketingis referred to as the marketing mix.
5Port of Hamburg Marketing Regd. Assn. or HHM The „Port of Hamburg Marketing Regd. Assn.“concentrates itself on the communication strategy.HHM is an organisation with approx. 220 members,most of them from the Hamburg Metropolitan region.HHM is a public-private-partnership (ppp).HHM is in daily business driven by several HHM working groups, were the PR and sales people of member companies realise their input and influence.
6Structure Port of Hamburg Marketing MemberCompanies
7Our vision is to support all our member HHM: visionOur vision is to support all our membercompanies in that way, that the clients ofthe port as well as the whole port communityconsiders Hamburg as the best port in Europe.By doing this, we had to secure Hamburgsdominant position as the absolutelyNo. 1 port in Germany.
8HHM is responsible for global port marketing. HHM: missionHHM is responsible for global port marketing.For this HHM operates an internationalnetwork of Port Representative Offices. This isto ensure that our customer are constantlyprovided with first hand information in duetime and if necessary in local language.HHM is responsible to realize the generalport Public Relation and market research.
9Port Representative Offices St. PetersburgHamburgDresdenWarsawMunichPragueBudapestViennaSeoulShanghaiHong Kong
10Port Marketing Organization Chairman& CEOSecretaryControllingInformation &CommunicationProjectDevelopementRepresentativesEurope (8)Representatives overseas (5)Press DepartmentLocal ProjectsPublicationsProjects for MembersExhibitions /EventsMarket ResearchNew Media /Internet
11Market Research Statistics Container traffic Throughput via Hamburg per quarterContainer traffic via Rotterdam, Antwerp and Bremen PortsGerman foreign trade divided into Hinterland regions and via HamburgTransit statistics via HamburgMonthly reportsResearch (optional)ArchivesInternetAugust 2005
12Event MarketingPrograms for Customers and multipliers from Press, Business, Officials, Science and EducationReports for Export IndustriesWorkshops, SeminarsConferencesAnnual Port Birthday
13Internet & MultimediaCompany ProfilesNewsletter for our membersPress Services (News Releases, Photos...)Basic Information on the Port and its various branchesInternetsites for our MembersPresentations for Members and special Events
14Publications & VideoPort of Hamburg HandbookPort of Hamburg Magazine Connections: Liner Service via HamburgPort of Hamburg MagazinePort of Hamburg Video
15Press & PhotoRegular Press mailings and Press ConferencesPress releases for member companiesActual photos and photo archiv
16ExhibitionsPort of Hamburg as a platform for HHM-member companies, e.g.Trans Russia, MoskauTransport Logistic, MünchenIntermodal, HamburgBreak bulk expo + conf., Houston5 – 7 exhibitions per year, worldwide
17Hamburgs´s USP (Unique Selling Position) Seaport with two seafront sidesNorth Sea / AtlanticBaltic Sea=2,533 Mio. TEU
18Hamburgs´s strategic approach meet your customerat minimum twice“think global, act local“=2,533 Mio. TEU