Presentation on theme: "Port of Hamburg www.mainport-hamburg.de Range of services Port of Hamburg Marketing Bengt van Beuningen Port of Hamburg Marketing Reg. Assn."— Presentation transcript:
Port of Hamburg www.mainport-hamburg.de Range of services Port of Hamburg Marketing Bengt van Beuningen Port of Hamburg Marketing Reg. Assn.
Port of Hamburg www.mainport-hamburg.de Definition of International Marketing (1/3) International Marketing is the performance of business activities directing the flow of products and services from producer to consumer in different countries.
Port of Hamburg www.mainport-hamburg.de Definition of International Marketing (2/3) A successful performance of the marketing function is contingent upon the adoption of the marketing concept, consisting of a: a customer orientation, b: an integrated marketing organisation, and c: customer satisfaction.
Port of Hamburg www.mainport-hamburg.de Definition of International Marketing (3/3) Marketing Management is the execution of an independent or a company´s marketing organisation. Marketing management is assigned decision-making authority over: product strategy, communication strategy, distribution strategy, and pricing strategy. The combination of these four aspects of marketing is referred to as the marketing mix.
Port of Hamburg www.mainport-hamburg.de Port 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.
Port of Hamburg www.mainport-hamburg.de Structure Port of Hamburg Marketing Member Companies
Port of Hamburg www.mainport-hamburg.de HHM: vision Our vision is to support all our member companies in that way, that the clients of the port as well as the whole port community considers Hamburg as the best port in Europe. By doing this, we had to secure Hamburgs dominant position as the absolutely No. 1 port in Germany.
Port of Hamburg www.mainport-hamburg.de HHM: mission HHM is responsible for global port marketing. For this HHM operates an international network of Port Representative Offices. This is to ensure that our customer are constantly provided with first hand information in due time and if necessary in local language. HHM is responsible to realize the general port Public Relation and market research.
Port of Hamburg www.mainport-hamburg.de Port Representative Offices Shanghai Seoul Hamburg Prague St. Petersburg Warsaw Budapest Munich Vienna Dresden Hong Kong
Port of Hamburg www.mainport-hamburg.de Port Marketing Organization Chairman & CEO Secretary Controlling Information & Communication Market Research Press Department Exhibitions / Events Publications New Media / Internet Project Developement Local Projects Projects for Members Representatives Europe (8) Representatives overseas (5)
Port of Hamburg www.mainport-hamburg.de Market Research Statistics Container traffic Throughput via Hamburg per quarter Container traffic via Rotterdam, Antwerp and Bremen Ports German foreign trade divided into Hinterland regions and via Hamburg Transit statistics via Hamburg Monthly reports Research (optional) Archives Internet August 2005
Port of Hamburg www.mainport-hamburg.de Event Marketing Programs for Customers and multipliers from Press, Business, Officials, Science and Education Reports for Export Industries Workshops, Seminars Conferences Annual Port Birthday
Port of Hamburg www.mainport-hamburg.de Internet & Multimedia Company Profiles Newsletter for our members Press Services (News Releases, Photos...) Basic Information on the Port and its various branches Internetsites for our Members Presentations for Members and special Events
Port of Hamburg www.mainport-hamburg.de Publications & Video Port of Hamburg Handbook Port of Hamburg Magazine Connections: Liner Service via Hamburg Port of Hamburg Magazine Port of Hamburg Video
Port of Hamburg www.mainport-hamburg.de Press & Photo Regular Press mailings and Press Conferences Press releases for member companies Actual photos and photo archiv
Port of Hamburg www.mainport-hamburg.de Exhibitions Port of Hamburg as a platform for HHM-member companies, e.g. Trans Russia, Moskau Transport Logistic, München Intermodal, Hamburg Break bulk expo + conf., Houston 5 – 7 exhibitions per year, worldwide
Port of Hamburg www.mainport-hamburg.de Hamburgs´s USP (Unique Selling Position) =2,533 Mio. TEU Seaport with two seafront sides North Sea / Atlantic Baltic Sea
Port of Hamburg www.mainport-hamburg.de Hamburgs´s strategic approach =2,533 Mio. TEU meet your customer at minimum twice “think global, act local“
Port of Hamburg Thank you very much for your attention!