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Port of Hamburg Marketing Range of services Bengt van Beuningen

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Presentation on theme: "Port of Hamburg Marketing Range of services Bengt van Beuningen"— Presentation transcript:

1 Port of Hamburg Marketing Range of services Bengt van Beuningen
Port of Hamburg Marketing Reg. Assn.

2 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.

3 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.

4 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.

5 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.

6 Structure Port of Hamburg Marketing
Member Companies

7 Our vision is to support all our member
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.

8 HHM is responsible for global port marketing.
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.

9 Port Representative Offices
St. Petersburg Hamburg Dresden Warsaw Munich Prague Budapest Vienna Seoul Shanghai Hong Kong

10 Port Marketing Organization
Chairman & CEO Secretary Controlling Information & Communication Project Developement Representatives Europe (8) Representatives overseas (5) Press Department Local Projects Publications Projects for Members Exhibitions / Events Market Research New Media / Internet

11 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

12 Event Marketing Programs for Customers and multipliers from Press, Business, Officials, Science and Education Reports for Export Industries Workshops, Seminars Conferences Annual Port Birthday

13 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

14 Publications & Video Port of Hamburg Handbook Port of Hamburg Magazine Connections: Liner Service via Hamburg Port of Hamburg Magazine Port of Hamburg Video

15 Press & Photo Regular Press mailings and Press Conferences Press releases for member companies Actual photos and photo archiv

16 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

17 Hamburgs´s USP (Unique Selling Position)
Seaport with two seafront sides North Sea / Atlantic Baltic Sea =2,533 Mio. TEU

18 Hamburgs´s strategic approach
meet your customer at minimum twice “think global, act local“ =2,533 Mio. TEU

19 Thank you very much for your attention!

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