Transcript Port of Hamburg

Range of services
Port of Hamburg
Marketing
Bengt van Beuningen
Port of Hamburg Marketing Reg. Assn.
www.mainport-hamburg.de
Port of Hamburg
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.
www.mainport-hamburg.de
Port of Hamburg
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.
www.mainport-hamburg.de
Port of Hamburg
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.
www.mainport-hamburg.de
Port of Hamburg
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.
www.mainport-hamburg.de
Port of Hamburg
Structure Port of Hamburg Marketing
Member
Companies
www.mainport-hamburg.de
Port of Hamburg
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.
www.mainport-hamburg.de
Port of Hamburg
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.
www.mainport-hamburg.de
Port of Hamburg
Port Representative Offices
Hamburg
St. Petersburg
Dresden
Warsaw
Prague
Munich
Budapest
Vienna
Seoul
Shanghai
Hong Kong
www.mainport-hamburg.de
Port of Hamburg
Port Marketing Organization
Chairman
& CEO
Secretary
Information &
Communication
Project
Developement
Press
Department
Local Projects
Publications
Projects for
Members
Exhibitions /
Events
Market
Research
Controlling
Representatives
Europe (8)
Representatives
overseas (5)
New Media /
Internet
www.mainport-hamburg.de
Port of Hamburg
Market Research

Statistics
 Container traffic
 Throughput via Hamburg per
quarter
 Container traffic via Rotterdam,
Antwerp
and Bremen Ports
August 2005
 German foreign trade divided
into Hinterland
regions and via Hamburg
 Transit statistics via Hamburg


www.mainport-hamburg.de
Monthly reports
Research (optional)
 Archives
 Internet
Port of Hamburg
Event Marketing
 Programs for Customers and
multipliers from Press, Business,
Officials, Science and Education
 Reports for Export Industries
 Workshops, Seminars
 Conferences
 Annual Port Birthday
www.mainport-hamburg.de
Port of Hamburg
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
www.mainport-hamburg.de
Port of Hamburg
Publications & Video
 Port of Hamburg Handbook
 Port of Hamburg Magazine
Connections: Liner Service
via Hamburg
 Port of Hamburg Magazine
 Port of Hamburg Video
www.mainport-hamburg.de
Port of Hamburg
Press & Photo
 Regular Press mailings and
Press Conferences
 Press releases for
member companies
 Actual photos and
photo archiv
www.mainport-hamburg.de
Port of Hamburg
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
www.mainport-hamburg.de
Port of Hamburg
Hamburgs´s USP
(Unique Selling Position)
Seaport with two seafront sides
North Sea /
Atlantic
Baltic Sea
=2,533 Mio. TEU
www.mainport-hamburg.de
Port of Hamburg
Hamburgs´s strategic approach
meet your customer
at minimum twice
“think global, act local“
=2,533 Mio. TEU
www.mainport-hamburg.de
Port of Hamburg
Thank you very much for yourPort
attention!
of Hamburg