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!