Maersk marketing mix

1. eCase
competition
This Project on MAERSK is presented
by -
1. Kanishka Raj Singh
2. Sohil Sharma
3. Sumithra
4.Prathmesh

2. Maersk Line – Marketing Strategy

3. About Maersk Line
• Maersk Group is a Danish company founded in 1904.
• The Maersk Group has 59,000 customers worldwide.
• The Group makes one port call every 15 minutes; that’s
33,000 port calls annually.
• Maersk Line is the world's largest container shipping
company, known for reliable, flexible and on time
delivery services.
• Maersk Line operates in more than 135 countries
worldwide with a total of 108,000 employees.
• Maersk Line target market is Global Freight Forwarding
Companies & Local Forwarders.
• This company basically based on supply chain
management.

4. Maersk’s Mission
Provide
superior
transportation
Transport &
logistics industries
by optimizing risk &
reward balance in
business decision.
Conduct
their
operations
with
excellence

5. Maersk Line-T
ransport Logistics
• APM Terminals
Container terminal activities
• • Maersk Line
Global container ships
operation
• Maersk Logistics/Damco
Supply chain management and
freight forwarding services
• Svitzer
Towing and salvage activities,
emergency response and transport
to offshore installations

6. Target Market of
Maersk’s
Maersk Line internally
divides their customers
into three main
segments;
Key Clients
Direct Sales Customers
and
Local Forwarders
Global
Freight
Forwarding
Companies
Local
Forwarders.

7. Maersk Line- Financial Review
In 2016,Maersk Line recorded a
loss of USD 376m due to poor
market conditions leading to
sustained lower freight rates
partly offset by higher volumes
and lower unit costs related to
lower bunker price, higher
utilisation and cost efficiencies.
Maersk Line’s 2015 result was
USD 1.3 billion which is 44%
lower than 2014 (USD 2.3bn)
due to weak demand and very
low freight rates.

8. Maersk Line- Competitors
Maersk Line
A Danish Shipping
Company founded in 1904
It has 640 container ships
& TEU capacity of 3.4
million
It covers 16.3% share of
total market capacity
Mediterranean Shipping
Company
A Italian Shipping Company
founded in 1970
It has 511 container ships & TEU
capacity of 3 million
It covers 14.7% share of total
market capacity
CMA CGM Group
A French Shipping Company
founded in 1996
It has 462 container ships & TEU
capacity of 2.3 million
It covers 11.1% share of total
market capacity
China Ocean Shipping
(Group) Company
A Chinese Shipping
Company founded in 1961
It has 312 container ships &
TEU capacity of 1.7 million
It covers 8.3% share of total
market capacity

9. Maersk Line – Marketing Mix
• Product
Vessels, Containers, APM Terminals & all the services including the
handling.

10. • Price
 A very competitive rate offers to the
customers considering the commodity.
 Ensure that the price is relevant to current
market.
 Three types of rate offers to customer:
 BSA (Block Space Allotment) Rate
 Spot Rate
 Ad Hoc rate
Maersk Line – Marketing Mix

11. • Promotion
 Reviews of employees – “Who You Are”.
 “Container Spotters”- people would take
pictures of Maersk containers where ever
they could an upload them the internet.
 Advertising through Newspaper &
Brochures
 Advertising through Social Media like
Facebook, Twitter etc.
Maersk Line – Marketing Mix

12. • Place
 Headquarters base at Copenhagen,
Denmark
Nearly 135 offices around the world
including United States, United Kingdom,
Australia and India.
Direct channels of distribution includes
Intra-Asia, Oceania, Trans-Atlantic, Latin
America, Trans-Pacific, Africa and Asia-
Europe
Maersk Line – Marketing Mix

13. • People
 Maersk is very much concern about
recruiting their employees. They recruit
right people for the right place.
Reputation of a brand will clearly viewed
on staff performance. So, Maersk Line
ensures proper training to their staffs
Maersk Line – Marketing Mix

14. • Process
 Introducing an effective & cost efficient
“Sales System” where marketers work
closely with operation manager to design
customer handling process.
• Physical Evidence
 In the context of Maersk Line shipping,
physical evidence refers to the condition of
the ship and where the service is provided
Maersk Line – Marketing Mix

15. • Paperless
 Reduction of huge paperwork reduces the
environmental pollution.
 Electronic data interchange (EDI) is
introduced by Maersk Line




e-booking
e-documentation
e-amendment
e-tracking
Maersk Line – Marketing Mix

16. Maersk Line- Positioning
Maersk Line localized the possible
differences in its sea transport
services compared to other
competitive enterprises.
Maersk Line applied selection
criteria both in recruiting staffs
& positioning them
Exclusive Services
Door to Door
Container Bar Code
Tracking

17. Maersk Line- SWOT Analysis
Internal External
Strengths
Global Network of business
Strong brand
Skilled
workforce Innovation
Emphasis on
sustainability
Weakness
Fluctuating profit margins
Rising logistics cost
Opportunities
Strategic partnership
and acquisition
Expansion to other
means of
transportation
Focuses on SME’s
Threats
Unpredictable global economic
conditions Prolonged drop in oil prices
Major accidents or oil spills
Cyber attack
Downturn in container market

18. Maersk Line- International Strategy
Back to Black: Identify the
irrelevant marketing efforts and less important issues to
cut cost, so that company can make profit .
Finish the Foundation: Identify strong areas of
business and maximize the profit through effective
marketing planning.
Sustainable Profitable Growth: Identify areas to
developed marketing plan to ensure future sustainability
of the company.

19. MAERSK LINE IN BANGLADESH
MARKETING STRATEGY
• Shipments provide by the local freight
forwarders of Bangladesh.
• They have a container stock available in
Bangladesh for their nominated customers
Nike, Adidas, H&M, and Marks etc.
• Regarding the Maersk Line operation in
Bangladesh, Maersk Line had a TRM
(Transfer Manifest) agreement with MCC
Transport for transaction in BD not for
operate.

20. Maersk Line– Social Media Marketing
• Maersk Line is the first shipping company introduced social media marketing
in year 2011.
• The largest shipping company in the world, Maersk Line is not just active in
social media but also brilliant in many social media platforms
• Maersk Line subsequently won ‘Social Media Campaign of the Year’ in 2012.
• They have 132000 followers in twitter.
• The brand is also present on thirty social media platforms including
Linkedin,
Google+, Instagram, Pinterest.

21. Maersk Line- Social Media Marketing
Benefits of Social Media Marketing for Maersk Line
Bringing the brand to life
Building brand ownership
Sharing the
company’s story