Marketing Presentation Content

Marketing Presentation content
Flow of presentation
1. Brief history of 4P’s Marketing Mix
a) Who discovered it
b) Reason for discovering
c) Is it to predict future or analyze past or a continuous phenomenon
d) Conclusion
2. History of Trivago
3. 4P’s strategy of Trivago
4. Final Conclusion
Brief History of 4P’s

Jerome McCarthy created the Marketing 4Ps [price, promotion, product and place (distribution)]
in the 1960s.
Which constitute a managerial approach that covered analysis, consumer behavior, market research,
market segmentation, and planning. Phillip Kotler (known as the father of Modern Marketing),
popularised this approach and helped spread the 4 Ps mode.
The 4Ps of marketing is a model for enhancing the components of your "marketing mix" – the
way in which you take a new product or service to market. It helps you to define
your marketing options in terms of price, product, promotion, and place so that your offering
meets a specific customer need or demand. The only way a Marketing plan can succeed is
through the alignment of 4P’s and in its unison.
Unlike the most of the strategies in marketing, 4P’s concept is mostly Prospective than
Retrospective. It is used to have a foolproof marketing plan in place and stay relevant with the
Market expectations. However, since it has parameters that can be changed at an owner’s might,
the 4P’s strategy is relevant during the functioning of the business too.
On a whole, we can say that 4P’s strategy is a continuous phenomenon and a firm must consider
it in its planning for being competitive and relevant in the Market.
History of Trivago
Trivago was founded in January 2005. It was developed by a founding team in Dusseldorf,
Germany. Initially, it was Germany’s first hotel search site, and it quickly spread to become a
popular global hotel metasearch, with websites in over 50 countries.
As a hotel price comparison website, Trivago makes money from advertising partners primarily
using a cost-per-click (CPC) business model. Booking platforms, hoteliers and other providers
list rates and advertise on the Trivago site, paying for the clicks received from Trivago users.[6]
Trivago also offers free and fee-based versions of its Hotel Manager product, which hoteliers use
to market their facilities on the Trivago site.[17] Trivago claims to be the world's largest online
hotel search site, comparing rates from over 5 million hotels and other types of accommodation,
including over 1.8 million units of alternative accommodation, such as vacation rentals and
private apartments, in over 190 countries
The primary difference between trivago and other booking websites is that on trivago travelers
search and choose their hotel but after that they are then redirected to book that hotel with the
listed hotel booking website.
4P’s strategy of Trivago

Product
General Market definition of a product:
Product refers to a good or service that a company offers to customers. Ideally, a product
should fulfill an existing consumer demand. Or a product may be so compelling that
consumers believe they need to have it and it creates a new demand. To be
successful, marketers need to understand the life cycle of a product, and business
executives need to have a plan for dealing with products at every stage of their life cycle.
Product in Trivago
Trivago is one of the leading travel booking portals in the world. Trivago owns a website which
uses Meta search technology for hotel bookings. The Trivago website takes into account all the
possible hotels in the price range and various other filters, the customer puts in according to their
needs and then using the technology, the website compares the prices from different website and
showcases them to the customers from where they can make a booking.
General definition of a Price strategy:
Price is the cost consumers pay for a product. Marketers must link the price to the
product's real and perceived value, but they also must consider supply costs, seasonal
discounts, and competitors' prices. In some cases, business executives may raise the price
to give the product the appearance of being a luxury. Alternatively, they may lower the
price so more consumers can try the product.
Trivago’s Price strategy

Trivago company earns revenue from per click when customers clicks on the hotels to find more
in detail about them and also, through commission for each hotel booking made through the
website. The differentiation is made with respect to competitors by giving competitive pricing.
Trivago also offers advertisement banners to earn revenue. For customers and users, the website
is free to browse and charges nominal convenience fees for bookings.
General definition of a Place strategy:

When a company makes decisions regarding place, they are trying to determine where
they should sell a product and how to deliver the product to the market. The goal of
business executives is always to get their products in front of the consumers that are the
most likely to buy them.
Trivago’s Place strategy
 The presence of Trivago is mostly online. Trivago functions across 90 countries at
present.
 It has divided the world into three segments; US, Europe and rest of the world
markets.
 It offers its service globally. Since it is present on online platform and via phone
app, it can easily be accessed anywhere in the world.
General definition of Promotion strategy:
Promotion includes advertising, public relations, and promotional strategy. The goal of
promoting a product is to reveal to consumers why they need it and why they should pay
a certain price for it. Marketers tend to tie promotion and placement elements together so
they can reach their core audiences. For example, In the digital age, the "place" and
"promotion" factors are as much online as they are offline. Specifically, where a product
appears on a company's web page or social media, as well as which types of search
functions trigger corresponding, targeted ads for the product.
Trivago’s Promotion strategy

Trivago uses all media channels to advertise and promote its brand. The promotional strategies
are through Facebook, Instagram. The company focus on hotel bookings and get an advantage
over the traditional bookings. Trivago spends heavily on Ads and come up unconventional
concepts for promoting and intriguing the customers. The famous ‘Trivago Guy’ who had an
appealing way of describing the way Trivago works and creating interest among people.
Since it is a service company the additional 3P’s kick in

People
Providing convenience to the customers.
Non-traditional booking method of At-Home-Convenience-Booking.
Gives customer the TRANSPARENCY by providing every detail about pricing, discounts,
etc.
Customer has the freedom to choose according to their requirements.
Hiring of technology inclined people.
Flexible working hour.
Every year they get huge number of job applicants.
57 different languages
PHYSICAL EVIDENCE
 It has online presence and connects to hotels and customers through online channels.
 Trivago’s physical aspect is its logo of 3 different colors Blue, Orange, Red which is
unique.
PROCESS OF OPERATION
It relates to its website:
 Inserting the location.
 Selection of type of room.
 Choosing different filters.
 Date Selection
 Payment Method.
_____________ End________________
Suggestions made meeting on PPTs (Ankit)
1) Please use similar background for all slides.
2) No of slides at max 10
a. History of 4P’s – 1 slide
b. History of Trivago – 1 slide
c. Introducing 4P’s – 1 slide
d. Each “P” one slide – 7
3) Incorporating funny anecdotes/ quotes/ Marketing jokes on slides.
Suggestions for entire group
1) Please know about the current situation of Trivago
2) Please read a little about the competitors of Trivago

Tujia.
Booking.com.
Airbnb.
3) Please know about the future ventures of Trivago
Trivago's evolving strategy is to change its product to emphasize spontaneous

getaways to nearby locations, rather than longer, meticulously planned
vacations, and to “increase our retention and reduce our marketing intensity in
the future
Slide 1
 We, group 10 are presenting on 4P’s Market Mix strategy of Trivago and its relevance in
present age.

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Marketing Presentation content

Brief History of 4P’s

4P’s strategy of Trivago

Trivago’s Price strategy

General definition of a Place strategy:

Trivago’s Promotion strategy

Since it is a service company the additional 3P’s kick in

It relates to its website:

 Inserting the location.

 Selection of type of room.

 Choosing different filters.

1) Please use similar background for all slides.

a. History of 4P’s – 1 slide

b. History of Trivago – 1 slide

c. Introducing 4P’s – 1 slide

d. Each “P” one slide – 7

3) Incorporating funny anecdotes/ quotes/ Marketing jokes on slides.

Suggestions for entire group

1) Please know about the current situation of Trivago

2) Please read a little about the competitors of Trivago

3) Please know about the future ventures of Trivago

Trivago's evolving strategy is to change its product to emphasize spontaneous

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