Slide 1 and Slide 2

 We group 10 are here to present 4P’s Marketing Mix strategy of Trivago.

 Trivago was founded in the year 2005 by 4 college graduate friends in
Dusseldorf, Germany.
 Trivago was the first hotel search engine in Germany. It became one of the
fastest growing companies in Germany doubling its profits from 2008 to 2012.
 After major investment from The United States travel company Expedia Group
in its stock, it widened its presence and is currently present in more than 190
countries worldwide.
 It chose WABI circle as its logo to represent that the company will never stop
innovating.
Slide 3
 Trivago successfully understood the pervasive consumer Mentality i.e.
Comparing prices on as many shops or websites before purchasing anything
and then choose the one with the lowest price and good quality. Trivago’s
Business model revolves around the same.
 It is a price comparison platform where hotels and brands advertise and list
their offerings. It gets virtually all of its revenue from the cost-per-click model.
When consumers click on a link, Trivago gets paid.
 In Business terminology, this model is known as the Pay-Per-Click or
PPC revenue model.
 It also offers free and paid versions to brands to promote their offerings on its
platform. Trivago offers products and features such as
hotel search, Trivago app, Trivago hotel manager, hotel manager pro, and rate
connect. Trivago also has several indices and rankings such as Trivago Rating
Index (TRI), Travel advice calendars, and Trivago Hotel Price Index (THPI).
Slide 4
Now let us elucidate on 4P’s marketing mix strategy and its relevance in
present day.
1) No organization after launching its product wants to be in a situation where
they are unable to sell their product or monetize their service. In order to avoid
such devastating situations, experts suggested a lot of strategies. Among those
strategies, 4P’s strategy has stayed relevant since the time it was introduced.
a) Prof James Culliton ( Prof. Of Marketing at Harvard) first said that
Marketing is more than just a Product.
 b) In 1953 Prof.Neil H. Bordon Used this concept presented
by Prof. Culliton and Coined the term "Marketing Mix".
c) In the year 1963, Prof. Edmund Jerome McCarthy used the concept
of Prof. Bordon and Coined the term "4P."
2) 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.
3) 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. It is also used for precise segmentation of the market.

Slide 5
Now we will explain each ‘P’ and how it is applicable on Trivago’s strategy

 Product refers to a tangible good or to an intangible 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.
 It is key to understand those problems that the product is attempting to
solve. To be successful, marketers need to understand the life cycle of a
product and need to have a plan for dealing with product at every stage
of their life cycle.
1) Trivago owns a website which uses Meta search technology for hotel price and
offerings comparison. 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. 

Slide 6
1) 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.
2) As already mentioned, Trivago earns revenue from per click, when customers
clicks on the hotel link 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.

Slide 7
The marketing communication strategies and techniques all fall under
the promotion heading. These may include advertising, sales promotions, special
offers and public relations. Whatever the channel used, it is necessary for it to be
suitable for the product, the price and the end user it is being marketed to. It is
important to differentiate between marketing and promotion. Promotion is just the
communication aspect of the entire marketing function.
Trivago’s Promotion strategy
1) 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’ and
‘Trivago Girl’ had an appealing way of describing the way Trivago works
and creating interest among people.

Slide 8
1) 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.
2) The presence of Trivago is mostly online. Trivago functions across 190
countries at present. It has divided its Marketing 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.
Since it is a service company the additional 3P’s kick in and they are People,
Physical Evidence and Process of operation.

Slide 9
People
People are a defining factor in a service delivery process, because a service is
inseparable from the service provider.
It is visible from Trivago’s strategy that they understand its customers and employees
due to the fact that it is operated in 57 different languages and maintains transparency
by providing real-time pricing, discounts information.
It also offers flexible working hours for its employees.

Process
Since the advent of technology in Mobile phone industry, one can see a smart phone
across all demographics. Trivago’s user friendly interface and easy bookings makes
sure that a consumer had a hassle-free booking.

Physical evidence
In the service industries, there should be physical evidence that the service was
delivered.
Additionally, physical evidence pertains also to how a business and its products are
perceived in the marketplace.
It is the physical evidence of a business' presence and establishment.
For Example: When you think of sports, the names Nike and Adidas come to mind.
Similarly, Trivago has manipulated their consumer perception so well to the point that
when you hear the term hotel, Trivago comes to mind.
You immediately know exactly what their presence is in the marketplace.