Case Study of Tengri - Sustainable Fashion Knitwear Brand

Tengri is a sustainable fashion knitwear brand that offers luxury products made from the fibres of Yak found in Mongolia. Tengri follows sustainable marketing principles and maintains a fair share profit model for the nomadic herder families dwelling in Mongolia who provide the supply of wool required by Tengri. Tengri's products are unique and made of rare Khangai noble fibres, which are not only superior in quality but also naturally sustainable.

nnin ead a e t d o Ten riRu g h : C s S u y f g
a e t d o Ten riC s s u y f g
ame o t e t dentN f h S u :
ame o t e ni er itN f h U v s y:
A t or oteu h N :

1A T TC SE S UDY OF ENGRI
Table of Contents
ntrod ctionI u ...............................................................................................................................2
i c ionD s uss ...................................................................................................................................2
Mar etin Mik g x........................................................................................................................2
rand po itioninB s g...................................................................................................................3
taina le mar etin principle o Ten riSus b k g s f g ............................................................................4
ritical Anal i o Principle o Ten riC ys s f s f g ..................................................................................6
oncl ionC us ..................................................................................................................................6
e erenceR f s..................................................................................................................................7

2A T TC SE S UDY OF ENGRI
ntrod ctionI u
Ten ri i a ondon a ed a ion nit ear rand o nded anc o n ton o ig s L b s f sh k w b f u by N y J h s , wh s
a ocial entreprene r ins u , 2014 (Ten rig 2018) Ten ri o er l r nit ear prod ct made. g ff s uxu y k w u s
rom t e i re o a o nd in Mon olia T e ool o t e a rom ic t e prod ct of h f b s f Y k f u g . h w f h y k f wh h h u s f
Ten ri are made are not onl o t a ca mere t al o t e are armer t an merino oolg , y s f s sh bu s h y w h w
(Mc re or and c linG g S h k 2014) Ten ri o er prod ct ic are e all trend and are o. g ff s u s, wh h qu y y f
perior alit Ten ri i m c more t an a a ion rand a t e maintain taina ilitsu qu y. g s u h h f sh b s h y sus b y
and re pect t e nat ral en ironment Ten ri p rc a e t eir ppl directl rom t es h u v . g u h s h su y y f h
nomadic erder amilie d ellin in Mon oliah f s w g g ( e m lL h kuh
et al. 2016) Ten ri pla an. g ys
important role in el are o t e nomadic people d ellin in t e an ai mo ntain ow f f h w g h Kh g u s f
Mon olia o t e pro it o Ten ri i pro ide to t e erder o pro ide t e ppl og ,45% f h f s f g s v h h s wh v s h su y f
ool re ired Ten ri Ten ri en re t at t eir o rced ood are taina lew qu by g . g su s h h s u g s 100% sus b ,
a e re i tance to odo r colo r and are poaller enich v s s u , u , hy g ( riG ggs
et al .2103) Ten ri i one o. g s f
t e leadin taina le ine rand it prod ce rare an ai no le i re T i reporth g sus b bus ss b s; u s Kh g b f b s. h s
ill di c mar etin mi o Ten ri and anal e t e po ition o t e Ten ri comparin itw s uss k g x f g yz h s f h g g w h
t eir competitor T e paper ill al o anal e t e aimed o ecti e o t e or ani ationh s. h w s yz h bj v s f h g z .
i c ionD s uss
T i paper ill di c a o t t e Mar etin Mi o t e or ani ation con iderin t eh s w s uss b u h k g x f h g z s g h
P o mar etin mi4 s f k g x ( an and ari llHu g S gö ü 2014) T e report ill al o anal e t e po ition. h w s yz h s
o t e or ani ation a compared to t e competitor o t e mar et T e paper ill i li tf h g z s h s f h k . h w h gh gh
t e o ecti e o Ten ri detailin it aim and lon term oal T e o ecti e o Ten ri illh bj v s f g g s s g- g s . h bj v s f g w
e properl anal ed and compre endedb y yz h .
Mar etin Mik g x
 Prod ctu s T e prod ct o t e rand Ten ri incl de eater lan et car– h u s f h b g u s Sw s, B k s, S f,
oc lan et and eanie cap ot onl t e prod ct o Ten ri are made p trendS ks, B k B s .N y h u s f g u y
and o perior alit t e are ni e made o rare an ai no le i re ic aref su qu y , h y u qu f kh g b f b s wh h
not onl perior in alit t al o nat rall taina le All t e nit ear prod cty su qu y bu s u y sus b . h k w u s

3A T TC SE S UDY OF ENGRI
are de i ned and made in t e prod ct a e tron re i tance to colo r odo rs g UK, h u s h v s g s s u , u
and are en ironment riendlv f y (Peter ons 2016).
 Price T e prod ct are nit ear ic arie rom oc and lan et T e price– h u s k w s, wh h v s f s ks B k s. h
o t e prod ct arie accordin to t e prod ct T e prod ct o Ten ri are made pf h u s v s g h u s. h u s f g u
o rare no le i re T e are made o perior alit a ell a en ironmentf b f b s. h y f su qu y s w s v
riendl eca e o t e ni ene o t e prod ct t e price o t e prod ctf y. B us f h u qu ss f h u s, h f h u s
catered Ten ri are e pen i e T e price o eater ran e romby g x s v . h f sw g s f £ to450
T e price o car i aro nd£2100. h f s f s u £ and t e price o lan et ran e rom300 h f b k s g s f £1000
to £ T e price o t e oc are aro nd2000. h f h s ks u £100.
 Promotion – Ten ri o er trade opport nitie to t e maller companie tradin ing ff s u s h s s g
Mon olia and Ten ri cater t eir er ice to c tomer all ro nd t e lo e Ten rig UK. g h s v s us s u h g b . g
o er prod ct ic can al o e o t online rom t eir o icial e ite Ten riff s u s, wh h s b b ugh f h ff w bs s. g
promote t eir rand name and t eir prod ct ocial media and interactionh b s h u s by s
plat orm li e in ed n T itter and ace oof s k L k I , w F b k (T c o l and idemuz u g u Ç 2017) Ten ri. g
promote and oo t t e ni ene and periorit o t eir prod ct t ro t e es b s h u qu ss su y f h u s h ugh h s
ocial media plat orms f s.
 Place i tri tion/D s bu - Ten ri a it ead arter in ondon it it root ing h s s h qu s L w h s s
Mon olia o e er it pro ide er ice o t eir prod ct in not onl ondon org .H w v v s s v s f h u s y L
Mon olia t al o lo all T e a e online plat orm rom ere t eir prod ct cang bu s g b y . h y h v f f wh h u s
e a ailed and o t lo allb v b ugh g b y.
rand po itioninB s g
Ten ri prod ce e cl i e prod ct t at a a rand name o le ard t e e areg u s x us v u s h h s b ‘N b Y s’, h s
ni e prod ct nder t e rand name o Ten riu qu u s u h b f g ( irianniS
et al. 2013) Ten ri prod ce. g u s
limited edition o prod ct ic are e cl i el made t em and no ot er compan inf u s, wh h x us v y by h h y
te tile and apparel ind tr e to t e rarit o an ai o le arn t e are limited inx us y .Du h y f Kh g N b y s h y
a aila ilit old in ir t come ir t a e a i Ten ri are t e ine pro it to t ev b y, s f s f s s v b s s. g sh s h bus ss f s h
cooperati e o omadic erdin comm nit o Mon olia o pplie oolv s f N h g u y f g wh su s w ( ernandeF z-
imeneG z
et al. 2015) T t e compan are o ner ip to t e omadic erdin. hus, h y sh s 45% w sh h N h g
comm nit T e e e cl i e eat re and ni e ine approac eparate Ten ri romu y. h s x us v f u s u qu bus ss h s s g f
re t o t e rand in t e Te tile and apparel ind tr T e ma or competitor o Ten ri ares f h B h x us y.. h j s f g
companie li e ac Ma ter e ter ool ool ompan and ot er T e e companies k J k s s, Ch s W , W C y h s. h s s,

4A T TC SE S UDY OF ENGRI
cater t eir er ice in o e er t e prod ct o t e e companie are made p os h s v s UK. H w v , h u s f h s s u f
ca mere ool and merino oolsh w w ( ineiV s
et al T e ca mere ool are made rom. 2014) h sh w f
ca mere oat o nd in A tralia and pain erea t e merino ool are made romsh g s f u us S wh s h w f
merino eep ic are dome ticated in A tralia and e ealandsh wh h s us N w Z ( olanN
et al. 2014) n. O
t e ot er and t e o le ard prod ct made Ten ri are perior t an t at oh h h , h ‘N b Y s’ u s by g su h h f
prod ct made rom merino ool and ca mere ool T e prod ct made Ten ri are au s, f w sh w . h u s by g s
o t a ca mere ool prod ct a ell more armer t an merino ool prod ct Ts f s sh w u s s w w h w u s. hus,
eca e o t e inno ati e approac and e cl i it o t e prod ct catered Ten ri t eb us f h v v h x us v y f h u s by g , h y
ace le competition in mar et compared to ot er rand e i tin and t ri in in t e te tilef ss k h s b x s g h v g h x
ind trus y
taina le mar etin principle o Ten riSus b k g s f g
Ten ri ollo and maintain a taina le ine approacg f ws s sus b bus ss h (Mariana and on an tI -D u
2015) T e taina le mar etin principle o Ten ri are a ollo. h sus b k g s f g s f ws:
 reation o taina le nat ral l r prod ctC f Sus b u uxu y u s Ten ri en re t at o t e- g su s h 100% f h
prod ct o rced are made et icall and taina l Ten ri ollo an inno ati eu s s u h y sus b y. g f ws v v
approac to minimi e t e a te t a noted Ten ri t at almo t percent oh z h w s . I w s by g h s 90 f
ra oollen i re t at ere o rced or t e apparel and te tile ind tr re lted inw w f b s h w s u f h x us y su
n ed prod ct o arnu us by- u f y ( ler and el omBy D h 2013) Ten ri did not ollo t i. g f w h s
approac o te tile ind tr in tead Ten ri made inno ati e en ineered andh f x us y s g v v g
de i ned prod ct t at e t e e prod ct o arns g u s h us s h s by- u s f y ( an der elden andV V , Kuusk
lerKöh 2015) T i approac not onl pro ited t em t al o en anced nat ral. h s h y f h bu s h u
taina ilitsus b y.
 air are Pro it ModelF sh f – T e concept o Ten ri came to mind o anc o n tonh f g f N y J h s ,
t e and o nder o Ten ri en e tra elled to Mon olia T e Mon olianh CEO f u f g wh sh v g . h g
erder comm nit pro ide t e ppl o no le i re to Ten ri Ten ri re ard t e eh u y v s h su y f b f b s g . g g s h s
comm nitie er i it o t t e no le i re made rom t e a d ellin inu s v y h gh. W h u h b f b s f h Y ks, w g
an ai Mo ntain o Mon olia Ten ri ill not e a le to ma e t eir prod ctKh g u s f g , g w b b k h u s.
Ten ri de eloped and concei ed a concept o air are pro it model eepin in mindg v v f f sh f k g
t e contri tion o t e e erder T i model ma e re t at not onl t eh bu s f h s h s. h s k s su h , y h
nomadic erder o Mon olia recei e a air price or t eir no le i re pplied toh s f g v s f f h b f b s su
Ten ri t al o Ten ri en re t at t e do not a ect t e dome tic local mar etg bu s g su s h h y ff h s k .

5A T TC SE S UDY OF ENGRI
Ten ri trie to en re t at all t e ppl c ain part et a air are o pro itg s su h h su y h s g f sh f f
( amanat anR h , 2014).Ten ri ma e an ad ance pa ment o percent o t e totalg k s v y f 50 f h
amo nt o pplied ra material to t e erder comm nit o are t eir pplieru f su w s h h u y, wh h su s.
T e re t o t e pa ment i made a ter Ten ri recei e t e ra material Ten ri tooh s f h y s f g v s h w s . g k
t e initiati e o pro idin ad ance pa ment o t at t ere are e er rden on t eh v f v g v y s h h f w bu s h
pplier o elon to t e erder comm nitsu s wh b g h h u y Ten ri pa t e pplier erder. g ys h su h
amilie time o mar et al e or t eir no le i re and pro ide percentf s 1.5 s f k v u f h b f b s v s 2
ann al on in t e pro it ma in ear o Ten riu b us h f k g y s f g .
 Pre ention o land de radationv f g Ten ri enco ra e t e erder to rear an ai– g u g s h h s Kh g
a in tead o ca mere oat in t e Mon olian teppe T e a o nd in t e ey ks, s f sh g s h g s s. h y k f u h s
area eat ra in a di erent a a compared to t e ca mere oat T e a eat, s g ss ff w y s h sh g s. h y k s
onl t e top portion o t e ra rat er t an rom t e root o t e ra ic t ey h f h g ss h h f h s f h g ss, wh h h
ca mere oat do earin o ca mere oat led to de erti ication o t i area tsh g s . R g f sh g s, s f f h s bu
ra in o a o ld red ce land de radation and allo iodi er it to t ri eg z g f y k w u u g w b v s y h v ( ttonSu
et al. 2016) Ten ri a de eloped Ten ri at re on er ation Pro ramme T e. g h s v g N u C s v g . h y
made t i pro ramme con iderin t e i e o potential o er ra in o a and ath s g s g h ssu f v g z g f y k
t e ame time maintainin iodi er it T e motto i clear rom Ten ri t at t e doh s g b v s y. h s f g h h y
not ant to ma e pro it armin t e land cape lora and a na o nat rew k f s h g h s , f f u f u .
 ocial ontri tionS C bu – Ten ri not onl pro ide t e pplier nomadic erder i erg y v s h su h s, h gh
price or t eir prod ct t e al o or or t eir ocial pli tment andf h u s , h y s w ks f h s u f
empo erment Ten ri pro ide olar po er ed cation material and al o pro idew . g v s s w , u s s v s
ot er re ired ill Ten ri aim to pre er e t e land cape o Mon olia and pro ideh qu sk s. g s s v h s f g v
pport to t e nomadic erder T e Mon olian land cape are t reatened a tsu h h s. h g s s h by f s -
paced ind triali ation and land de radationus s g ( a iei and alimSh f S 2014).
 Tec nolo and nno ationh gy I v - T e an ai a i re are con erted to nit earh Kh g y k f b s v k w
prod ct nder t e rand name o o le arn T e e an ai a i re are notu s u h b f ‘N b Y s’. h s Kh g y k f b s
onl taina le t al o ll nat rall made T e e prod ct are e cl i e andy sus b bu s fu y u y . h s u s x us v
comparati el ne in t e mar et Ten ri colla orate it t e late t inno ation andv y w h k . g b s w h h s v
reen tec nolo ieg h g s ( aiD
et al. 2013) T e a ail acilitie t at en re t at all part. h y v s f s h su s h , s
o t e i re are made to e Ten ri are er m c a are o t eir ocial andf h f b s us . g v y u h w f h s
en ironmental re pon i ilitie T e en re t at t eir or doe not ca e ad er ev s s b s. h y su s h h w k s us s v s
en ironmental impact and at t e ame time minimi e a ta e o i re and t eirv s h s z s w s g f f b s h

6A T TC SE S UDY OF ENGRI
prod ctby- u s (Mad r ar ale aon ar and Manda aneu w , R g k vg 2013).Ten ri import all t eg s h
a te i re and tr t eir e t to ma e e t e a te i re it t e elp o reenw s f b s y h b s k us h w s f b s w h h h f g
tec nolo alli tic a ed tec nolo and al o clo ed loop temh gy , b s b s h gy s s sys . Ten ri t eg buys h
ra material ood directl rom t e nomadic erder amilie o Mon olia T e ew g s y f h h f s f g . h s
ra material ood are proce ed to i e perior alit material actoriew g s ss g v su qu y by f s
pre ent in n land and tal T e e are t en concerted to arn T e nit ear ands E g I y. h s h y s. h k w
acce orie pro ided n Ten ri are de i ned in ondon T e e prod ct are rt erss s v y g s g L . h s u s fu h
p raded to en anced le el o arti tr in n land and cotland T e alitie ou g h v f s y E g S . h qu s f
material pro ided Ten ri are i en tmo t importance and priorit T e are oldv by g g v u s y . h y s
to leadin l r a ion o e and t e orer nner o t e ind tr o te tileg uxu y f sh h us s h f u s f h us y f x .
Ten ri it t eir inno ation partner ip colla orate it man ac ltie to impartg w h h v sh s b s w h y f u s
teac in and a arene a o t ppl c ain practice and create plat orm orh g w ss b u su y h s f f
in pirations .
ritical Anal i o Principle o Ten riC ys s f s f g
T e principle ollo ed Ten ri are not onl inno ati e t al o prai e ort nh s f w by g y v v bu s s w hy. I
toda orld o c tt roat competition in t e te tile and apparel ind tr almo t all t ey’s w f u h h x us y, s h
companie are intend to ma e pro it Ma in pro it i t e onl moti e o t e e i tins s k f s. k g f s s h y v f h x s g
companie o e er it i al o to e ept in mind t at a ion o ld not arm t es. H w v , s s b k h , f sh sh u h h
en ironmental alance T e o ecti e o Ten ri i to impro e t e eco tem it av b . h bj v f g s v h sys w h
taina le and ociall minded model o ine At t e ame time Ten ri oc e onsus b s y - f bus ss . h s g f us s
de i nin arment t at are cra ted it perior alit riti arti an ip in inno ati es g g g s h f w h su qu y B sh s sh us g v v
tec nolo ie e to t eir inno ati e and ociall re pon i le approac Ten ri a reac edh g s. Du h v v s y s s b h, g h s h
ne ei t in mall pan o time t i e pected t at Ten ri o ld ro more a a ind trw h gh s s s f . I s x h g w u g w s us y
in t re a it i o in no i n o lo in do nfu u s s sh w g s g s f s w g w . n t e t re Ten ri i e pected to rinI h fu u g s x b g
or ard dimen ional nittin tec nolo in t e mar et T i o ld e an inno ati ef w 3D (3- s ) k g h gy h k . h s w u b v v
approac rom t eir parth f h . Ten ri a colla orated it t e riti man act rer o printg h s b w h h B sh uf u f
a ric ile or or ma in t eir l rio an ai pattern c ion ecentl Ten ri af b , N & Y k, f k g h uxu us kh g ush s. R y g h s
partnered it t e lo all reno ned ma er o ed a oir ed it t e colla orationw h h g b y w k s f b , S v b s .W h h b
it a oir ed and Ten ri t e a e made one o t e mo t de ira le and anc edw h S v b s g , h y h v f h s s b f y b s.
Ten ri it t eir e cl i e collection o o le arn i one o t e ma or ri al o all t eg w h h x us v f ‘N b y s ‘ s f h j v f h
nit ear companie o e prod ct are made o eit er merino or ca mere ool T ek w s, wh s u s f h sh w . h

7A T TC SE S UDY OF ENGRI
ocial and en ironmental re pon i ilit ic Ten ri a o n o ar in protectin t es v s s b y, wh h g h s sh w , sh w f g h
land cape and in el are o t e nomadic comm nitie de er e lot o prai e o e ers w f f h u s s v s f s . H w v ,
Ten ri o ld e tend t eir lo al reac colla oratin and partnerin it ariog sh u x h g b h by b g g w h v us
companie and or ani ation o t at t eir ine can lo ri a ell a contri tin to t es g z s h h bus ss f u sh s w s bu g h
ocial and en ironmental ca es v us ( l ord and tandinFu f S g 2014).
oncl ionC us
A ter anal in t e ca e t d o Ten ri in t i report it can e concl ded t at t ef yz g h s s u y f g h s , b u h h
ent re o Ten ri are i l apprecia le Anal in t e mar etin po ition and mar etinv u s f g h gh y b . yz g h k g s k g
mi o t e compan it can e aid t at Ten ri i m c more t an t a ine rand itx f h y b s h g s u h h jus bus ss b .W h
t e e cl i e ran e o prod ct o ered Ten ri t e are cla apart rom t e ri al in t eh x us v g s f u s ff by g h y ss f h v s h
mar et o apparel ind tr n t e ort pan o time Ten ri earned a lot o reco nition tk f us y. I h sh s f , g f g . I
a een anal ed in t e report t at it t e principle ollo ed Ten ri t e are o ndh s b yz h h w h h s f w by g h y b u
to reac ne ei t in t re and ill e no n lo all or t eir inno ati e approac oh w h gh s fu u w b k w g b y f h v v h f
ine t at ene it en ironmental a pect T e role model o Ten ri can e ollo edbus ss h b f s v s s . h f g b f w by
ot er companie and or ani ation a ellh s g z s s w .

8A T TC SE S UDY OF ENGRI
e erenceR f s
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