Sustainable Marketing Mix of Tengri: A Case Study

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Sustainable Management and Marketing
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Background
Tengri is a company based in London that specializes in clothing and apparels. The company
was founded by Nancy Jonson in 2014 after she visited Mongolia. The company sources the raw
materials for its product in Khangai Mountain located in the western part of Mongolia (Tengri,
2019). Among its product mix, Tengri deals with yarns, fibers, and fabrics. The operation
strategy of Tengri is based on transparency, sustainability and promotion of ethical supply chain
for its product. The company also embraces diversification into global fashion and lifestyle
articles. Tengri boasts of offering 100 percent of natural and environmentally conscious
products. The company is at the forefront in advocating for sustainability practices through its
operational practices.
Tengri Marketing mix
Marketing is the process of ‘putting the right product, in the right place, at the right price, and
the right time’ (Mintz and Currim, 2013, pp.35). The marketing mix is an important framework
to understand certain mechanism as to how the product or service can be offered and plan for
effective distribution channels, advertising campaigns and pricing strategies to develop a
competitive advantage. The marketing mix is commonly reviewed through the 4 P's which are
product, price, promotion, and place.
The marketing mix of Tengri is explained under the following product, price, place, and
promotion. In product, Tengri offers an assortment of different woolen clothing for both
women and men. The variant of the products includes; hand knitted sweaters, scarfs, tuck stitch
beanie, weaved socks, hand knitted throw, and fringed blanket. The products are classified as
convenient product as they are materials of clothing. The quality of the woolen used to make
the clothes is 100 percent original yak wool, soft and warm (Resnick, Cheng, Simpson and
Lourenço, 2016, pp.162). Additionally, the products are made in such a way that they regulate
heat, are odor resistance, and hypo allergic. In its packaging, Tengri ensures that it uses
materials that are 100 percent recyclable. The company packs the product in multipurpose
carrier bags that are usable and biodegradable. Additionally the company does not use
polythene bags. Tengri prefer to use carton boxes to reduce the carbon footprint. The brand

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name Tengri was inspired following the expedition of the founder Nancy Johnson when he
visited Mongolia. He wanted to come up with a company that appreciates the local culture of
the Mongolian people and empower the nomads. Tengri means sky god in Mongolian. The
name identifies well with the culture of the local people. The logo of the company was inspired
by the culture of the Mongolian people. It follows a sketch of the letter ‘T’ from the name
Tengri with iterations that symbolize the shape of the Yak head and single continuous lines that
symbolize the strands of yarn derived from Yak fiber. The brand is in collaboration with
different companies which has elevated its financial position. This illustrates the willingness of
customers to pay higher prices for Tengri product based on the culture it manifest and its
financial capability.
The pricing strategy adopted by Tengri is on the premium end. This means that Tengri offers
higher pricing than most of its competitors. For example, the tuck stitch beanie price range
from 165 pounds to 175 pounds while the blanket ranges from 1150 pounds to 1950 pounds
(Tengri, 2019). In contrast, Merino clothing, a close competitor of Tengri, have their clothing
starting from around 4 pounds to 594 pounds. This shows how the pricing strategy of Tengri is
higher than its competitors. However, Tengri does not charge a shipping fee to its customers.
In place strategy, Tengri source its raw materials from the Khangai Mountains in Mongolia.
Additionally, Tengri is in partnership with companies such as Savior beds for the production of
quality products and the expansion of its distribution lines. Additionally, Tengri is in partnership
with Selfridges for production of luxurious clothing.
In the promotion strategy, Tengri carries out its advertisement campaign on its website. It also
promotes its clothing in online platforms. The no shipping cost is also another key strategy by
Tengri for the attraction of more customers.
Principles of marketing sustainability followed by Tengri
The sustainability approach of Tengri is based on using 100 percent natural resources for its
product. The company applies innovation in order to reduce its waste. The company is
providing Yak fiber as an alternative for Cashmere and wool. The company uses green