Sustainable Management and Marketing

Running head: SUSTAINABLE MANAGEMENT AND MARKETING
Sustainable management and marketing
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Sustainable management and marketing
Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.......................................................................................................................................8
References......................................................................................................................................10
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Sustainable management and marketing
Introduction
As the current competitive world is based on choices and it is often observed that these choices
are often affected for human sufferings, poverty, degradation of wildlife and degradation of the
environment. This report focuses on the analysis of Tengri, a company which focuses on
manufacturing sustainable products and it is positioned in the luxury customer segment.
Discussion
The marketing mix of Tengri is as follows:
Product- The product of Tengri includes fine woollen knit wear of the company manufactured
from yak wools which are sustainable in nature.
Price- The prices of the products of Tengri are premium in nature as the products of the company
are positioned in the luxury fashion segments.
Place- The products of Tengri are available in the form of yards in nature and are also available
in the form of finished knitwear which is produced by various companies which purchases the
yards of the company.
Promotion- The products of Tengri are promoted through the official website of the company
and not through other forms of advertisement such as print media or visual media. The products
of the company are promoted through various sponsored blogs of the company and through
positive words of mouth of the customers of the company.
Product Strategy
Tengri noble yarns provide their customers with a sustainably alternative choice in the form of
Tengri noble yarns which are not destructive in nature in context of the cashmere industry.
According to Alreshidi (2016) the noble yarns of the company are sourced in an ethical and
sustainable manner by promoting yak hair as Tengri noble yarns in order to create a luxury brand
which is attractive in nature and discerning to fashion customers and which also helps in
promoting the fair share model of the company. The Tengri noble yarns are mostly designed for
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Sustainable management and marketing
the customers who value sustainability in each and every decision they take in their day to day
life.
Pricing Strategy
The pricing strategy which is being adopted by Tengri is premium pricing strategy as the
products of the company are positioned in the luxury items segment. As stated by Singh, Singh,
and Sharma (2016) the target customers of the company are the customers who prefer to
purchase sustainable products in the market at high premium prices as a result of the fair share
model of the company. Due to the premium prices of the products of the company, the company
is able to earn higher revenues for the products of the company and therefore can be able to earn
fair share for their customers.
Distribution Strategy
The products of Tengri are sourced directly from the herders of two Mongolian communities
from two herder communities and are cleared accordingly. After sourcing from the raw materials
from the two co-operative communities, the company adds values to the products of the
company through technological innovations which creates luxury fibres for creating luxury yards
for the premium yards of the company. As stated by Lasalewo et al. (2016)the high quality yarns
of the company are sourced from yak products which are ethical in nature which helps in
reducing the carbon footprint nature of others. The finished yarns of the company are then
supplied to various textile companies of the company in order to manufacture finished products
of the company.
Promotion Strategy
The promotional strategy of Tengri is based on promoting the products of the company through
the official website of the company and through the various sponsored forums of the company
rather than promoting the products of the company through various platforms which increases
the costs of the company.
Positioning Strategy
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