Sustainable Marketing and Management

This report analyzes the marketing mix, positioning analysis, and principles of sustainable marketing followed by Tengri, a top collective and luxurious fashion company. It explores the organization's marketing strategies and areas of improvement.

Sustainable Marketing and
Management
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Table of Contents
Introduction.................................................................................................................................................2
Marketing Mix of the Organization.............................................................................................................2
Explanation of the Case and Synthesis with Theory....................................................................................3
Marketing Positioning Analysis....................................................................................................................4
Principles of Sustainable Marketing followed by the Organization.............................................................5
Areas of Improvement by the Organization................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

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Introduction
Tengri is a top collective and luxurious fashion company established in London by Nancy
Johnston. Its products includes knitted yak-fiber coats, scarfs and finely woven sweaters for
both women and men. The company is different from other companies as it offers sustainable
materials to the clients made from yaks of Khanghai. It is the leading textile company in UK and
so the company has gained a large amount of revenue and held its position in the international
market. The philosophy of Tengri shows an effort to build a sustainable business with fair
shares. In order to achieve this target, the organization has apparently implemented various
marketing strategies. The report will analyze marketing mix and positioning analysis as well as
principles of sustainable marketing of Tengri.
Marketing Mix of the Organization
In the global perspective, marketing mix is no longer ignorant to organizations as it is
considered as most efficient tools of marketing to reach the anticipated responses through the
chosen market and Tengri is not exceptional than this. Utilizing this method, Tengri could
increase the satisfaction of its customers and also take the objectives of the company to the
highest level (Abril and Rodriguez-Cánovas, 2016). The marketing mix plays a crucial role in the
marketing strategy of Tengri and has substantial influence on the demand of its products.
Tengri need to completely understand the four elements of marketing mix, price, product place
and promotion along with its market to utilize the marketing mix efficiently. The marketing mix
of Tengri are as follows:
Product - Huge variety of woolen clothes which are offered by Tengri for both women and men
that are made by 100% original wool of yak. The products of Tengri are very soft and warm like
the cashmere products (Agic et al., 2016). The products are breathable, thermal regulating,
hypo-allergic and control water and odor. The huge variants of Tengri’s products are given
below:
 Hand-knit sweaters
 Hand-knit throw
 Classic-ribbed scarfs

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 Weave and ribbed socks
 Tuck-stitched beanie
 Fringed blanket
Price - The price of the products of Tengri are premium in comparison to other organizations.
The price of tuck-stitched beanie of Tengri begins from £165- £175 and blanket and throw
begins from £1150 - £1950 (Dangelico and Vocalelli, 2017). Shipping fees are not charged by
Tengri from its clients. In contrast, the goods of Merino Clothing begins from £4- £594. So the
price of the products of Tengri are higher in comparison to its competitors.
Promotion - The products of Tengri are promoted by the official website of the company. The
clients could receive any information about the products of Tengri from the official website of
Tengri (Datta, Ailawadi and van Heerde, 2017). The products of Tengri are also promoted by
online media and Tengri does not charge any shipping charge from its clients.
Place - The fibers of Tengri are brought from Khanghai Mountains and Mongolia. Besides, the
company collaborates and make partnerships with various organizations for their products
distribution (Díaz, Rodríguez and Díaz, 2015). The company have collaborated with Savoir Beds
to make the best handcrafted sleeping products. The company has collaborated and made
partnership with Selfridges to produce lavish fibers.
Explanation of the Case and Synthesis with Theory
Product Strategy - Eco- friendly products are followed by Tengri as its product strategy. The
company utilizes the green technology to preserve its sustainability (Festa et al., 2016).
Pollution is reduced and environment is protected by the products of Tengri. Eco- friendly
products provides opportunities to the organization for its growth in the market of UK.
Pricing Strategy - Tengri implements the strategy of premium pricing to provide high-quality
products to its clients. Higher prices is charged by Tengri in comparison to Merino Clothing
(Jackson and Ahuja, 2016). The price range of the company falls within £165 to £1950and the
price range of Merino Clothing falls within £4 to £594. So, it shows that strategy of premium
pricing by Tengri in the market of the UK.

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Promotion Strategy - Both below the line and above the line strategies of promotional are
followed by Tengri in order to promote its products. In the strategy of below the line, Tengri
implements the online media for promoting its products (Jun and Park, 2017). In the strategy of
above the line digital marketing media and official websites of the organization are followed by
Tengri. Shipping fees are not charged by Tengri from its clients for online selling.
Distribution Strategy - Both the strategies, Business to Consumer (B2C) and Business to
Business (B2B) are implemented by Tengri to sell its products. In the strategy of B2C, Tengri
sells its products to the highest-quality customers (Liu et al., 2017). In the strategy of B2B,
Tengri makes partnerships and do business with Huntsman, Selfridges and Savoir beds.
Marketing Positioning Analysis
During the analysis of marketing positioning of Tengri, it is necessary to consider the present
position of the firm. If the company avoid its current market position, it can lead to
misinterpretation of its target customers. Tengri is needed to focus on the chosen customers as
misinterpretation of its target customers can lead higher possibilities of failure (Park et al.,
2017). In order to consider the present position of Tengri, it is significant to make comparison
with its competitors and find out the differences from them. Merino Clothing and Premier
Textiles are two main competitors on the market of UK.
Merino Clothing is famous for its high-quality products in low prices. Premier Textiles is
renowned for its low quality products in high prices. Compared to two these competitors,
Tengri is famous for its high quality products in high prices. The company has unique
positioning strategy as Tengri has put an excellent impression in the minds of the clients ( Wang,
2015). The company has also provided additional services its clients that make the company
different from its rival companies. The company regularly recognizes its market position so that
it can compete with the rival companies. So, it can be said from the marketing positioning
analysis that the company is on correct track and has excellent market values in comparison to
Merino Clothing and Premier Textiles.

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Principles of Sustainable Marketing followed by the Organization
Sustainable marketing in Tengri is regarded as the wants and the needs of the stakeholders of
the organization. It consist of the marketing investments that cannot impact the company’s
natural resources and sustain the balance in the environment. As the principles of sustainable
marketing are followed by Tengri so Tengri is recognized for its sustainability (Wu and Li, 2018).
The principles of sustainable marketing of Tengri are as follows:
 Innovative and Sustainability Approach
 Pillars with Sustainability
 Sustainable Partnerships
 Sustainable Technology
 Fair Share and Social Business Model
 Interconnected Sustainability Community
Areas of Improvement by the Organization
The principles of sustainable marketing of Tengri is successful in some ways as Tengri gains £1,
20,000- £1, 50, 000 from its annual sales of its by-products. Innovative method is used by the
company to reduce the extra wastage and the living of the suppliers is supported by this
method. The company builds various partnership agreements and the value of confidence is
created among them. Three sustainability pillars like Economic, Environmental and Social pillars
are followed by Tengri. Job opportunities are offered] to the school students and Mongolian
herders of by Tengri. Green technology is utilized by Tengri to maintain the success of
sustainability in the organization. But beside these advantages, Tengri have to improve some of
its areas. Some of the improvement areas of Tengri are as follows:
 Tengri have to reduce the use of fur from Angora sheep for the products. The fiber from
Angora is artificial and flexible. The company have eliminate the usage of fur from Angora to
improve the sustainability of its products
 The company have to build its brand awareness among the public by increasing the
engagement levels of its customers. Tengri must find out the needs of the clients on regular

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basis. A software of referral program can be established to become more active in digital
marketing
 The animal testing for its products have to be avoided by Tengri. The rates of animal testing
have to be reduced to zero. Tengri could create superior goodwill and gain higher brand
image in the UK market, if the animal testing is eliminated by Tengri
The above suggested improvements have to be implemented by Tengri to enhance its
efficiency. It these improvements are implemented, it can increase its reputation in the UK
market in comparison to its competitors. The Tengri could also preserve the sustainability of the
products by implementing the suggested improvements.
Conclusion
The report evaluated the Tengri’s marketing mix which is renowned for its high quality products
of wool and enables the customers to feel and do well. It covered the complete marketing plans
of Tengri by considering the 4Ps, price, product, promotion and place. It recognized that Tengri
focus to serve its customers although the prices of its products are put high but its main aim is
to run its business effectively. While analyzing the 4ps of the company, it had observed that
Tengri has give its efforts to serve its customers by providing efficient customer services and
high-quality products. The marketing positioning analysis of the company had confirmed that
Tengri has high value in the market for its products as the company give effort to put
exceptionality in its products. Tengri also has strong market position in UK in comparison to its
competitors because of its fine products and better customer services.

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References
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European journal of management and business economics, 25(3), pp.168-175.
Agic, E., Cinjarevic, M., Kurtovic, E. and Cicic, M., 2016. Strategic marketing patterns and
performance implications. European Journal of Marketing, 50(12), pp.2216-2248.
Dangelico, R.M. and Vocalelli, D., 2017. “Green Marketing”: an analysis of definitions, strategy
steps, and tools through a systematic review of the literature. Journal of Cleaner
production, 165, pp.1263-1279.
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response? Journal of
Marketing, 81(3), pp.1-20.
Díaz, M.R., Rodríguez, T.F.E.S. and Díaz, R.R., 2015. A model of market positioning based on
value creation and service quality in the lodging industry: An empirical application of online
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Festa, G., Cuomo, M.T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing mix:
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Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
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Jun, S.P. and Park, D.H., 2017. Visualization of brand positioning based on consumer web search
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Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic design on
demand and marketing-mix effectiveness: The role of segment prototypicality and brand
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Park, J., Rajagopal, P., Dillon, W., Chaiy, S. and DeSarbo, W., 2017. A new Bayesian spatial model
for brand positioning. Journal of Modelling in Management, 12(3), pp.404-431.

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Wang, H.J., 2015. A new approach to network analysis for brand positioning. International
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Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
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