Sustainable Marketing of Tengri

This report discusses the marketing mix of Tengri, a UK-based company producing woollen clothes, and presents a positioning analysis of Tengri against its competitors in the market. The paper also focuses on sustainable marketing strategies and aims to point out existing loopholes on which the company can capitalize, thereby improving the prospects of Tengri’s business.

Running head: SUSTAINABLE MARKETING OF TENGRI
Sustainable Marketing of Tengri
Name of the student
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SUSTAINABLE MARKETING OF TENGRI
Executive Summary
The primary purpose of this report is to throw light on the company background of Tengri.
Tengri is a U.K. based company which produces woollen clothes. The business of Tengri is
unique on international standards, as the company draws its raw materials form Khangai
yak that is bred in the Mongolian pastures. This paper discusses the marketing mix of Tengri,
which involves significant issues of marketing, like product, promotion and also the pricing
strategy of the organisation. The paper also presents a positioning analysis of Tengri against
its competitors in the market. These discussions borders around methods of sustainable
marketing and aims to point out existing loopholes on which the company can capitalize,
thereby improving the prospects of Tengri’s business.

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Table of Contents
Introduction...............................................................................................................................3
Company Background................................................................................................................3
Marketing Mix............................................................................................................................4
Product...................................................................................................................................4
Price........................................................................................................................................5
Place.......................................................................................................................................5
Promotion..............................................................................................................................6
People.....................................................................................................................................6
Processes................................................................................................................................7
Physical Evidence...................................................................................................................7
Positioning Analysis of Tengri against the competitors.............................................................7
Conclusion..................................................................................................................................9
Reference List...........................................................................................................................10

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Introduction
Sustainable Marketing entails the use of certain marketing strategies that takes into
concern the well-being of the society and the environment. The term ‘sustainable
marketing’ is often used interchangeably with ‘Green Marketing’ (Ottman 2017). This form
of marketing take into consideration the growing awareness about the environment and
follows associated strategies whereby a healthy relationship is being maintained between
the company and all its stakeholders, mainly the customers. It interacts with the society and
the environment with a positive approach to the future needs of the larger global society
(Zeritiet et al. 2014). Sustainable marketing follows the steps of sustainable development,
which ensures that meeting the current needs does not hamper the interests of the future
generations. It therefore puts emphasis on the use of renewable resources, such that the
ecological balance is not hampered, thereby attempting to reduce climate change through
environmental degradation. Social and economic hierarchies among the various nations
have further necessitated sustainable form of marketing, which has brought significant
changes in the business strategies due to constantly changing market demands (Abdul-
Hamid et al. 2017). The UK based woollen clothes manufacturing company named ‘Tengri’ is
unique in this regard, as its business processes take a holistic approach in its marketing
strategies aiming towards the well-being of both present and future generations.
Company Background
‘Tengri’ is a fashion brand based in the United Kingdom which produces fine quality
of woollen clothes. It draws its raw materials from the woollen fibres of the Khangai yak
bred in the mountainous regions of Mongolia by above 4500 families of nomadic tribes
(Tengri 2018). Nancy is the CEO and the founder of the company. On her first visit to
Mongolia she was beauty of the place, the pastures, the lifestyle of the people living there
and identified the potential they hold doing business in the global market (Tengri 2018).
‘Tengri’ literally means the Sky God. Thus the name of the company correlates with the vast
expanse of nature from which the company draws nourishment and vast capability of
economic growth that this integration is can foster. Unlike its other British competitors,
Tengri is constantly revolutionizing the industry of woollen textiles, as its business processes
does not hamper the lives of the animals from whose woollen fibres the fabrics are made. In

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the modern age, where neoliberalistic market tendencies constantly disregard the long-term
well-being of the society and the environment, Tengri revolutionizes business strategies
through the transparency it maintains in the supply-chain management and other aspects of
the company which establishes a cross-cultural bonding among international businesses.
Standing on three important pillars sustainability, which are rooted to society, environment
and finance, Tengri aims to improve the economic standards of the life of the Mongolian
nomads. Tengri’s business processes address some key areas like Fair share, that is
equitable distribution of resources, reduction of land depletion, collaborations for
sustainable development of the business, all done through innovative use of use of
technology and aiming to create a social impact.
Marketing Mix
The various strategies of sustainable marketing that are used by Tengri can be
approached from a theoretical perspective. These strategies take into consideration a
number of interrelated issues depending on the 7Ps of Marketing Mix, namely product,
place, promotion, price, people, processes and physical evidence (Lovelock and Patterson
2015). Addressing and analysing these issues constitute the literature concerning the goal-
oriented activities of the company. Effective and integrated operation of these elements
work together for the betterment of the company and its business.
Product
The existing and potential product line of a company constitutes an important
component of the marketing mix, on which the market strategies depends a lot. It is this
disparity between the current and potential that needs to be addressed for formulating
strategic development (Khan 2014). Tengri’s product line contains a variety of garments like
sweaters, scarfs, beanie hats, socks, and the like. It also collaborates with other brands and
contributes to the production of fine quality of blankets, cushions, and clothes used for
beds. Tengri’s contribution to the formation of the luxurious ‘Savoir Beds’ are highly
appreciated in different reputable circles. Unlike other companies, which use cashmere
wool that has a severe degrading influence on the environment, Tengri obtains its fibres
from the naturally bred Mongolian Khargai yaks. The clothes made from them maintain a
high quality, comfort and safety. They are hypo allergic and made in such a way that the

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warmth is regulated sufficiently. The use of natural and undyed yarns helps to optimize the
business of Tengri. The Warrior collection, which includes hand-knitted jumpers, or the
Rider collection display innovative craftsmanship in their making. However, there is a rarity
of products for children. Limitations in the supply of raw materials sometimes hamper the
business of the company and leads to limited stock or limited editions. As such, an
expansion of its business can only come when the company can discover similar resources
elsewhere in the world.
Price
Pricing of the products constitute another important component that shapes the
marketing strategies (Aghaeiet et al. 2014). One of the main aims of Tengri’s business is to
provide an increased value to its customers. The import of fine quality of fibres helps to
ensure this factor. Optimum use of these fibres to create high quality of fabric necessitates
the use of efficient manufacturing tools and equipment. All these results in pricing of the
products in the higher end. The high price is a result of the use of natural and renewable
resources, both of which are unlikely of many of the company’s core competitors, which
offers low price as they compromise on the quality and use artificial methods of production
(Tarasova 2014). Since pricing has a direct psychological bearing on the minds of the
customers, the high price threatened the business prospects of Tengri to a certain extent.
However, high price was also a marker for exclusivity of the products. But this needed to be
convinced to the customers, especially in the initial days of business. Therefore, gaining
support from the P.A. Business Support Team, Tengri had successfully engaged in a Crowd
Funding program, where the company intended to explain their business and their products
to potential customers, and gain their confidence along with a certain amount of financial
contribution (PA Business Support 2018).
Place
The establishments of business have a considerable bearing on the marketing
strategies (Luo, Roach and Jiratchot 2015). Tengri uniquely operates across trans-national
boundaries across the east and the west. Although it helps in helps in doing business in the
lines of sustainable development, it nonetheless poses threat to the business of Tengri. The
challenges arise mostly from cultural difference and that of verbal usage. The Mongolian
nomads who provide the raw materials are also less technologically advanced than the

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manufacturers and the end users of the products. Thus, there is often a communication gap
which impedes the business processes of the company (PA Business Support 2018). The
transparency of the business processes however helps to mitigate these challenges. The
fibres, after they are obtained from the Khargai yaks in Mongolia, are transported to the
manufacturing firms of Tengri, located mainly in London and Scotland, where they are
processed. Tengri’s product are available both online as well as offline across England and
Scotland. The company had established markets in the UAE, and had participated in the
Vancouver Fashion Week of 2017 with much success. However, the company has excellent
scope of doing business internationally, which it needs to explore. As mentioned earlier, this
may require a greater supply of raw materials from other international quarters.
Promotion
No business can flourish without people knowing about the benefits offered by it.
This calls for sufficient promotion of the brand as well as the products (Harrington,
Ottenbacher and Fauser 2017). The Crowd Funding program, besides raising money for the
business growth of Tengri, served a huge promotional purpose. It immediately struck a
chord with the more environmental people, who were convinced of how the business of
Tengri was socially and environmentally beneficial in the long-run. Gaining confidence also
involved people’s acceptance of the justification for high pricing of the products. Besides,
the CEO and founder Nancy Johnston had engaged in interviews and a number of times,
which she explained the whole process in which the business of Tengri works. This also
worked well as a promotional strategy. Besides, the company also received considerable
exposure through various newspaper and magazine articles. Nevertheless, Tengri needs to
further utilize the various online channels for promotional purposes. More than anything
else, it is the values upheld by the company that constitute the company’s USP (Kumar
2016). The promotional measures should aim to project these values adequately.
People
Human factor is the most important element of Tengri’s business. Even its
environmental concerns are aimed towards a better society for future. The human factor of
Tengri’s business is all-encompassing, that is, it is aimed towards the well-being of both the
suppliers, that is, the nomadic herders as well as the customers. The company is hugely
dependent on social interactions, which seeks to establish a firm bond among all the

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stakeholders of the company. The recruitment of service personnel also ensures that they
are able to uphold the human factor, on which the values of the company are heavily
dependent (Loo and Leung 2018).
Processes
Sustainable marketing involves strategizing the processes that go into the making of
a successful business venture. In terms of sustainability, these processes involve ensuring
quality lifestyle for all (Dangelico and Vocalelli 2017). Resources are allocated accordingly. In
case of Tengri, the resources entails best and sustainable use of nature, without hampering
the same. In Tengri, new and innovative processes and technologies dealing with textile and
woollen fabrics are optimally fused with the traditional methods to obtain the best possible
result in terms of quality and price. Besides, the company directly interacts with the raw
material suppliers in Mongolia through cooperative groups.
Physical Evidence
Goodwill of a company is highly dependent on the transparency with which a
company operates, and Tengri excels in this regard (Mahmoud 2016). It provides substantial
physical evidence to all the stakeholders of the sustainable mode of operation. This
transparency gives the customers an in-depth knowledge of all the business processes of
the company, which helps in ensuring the goodwill of Tengri. The commodities and
procedures used maintains tangibility for the stakeholders (Fiaza and Shukor 2016). This acts
as an enhanced strategic measure for the company. Artefacts or mementos are generally
used by company for this purpose. Tengri is distinct in this regard as its very products serve
this function, which ensures the high quality of service the company provides.
Positioning Analysis of Tengri against the competitors
Tengri is the name of a design house which is based in London that creates
sustainable products thus bringing forth a new heritage. The garments along with apparels
have been sourced on the ethical lines from various remote places in the world. This helps in
providing the company with a competitive edge that helps it in rising above that of the
competitors. Tengri has partnered with various kinds of heritage manufacturers that has
help in the creation of reputation of the brand. This has helped in ensuring that the
company has strong positioning when compared to the competitors. The integrity of the
brand has been enhanced with the help of valuable partnerships that has ensured its

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dominance within the market of United Kingdom. The different fashion brands like Anna
Valentine, Cook Son and Co, Ben Sherman and Cotton Traders provides competition to the
fashion brand called Tengri. Anna Valentine is instrumental in creating clothing luxuries
which has made it a coveted brand within that of the fashion industry of UK
(Annavalentine.com 2018). Anna Valentine does not use the traditional skills for making the
superior quality of the fabrics like that of Tengri. Tengri provides sustainable income to that
of the farmers that has ensured its position within the fashion industry of United Kingdom.
The British clothing brand called Ben Sherman sells the sweaters along with the suits
primarily for the male gender within the United Kingdom (Bensherman.co.uk 2018). They
have latest collection that has different designer styles pertaining to that of the men’s
clothing. The garments of Ben Sherman are produced at a high cost and hence the pricing of
garments is high when compared to that of Tengri. Tengri uses Mongolian yak fibre for
manufacturing the garments. The supply is directly bought from the co-operatives that help
in ensuring reputation for that of the fashion brand. Expensive fabric is used by Cook Son
and Co so the garments can be bought mostly by the affluent customers. The company
Tengri has not used any measures that can help in gaining share of the market. The identity
that has been churned out by the fashion label has improved lives of that of the nomadic
people (Drakulevski and Nakov 2016). The logo of the fashion brand called Tengri reflects
values of company along with its people. The garments reveal strength of Mongolian people
and their noble manner of life. Tengri makes the products that symbolize longevity and
happiness. It has helped in providing the company with advantage over that of the
competitors based on fashion. Competition is provided to Tengri by dint of the British
clothing company called Cotton Traders (Cottontraders.com 2018). Clothing is provided to
the people however business model of company helps in making the cost of the products
higher when compared to Tengri. Tengri has been instrumental in providing support to the
animals along with the land which has provided the company with competitive advantage.
The supply chain of Cotton Traders is not transparent. The distance that exists between the
product source and final owner helps in the creation of a space that distorts prices of
company (Machado et al. 2017). It can be stated that the products of Tengri are made with
a lot of trust and innovation is made use of that gives birth to the superior positioning of
company.

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Conclusion
Therefore, in conclusion, it may well be said that in an age where business often
neglects the human factor, Tengri is a ray of hope as it is this very factor on which its
business thrives. It sets an example for other companies across the world to take up
strategies fo sustainable marketing. Tengri makes use of the natural non-renewable
resources responsibly. The animal products it uses does not harm the animals. Thus, it raises
competency for mother companies in drawing customer attention, especially at a time when
there is a growing awareness among people regarding the ill-effects of various business
processes bearing on the environment. The effectiveness with which the company
implements transparency in the supply-chain management, in spite of its business
traversing long geographical boundaries, is also something to learn from, especially for
those companies who engages in international business. However, there are various areas
of improvement which the company must focus upon, pertaining to the expansion of its
business. As mentioned earlier, the product line must increase and Tengri must look for
other viable options for the availability of raw materials as well, which would border upon
sustainable measures. Availing these sources would further promote the business of Tengri
on international lines. The ethical means of resourcing from remote locations and
collaborating with other heritage manufacturers of Britain has already provided sufficient
competitive edge to the company on which it needs to develop. It has already a good name
in the British market of woollen wear as compared to competitors like Ben Sherman or
Cotton Traders whose end products are also priced at a high rate, due to its use of
sustainable measures, and Tengri needs to capitalize on that. Hence, although a
comparatively new company, Tengri has earned a good reputation in the market, and it has
every potential of building a large-scale international business with its integrity intact,
provided it give sufficient importance to the aforementioned factors of marketing.

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