Sustainable Marketing of Tengri

Running head: SUSTAINABLE MARKETING OF TENGRI
Sustainable Marketing of Tengri
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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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SUSTAINABLE MARKETING OF TENGRI
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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SUSTAINABLE MARKETING OF TENGRI
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