Sustainable Marketing and Management

This assignment focuses on sustainable marketing and management strategies, using Tengri, a sustainable clothing brand, as a case study. It explores the marketing mix, including product, price, place, and promotion. The assignment also analyzes Tengri's positioning strategy and demonstrates the company's adherence to sustainable marketing principles. Recommendations for improvement are provided.

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Sustainable marketing and management

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Contents
Introduction......................................................................................................................................3
Marketing mix of the organization..................................................................................................3
Product.........................................................................................................................................3
Price.............................................................................................................................................5
Place.............................................................................................................................................5
Promotion.....................................................................................................................................5
Explanation of the case and synthesis with the theory....................................................................6
Analysis of the situation- Positioning strategy................................................................................7
Demonstration of the body of knowledge.......................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

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Introduction
The main purpose of the assignment is to highlight the factors of marketing mix by taking
consideration of Tenure Organization. Tengri is winter clothing brand that situated in London.
Nancy Johnston was founded the organization in March 2014. The company has the speciality of
attaining its raw substantial from the Khangai’s mountain. It provides several products in the
group of fabrics, fibres and yarns (Tengri, 2016). The main focus of the company is on becoming
sustainable, translucent and virtuous supply chain to provide the products at a huge level. It is
apprehensive to expand their products into lifestyle and fashion apprenticeships. The products of
the company is 100% natural and environmental friendly.
Marketing mix of the organization
Product
Product range: The product depth of Tengri includes a broad range of products. Tengri offers
beautiful pieces for the customers and for their home along with the memorable guided travel
journeys. The product range of Tengri comprises wear, home, and travel. These are frequent
shopping products. The rare fabric used by the company in producing clothes represents
specialty. The Tengri wear uses the fabric which is made from ‘Noble yarns’. It is naturally rare,
sustainable fabric and hand-combed. The Tengri home uses modern design aesthetic and rare
fabrics and is combined with the effortless style. Its products are made in the UK and Mongolia
representing meticulous craftsmanship and creativeness. Tengri home adds a luxurious touch to
the room. Sourcing of the sustainable fibres for the clothing and home products go to take at the
most remote parts of Mongolia (Liu, et al. 2017).
Product label: Tengri is a luxury label and forms a virtuous cycle of ethical fashion. The
company pushes the boundaries of sustainable fashion and luxury products. It offers a
complement to the company in the form of energy towards Tengri’s brand ethos. Tengri is
comparatively a new business and welcomes to the emerging designers (Datta, Ailawadi and Van
Heerde, 2017). It drives to the new trend of ethical fashion by making available precious and
sustainably sourced materials. Tengri uses additional logos of certification given below:

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Package: Yes, Tengri makes use
of sustainable practices for the
packaging. The greener
products are used for the
packaging which is fully
recyclable. On the other side,
luxury packaging is used for the
handicrafts (Garg, 2015). The
life-cycle approach is used in the
package design. It reduces
environmental impacts and can
be reused. The sustainable practices in the packaging offer manufacturers to generate both profit
and purpose in the work.
Brand name, logo: The business model of Tengri associates social and environmental cognizance
with luxury product enlargement to form a honourable cycle of ethical style production. The
brand name aims to engage new international new sustainable luxury customers by balancing
environmental and social engagement with launching a start-up luxury business (Trivedi,
Trivedi, and Goswami, 2018). Tengri has gained popularity due to the quality offered and the
customers are ready to pay a premium price. The enormous variants of the clothes offered to
make customers to pay a premium price.
Price
The pricing of Tengri is premium when it’s linked to other competitors. The price assortment of
Beanie the company starts from 165£ to 175£. The home products start from 1150£ to 1950£.
Tengri does not levy any transport fees from the customers. On the other side, Merino clothing
starts from 4£ to 594£. The pricing strategy of Tengri is high when it is compared to the

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competitors. The product line pricing is used by the company in separating products into the cost
categories to generate various quality levels (Park and Mo, 2019).
Place
The fibres of Tengri are created from Mongolia and Khangai mountains. The company also
makes association and partnership with several companies in order to distribute the products. For
instance, Tengri has done a partnership with Savior beds in order to create the supreme
handcrafted sleep structure. The company has also made a conglomerate with the Selfridges to
manufacture the luxurious fibers.
Promotion
Tengri endorses the products by its website. The customers can attain the facts by the official site
of the company concerning products. The company also sponsors products by online media. The
company does not charge shipping fees from the customers (Wu and Li, 2018).
Description of the case and synthesis with the theory
Product strategy
The product of Tengri is made up of sustainable fabric that depicts it monitors eco-friendly
product. Green product strategy is being followed by the company to retain its sustainability. It
helps them to decrease pollution and prevent biosphere. Green product strategy is the type of
products which offers break for its improvement in the marketplace (Dadzie, Amponsah, Dadzie
and Winston, 2017).
Pricing strategy
The pricing strategy of Tengri is grounded on the Sustainable Premium Pricing strategy. Buyer’s
perception is taking into consideration by this strategy to decide the prices of the product
(Lindahl, 2019). The main motive behind adopting this strategy is to provide high quality
products to the customer. However, the prices of Tengri’s product are higher in comparison of
Merino clothing. The pricing range drops from 165-1950£, on the other hand the merino clothing
process fall between 4-594£. Hence, it has cleared that Tengri has followed Premium pricing
strategy in the United Kingdom market (Kienzler and Kowalkowski, 2017).

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Promotion strategy
Tengri has focused on above the line and below the line promotional strategies in order to
promote their products. In the context of above the line strategy, it uses authorised websites of
along with the digital marketing media. In Below the line strategy, it implements the online
media to approach maximum people for their products. The advantages for the customer to buy
products from online sites are that they do not pay additional shipping charges for delivery at the
time of online shopping.
Distribution strategy
Tengri is advanced in providing sustainable product that is why they adopted business to
business and business to customer strategy for distributing the products. It helps company to deal
with large business such as Huntsman, Savoir beds and Selfridges. In the term of business to
customer strategy, first preference of the company is to provide products to their top quality
customers (Chan, 2018).
Analysis of the situation- Positioning strategy
Marketing positioning analysis
The major opponents of Tengri are Premier Textiles and Merino Wool Clothing. Premier
Textiles recognized for its inferior quality and expensive products and Merino Wool Clothing
ientified for its low price and greater quality products. In the contrast of these opponents, Tengri
is identified for its high price and high quality products. The two criteria are quality and price on
which the position of Tengri is decided on the perceptual map. The main focus of the company is
on providing high quality of sustainable products to the customer. Lindahl, (2019), stated that the
needs of the customer are high towards the quality of the product, and the company provides
these facilities to the customer at cheaper rates. The positioning ideas of the Tengri have
developed unique impression on the mind of the customer. Along with that the company
provides extra to their customer that makes them different from its customer.

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Perceptual Mapping
High quality
High prices Low prices
Low quality
Demonstration of the body of knowledge
Sustainable marketing is stated as the needs and wants of organizational stakeholders. The
marketing activities of the company do not affect natural resources. The sustainable marketing
principles followed by Tengri are sustainability pillars, innovative sustainability approach,
sustainable technology, and interconnected sustainability community.
It has been observed that the principles of Tengri are prosperous in some aspects. It is evident by
the annual sale of 1, 20,000£ to 1, 50,000£ in by-products. The innovation approach is used by
the company for reducing wastage. Tengri even follows 3 sustainability pillars like an
environmental, economic and social pillar. The green technology is used by the company in
order to maintain sustainability effectiveness. Certain improvement areas identified for Tengri
are:
 Tengri is required to focus on brand awareness by augmenting the engagement level.
Necessitates of the customers should be identified regularly by establishing referral
program software.
Tengri Merino
Clothing
Premier
Textiles

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 The company is required to avoid animal testing by zero. Tengri can create better
goodwill by eradicating animal testing. It can even help the company in creating a better
brand image in the marketplace.
 Tengri is recommended to condense the use of Angora fur in the products. The angora
fibre is not certainly pliable. The use of Angora fur should be eradicated in order to
enhance the sustainability of the products.

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Conclusion
It has been concluded from above analysis that Tengri has adopted the sustainable marketing
approach. It has been found through this report that Tengri provides different products the
customer by taking consideration of sustainable strategy. The products range of the company is
effective as pr the quality. The discussion has been made on the marketing mix strategy in which
price, place, promotion and product have been identified. The synthesis of theory depicts that the
company has main focused on adoption of eco-friendly strategy. To increase promotion, the
company has adopted above the line & below the line strategy. Premium pricing strategy is
helpful for the company to remain in the competitive advantages. B2B & B2C strategy have been
adopted by the company to make effective distribution strategy. Premier textiles and Merino
wool clothing have been considered for positioning map analysis. The report also explained
some recommendations for the purpose of improving the sustainable marketing principles.

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References
Dadzie, K.Q., Amponsah, D.K., Dadzie, C.A. and Winston, E.M., 2017. How Firms Implement
Marketing Strategies in Emerging Markets: An Empirical Assessment of The 4A Marketing Mix
Framework. Journal of Marketing Theory and Practice, 25(3), pp.234-256.
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.
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research, 78, pp.101-110.
Chan, A., 2018. Marketing Strategy of a Creative Industry Company in Bandung City. Review of
Integrative Business and Economics Research, 7, pp.232-240.
Tengri, 2016. About us. Avaialble online [https://www.tengri.co.uk/who-we-are accessed on 14
April 2019.
Lindahl, E., 2019. The Outdoor Apparel Industry: Measuring the Premium for Sustainability
with a Hedonic Pricing Model.
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.
Garg, A., 2015. Green marketing for sustainable development: an industry
perspective. Sustainable Development, 23(5), pp.301-316.
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
consistency. Journal of Marketing, 81(1), pp.83-102.
Park, J. and Mo, J., 2019. An efficient method for joint product line selection and pricing with
fixed costs. Optimization Letters, 13(2), pp.367-378.

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Trivedi, K., Trivedi, P. and Goswami, V., 2018. Sustainable marketing strategies: Creating
business value by meeting consumer expectation. International Journal of Management,
Economics and Social Sciences (IJMESS), 7(2), pp.186-205.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research, 28(1), pp.74-104.