Sustainable Marketing and Management

Sustainable Marketing 1
Sustainable marketing and management

Sustainable Marketing 2
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

Sustainable Marketing 3
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:

Sustainable Marketing 4
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