Assessment of Tengri's Sustainable Marketing Principles and Strategies

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SUSTAINABLE
MANAGEMENT &
MARKETING ASSESSMENT
TASK 1
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Table of Contents
Introduction.....................................................................................................3
1. Background to the case: Identify the marketing mix of this organisation.. .4
2. Explanation of the case and synthesis with the theory: Consider the
product, promotion, distribution and pricing strategy of this organisation......6
3. Analysis of the situation: Provide a marketing positioning analysis of the
organisation against its competitors................................................................8
4. Demonstration of the body of knowledge: Identity, with reference to at
least 15 academic journal articles the sustainable marketing principles
Tengri is following and whether this strategy is successful or could be
improved by following other principles............................................................9
Conclusion.....................................................................................................10
References:....................................................................................................11
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Introduction
Marketing mix consists of 4ps – Product, Place, Price, Promotion. These 4Ps
are described as the methods of marketing for the product. Tengri is the
London based company which makes high-class luxurious fibres; their
mission is to sustain the interest of all the people who involved in this
profession from all the remote areas of the world. This study will be
discussed what marketing mix the organisation is using currently and how
they use the marketing mix (4 Ps) in the advancement of their business.
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1. Background to the case: Identify the marketing mix of this
organisation.
Tengri is a London based luxurious fashion brand that makes their clothing
products from natural materials from all around the world. Their mission is to
create an impact and show the world about sustainable fibres as the luxury
goods industry. This will succour to protect the wild animals and support the
families of the people who felt fear from the industrialisation and land
degradation.
They are using the Product marketing mix in this organisation because
Tengri requires time and develop a high-quality luxurious product that's
aimed towards the target market. They also take care of the wildlife and the
families of those people around the world who still believe in the quality of
traditional fibres. For example, in many parts of the remote areas, people
believe that “Yark” (wild animal) can produce the luxurious quality of woollen
fibre.
Tengri basically makes a plan for the development of the new product. Every
plan of Tengri starts in the following way:
 Generation of ideas: Ideas come not only from the superior authority
of the management, and it comes from the demand of the market.
Tengri understands it very well that this time market wants the good
and luxurious quality of fibres.
 Screening of ideas: Sometimes Tengri faces a situation when they
need to throw the great ideas out only because these ideas are not
meeting with the core ethical policy of the company.
 Product development: This process confirms and provides surety
about the quality standard process. Once Tengri develops their new
product than that product development has to go through another step
that is market testing.
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 Market testing: It is necessary for the Tengri to conduct market
testing to ensure that the product is up to the standards of the
targeted customers. This test is not conducted in many laboratories,
and this test is examined in a targeted market place.
 Commercialisation: After conducting the market testing, based on
the results coming out from the market. Tengri decides whether they
should launch the product or the product still needs more nourishment
before coming out in the market.
The major challenge that Tengri faces is standing and fighting out among
other high-class clothing brands. The consumer has the choice to choose
from the numerous products under the same category. Fascinating consumer
attention is the biggest challenge for this company. A SWOT analysis always
helps in this situation where the company conduct a session of analysing its
strength, weakness, opportunities and threats. Opportunity for the Tengri is
the chance for increasing the product quality, demand, value and increasing
the revenues for them.
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2. Explanation of the case and synthesis with the theory: Consider
the product, promotion, distribution and pricing strategy of this
organisation.
There are many cases when Tengri uses 4Ps as a tool. Tengri Company
started than also they took these 4Ps of the marketing mix as a tool for
ruling the clothing industry. Let’s see how Tengri takes maximum benefit
from the tools of the marketing mix:
Product: In this tool, Tengri asks within their management about what kind
of product consumer are looking in the market and how we can relate our
product to the expectation of the consumer. They also want to add those
feature and advantages that consumer wants from the clothing brand. In the
end, Tengri investigates carefully that their product should be different and
highly better in quality from all the other competitor brands (Bahadir et al.,
2015).
Place: Tengri always goes in the targeted market where buyers easily buy
the goods. This is also the special step of marketing mix because selecting
the target audience is the primary step before making the product. First,
Tengri judges about their targeted market and about distribution channel
than they work on it carefully. They conduct the meeting and decides
whether they have to use a sales force still or organise trade fairs or online
distribution of a new product or they require to show samples of their fibres?
These are an important question that Tengri takes care of (Lovelock and
Patterson, 2015).
Price: Important factor is the pricing factor for any organisation because this
is the amount which includes all kinds of cost (variable and fixed) plus the
expected profit percentage of the company. Tengri decided the value of the
product as per the pre-establish price points and other factors of demand
and supply. They also look at whether they are operating in the price-
sensitive market or not.
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Promotion: Tengri creates special marketing messages like they bring fibres
of the product all around the world. These are lines which they use for the
promotion of their product in the market. When Tengri launches the new
product, they make the announcements of the new product on the TV, social
media, by hoardings, pamphlets and they create special offers, etc. Tengri
also looks at how their other competitor brands are promoting their product
(Mayer et al., 2014).
These 4Ps are the framework for this organisation to cover all the aspects of
marketing. Not only marketing it also covers the part of sales also, which is
the ultimate aim for any company. These are the tools which succour this
company to meet their marketing goals and objectives. Today marketing
topic has introduced the new ways of conducting the marketing research;
these tools are customer profiling and artificial intelligence. Moreover, the
age of the internet or technology has itself manufacture many ways of
marketing that reconstructed the old form of marketing to work accordingly
with them effects in the new world.
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3. Analysis of the situation: Provide a marketing positioning
analysis of the organisation against its competitors.
A market positioning strategy is brand plan or process that operates on the
symbolic level of consumer consciousness. This strategy forms the data of a
business volume and its long term efforts to identify the company and its
product or service. Market positioning of Tengri follows 7 basic steps against
its competitors:
 Positioning statement – Tengri makes this statement because this is
the reflection of how the products of the company fulfil the consumer
needs that other competitors don’t do. It also acquires space in the
mind of the consumer and makes him addict to buy the product of the
Tengri without moving towards other competitors brands of Tengri.
 Contrast the uniqueness – They always keep their strategies and
methods unique from the others.
 Competitor analysis – Analysing the level of competition makes the
brand more strength than before. A SWOT analysis was done in this
category.
 Self-analysis – Every company know it very well about themselves.
They know who they are, what they are doing and what they actually
want to do. Tengri takes time to think about these questions so they
can get a clear picture of themselves.
 Testing – This consists of qualitative and quantitative data gathering.
So, they can figure about some more facts after analysing these facts.
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4. Demonstration of the body of knowledge: Identity, with reference
to at least 15 academic journal articles the sustainable marketing
principles Tengri is following and whether this strategy is successful
or could be improved by following other principles.
Tengri is following marketing principles in order to accomplish their
objectives. Below are sustainable marketing principles that are helping them
in carrying their operations successfully:
 Owned by one person technique – In Tengri, one department is
handling by one person only. No other person can involve in other
department’s operation except the top level management.
 Long-term thinking – Management of Tengri thinks for the long term
goals.
 Never depends on one channel – They always explore new channels for
marketing and promotions.
 Always protective towards the brand – They always safeguard their
brand from the future threats and by identifying early warning from the
market.
 Don’t build crap products – They believe in building and offering crap
services to the customers.
 Strict following of ethical policies – Always put the customer first and
always adore to the need of environment and all the ethical policy.
 Taglines – They believe that headlines are more crucial than the
content. So, they make sure that they always chose those taglines with
fascinates customers.
 Dynamic trends – Tengri always give priority to emerging trends in the
market.
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Conclusion
This study describes the pricing strategy, promotional channels,
manufacturing places and product decision of Tengri. This organisation uses
all the 4Ps of the marketing mix in order to accomplish their short and long
term goals. Tengri always focuses on keeping their customer first and offers
the high-quality luxurious fibre which enhances the image of the Tengri in
the clothing market of all around the world. They also believe in keeping
their customer and employee satisfied. Customers satisfied by getting the
full value of the money that they spend on the service or product. Employees
satisfied when they feel that the working environment is great for them and
the company is paying them enough compensation or remuneration.
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References:
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 Mayer, T., Melitz, M.J. and Ottaviano, G.I., 2014. Market size,
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