Tengri's Sustainable Marketing: Mix, Advantage, Analysis - Report

This report analyzes Tengri, a London-based company immersed in global heritage, focusing on its sustainable marketing practices and competitive advantage. It examines how Tengri utilizes the marketing mix (product, price, place, promotion) to manage sustainability and gain a competitive edge. The report details Tengri's product strategy, emphasizing Khangai Yak fibers, its pricing strategy that includes premium and competitive pricing, its distribution strategy based on a traceable supply chain, and its promotional strategies leveraging online methods and alignment with UN sustainable development goals. The analysis also links Tengri's marketing strategies to the principles of sustainable marketing, including consumer-oriented, innovation, customer value, and societal marketing, highlighting how these principles contribute to Tengri's market positioning and overall success. The study includes a positioning analysis against competitors, demonstrating Tengri's commitment to high quality and sustainable practices. Desklib provides access to similar solved assignments for students.

Sustainable management and marketing
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Contents
Introduction......................................................................................................................................2
About Tengri................................................................................................................................2
Background of case..........................................................................................................................3
Explanation of the case....................................................................................................................3
Marketing mix.............................................................................................................................3
Product strategy.......................................................................................................................3
Pricing strategy........................................................................................................................5
Place/distribution strategy.......................................................................................................5
Promotion strategy...................................................................................................................6
Principles of sustainable marketing.............................................................................................6
Analysis of the situation..................................................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
The aim of the report is to throw light on the Sustainability and Competitive Advantage with
support of marketing Mix theory. The company on which the report has been prepared is Tengri
that is based in London. The analysis of the different marketing tools that have been used by the
company for managing the sustainability and competitive advantage is discussed. Further, these
strategies contribute effectively in promoting the product and setting the position in the market.
Moreover, the report will reflect the linkage between the marketing and principles of
sustainability.
About Tengri
Tengri is London based immersed in the global heritage. The idea behind the Tengri was
regarded when people were roaming with friends and keep on with their relatives present in
Mongolia. This was found by friends that Khangai yak, is an indigenous wild species that is
majorly available in the highlands of the Khangai of western Mongolia can support the nomadic
way of living the life (Tengri, 2018). The major founder of the company is Nancy Johnston who
takes the necessary decisions for the company. In London, the friends used the modest savings
with the support of friends in fashion, design, community and growth they created the business
with the dedicated sustainable luxury.

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Background of case
Tengri Company makes use of the marketing mix which helps them in combining the factors that
can be controlled by the company with the motive to influence the consumers so that they
purchase their products (David, 2011). The marketing mix is referred to as the four broad levels
of marketing decisions which majorly include product, price, promotion and place. These
decisions of the Tengri are discussed that helps the company in managing sustainable marketing.
The sustainable marketing is the environmentally and socially accountable marketing that
encounters the desires of the customers and corporate by persevering or improving the capability
of the upcoming generation to meet their desires (Frynas and Mellahi, 2015). All the decisions
are taken by the company with the motive to manage the sustainability principles with the needs
of the customers.
Explanation of the case
This section of report includes detail applicability of the marketing mix theory on Tengri
Company with the strategy that is adopted by the company for m anaging the sustainability.
Marketing mix
This theory is considered as the crucial tool that helps in understanding the products or services
and how to plan for the effective product offering. The 4 P’s of marketing are price, product,
promotion and place (Grant, 2016).
Product strategy
The product is tangible goods or intangible services that can encounter the needs of the
customers (Baker, 2014). The major product that is offered by the Tengri includes the Khangai

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Yak fibres that are soft like cashmere and warmer than the merino wool and hypoallergenic. The
company has brought the Mongolian Yak noble fibre to the front position of the worldwide
fashion with the yard goods industries. The brand makes use of the diversification strategy which
is evident from the product offering of the company that includes the fashion and lifestyle
products. Further, this has been found that the Tengri adopt an innovative approach which is
majorly used with the motive to reduce the waste which reflects the sustainability practice. The
company believes that it is wrong to source up to 90% of the raw woollen fibres obtained for the
fashion business which leads to the unused yarn by-product (Tengri, 2018). This has been found
that the company pioneering circular design, systems thinking with the interest and respect for
the people, animals and surroundings which motivate to innovate the new products that include
the precious by-product fibre that can contribute in supporting the livelihoods of the suppliers. In
addition to this, the company inspires the other people to expand their material with the effective
use of the year technology to blend the sustainably sourced materials that contribute in creating
the new yarns for own products and for the market (Luca and Suggs, 2010).
The core product of the company is supported when the Tengri adds the value to the fibres with
the help of the technological innovation, forming the premium yarns for the luxury products.
Thus, this shows the augmented products that complete the core products of the company. Along
with this, Tengri ensures that they offer high-quality fabrics by the heritage mills that are present
in Britain and selected partners across the world. Along with this, the Tengri offers augmented
products in which makes the customers be proud on the decision that they have taken to make
the purchase of the unique quality products that can help to look good and feel good.

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Pricing strategy
Nancy formed the Tengri considering it as the social business jointly with the herders which
mean that they trade equally and compensating the superior charges to the herders majorly or
their fibres (Johnston, 2018). Moreover, they share the profit to the herders as the part of their
fair share business model. This has been found that the Yak Noble fibre is obtained straight away
from the herders at a inexpensive process from two herder’s collectives in Mongolia and cleaned.
Thus, this shows that the Tengri follows the premium pricing strategy in which they ask for the
high prices from the customers (Tengri, 2018). Along with this, the company also makes use of
the competitive pricing strategy in which they keep the products prices after comparing it with
the competitors. This has been found that generally, the prices kept for the products are high.
Place/distribution strategy
Place/distribution strategy refers to making the products available to the final customers. Tengri
company make use of the 100% traceable and translucent supply chain that ensure the honesty of
the yarns and garments that are majorly sourced by the company ethically and with sustainability
(Tengri, 2018). This has been found that the business model of Tengri is new, replicable and
ethical which enable Mongolia's nomadic herder community for the first time to trade and export
the good directs from the international market without any intermediary support assistance. This
supports the supply chain of the company which leads to the effective distribution of the
products (Chernev, 2018).
Further, the sustainable supply chain helps the company in meeting the needs of the customers
for which they make the products available through their online website. This will offer an easy
way to the customers to make the purchase of the products that are pure and good in quality. The
company is working with the retailers by forming the partnership so that they can open the shop

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from where they can make their products available to the customers present in the market. The
company believes in creating a strong relationship with the partners that can offer the products
on time which contribute to meet the needs of the end customers. The selected partners of Tengri
present include bespoke tailors, hand knitters and heritage manufacturers that help the company
in creating the final products that are made up with the quality (Signe, 2018).
Promotion strategy
Promotion strategy contributes to generating awareness about the products and services of the
Tengri who majorly offer the products that are made up of the Yak fibres and yarns (Išoraitė,
2016). The company makes use of the online method through which they can promote their
products in the market. The promotion is done through the company’s website in which they
display different offers and discounts that can be avail by the customers for making the purchase.
Moreover, the company can make use of the offline advertisement which generates awareness
for their products to increase sales (Kumar, Rahman, Kazmi and Goyal, 2012).
Further, this has been found that Tengri’s social enterprise with the nomadic herders provides the
assistance to the United Nations sustainable development goals by promoting the sustainable
economic growth which helps them in ensuring the sustainable production patterns and also
promoting and protecting the sustainable natural ecosystems (Islington, 2018). This is the way
through which the company can promote about their products and the sustainable practice that
they follow.
Principles of sustainable marketing
The principles of sustainable marketing are socially and environmentally are obliged for the
marketing that can help in meeting the present needs of consumers and business. Tengri

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marketing strategy helps them in keeping the principles of sustainable marketing. The marketing
strategy helps in keeping the below-given principles: -
Consumer-oriented marketing: - This principle states that the company needs to view and
organize its marketing activities from the customer’s perspective. Tengri provides the variety of
products made of the Khangai yak which shows the way through which the company meets the
need of the customers. In addition, Tengri ensures that they offer the premium quality to its
customers. Along with this, the company knows the fact their customers make the conscious
decisions to purchase the unique quality that assist them to look good, feel good and do good
(Rothaermel, 2015). The company keeps the community of designers, artists, creative and others
so that they can sustainably meet the needs of customers.
Innovation marketing: - Tengri ensures that they follow innovation in their operations to
maintain sustainability. Khangai Yak Fibre is one the sustainable and natural material which is
new in the market. The company works with the latest manufacturing innovation and green
technologies which makes them capable enough to use the fibre effectively. Innovation helps the
company to avoid environmental impact and to reduce the waste (Wilson and Gilligan, 2012).
This principle of sustainable marketing shows the product marketing strategy of the company.
Customer value marketing: - Tengri Company ensures that they put most of their products into
the value of the customers for building the investments related to the marketing. The company
ensures that they offer high quality with a different range of products that are generally
demanded with the effective availability of the products. All these are clearly stated in the
marketing strategy of the company which shows that resources like raw material, innovation,

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effective and sustainable supply chain management helps the company in forming the value for
the customers.
Societal marketing: - This principle of sustainable marketing talks about the marketing
decisions that are related to the society. Tengri Company makes the decisions that can offer the
benefits to the customers. The customer’s requirement, long-term interests are considered by the
Tengri due to which they follow the sustainable practice and ensure that they pay a premium
amount to their tenders. Tengri supports the society by blending of the traditional nomadic life
with the modernity which will offer the customers a modern outfit and a way of life to society.
Tengri nature Conservancy Programme helps to work with the nomadic herder families,
conservation and the experts of the wildlife that can ensure the growth and profit.
Analysis of the situation
The sustainable practice that is followed by the Tengri Company helps the company in forming
the positioning at the market. This section of the report includes the positioning of the company.
The positioning of the company helps in analyzing the company’s position in the mind of the
customers in the market. The major competitors that are present in the market include yak wool
garment, Kora adventure clothing and many others.
The company offers the products at high prices with the high quality due to which it falls in the
quadrant which reflects the high prices with the high quality. The competitors of the company
offer the products at the high prices but they are not able to maintain the quality and the
sustainable practice in the market. Tengri is listed in the sustainable 2016 guide as one of the
world’s leading business with the solution of the sustainable (Islington, 2018).

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The company is able to continue the unique position in the market because it makes use of the
Khangai Noble fibres which is unique with the Tengri Noble Yarns. The use of the material has
contributed effectively in making the company a position in the luxury goods sector. This is
found that the company has licensed their trademark in the early stage for the use of buyers
(luxury brands). This has been found that any competitors will have to form the new brand and to
undertake sustainable marketing to position effectively and succeed in the market of luxury
products. This has been found that the major competitors of the company need to work hard to
come up with additional inspired marketing.
Further, the competitors are less in the market because yaks are majorly found in Nepal, Tibet
and South America where they alive in the challenging mountainous environments with around
6000+ meters above the sea level. These areas deal with the issue of lack of infrastructure
logistics and easily aggregate and scale. Thus, these lacks of facilities affect the transfer of
material which reduces the increase in competition. Along with this, products made up of the
Mongolia yak are easily available due to support of the government due to which the competitors
in magnolia fibres are increasing. Further, the availability is the only reason due to which it is
considered as the second-largest suppliers of the luxury fibres.

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Conclusion
In the end, it can be determined that Tengri Company is able to continue their sustainable
marketing with the help of the strategy. The marketing strategy of the company is explained with
the help of the strategy like product, place, price and promotion. This has been found that the
marketing strategy of the company corporate in maintaining the sustainable principles which are
clear from the working of the company. The report includes the discussion related to the
principles of sustainable marketing which are followed by the company. The principles which
are discussed include Societal marketing, Consumer-oriented marketing, Innovation marketing
and Customer value marketing. In addition, the positioning of the company against the
competitors is discussed in the report which shows that the company is able to maintain their
activities in a sustainable manner and ensures that they work in an effective manner.

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References
Baker, M. J. (2014). Marketing strategy and management. London: Palgrave Macmillan.
Chernev, A. (2018). Strategic marketing management. Chicago:Cerebellum Press.
David, F.R. (2011). Strategic management: Concepts and cases. India: Pearson/Prentice Hall.
Frynas, J.G. and Mellahi, K. (2015). Global strategic management. USA: Oxford University
Press.
Grant, R.M. (2016). Contemporary strategy analysis: Text and cases edition. New Jersey: John
Wiley & Sons.
Islington. (2018). Tengri: A Fashion Brand Like No Other. Retrieved from:
https://www.theresident.co.uk/london-culture-events/local-people/tengri-fashion-brand/
Išoraitė, M. (2016). Marketing Mix Theoretical Aspects. International Journal Of Research –
Granthaalayah, 4(6), 25-37.
Johnston, N. (2018). Our Story. Retrieved from: http://www.tengri.co.uk/our-story/
Kumar, V., Rahman, Z., Kazmi, A.A. and Goyal, P. (2012). Evolution of sustainability as
marketing strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37,
pp.482-489.
Luca, N.R. and Suggs, L.S. (2010). Strategies for the social marketing mix: A systematic review.
Social Marketing Quarterly, 16(4), pp.122-149.
Rothaermel, F.T. (2015). Strategic management. UK: McGraw-Hill Education.

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Signe. (2018). Tengri’s Sustainable Yak-Fibre Revolution. Retrieved from:
http://signemagazine.com/fashion/tengris-sustainable-yak-fibre-revolution/
Tengri. (2018). Frequently asked questions. Retrieved from: http://www.tengri.co.uk/invest-faq/
Tengri. (2018). Shop. Retrieved from: http://www.tengri.co.uk/shop/
Tengri. (2018). The Tengri way. Retrieved from: http://www.tengri.co.uk/sustainability/
Wilson, R.M. and Gilligan, C. (2012). Strategic marketing management. New York: Routledge.