Analyzing Tengri's Success: Marketing, Sustainability, and Competition

This report examines the marketing principles and strategies employed by Tengri, a fashion organization founded by Nancy Johnston, to achieve both revenue growth and sustainability. It highlights Tengri's innovative business model, which involves sourcing wool directly from Mongolian yak herders, promoting environmental and social responsibility. The report analyzes Tengri's marketing mix, including its product offerings, promotional strategies (traditional and modern, including social media and CSR), distribution channels, and pricing strategies. Furthermore, the report includes a position analysis of Tengri with respect to its competitors, Anna Valentine and Ethical Threads, demonstrating how its effective marketing approach has created a competitive advantage. The report concludes that Tengri's success is attributed to its commitment to sustainability, ethical sourcing, and strategic marketing practices.

Running head S S A A A D MAR: U T IN BILITY N KETING
Sustainability and Marketing
ame of the StudentN :
ame of the niversityN U :
Author s ote’ N :

1S S A A A D MARU T IN BILITY N KETING
ecutive SummaryEx
his report discusses about the marketing principles as well as strategies that are being usedT
by the diverse business enterprises of the present ti mes not only for the process of earning a
higher amount of revenue but at the same ti me to attain sustainability within the business
world as well he report takes into consideration the case of the fashion organization engri. T T
which was founded by ancy ohnston he organization within a very short ti me by virtue ofN J . T
the effective marketing principles as well as strategies followed by it has been able to gain a
significant amount of success within the fashion industry of the nited ingdom he reportU K . T
begins with an introduction of the organization engri and discusses about the marketingT
strategies and principles which it is using currently for the process of their business in the
fashion industry he report takes into consideration the products that are being offered by the. T
concerned organization to the customers the promotional strategies followed by it the, ,
distribution process used by them and also the pricing strategy followed by them astly the. L ,
reports concludes with a position analysis of the concerned organization with respect to its
competitors Anna Valentine and thical hreads and shows that the effective marketing principlesE T
as well as strategies used by engri have enabled it to develop a competitor edge over itsT
competitors.

2S S A A A D MARU T IN BILITY N KETING
Table of Contents
ntroductionI ..................................................................................................................................3
engriT ..........................................................................................................................................3
Marketing Mix..............................................................................................................................4
roductP ...................................................................................................................................5
romotion StrategiesP ................................................................................................................5
Distribution of products...........................................................................................................7
ricing StrategyP ......................................................................................................................7
osition AnalysisP ...........................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

3S S A A A D MARU T IN BILITY N KETING
Introduction
he increasing amount of competition within the business world has made it difficult forT
the various business enterprises to sustain themselves in the business market of the diverse
nations of the world Song et al urthermore it is seen that the increased amount of( . 2018). F ,
competition within the business world at the same ti me has much increased the bargaining
power of the customers and this is adversely affecting the prospects of the various business
enterprises of the present ti mes aworski he focus of the diverse organizations of the(J 2018). T
present ti mes is on the attainment of the process of sustainability so that they can secure a
position for themselves in the rapidly changing business world eriti et al t is with this(Z . 2014). I
particular objective that the diverse organizations of the present ti mes utilizing various kinds of
innovative marketing strategies and other tactics so that they can attain not only attain a stable
customer base but at the same ensure that they are being to attain a continuous fi nancial
growth Schmidt Spann and eithammer his is important from the perspective of the( , Z 2014). T
ever changing landscape of the business world.
here are various kinds of new start up organizations which are establishing theirT -
business venture with the help of diverse innovative business ideas and these new start up-
organizations pose a significant amount of threat to the already established business
enterprises which hold a monopoly in the business world aoketao et al ne such(T . 2018). O
business enterprise which has been able to attain a significant amount of success in the recent
ti
mes through the use of innovative business idea for the establishment of their business
venture is the nited ingdom based organization engri his report will discuss about theU K T . T
concept of marketing management and strategies in the light of the marketing strategies used
by the based engri he report will at the same ti me discuss about the market position ofUK T . T
the concerned company in respect to its various competitors within the fashion industry.
Tengri
he idea for the business organization of engri was fi rst conceived by its founderT T
ancy ohnston during one of her social trips to the nation of Mongolia with her familyN J
members and friends engri he social bond that the nomadic people of the(T 2018). T
concerned nation shared with the land and also the yaks moved her immensely and it was

4S S A A A D MARU T IN BILITY N KETING
here that she fi rst conceived the idea of the establishment of a business venture that would
also connect the people of the present ti mes with the land and the animals in it engri(T 2018).
n coming back to the nited ingdom she e plored diverse kinds of options which wereO U K x
available to her and fi nally decided that she would establish an organization which would use
the wool offered by the yaks of the nation of Mongolia for the manufacture of the diverse
kinds of garments urthermore to develop a sustainable business venture she decided to. F ,
procure the raw wool that was needed for the manufacture of the garments directly from
the nomadic people of the nation of Mongolia so as to contribute in a positive towards the
environment and also the society engri(T 2018).
t is interesting to note that the initial idea for the business venture was jotted down byI
ohnston on a chocolate wrapper while she in Mongolia engri he start up ventureJ (T 2018). T -
established by ohnston soon gained success and currently the organization procures the rawJ
wool that is needed for the manufacture of the garments from herdsmen engri4,500 (T
urthermore in the light of the success gained by the concerned organization the2018). F ,
national government of Mongolia has came up with diverse kinds of grants for the herdsmen
and at the same ti me is offering land to them so that they can rear the animals from which the
wool come engri he success of the organization under discussion here has at the(T 2018). T
same ti me fostered the growth of diverse kinds of indigenous industries in the nation of
Mongolia engri hus it can be said that one of the major reasons for the immense(T 2018). T ,
amount of success gained by the concerned organization is the effective manner in which the
organization not only sought to facilitate the growth the nomadic people of Mongolia but at
the same ti me used the construct of corporate social responsibility CSR( ).
Marketing Mix
Many e perts are of the viewpoint that the prospects of a particular businessx
enterprise depends to a large e tent on the kind of marketing strategies that it is followingx
for the marketing as well as promotion of the diverse kinds of products or services that it offers
to the customers Caniato et al t is with this particular objective that the diverse( . 2015). I
organizations of the present ti mes are trying to follow various kinds of innovative as well as
effective marketing strategies which can help them in a significant manner to not only gain a
significant amount of edge over their competitors but at the same ti me help them to attain

5S S A A A D MARU T IN BILITY N KETING
sustainability as well steban Santos et al t is with this particular intention that the(E - . 2018). I
diverse organizations conduct market researches so as to get an idea or overview of the
strategies that they can follow for the marketing of the products or the services that they are
offering to the customers Macchion et al he marketing mi is a framework which is( . 2015). T x
being used by the diverse business enterprises of the present ti mes and the major benefit of
the use of this particular framework is the fact that it offers a clear overview to the organizations
regarding the strategies or the tactics that they need to adopt for the promotion pricing and,
other aspects of the products or the services that they are offering to the customers
Macchion Danese and Vinelli he marketing mi used by the company engri is given( , 2015). T x T
below-
Product
he organization engri offers a wide range of men as well as female garments startingT T
from wools shirts to women leggings and others engri owever the common(T 2018). H ,
factor among all these garments is the fact that they are made from completely naturally
procured wool from the yaks of the nation of Mongolia engri At the same ti me in(T 2018). ,
addition to these garments the organization also offers diverse kinds of sweaters accessories, ,
throws blankets and other fashion products to the customers from the different countries of,
the world engri urthermore these products are guaranteed to be ater and(T 2018). F , “W
odour resistant breathable thermally regulating ones ypoallergenic engri- , , , H ” (T 2018).
Moreover these products are also known for their quality and also for their softness which,
the concerned organization claims to be as soft as naturally procured cashmere engri(T 2018).
urthermore the organization under discussion here also tries to take the help of diverseF ,
kinds of intricate designs to render the garments and other cloths offered by them
aesthetically beautiful and at the same ti me tries to integrate the latest trends in the fashion
industry within garments or the other products that they offer to the customers Rafi l Shan( -U -
et al. 2018).
Promotion Strategies
he organization under discussion here takes the help of both traditional as well asT
modern strategies of promotion for the effective promotion of the products that they offer to the
customers he concerned organization taking the help of the traditional means of promotion. T
advertises the products or the garments offered by them to the customers over the diverse

6S S A A A D MARU T IN BILITY N KETING
channels of television radios and others Marcella and Rowley owever the, ( 2015). H ,
organization here depends primarily on the modern means of promotion for the effective
promotion of the products or the garments that they offer to the customers edersen(P ,
wozdz and vass t is with this particular intention that the concerned organization andG H 2018). I
the representatives of the concerned organization regularly give diverse kinds of interviews
over the famous media channels like C C and others n addition to these social mediaNN, BB . I ,
is another common promotional means which is being used by the organization under
discussion here engri he concerned company has numerous brand or fan pages(T 2018). T
over the diverse social media tools like acebook witter nstagram and others which notF , T , I
only enables the organization to promote the products or the garments that they are offering
to the customers but at the same ti me affords them with the opportunity to promote the
garments or the products that they would be launching in the future engri(T 2018).
urthermore the use of the diverse kinds of social media tools at the same ti me helps theF ,
concerned organization in a significant manner in the process of customer relationship
management as well Chan gai and Moon he diverse customers of the organization( , N 2017). T
under discussion here can interact with the representatives of the organization regarding the
garments and the other products that the concerned organization is offering to the customers
urker and Altuntas(T 2014).
he tool of CSR is also being used by the concerned organization not only for theT
process of the promotion of the garments or the products that it is offering to the customers
but at the same ti me for the process of the improvement of the market image that they have
ey and Czaplewski or e ample the organization under discussion here since the ti me(K 2017). F x ,
of its foundation has tried to bank on the bond that the human beings share with the earth
and also the animals t is with this particular intention that all the raw materials which are. I
being procured by the organization comes straight from the herdsmen of the nation of
Mongolia and the organization does not takes the help of the artificially prepared wool unlike
the other organizations of the contemporary fashion industry umar urthermore(K 2015). F ,
the organization under discussion here has been an ardent support for the cause of the
improvement of the living condition of the herdsmen and the other nomadic people of the
nation of Mongolia he national government of the nation of Mongolia has openly acknowledge. T
the work done by the concerned organization for the improvement of the living condition of

7S S A A A D MARU T IN BILITY N KETING
the herdsmen and other nomadic people and has at the same ti me decided to offer diverse
kinds of grants and other kinds of opportunities to them Aghazadeh hese initiatives as( 2015). T
well as actions have not only helped the organization to the improve their market image and
establish itself as an organization which believes in the concept of ethics but at the same ti me
has helped it in a significant manner for the promotion of the products offered by them to the
customers.
Distribution of products
he organization over the years had developed an effective distribution system whichT
ensures that the customers get the products or the garments that they have order on ti me t. I
is important to note in this particular conte t that the organization under discussion here utilizesx
the omni channel business strategy for the process of their business urthermore“ - ” . F ,
through the effective use of this particular business strategy the organization under discussion
here offers e commerce or online services to the customers from the various different-
countries of the world Davcik and Sharma his means that every ti me a particular( 2016). T
wants to buy a particular product from the concerned organization they do not have to visit
the organization manually unt hey can simply place an order or book the product(H 2018). T
and it would be delivered to them within the stipulated ti meframe mentioned to them he. T
organization at the same ti me to ensure that the garments or the other products that the
customers have ordered are delivered to them on ti me takes the help of multiple suppliers so
that there is no delay in the delivery of the products and at the same ti me to ensure the fact
that the products that are being delivered to the customers is not damaged Cerruti et al( .
t is significant to note that the on delivery of the products that the organization under2016). I -
discussion here provides to the customers has not only helped it in a significant manner to
earn the trust as well as the satisfaction of the customers but at the same ti me has contributed
in a potential manner towards the success attained by the organization aoketao et al(T . 2018).
Pricing Strategy
uality is an important parameter for the garments that are being manufactured byQ
the organization under discussion here and its primary objective it to offer to the best quality
garments and other kinds of products to the customers engri t is with this particular(T 2018). I
objective that the organization generally focuses the customers who being to the upper middle
class section or the ones who to the affluent class engri t is seen that the prices of the(T 2018). I

8S S A A A D MARU T IN BILITY N KETING
sweaters offered by the concerned organization varies from £ to500 £ depending on the2000
quality of the garment engri n addition to this the other accessories manufactured(T 2018). I ,
by the concerned organization like socks are also being manufactured keeping the same
concept in view hus it can be said that the organization under discussion here focuses on. T ,
the parameter of quality and thus the cost of production incurred by the organization is
comparatively high in comparison to the ones offered by the other ones and this is being
reflected in the price of the garments that the concerned organization charges from the
customers.
Position Analysis
Attributes Tengri (Rating 0-5 with
5 being the highest
and 0 being the
lowest)
Ethical Threads Anna Valentine
Understanding the
wants and the needs
of the customers
4 3 3
Resource Allocation 4 3 4
Development of
winning product lines
4 3 5
Branding 5 2 4
Product Development 5 4 4
Customer Feedbacks 5 4 5
Working on Feedbacks 4 4 4
he above provided analysis clearly indicates that the organization engri holds anT T
edge over its major competitors in the fashion industry of the nited ingdom his can beU K . T
seen that the net result of the effective marketing strategies that the organization under
discussion here utilizes for the promotion as well as the marketing of the products and the
garments that they offer to the customers urthermore the effectiveness of the marketing. F ,
strategies as well as principles that the organization under discussion here is utilizing at the
current moment is also being reflected in the immense success that the concerned

9S S A A A D MARU T IN BILITY N KETING
organization has been able to attain within a very short ti me in comparison to the rate of success
attained by its competitors in the same ti me period.
Conclusion
o conclude the prospects of a business enterprises depends to a large e tent onT , x
the kind of marketing principles as well as the strategies that the organization is following for
the effective promotion and also the marketing of the products or the services that they are
offering to the customers t is often seen that the diverse organization end up utilizing the wrong. I
kinds of marketing principles as well as strategies and this hampers the growth and also the
annual revenue earned by the concerned organization in a significant manner hus it. T ,
becomes important for the diverse organizations to not only analyze the key competencies of
their own organization in an effective manner but at the same ti me to conduct effective market
research so as to get a clear idea about the marketing principles as well as the principles that
they need to follow for the marketing and also the promotion of the products or the services
that they are offering to the customers his not only helps the organizations to earn a higher. T
amount of annual revenue but at the same ti me to develop a competitive edge over their
competitors as well urthermore it is seen that the effective use of the concept of marketing. F ,
principles as well as strategies at the same ti me enables a particular organization to attain
business sustainability also as becomes evident from the case of the organization engriT .

10S S A A A D MARU T IN BILITY N KETING
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