Tengri Case Study: Sustainable Development and Marketing Mix Analysis

This report delves into the marketing strategy of Tengri, a UK-based company recognized as a game-changer in the textile industry. It primarily focuses on the company's marketing mix, encompassing product, price, place, and promotion. Tengri aims to support the native culture, landscapes, and wildlife of Mongolia by sourcing unique Yak fabrics, thus preserving the nomadic lifestyle. The company employs a skimming pricing technique, targeting affluent customers who appreciate the novelty and value addition of their products. Tengri promotes its products through storytelling and high quality, linking the buyer to the organization's mission. The report concludes with a critical evaluation of the suitability and sustainability of Tengri's business model, highlighting its cost-effectiveness, employment opportunities for Mongolian herders, and active role in natural resource conservation, making it a successful and sustainable enterprise. Desklib provides access to similar solved assignments for students.

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Sustainable development and marketing
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Sustainable development and marketing
Executive Summary
The aim of this report is understand the marketing strategy of Tengri which is a U.K based
company. The company is known to be prominent game changer in the textile industry. The
report broadly covers the marketing mix of the company such product, price, place and
promotion. At the end in the conclusion section a critical evaluation of that has been done on
the suitability and sustainability of the business.

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Table of Contents
Introduction................................................................................................................................3
Company brief information....................................................................................................3
Marketing mix of Tengri............................................................................................................4
Marketing mix meaning.........................................................................................................4
Product...............................................................................................................................4
Price....................................................................................................................................5
Place...................................................................................................................................5
Promotion...........................................................................................................................6
Conclusion..................................................................................................................................8
References................................................................................................................................10

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Introduction
The purpose of the report is to discuss the importance of marketing strategy for the
success of a business. For any business marketing strategy comprises of a setoff marketing
variables which are necessary for the growth of the business. Such marketing variable vary
from enterprise to enterprise and on the demand of the customer. These marketing variable is
also known as marketing mix. Further the report talks about the marketing strategy of Tengri,
which is a U.K based company deals in the luxury lifestyle product with specialization in
garments. The company is known for providing quality fabrics in their clothing and offers
them at competitive prices to their customer.
Company brief information
Tengri which is a U.K based company. The company is known to be prominent game
changer in the textile industry, the company aim to support the native culture, landscapes and
wildlife of Mongolia, which has been ruined due rapid industrialization and land degradation
(Pearce 2014).
The company was founded by Nancy Johnston after her trip to Mongolia. When she
visited to Mongolia on a trip she notices that rapid growth of industrialization and
desertification caused by the overgrazing of the goat will be going to eradicate the life of the
traditional life nomadic Mongolian(Wheeler and Beatley 2014). These people extract a unique
fabrics from Yak which has the high potential to preserve heat. She notices that these wool
fabrics can be produced without any intensive grazing of cattle. So in order to preserve the
nomadic people life style and provide them earning Mrs. Nancy started her business in the
fashion and clothing sector, which later become a renowned and luxury brand in lifestyle
product.

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Marketing mix of Tengri
Marketing mix meaning
Marketing mix refers to a set of manageable marketing variables that a firm uses to
produce a response that it want in the objective market (Huang and Sarigöllü, 2014.). The
marketing mix comprises of all the activities which a business can do to influence the price
their product in the target market. The marketing mix variable is also known 4ps. These 4ps
stand for product, price, place, promotion (Leonidou, Katsikeas and Morgan 2013).
Tengri business promotion using 4ps
Product
Product refer to the combination of goods and services which a business offers to its
target market. Business strategy is necessary for managing the existing product in the market
and adding new ones in the product chain (Londhe 2014.). For a business in order to grow
their product sale in the market place, have to differentiate its product. These differentiation
can be done on the basis of size, colour, brand names, after sale services and many others.
There are industrial, consumer, essential and luxury product. Therefore it become necessary
for the business to identify the category of their product and accordingly choose the right
marketing strategy.
Case of Tengri business product
Tengri business product comprise of lifestyle product with specialization in clothing,
Tengri differentiated its clothing product from the rest of the competitor by infusing Quality
factors in the Yak fabrics which is rarely available (Resnick et al.2016).This story is constantly

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hammering the customer mind that Tengri offers product which is of unique and superior
quality. Therefore Tengri has successfully able to differentiate its product.
Price
Price stand for the amount of money the customer have to pay in order to obtain the
product (Eldh , Luhr and Ehnfors 2015). The price of a product is a composite expression of the
value and utility of the customer. The price of the product depend upon the demands, quality,
competition, reliability, safety and many others.
For pricing a new product an organization should keep three objective in their mind
 Making the product acceptable to the consumer.
 Producing a reasonable margin over cost.
 Targeting a market that help in developing the market share.
Tengri product pricing strategy
Tengri follow skimming technique, in order to promote their product. In this strategy
Tengri follow the prices of the product are kept at high level. The aim to target those class of
customer who are affluent and understand the novelty of the product through value addition
by the company.
Place
Place refers to the product distribution policy of the company which are the important
marketing factors (Dinh 2013). Business must set the strategies for the transfer of the product
from the business to customer. These strategy must include the distributor, wholesaler, and
retailer marketing chain.

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Tengri distribution policy
The business has partnered with the several business organization which are like
minded in protecting the people and planet. Tengri had partner with Mongolian herders and
Mongolian processing company. This strong collaboration has various benefit for the
business.
Promotion
Promotion refers to the deeds that converse the qualities of the product and encourage
the target consumer to buy it (Duchessi and Lauría, 2013.) There are in general four approach
of promotion of a product. Personal selling, advertising, publicity, and sales promotion. They
are explained below
Personal selling:
It includes face to face communication of the sales force with the potential
customer. Personal selling is not a cost effective method of promotion of the product
as the sales personal are very expensive to hire. These sales personal can only attend
only one customer at a time, which is surely not the right way to reach the large
audience.
Advertising
Advertising is a promotion method which is non-personal, highly flexible and
dynamic. The medium through which advertising is done are magazines, hoarding,
display board, radio, television and the internet. (Doyle 1990).
Publicity
Publicity is like advertising which is non-personal. For this form of promotion
any kind of payment is not paid to the media (Balasubramanian 1994). The medium

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through which publicity can be done are press releases, press conferences, reports,
stories, and internet releases.
Sales promotion:
These include all the activity which are that are under taken to promote the
product. It exclude personal selling, advertising, publicity. It include discount,
contests, money, refunds, offers on sales and many more.
Tengri promotion methodology
Tengri promoted its product to through storytelling and by providing quality product.
This is a unique way to promote the product as it link the people /buyer with the organization.
Tengri has successfully utilizes this concept.
As the Yak animal fabric is known to be the good observer of heat and very much
suitable for the people of living cold region. Therefore people started accepting the product
manufactured by the company and this positively affects the company growth.

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Conclusion
From the above detailed analysis of the Tengri business it can be summarized that for
any business to become successful, it must have a product to sell. The product should be
chosen keeping in mind the need of the customer. In the case of Tengri business, Mrs. Nancy
Johnston identifies the Yak woolen fabric as her business product. She lives in London where
in the winter season cold is very deadly. She identify the business opportunity in this context
(Pearce 2014).
As the Yak fabrics is the high observer of heat, and these fabrics are being converted
into woolen cloth which are then sold in the world market (Duchessi and Lauría, 2013.). The
Tengri business proposal is very cost effective, and the satisfy duo motive of the company
business. First these Yak fabrics which is the raw material for the woolen cloths are
purchased by the company from the Mongolian herder at cheaper prices. These are then

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processed using technology and sold into the market at very high price. So the company is
earning a huge profit from the business (Reyes et al. 2015).
On the other hand the company is also providing employment opportunity to the
people of Mongolia and support their living. Apart from this the company is playing an active
role in the conservation of natural resources and biodiversity. The company has created
awareness among the people of Mongolia about the conservation of natural resources, due to
this effect rapid industrialization and land degradation slow down and people is working
towards the sustainable development of the nation.

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References
Balasubramanian, S.K., 1994. Beyond advertising and publicity: Hybrid messages and public
policy issues. Journal of advertising, 23(4), pp.29-46.
Dinh, H.Q., 2013. On repeated-root constacyclic codes of length 4ps. Asian-European
Journal of Mathematics, 6(02), p.1350020.
Doyle, P., 1990. Building successful brands: the strategic options. Journal of consumer
Marketing, 7(2), pp.5-20.
Duchessi, P. and Lauría, E.J., 2013. Decision tree models for profiling ski resorts’
promotional and advertising strategies and the impact on sales. Expert Systems with
Applications, 40(15), pp.5822-5829.
Eldh, A.C., Luhr, K. and Ehnfors, M., 2015. The development and initial validation of a
clinical tool for patients' preferences on patient participation–the 4Ps. Health
Expectations, 18(6), pp.2522-2535.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A., 2013. “Greening” the marketing mix: Do
firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), pp.151-
170.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance, 11, pp.335-340.
Pearce, D., 2014. Blueprint 3: Measuring sustainable development. Routledge.

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Resnick, S.M., Cheng, R., Simpson, M. and Lourenço, F., 2016. Marketing in SMEs: a “4Ps”
self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1),
pp.155-174.
Reyes, C.M., Tabuga, A.D., Mina, C.D. and Asis, R.D., 2015. Promoting inclusive growth
through the 4Ps (No. RPS 2015-01). Manila: Philippine Institute for Development Studies.
Wheeler, S.M. and Beatley, T. eds., 2014. Sustainable urban development reader. Routledge.