A Comprehensive Report on Tengri's Sustainable Marketing and Practices

This report provides a comprehensive analysis of Tengri, a London-based winter clothing brand known for its sustainable marketing practices. The report begins with an introduction to Tengri, highlighting its origins, raw materials, and commitment to ethical supply chains. It then delves into Tengri's marketing mix, examining its product offerings (primarily woolen clothes made from yak wool), premium pricing strategy, distribution channels, and promotional activities. The core of the report analyzes Tengri's product, pricing, distribution, and promotion strategies. The report also includes a positioning analysis against competitors like Premier Textiles and Merino Wool Clothing. The report highlights the sustainable marketing practices adopted by Tengri, such as social and fair business models, sustainable technology, and partnerships. The report also identifies areas for improvement, including reducing Angora fur usage, minimizing animal testing, and enhancing consumer engagement. The report concludes by emphasizing the importance of sustainable marketing for business development and growth, while acknowledging Tengri's strengths and areas needing attention to enhance its competitiveness.

Running Head: SUSTAINABLE ARKETING 0
Sustainable Marketing
(Student Name)

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Table of Contents
Introduction......................................................................................................................................2
Marketing Mix of Tengri.................................................................................................................2
The case and Synthesis of Theory...................................................................................................3
Positioning analysis of Tengri against its competitors....................................................................3
Sustainable Marketing Practices adopted by Tengri.......................................................................4
Are of Improvement in Respect of Sustainable Principles..............................................................4
Conclusion.......................................................................................................................................5

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Introduction
Tengri is one of the leading brands in London that is based on
winter clothing brand. It is a global, social as well as local business
that was founded in the year 2014 by Nancy Johnston. The company
obtains their raw material from Magnolia as well as the mountains of the Khangai The company
offers variety of products to their consumers in the category of Fibers, Fabrics, as well as yarns.
The fibers are majorly made from Mongolian Yak wool. The Company maintains sustainable
transparency as well as ethical supply chain to cater their products at larger scale in an effective
manner. It is majorly concerned to diversify their products into the fashion as well as lifestyle
articles. Such products are purely natural as well as environmental friendly. The company is
majorly known for their sustainable practices as well as products (Tengri, 2018).
Marketing Mix of Tengri
Marketing mix is one of the effective tools to analyze the services provided by the company and
in what pattern (Pomering, 2017). The marketing mix of Tengri is explained in below points:

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Product
Tengri offers variety of woolen clothes for both men as well as women. Such product is
produced by using pure yak wool. The woolen clothes of the company are extremely warm as
well as soft as cashmere. The products of the company are hypo allergic, thermal regulating,
breathable resist odor as well as water. The products that are offered by the company are hand
knitted throw, ribbed and weave socks, classic ribbed scarf, hand knotted sweater, tuck stitch
beanie as well as fringed blanket.
Price
The company has adopted premium pricing method in their business. Their price range of
products starts from 165 pounds to 175 ponds as well as throws & blankets starts from 1150
pounds to 1950 ponds. The company does not charge any shipping charges form their consumers
(Mostafa, 2016).
Place
The fiber of Tengri is majorly manufactured from Magnolia as well as Khangai mountains.
Moreover, the company also makes collaboration as well as partnership with other different
companies to enhance their distribution channels of their products in an effective manner. It has
partnership with Savoir beds to produce the finest handcrafted sleep system. The company also
partnered with Selfridges to manufacture the high quality fibers in an effective manner.
Promotion

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It is one of the effective tools that is used by the company. The company promoted their
produces through their official websites. The company can get any information about the
company regarding their products through such official site. The company also used the online
platform to target their consumers and they do not charge any shipping amount form their
consumers that are the tactic of promoting their products among the consumers (Danilovich,
2018).
The case and Synthesis of Theory
Products strategy
The company follows and delivers ecofriendly products. The green technology is used by the
company to maintain sustainability in their business in an effective manner. The products of
Tengri help in reducing the pollution as well as also protect the environment in an effective
manner. Ecofriendly is one of the new types of products that give an opportunity to the company
for its development in the market.
Pricing Strategy
The company has adopted premium pricing method in their business to offer and deliver high
quality of the products to their consumers. The company charges high price than their
competitors in the market. However, in the recent, the pricing t Tengri falls from 165-1950 ponds
as well as the pricing of merino clothing has been falls from 4-594 ponds. It represent that the
company has adopted premium pricing strategy in the UK market (Barisitz, 2017).
Distribution Strategy

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Under such strategy, the company adopts channel of Business to Business as well as Business to
Consumers strategies to sell their products. In the case of B2B strategy, it makes the business
with Savoir beds, Selfridges as well as Huntsman. In case of B2C strategy, it sells their products
to number of top quality consumers.
Promotion Strategy
To promote their product, the company has adopted both Above-the-line as well as Below-the-
line promotional strategies. In Below-the-line strategy, the company uses the platform of online
media to promote their products. In Above-the-line strategy, the company follows the official
website of the company as well as digital marketing media (Li and Leonas, 2019).
Positioning analysis of Tengri against its competitors
There is huge competition in the market for the company. The major competitors of Tengri are
Premier Textiles as well as Merino Wool Clothing. Premier Textile is majorly known for their
variety of products that they deliver. They are majorly charge high price from the consumers but
they have variety of products that satisfy the needs and wants of the consumers. Merino Wool
Clothing is majorly known for its low prices as well as high quality products. The company
delivers their product at lower prices than Tengri that provide better opportunities for the
company to target their consumers in an effective manner. In contrast with, Tengri is known for
their high quality products among the consumers and charge high price than their competitor
(Kornoukhova, 2018).

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Sustainable Marketing Practices adopted by Tengri
Sustainable marketing is one of the effective platforms that is considered as the needs as well as
wants foe the organizational stakeholders (Bonn, Cronin Jr and Cho, 2016). It plays a prominent
role in attracting the stakeholders in an effective manner. Sustainable marketing include the
investment for marketing that help in protecting the natural resources as well as maintain
ecological balance (Garg, 2015). The company Tengri is majorly known for their sustainable
practices that have been adopted by the company in an effective manner. The principles of
sustainable marketing that is majorly used by the company are explained in below points:
 The company has adopted social as well as fair share business model in their business
that create transparency in their business in an effective manner.
 They have adopted sustainable technology that protects the environment from pollution.
 The company has sustainability pillar
 The company also has taken initiatives to make partnership with the sustainable partners
to promote sustainable business.
 The company has adopted innovative sustainable approach in their business
 Interconnected Sustainability community is maintained by the company in an effective
manner.
At certain extent, the company has adopted sustainable principles successfully. The company
maintains their annual sale of 1, 20,000 pounds to 1, 50,000 pounds in their by-products. The
company also used an innovative method for reducing the excess wastage that supports the
livelihood of suppliers. Moreover, the company created different partnership contracts as well as
build the value of trust among them. The company follows three sustainable pillars economic,

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pillar, environmental pillar as well as social pillars. They also offer employment opportunities to
the academic students as well as herders of Magnolia. They use green technology for
maintaining the sustainable effectiveness in the company a greater level (Mariadoss et al., 2016).
Are of Improvement in Respect of Sustainable Principles
The company has adopted sustainable marketing principles in an effective manner at a certain
extent. Apart from such benefits, there is some area of improvement that is required for the
company to focus on as they are explained in below points:
 Moreover, the company is also required to reduce the usage of Angora Fur in their
products. It has been analyze the Angora fiber is not naturally elastic (Moretto, 2018). To
enhance the sustainability in their produces, the company should d avoid the use of
Angora fiber in their products (Lozano, 2015).
 The company should also avoid the testing of their products on animals. They should
reduce the animal testing rate to zero (Gardetti, 2017). By doing so, the company can able
to enhance their goodwill in the market and can take further steps towards the sustainable
business in an effective and efficient manner (Ashby, 2016).
 The company should focus on creating brand awareness among the community by
enhancing the level of consumers’ engagement. They need to identify the needs and
requirement of the consumers frequently and regularly. The company can also establish
referral program software to become more proactive in social media marketing in more
effective as well as efficient manner (Bakoglu & Yıldırım, 2016).

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Conclusion
From the above analysis it can be concluded that sustainable marketing play a crucial role in the
development and growth of any business. One of the leading companies Tengri has adopted
sustainable marketing approaches in their business. It made the company more competitive in the
market. The company offer variety of products to their consumer by adopting premium pricing
method. They promote their products in their websites and online sites that help the company to
attract maximum consumers. The company uses sustainable products in their business as well as
sustainable technology that made the company more sustainable. It attracts maximum
stakeholders towards the company in an effective manner. However, the company is lacking to
adopt sustainable practices in some areas that need to be required to be focused by them to
enhance their goodwill and made the company more string than their competitors in an effective
and efficient manner.

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