Tengri Clothing Brand: Marketing Mix, Strategies, and Analysis Report

This report offers a comprehensive marketing analysis of Tengri, a London-based clothing brand specializing in yak wool products. The analysis begins with an overview of Tengri's marketing mix, examining product offerings, pricing strategies, distribution channels, and promotional activities. The report then delves into a detailed explanation of Tengri's marketing strategies, including its emphasis on eco-friendly products, premium pricing, and above-the-line and below-the-line promotion. A crucial aspect of the report involves a competitive positioning analysis, comparing Tengri to competitors like Merino Wool Clothing and Premier Textile. Furthermore, the report highlights Tengri's sustainable marketing principles, such as innovative approaches, fair share practices, and partnerships with sustainable entities. Finally, the report concludes with recommendations for improvement, focusing on areas like reducing specific materials, enhancing brand awareness, avoiding animal testing, and adopting change management initiatives to further strengthen Tengri's sustainable marketing approach and overall market position.

Running Head: TENGRI 0
Marketing

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Introduction
Tengri is the clothing rband for winter based in London. It is global, social as well as local
business that was founded in March 2014. Nancy Johnson founded it. Tengri tends to take the
raw material from the mountain of Mongolia and Khangai. Tengri offers the several products
in various categories of yarn, fibres, and fabrics. It is effective all these products. Moreover, it
is also found that fibre made from the Yak wool of Mongolian. It has sustainable, clear, as
well as proper supply chain that helps in delivering the product on wider basis. The fibre used
by Tengri is hypoallergenic and organic, odor, breathable, resistant, less prone to pilling than
other fibres, and stronger than lamb’s wool. It also put emphasis on the diversification of
product into the lifestyle and fashion article. The entire products are natural purely as well as
environmental purely. In this way, it is known best for its sustainable services as well as
products. Tengri also fosters the cross-cultural learning. The main objective of Tengri is to
bring the improvement in the livelihood of people by celebrating the beautiful traditions of
the country.
Marketing mix of Tengri
Marketing mix includes the various elements that are as follows:
Product: Tengri tends to offer the several woollen clothes for women as well as men by using
the original and pure yak wool (Cameron and Green, 2015). The entire product of Tengri is
extremely soft and warm similar to the cashmere. The entire products are thermal regulating,
breathable, resist water and colour, hypo allergic, and breathable. The different kinds of
products include the:
 Hand Knitted sweaters
 Fringed blanket
 Hand joined throw
 ribbed scarfs
 Weave and ribbed socks
 Classic ribbed scarfs
 Tuck darn beanie

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Price: Tengri is also known for taking the premium prices as compare to other competitors as
wlel as countries. The price choice of Tengri begins from the 165 pounds to 175 pounds. As
compare to this, blanket prices starts from 1150 pounds. However, it if found that Tengri
usually do not charge any amount for the shipping for its product. As compare to this, Merino
clothing products start from the four pounds to 594 pounds. In this way, it is true that the
prices of its competitors are much low in contrast to Tengri.
Place: In Tengri, fibre is roduced from the Khangai and mountains of Mongolia. As compare
to this, Tengri makes the partnership and collaboration with the numerous companies for
distribute their products. Savoir beds are the partner with Tengri in order to produce the best
and effective handcrafted sleep system. In addition to this, it also collaborated and
partnership with Selfridges for producing the luxury items.
Promotion: Tengri has promoted its products by taking the assistance of official websites. It
is true that customers can also generate the information regarding the product with the help of
their official website. It also tends to promote the product through several social media sites.
In spite of this, it does not charge any shipping charge from any of its competitors.
Complete explanation of the case as well as synthesis of the theory
Promotion strategy: In promoting the products, Tengri use above the line strategies. Besides
this, it also uses below the line strategies for promotion. Using “above the line strategy,” it
uses the official website of its own. Besides this, it also uses the marketing through digital
media. In it’s below the line promotion, It uses the accessible media for promoting its
products. Tengri also believes in not charging any kind of shipping charges from its entire
category of customers at the time of selling its product online.
Product strategy: under this strategy, it uses those products that are eco-friendly. For
example- it uses green technology for maintaining its sustainability. By using this, it reduces
the pollution as well as protects the biosphere. Eco friendly is the different product that helps
it in providing the opportunity for ensuring the development in various markets.
Distribution strategy of Tengri: under its distribution strategy, Tengri uses the business-to-
business strategy and business to customer in selling its products. In its business to customer
strategy, it sells the product to wide number of top quality customers. As compare to this, in

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the business-to-business strategy, it tends to make the business with Saviour Beda, Selfridges
and Huntsman.
Pricing strategy: Company uses the premium or higher pricing strategy in order to offer the
premium and best quality products to the customers. Tengri also charges the higher prices as
compare to the Merino clothing. However, Tengri charge the 165 to 1950 pounds. In this
way, it is clear that Tengri uses the premium pricing strategy (Stead and Hastings, 2018). By
charging higher prices from the customers, it is making its position in the market.
Positioning analysis of the Tengri as compare to its competitors
Merino Wool Clothing and Premier Textiles are some of the major competitors in the
company. Merino Wool clothing that is one of the competitors of Tengri is known for the
high quality and low prices. As compare to this, Premier Textile is known for the high price
products as well as low quality.
Sustainable marketing principles adopted by Tengri
It is true that sustainable marketing is taken as the want and need of the stakeholder of
organisation. It also contains the investment done for the marketing. Therefore, it also affects
the natural resources. It also maintains the environmental balance. In addition to this, Tengri
is known for the sustainability by following several principles related to the sustainable
marketing. These principles include:
 Innovative sustainable approach
 Fair share
 Pillars of sustainability
 Partnership with the supportable partners
 Sustainable technology
 social business model
 Interconnection with the sustainable community
Areas of improvement for Tengri in relation to the several principles
The entire sustainability principles of Tengri are successful in several aspects. Tengri is also
able to make the annual sale of around 1,20,000 pounds to the 1,50,000 pounds in its

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products. It has also created the various leadership contracts by building the value, trust and
respect among them. It is also several innovative approaches in order to sue the sustainable
products. It also has three pillars related to the sustainability. These are social, environmental,
and economic pillars. Besides this, Tengri is also known for offering the various
opportunities of employment to the herders of Mongolia as well as academic students. Apart
from these benefits, it also uses the green technology for maintaining the sustainability. In
addition to this, company also needs the several changes in the small areas. Several
recommendations for Tengri is given below:
 It is recommended to Tengri for reduce the “Angora Fur” in its products. It is because
Angora Fibre is not as such proved to elastic naturally. Therefore, in order to enhance the
product sustainability, it is required by Tengri to eliminate or reduce the angora Fur use.
 Tengri should also create the awareness of its brand among the community. It can be
done by improving the engagement level of customers. Besides this, it should also identify
the needs of the customer time to time. It can be done by establishing referral program
software. It will help the Tengri in becoming proactive in the social media marketing.
 Animal testing has proved to the very bad in the company. Therefore, Tengri should
also avoid the same on its products. In order to eliminate the animal testing, company will be
able to get the better image of its brand as well as achieve the goodwill in the market.
 Tengri can also adopt change management in order to bring the necessary
improvements. It will also help the organisation in ensuring the success. Besides this, it will
lead to increment in the productivity of the organisation. Therefore, Tengri can bring the
necessary and effective changes in its sustainability approach through the adoption of change
management initiative (Noe, Hollenbeck, Gerhart & Wright, 2017).
The recommendations given above will definitely help the company in achieve various
benefits and increasing their effectiveness. By properly following these opinions and
recommendations, it can also increase its reputation in the market and gain the competitive
advantage. By ensuring this, it can also adopt the several benefits over its competitors.
Conclusion
In the limelight of above discussion, it can be concluded that Tengri has adopted the apporach
of sustainable marketing. By bringing several changes, it can also increase its brand
awareness and reputation in the market. It will also help it in achieving the competitive
advantage as compare to its competitors. Company is also required to ensure the

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sustainability practices of its product. In the short, it can be said that Tengri has adopted the
sustainability approach of marketing. Discussion on report also states that Tengri tends to
offer the several products with higher prices and higher quality. Furthermore, reports also
states that the marketing mix of Tengri by including various elements. Regarding the theory
of synthesis, it states that company has adopted the eco-friendly strategy, premium pricing
strategy, above the line strategy and below the line strategy, business to customer strategy
and business to business.
Besides this, positioning analysis of the company is also discussed by undertaking two of its
competitors that is Merino Wool clothing and Premier textile. The end section of the report
discusses the sustainable principles or marketing. The principles that are adopted by Tengri
are innovative model, fair sharing model of business, green technology, and partnership.
Several recommendations are also provided to Tengri for bringing improvement in its
marketing principles of sustainability.

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References
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017) Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Stead, M. and Hastings, G. (2018) Advertising in the social marketing mix: getting the
balance right. In Social Marketing(pp. 29-43). Psychology Press.
Thomas, M., Quasar Blu LLC. (2017) Promotional video competition systems and methods.
U.S. Patent Application 14/799,326.
Cameron, E. and Green, M. (2015) Making sense of change management: A complete guide
to the models, tools and techniques of organizational change. Kogan Page Publishers.