PROJECT REPORT

ON
PRETTY CLICK

BY
Sandhya Bashyal
Swastika Pudasaini
Shristi Thapa Magar
Sunita Khadka
Sarina Budhathoki

Submitted to:
Mr. Mahesh Dahal
Department of IT
Padma Kanya Multiple Campus

In the partial fulfillment of the requirements for the course of

E-commerce, (BBA) / T. U.

Bagbazar, Kathmandu
12th MARCH 2024
 Acknowledgement

We would like to express our sincere gratitude to all those personalities who have directly
and indirectly helped us in preparing this report successfully. We would also like to thank and
express our gratitude to our Padma kanya Multiple Campus affiliated with Tribhuvan
University for designing such a wonderful curriculum, which has allowed us to enhance our
knowledge. We would also like to express our sincere gratitude to Ms. Sabina Shrestha, the
Deputy InCharge of Pretty Click for being so cooperative and helpful in providing the
necessary information about the company. We would also like to express our gratitude to our
Co-Ordinator Mr. Prem Lal Adhikari and Deputy Co-Ordinator Mr. Santosh Chhetri for
giving us this wonderful opportunity and for providing us with the wonderful learning
environment and all the necessary equipment needed during this research.

Lastly, we are very thankful and indebted to our respected E-Commerce sir, Mr. Mahesh
Dahal for giving us a great deal of time and effort in guiding and providing us mentorship in
preparing this report.

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 Abstract

This report examines the current state and trends of the growing digital economy in Nepal,
with a focus on how Pretty Click, a cosmetic company, utilizes different payment gateways.
It also explores Pretty Click's marketing strategies, particularly its use of Search Engine
Optimization (SEO) and other methods. Pretty Click stands out for prioritizing website
security and protecting customer privacy, giving it a competitive edge.

The research is mainly focused on finding the Strength, Weakness, Opportunities, and
Threats (SWOT analysis), as well as the broader social, legal, economic, environmental,
political, and technological (SLEPT) factors of Pretty Click that determines the position of it’s
on Nepalese market in the current scenario. Information for the report was gathered
through direct discussions with Pretty Click's Managing Director and consulting various e-
commerce resources.

Despite offering online payment options like esewa and Khalti, Pretty Click faces challenges
in fully transitioning its customers to digital payments, as cash on delivery remains popular
in Nepal. This highlights the ongoing digitalization gap in the Nepalese industry.

In simpler terms, the report looks at how Pretty Click operates in the digital economy of
Nepal, focusing on its payment methods, marketing strategies, and overall position in the
market.

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Contents
Acknowledgement i
Abstract ii
List of figure vs

Chapter1: Introduction and Background. .1

1.1Background.........................................................................................................................1
1.2 Online Opportunities 1
1.3 Business Model ............................................................................................................2
Chapter 2: Marketing strategies and
implementation………………………………………….4
2.1 Marketing strategy 4
2.2 Payment Methods ...........................................................................................................5
2.3 Delivery……………………………………………………………………………5
2.4 Privacy Policy...................................................................................................................6
Chapter 3: Business problem analysis and solution 7
3.1 SWOT Analysis............................................................................................................7
3.1.1Strength…………………………………………………………………………..7
3.1.2 Weakness………………………………………………………………………...7
3.1.3 Opportunities…………………………………………………………………….8
3.1.4 Threats…………………………………………………………………………...8
3.2 SLEPT Analysis 8
3.2.1 Social Factor……………………………………………………………………..8
3.2.2 Legal factor………………………………………………………………………8
3.2.3 Economic factor…………………………………………………………….…...9
3.2.4 Political factor…………………………………………………………………...9
3.2.5 Technological factor…………………………………………………………….9
3.2.6 Environmental factor……………………………………………………………9

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Homepage 10
Conclusion 11
Recommendation 12
Reference. 13

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List of figure

Figure 1: B2C model 2

Figure 2: PrettyClick website homepage 10

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 Chapter I

Introduction and Background

1.1 Background
Pretty Click is a cosmetic company that has made its mark in the Nepalese
market. It was founded with the vision of providing high-quality cosmetic
products to customers in Nepal. The company has established itself as a reliable
and trustworthy source for authentic beauty products.

The founders of Pretty Click identified a gap in the market for genuine cosmetic
products in Nepal. With the increasing demand for beauty products and the rise
of the digital economy, they saw an opportunity to create a platform that offers a
wide range of authentic cosmetics to customers across the country.

Pretty Click has focused on building strong partnerships with renowned cosmetic
brands to ensure the authenticity and quality of the products it offers. By
becoming a certified distributor of cosmetics, Pretty Click has gained the trust of
its customers who prioritize authenticity and reliability. The company's
commitment to customer satisfaction is evident in its emphasis on providing
excellent service and ensuring a seamless shopping experience. Pretty Click
has invested in secure online payment gateways and efficient delivery systems
to enhance customer convenience.

Moreover, Pretty Click recognizes the importance of staying updated with the
latest trends in the beauty industry. The company keeps a keen eye on market
developments and consumer preferences to continually expand its product
offerings and adapt its strategies accordingly.

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1.2 Online Opportunities

In today’s world, if your business isn't actively engaging in online operations,

it's likely to experience a downturn in performance. Pretty Click seems to be
knowing and considering this fact from the very beginning. It first started its
operation online and has been exploiting all possible opportunities that boomed
online ever since. Having the target customers 18 – 35 being the most active
user of social media, it has been easier for them to reach them. They have made
proper use of online platforms. Customers are always in search of adequate
information which one can easily get by visiting their website. Every aspect of
the product, from its constituent ingredients to its application and resulting
effects, can be easily accessed and understood. They import beauty products
directly from manufacturers. One thing all the customers can find there is trust
and authenticity. Their online presence is also appraisable, every day they post
3-4 times. They started from Instagram and now have their websites, Facebook
pages. They direct customers to their website from Instagram and Facebook
pages, requesting them to know the price and product from their website. It’s
quite a smart move as while viewing the product they are willing to buy they
will also go across other products which creates possible creation of new
demand.

1.3 Business Model

E-commerce is buying and selling goods and services over the internet, network and other
digital technologies. Electronic commerce is a modern business methodology that addresses
the needs of the organization, merchants and consumers to cut costs while improving the
quality of goods and increasing the speed of service delivery (Kalakota & Whinston,
2013,p.15). There is mainly three types of e-commerce model used in the context of
Nepal .i.e. B2B, B2C, C2C.
B2B is an e-commerce model where business transactions occur between and among two
business firms. For instance: Amazon Whereas B2C involves transactions that occur between
business firms and customers. For instance: Daraz. This is a very common form of e-
commerce model. Also, C2C is e-commerce model involves transaction among two
customers, where one customer directly sells goods and services to another customer. For
instance: hamrobazaar.com.
Pretty Click follows the B2C business model. It sells its product to customers via website,
social media platform and physical store. The consumer can find a wide range of cosmetic
products and all the product information including product detail, their use, ingredients used,
proven results, price and so on. They directly sell their product to customers. The customer

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can choose the product and purchase it online by sitting at any corner of Nepal. They also
provide an online payment facility and can track their order.

Pretty Click

Supplies

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 Order
It also plans to consider a B2B business model in future. But for now, theyProcessing
are focused on
B2C as they feel carrying business through both models can affect their customer base.
Orders
Customer PrettyClick.com

Figure 1: B2C Model

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 Chapter II

Marketing strategies and implementation

2.1 Marketing strategy
Marketing strategy is a long-term future-oriented approach and an overall game plan
of any organization or any business with the fundamental goal of achieving a
sustainable competitive advantage by understanding the needs and wants of
customers. They have followed niche marketing. Their target customers are upper-
middle and upper class.
While conducting research, we came to know that the organization where we visited
has following different new advanced strategies for marketing;

● Search Engine Marketing (SEM)

● Social Media Marketing (SMM)

● Email Marketing (EM)

● Customer Relation Management (CRM)

● Supply Chain Management (SCM)

● Other marketing strategies

Search Engine marketing (SEM)

We can access the website of Pretty Click by typing the
URL:https://PrettyClickcosmetics.com/ and the search engine displays the website. They
have a pleasant website presence as well as have implemented search engine marketing. Also,
time and again they update their products and services on their website which makes it easy
for the customers to read all the information required. They also direct customers to the
website when asked about price and product details on their Facebook and Instagram handles.
Social Media Marketing (SMM)
SMM offers a significant platform for Pretty Click to promote its product and services. They
started their journey with the help of Instagram. Active involvement of their target customer
on social media like Facebook, Instagram, is a plus point for a better response from social
media marketing. They had recently done a campaign named real v/s fake product which was
very insightful. They have successfully gained organic followers. Sometimes they enhance
posts to extend their reach to the target audience. They also provide giveaways and sales on
social media.
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Email Marketing (EM)
EM at Pretty click involves using email as a tool to promote products, engage customers, and
build relationships. They send exclusive offers to their loyal customers via purchase email
and push notifications.

Customer Relation Management (CRM)

Pretty Click has been successfully retaining its customers through various programmes and
policies. They have easy return and exchange policy, where customers can return and
exchange items purchased within 7 days. They also provide rewards points. When you
purchase Rs. 100 worth authorized brand products, you will get 10 reward points whereas 4
points when you purchase a product worth Rs. 100 of another brand. 100 reward points equal
to Rs. 100, which means if I have 100 reward points, I need to pay Rs. 500 for a product
worth Rs. 600. They also organize a variety of festive and seasonal promotions, sales,
giveaways, gifts, and hampers, including events like Black Friday, among others.

Supply Chain Management (SCM)

Pretty Click is the first cosmetic company to gain the license to import, distribute and retail
major American and European cosmetics and skincare brands in Nepal. Normally the
shipment arrives within a timeframe ranging from three days to one week. Arrival of
shipment also depends upon flight schedule and custom clearance.
It is the only business which is fully dedicated to cosmetics products ranging from makeup,
skincare, facemask, sunscreen, perfumes to makeup accessories. It opened “Pretty Click
Luxe” which focuses on exclusive brands like Huda Beauty, Fenty Beauty and many others.

Other marketing strategies

Aside from Search Engine Marketing (SEM), Social Media Marketing (SMM), Email
Marketing (EM), Customer Relationship Management (CRM), and Supply Chain
Management (SCM), Pretty Click may also employ the following marketing strategies:
i. Influencer Marketing: Collaborating with influencers in the beauty industry to
promote products and reach a wider audience.
ii. Content Marketing: Creating valuable and engaging content related to beauty tips,
tutorials, and product reviews to attract and retain customers.
iii. Affiliate Marketing: Partnering with affiliates or bloggers who promote Pretty Click's
products on their platforms in exchange for a commission on sales.
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 iv. Loyalty Programs: Offering rewards, discounts, or exclusive deals to loyal customers
to encourage repeat purchases and enhance customer retention.
v. Offline Marketing: Utilizing traditional advertising methods such as print ads,
billboards, or sponsoring events to increase brand awareness.
vi. Product Sampling: Offering free samples or trial sizes of products to potential
customers to encourage them to try and purchase the full-size products.
vii. Referral Programs: Encouraging existing customers to refer friends or family
members by offering incentives or discounts for successful referrals.
By implementing a diverse range of marketing strategies, Pretty Click can effectively reach
its target audience, increase brand visibility, and drive sales growth

2.2 Payment Methods

Pretty Click allows us to make payment using a variety of methods including:
i. Cash on delivery
ii. E-Sewa
iii. Khalti
iv. Phone pay
v. IME Pay
vi. Credit card
vii. Debit card and
viii. Bank deposit

Customers have the option to make payments through PayPal, although international shipping
services are not provided. People residing abroad have been using PayPal facilities while
buying Pretty Click product as a gift for their relatives residing in Nepal.
Among all the payment alternatives, customers prefer cash on delivery and payment through
e-sewa. Most of the people are hesitant to pay through their credit or debit card as they fear
misuse of their information.

2.3 Delivery
Pretty Click sends out orders within one day i.e. 24 hours of getting the payment. Generally,
the delivery period depends on the customer’s geographical location. It usually takes from 2-
4 days. Pretty Click provides home delivery services inside the Kathmandu valley and also
does couriers all over the country. For courier service, payment should be done before
shipping the order.
Pretty Click offers free delivery inside the ring road for orders of Rs. 1500 or more but for
less than Rs. 1500, they charge Rs. 100 as delivery charge.

2.4 Privacy Policy

In regard to security, Pretty Click follows strict security measures according to government
regulations. Pretty Click safeguards all kinds of information of customers which are personal
as well as sensitive. Only the persons authorized or approved by Pretty Click can see that
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information. They don’t rent or sell user’s personal information to any other third party.
There is no history of data misuse or data manipulation.
Pretty Click has maintained appropriate and adequate administrative, technical and physical
safeguards designed to protect the personal information against accidental, unlawful or
unauthorized destruction, loss, alteration, access, disclosure or use.

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 Chapter III

Business problem analysis and solution

3.1 SWOT Analysis
3.1. 1 Strengths
The strengths of Pretty Click are: -
i. Certified distributor
They are the first official cosmetic distributor in Nepal. They are an exclusive distributor and
retailer for major American and European cosmetic and skincare brands in Nepal.
ii. Product quality
Every product from Pretty Click is tested for its quality and most of their makeup is mineral-
based. The cosmetics undergo allergy testing to ensure they are safe for use . It also offers
guidance on how to use the products and ensures that customers are aware of their benefits.

iii. Wide product range

Pretty Click offers a variety of brand choices for its customers in all product categories. It has
been successfully providing a range of products such as makeup, skincare masks, sunscreen,
perfumes, makeup accessories among others.
iv. Innovative product display
In the highly competitive cosmetics market, simply having high-quality products is not
sufficient for customers to choose a brand. Now the product and the store both need to
attract customers. Pretty Click has invested in creative store design, including everything
from the color scheme to the layout, shelves, and mirrors, to make the shopping
experience appealing and memorable for customers.
The weaknesses of Pretty Click are: -
i. Expensive
It is expensive because its products are imported from abroad. This acts as a hindrance in
attracting customers with low purchasing power. Unaware of the quality differences,
some customers choose counterfeit/fake products under the assumption that Pretty Click
sells all its products at a high price.

ii. Interior design

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Cosmetic shops are not only about offering good products and services but also about creating an
enjoyable interior design. The ambiance/environment and layout help establish the brand's image,
making customers feel like they're stepping into a different world and encouraging them to explore
further. The stores of Pretty Click need a little bit of renovation to add more value to its
product and make it to the liking of customers. Converting their weakness in strength, they
are working on their interior.

3.1.3 Opportunities
The opportunities of Pretty Click are: -
i. Demand of product
People across the world are now more open to using makeup in all kinds of settings. Most
women today are well informed on makeup trends which have resulted in them preferring
to use cosmetics which is a huge opportunity. They are also highly concerned about their
skincare. This circumstance creates more demand as it's the only place where you can
find authenticity.
ii. Online opportunity
Online platforms play a vital role in every industry. It opens the door to fulfilling
customers' needs more efficiently. Because of its digital presence, even during the
pandemic period, it was at the service. People have started preferring online shopping
which in turn provides lots of opportunities to the organization.
iii. International landscape
Pretty Click needs to expand globally and grab the market share not only in one country
but worldwide. It should expand business where it’s hard to get trusted products.

3.1.4 Threats
The unaware and ignorant customers are the real threats of Pretty Click. Some customers
tend to buy a product which doesn’t suit their skin at all just to buy something fancy. They
are ignorant of the suggestion of products provided by staff according to their skin type. The
other threats are unseen calamities like Covid-19. It troubled economy of all countries. If it
hadn’t been operating online, it would have been hard for them to sustain the business
through pandemics like many.

3.2 SLEPT Analysis

3.2.1 Social Factor
Pretty Click has been attentive in identifying and capitalizing on the evolving preferences of
customers in the cosmetics industry. The increasing awareness among customers regarding
authentic and fake cosmetic products presents opportunities for the company. There have

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been no instances of negative feedback from customers regarding its online services, except
in cases where the product is unsuitable for their skin. Additionally, Pretty Click fulfill its
corporate social responsibility (CSR) by collaborating with organizations like Beam of Hope
for clothing donations.
3.2.2 Legal factor
Pretty Click is in the cosmetic and beauty industry where the company has to face a lot of
competition with fake products and such duplicates have negative implications on the market
share of the original brands. Another aspect of Pretty Click's competitive advantage lies in its
exclusive access and authorization to sell products from brands like LA and Milani. Pretty Click has
the legal authority to take action against any company selling these brands' products without
permission. Although there hasn't been any history of brand imitation, other cosmetic shops have been
observed imitating Pretty Click's videos.

3.2.3 Economic factor

An economic factor affecting Pretty Click could be fluctuations in consumer spending habits.
If there's a downturn in the economy or if consumers have less disposable income, they might
reduce their spending on non-essential items like cosmetics. Conversely, during economic
prosperity, consumers may be more willing to spend on luxury or self-care products,
benefiting Pretty Click's sales. Additionally, currency exchange rates could impact the cost of
importing cosmetics from international suppliers, affecting Pretty Click's profitability.
Economic factors play a significant role in shaping the overall business environment for
Pretty Click.

3.2.4 Political factor

Political factors affecting Pretty Click may include government regulations and policies
related to the cosmetic industry. For example, changes in regulations regarding product
labeling, safety standards, or import/export tariffs can impact Pretty Click's operations and
supply chain. Political instability or changes in government leadership may also introduce
uncertainty or disrupt business operations. Additionally, political decisions regarding
environmental regulations or trade agreements can influence sourcing practices and product
availability for Pretty Click. Therefore, staying informed about political developments and
actively engaging with relevant stakeholders can help Pretty Click navigate potential political
challenges and opportunities effectively.

3.2.5 Technological factor

Technological factors impacting Pretty Click include advancements in e-commerce
platforms, website design, and digital marketing techniques. Pretty Click must stay updated
with the latest technologies to enhance its online shopping experience, optimize website
performance, and reach its target audience effectively . The company has very well-identified
that the changing technology reigns supreme and thus have positioned itself in a favourable
technological environment in comparison to its rivals. It has invested in real and virtual
technology to provide its customers with aesthetic products. PrettyClick has made use of
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information and communication technology efficiently and effectively. It publishes a variety
of content including pictures, videos etc.

3.2.6 Environmental factor

Environmental factors consist of both certain and uncertain factors. Certain factors are
managed through planning but managing uncertain factors is a real challenge. Just a few
months back the entire business firm was facing a lot of challenges during the corona
pandemic. During the Covid time, it was challenging for Pretty Click to pay rents, pay
salaries to around 70-80 people. Similarly, there was a risk of holding the products for a
longer time as the products have expiry dates. And the manufacturer doesn’t take back the
product once delivered, they will have to bear all the loss and destroy the expired products.

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 Homepage

Figure 2: Pretty Click website homepage

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 Conclusion

In summary, the economy of Nepal is moving steadily towards becoming more digitalized.
However, there is still considerable progress needed as favorable policies regarding network
security and payment regulations are still lacking. The pandemic breakout has proven to be
blessing for the business firm to connect with more customers as lately customers have
started to rely on and trust online businesses.
The increasing trend of online shopping has created an opportunity to boom its services and
lead in the Nepalese cosmetic industry. From starting its journey from an online store via
Instagram to opening 15 physical stores throughout the country, it has been securing its
position in the Nepalese economy. It follows the B2C model, distributes its product directly
to customers without any intermediaries. Making online shopping more approachable, allows
customers to make payments through Esewa, Khalti, PayPal, foreplay cash on delivery, debit
card and many more.
Regarding customer privacy, Pretty Click has only one person handling the technical and
privacy aspects and has a contract regarding privacy and issues. There hasn’t been any
history of data theft. From the observation, Pretty Click is using Search engine marketing
(SEM) and social media marketing more in comparison to other marketing strategies. They
have considered SWOT Analysis and SLEPT Analysis for making their strategy and adapt
the change and adjusting to the environment. Pretty Click is likely to prosper more in
Ecommerce settings with the increasing awareness among Nepalese about the boon of digital
marketing.

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 Recommendation

Based on our findings and data analysis, Pretty Click Nepal has several options available for
action which are as follows;
 They ought to maintain slightly varied content between the website and applications.
 It should increase the target customer base from upper-middle and upper class to the
middle and upper class.
 Pretty Click can offer small sample products of creams and foundations to customers
so they can experience the difference before purchasing. Alternatively, as part of a
marketing campaign, they could provide free makeup services to five lucky customers
every two months.

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 Reference

Cosmetic | Britannica
https://www.britannica.com/art/cosmetic
https://PrettyClickcosmetics.com/
https://PrettyClickcosmetics.com/pages/who-we-are
Kalakota, R.K., &Whinston, A.B.W. (2013). Frontier of Electronic Commerce. New Delhi:
Pearson Education, Inc.pg-15

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