Kathmandu University School of Management

Balkumari, Lalitpur

Selling and Sales Management Assignment

On
Strategic Sales Analysis
Of

Submitted By:
Shradha Shrestha
147107

Submitted To:
Birat P. Shrestha
Course Instructor
Selling and Sales Management Assignment
1. Select a Company that you are familiar with and give an overview

Urban Girl, Inc. Pvt. Ltd is an exclusive online portal headquartered in Minbhawan, Kathmandu.
It was set up in December 2012 by Nikita Acharya and Kiran Timsina with a vision to revolutionize
online shopping in Nepal. Better known as UG began its journey by selling exclusive women
accessories online through their Facebook page which quickly gained popularity by getting more
than 20,000 likes in a short span of time. When the demand surged, they began incorporating other
varieties of fashionable items in their portfolio. After racking up sizeable size of customers and
their trust, Now UG has its official website where they sell host of items that ranges from
accessories, trendy/ethnic jewelry followed by apparels, watches, cosmetics, shoes, bags, home
dcor to making unique cakes from UG Cakes.

UG is successful in using social media network platforms like Twitter, Instagram and Youtube for
promoting its brand and grow its customer base. With 29.6K followers in Instagram and 496,913
Facebook likes we can see that Facebook has helped to drive their growth by promoting their brand
far and wide. They have garnered the attention of Nepalese living abroad as well, they can gift
their loved ones living in the country through this online platform.

UG boasts on having served 60,000 customers majority of which are females can now be
considered as a pioneer of Nepals online shopping scene. Their long term vision is to be a one
stop platform create an ultimate platform for all girls and women in Nepal to buy, share, express
or even sell anything of their desire.

2. List out and explain its product or services

As Nepals biggest online shopping site that offers wide range of products from various national
and international brands, the primary service of UG is to deliver products to their customers
doorstep. UG sells an extensive array of products essentially for women. As per their website, they
sell:

Accessories- Imitation Jewelry, Smart wearable and watches

Authentic customizable silver jewelry

Topwear t-shirts, saris, blouses, dupattas, shawls, dresses, waistcoat and tunics
 Bottom Wear formal and casual trousers, shorts, jeans, leggings, salwar, jeggings, skirts,
capris and churidars
Active wear and sportswear- Active t-shirts and swimwear
Footwear- Casual shoes, sports shoes, formal shoes, sandals, heel and flats
Cosmetics and personal care products- Shampoo, soaps, moisturizer, make-up products
Home and kitchen appliances
Customizable gift (sets)
Handicrafts made for social cause

In the course of expanding business, customer base increased and so did their demands. So,
UG wanted to provide customizable gift sets service but were unsatisfied with the appearance,
price and quality of cakes available in other bakeries. So, they launched their own bakery UG
Cakes that sells premium and unique customizable cakes, and hand crafted chocolates. The
Facebook page UG Cakes has 288,926 followers which shows the popularity of the brand.
Customers can choose from their wide range of cake designs, weight, ingredients preferred
according to the occasions through their official website.

3. Describe its target segment market profile

As long as UGs Tagline goes, Be Trendy Be Urban Girl. The website is exclusively targeted
to women more so urban women who prefer online shopping from the comfort of their home over
the conventional scattered shops.

Thereafter, a UG girl would be a young woman who is fashionable and smart. She lets her style
speak for herself. She is not confined by traditions and is definitely not afraid to experiment. She
is someone who follows the trend be it in fashion or technology.

Target Customer segmentation

Demographic Variables

Educated
Young
Age: 16-35
Professionals
 White collar

Psychographic/ Behavioral Variable

Shopping is a social activity

Fashion trend pursuer/ trendsetters
Fashion consciousness/ sensibility
Urban/ City girl image
Smart and fashionable
Risk takers
Tech savvy

Geographic Variables

Urban/ City Dwellers

Usage & Benefit Variable

Affordable and reliable

One stop hassle free shopping
Quick home delivery
Return or exchange policy
Quick and easy order processing
Lots of brands and trendy options

4. Explain the sales practices of that company

By virtue of being an online shopping store, UG has an unlimited shelf space which gives customer
a variety of options to choose from. Just like any other online shopping site, UG has a well laid
out official website through which it makes direct sales. They do not have any intermediaries in
between in fact UG itself serve as a medium between the wholesalers or manufacturers to the end
customers.

UG provides option to the customers to register / sign up for a UG account. They can then explore
the online store on the basis of product categories and the website also features a filter condense
the purchase needs to make the transaction easier and quicker. The online featured products are
imported from Hong Kong, Austria and other local vendors. They have products from wide range
of national and international brands. Apart from just sourcing themselves, UG are now officially
offering a channel to any vendor who would like to sell at Urban Girl. These vendors first must
pass through their quality check standard.

International customers can choose to pay via PayPal or while domestic customers can pay cash
on delivery. UG provides free shipping services to purchases made over 500 rupees. After an order
is placed, the average transaction or delivery time is 2 days but it is subject to change depending
on the delivery location and size of the order. UG has Nepal-wide shipments. UG has refund and
exchange policy unlike majority of online stores. Deliveries are made by dedicated staffs and their
associated vendors.

They heavily rely on social media pages on Twitter, Facebook, Instagram, and email newsletter
and website blog to disseminate information about their sales promotions, new arrivals and keep
the customers engaged and interested. They rely heavily on buzz marketing and so far they have
been doing very well as the online shopping market is slowly and steadily gaining pace. They also
have various occasion specific offers such as teej special discounts or Dashain sales etc to promote
sales.

5. List out and explain how that company has been using the modern characteristics of the
sales
As an online portal UG has been using a fair share of the modern characteristics of the sales in the
following ways:

Customer retention and deletion: Being a company which is still in its growth phase, it
is absolutely important for UG to focus on retaining customers to repeat purchases. Unlike
its brick and mortar only counterparts, UG has to go an extra mile to satisfy the customers
and retain that customer. With low barriers to entry the competition is ever increasing in
the online shopping scene. The only way to keep out the competition is to provide superior
service and product quality. That is where UG puts their priority in. In the words of Nikita,
the co-founder, We believe and work on a Win-Win-Win situation. The first win is for
our customers whose satisfaction is our primary motive, the second is for our partners who
help us grow, and finally the third win is for us. They also make sure to keep their partners
or suppliers happy as they have to rely on their service to satisfy their customers. Since,
they operate virtually there shouldnt be any discrepancies between the product shown and
 the one that is delivered. So, UG takes extra care to make sure they fulfill their customers
need without distorting their expectations. UG doesnt necessarily need to delete the
customers as the online shopping scene is growing rapidly. The customers themselves are
too well-informed to switch to the UGs competitors.
Database and knowledge management: UG had faced difficulty to keep a database of
their valuable customers previously due to lack of expertise and employees but now its has
over 30 employees out of which few people are particularly trained and designated to take
care of their customer database and follow up on their needs via newsletter or social media
interactions.
Customer relationship management: As mentioned above, creating meaningful
relationship with their customers is of utmost priority to UG. Their Urgent Cake order or
Urgent delivery system along with their clients testimonials feature on the website
illustrates how they value their customer relationship. UG is not focused just on closing
sales, but rather to obtain the right commitments and open new relationships. UG offers
special discounts to the frequent customers and personally informs and gathers feedback
from these valued customers.
Problem solving and system selling: In order to enhance the customers shopping
experience, they have refund/ exchange offers, quick delivery and well defined shipping
terms and policy to minimize confusions and so on. UG also has shop for a cause scheme
where they sell crafts made from disadvantaged or handicapped people which serves as
both as a CSR and opportunity for both the customers and UG to give back to the
community. They have a policy of quickly handling the customers grievances.
Satisfy needs and add value: UG has been able to identify and satisfy customer needs
which validates this point. They began from selling just women accessories in FB but after
understanding customer preferences, UG added other varied items and even baking their
own customized cakes. They were able to create the needs for customers by introducing
bundle purchase offers where customers can just click the things they want in their cart.
Customer is at the core of this company as they are the ones which dragged the small
company UG to this state. The mostly positive reviews suggest, UG are fully dedicated to
provide superior consumer experience and create value for customers. Their social media
prowess suggest that they have been able to satisfy most of the needs while creating
customer value.

Thank You!!