On the basic earning reported per share, the results showed a reduction of about 16.5 percent (Topps tile , 2007). But initiatives are being taken to position Topps tiles as the most favoured brand through different customer relationships initiatives, advertisements and also variety of social outreach programmes.
The marketing plan for the Topp tiles have been prepared after a very careful analysis of current market position and anticipated growth for the current year. The plans would include all the possible stakeholders in the business of tiles. They are the customers, builders association in UK and also other business players targeting similar set of customer needs. The primary approach is to create a wide range of product choices that would make the customer with excellent choices and hence the purchase could be completed for the choice expected by them. The broad distribution of buyers are shown in the figure 1.
Innovative strategies are adopted for the effective marketing of Topp tiles across U K and Holland. The emphasis would be on strengthening the existing customer base at the current sales locations and hence concentrate more to stabilize the leadership position in the tile segment. In one of the important plans proposed, the effort is given to motivate a buyer to have more purchases in the period even though the market studies have shown the prevailing tendency among the customers as to reduce the buying choices to the most minimum levels. Hence, it is to be planned that every prospective customer need to be motivated to have a higher volume of choices, which could offset the reduced volume of sales. In the proposed plan, a cost effective seasonal offer that could combine an exclusive pack proposed for new build house which combines the requirement for all types of tiles - floors, walls or other finishing needs. As the tiles required for floors and walls are different, for a specified floor area an equivalent area for wall surface using the tiles could be estimated and a bundle pack shall be proposed. Once a customer decides to carry such a combined offer a few selected bathroom fittings of specified class could be given as a bonus thus eliminating the customer to have a purchase for these items. This enables the customer to plan his budget to include only floor and wall finish and include a basic combination of the bathroom fittings with out any pressure on the budget. This would certainly motivate the owners of newly constructing houses to have a combined purchase that helps to get three different items within the budget earmarked for the two. Thus the sales volume of the tiles that would have been less as per the prevailing circumstances have now been rejuvenated due the proposed incentive for customer. Though the number of purchases is expected not have any considerable reduction, they