The additional spending it had made on a national level TV advertisement campaign coupled with the inflationary trends have resulted in the increased gross expenditure of 43 percent of the total revenue, while it was only 41 percent the last year. 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