You are on page 1of 50

Topps Tiles Marketing Plan for 2013

By James Scott and Dominic Taylor

Section 1

Contents

Page

EXECUTIVE SUMMARY .................................................................. 5

2 2.1

SITUATIONAL ANALYSIS............................................................... 6 Company Analysis ................................................................................. 6

2.1.1 Financials ............................................................................................... 6 2.2 Competitive Environment ...................................................................... 7

2.2.1 Tile Market ............................................................................................. 7 2.2.2 Wooden Flooring Market ..................................................................... 10 2.3 PEST Analysis ..................................................................................... 13

2.3.1 PEST Implications ............................................................................... 13 2.4 SWOT Analysis ................................................................................... 14

2.4.1 SWOT Implications ............................................................................. 14 2.5 Forecast ................................................................................................ 15

2.5.2 Wooden Flooring Market ..................................................................... 15 2.5.3 DIY Market .......................................................................................... 15 2.5.4 UK Economy Macroeconomics ........................................................... 15 2.5.5 The UK housing Market....................................................................... 16 2.5.6 Topps Tiles Sales ................................................................................. 17 2.6 2.7 Tile and Flooring Market Summary ..................................................... 18 Assumptions ......................................................................................... 19

3 3.1

OBJECTIVES .................................................................................... 20 Corporate Objective ............................................................................. 20

3.1.1 Key Operational Objectives ................................................................. 20 3.1.2 Key Financial Objectives ..................................................................... 20 3.2 Marketing Objectives ........................................................................... 21

3.2.1 Product ................................................................................................. 21 3.2.2 Distribution .......................................................................................... 21 3.2.3 Pricing .................................................................................................. 21 3.2.4 Marcoms ............................................................................................... 21 3.3 Marketing Dashboard ........................................................................... 22

4 4.1 4.2 4.3 4.4 4.5

MARKETING BUDGET .................................................................. 23 Past Spending and Affordability .......................................................... 23 Competitor Spending and Share of Voice ............................................ 23 Objective and Task ............................................................................... 24 Current Market Situation...................................................................... 24 Percentage of Estimated Sales Revenue in 2013 ................................. 24

5 5.1 5.2 5.3

MARKETING STRATEGY ............................................................. 25 Gap Analysis ........................................................................................ 25 Ansoff Matrix ....................................................................................... 27 Market Segmentation ........................................................................... 27

5.3.1 Competition Segmentation ................................................................... 28 5.4 5.5 5.6 5.7 Product ................................................................................................. 28 Pricing .................................................................................................. 29 Distribution .......................................................................................... 29 Strategic Marcoms and Relationship Marketing .................................. 30

5.7.1 Advertising ........................................................................................... 30 5.7.2 Public Relations ................................................................................... 31 5.7.3 Direct Marketing .................................................................................. 31 5.8 Relationship Marketing ........................................................................ 31

5.8.1 Product ................................................................................................. 32 5.8.2 Pricing .................................................................................................. 32 5.8.3 Distribution .......................................................................................... 32 5.8.4 Promotion ............................................................................................. 32

6 6.1 6.2 6.3

MARKET RESEARCH..................................................................... 32 Product Research .................................................................................. 32 Distribution Research ........................................................................... 33 Database ............................................................................................... 33

7 7.1 7.2 7.3 a) 7.4 7.5 7.6

MARKETING TACTICS ................................................................. 33 Marketing Mix ..................................................................................... 34 Advertisement ...................................................................................... 36 Public Relations ................................................................................... 37 Trade Events......................................................................................... 38 Direct Marketing .................................................................................. 38 Product ................................................................................................. 39 Month by Month Marketing Tactics .................................................... 39

8

CONTROLS ....................................................................................... 42

9

CONTINGENCY PLANNING ......................................................... 43

10

REFERENCES ................................................................................... 44

11

APPENDICES .................................... Error! Bookmark not defined.

1

Executive Summary
a) This marketing plan was produced to offer a review on the current situation of Topps Tiles and the marketing objectives to be implemented in February 2013 to the end of January 2014. b) The marketing plan will look at key components of the Tile and Wooden flooring market, including current trends within both markets, and the competition within those markets. The plan will analysis both component to produce a summary of the current market situation c) Using the Objectives as a reference, a carefully drawn up budget has been considered in which has been justified in this plan. The plan will also state the strategies and tactics that will be used to make sure Topps achieves its objectives for the next coming year(s). The strategy and tactics have also been carefully considered to maximize potential return, in terms of achieving the objectives set out. The plan will also look to the future to establish a contingency plan, which will outline a number of actions to be taken should a certain situation arise d) Current situational analysis, has identified a key downward trend within the Tile market which will prove worrisome for Topps as it is there main product, however analysis has also shown a upwards trend in the wood flooring market. e) Current analysis has also shown that competition within the tile and flooring market is become fierce with bigger competitors entering the market, with the like of B&Q and Homebase f) Analysis of trends has also shown week demand in the housing market over the past 5 years due to the recession and the effectives it has had on consumer confidence. This however proves to be a „double edged sword‟ as there has been an increase in the number of people renting properties which mean less DIY can be conducted on these properties. However with the current market situation people who own properties are looking to DIY as a cheaper form of increasing the value of their property g) The main objectives set out in this plan are as followed  To increase Topps Tile market share in the Tile market to 27%  To increase sales revenue by 5%, over the next year  To Increase the growth profit margin by 5% to 65%, over the next 5 years h) Using the objectives set out the current budget that we consider to be most effective in achieving these objectives is £5,310,000. This will be split
Budget (£) Market Research Advertising Public Relations Direct Marketing Product Contingency Plan 265,500 3,130,000 960,000 360,000 255,500 540,000 % of the total budget 5.00 57 17 7 5 10

231) (5.1 Financials Consolidated Statement of Financial Performance for the 52 weeks ended 29 September 2012 52 weeks ended 29 September 2012 £‟000 177.1.862) 13. while also offering trade discounts.755) (7.462 1.194) 5. where it currently has a 26% market share in the tile market (Topps Tiles.103) 18.618) (4.460) 15.144) 106.023) (67. However over recent years Topps have expanded their range of products to appeal to Tradesmen‟s.798) (1.549 (6.051) (1.724) 9.624) (5. This product expansion has helped Topps to cement a strong position in the market.980 356 (4. Topps Tiles main customer focus has been the public.393) (6.621 (6.1. where it operates through its core values of offering offer high quality tiles at value for money with a friendly knowledgeable service.624 152 (4.1 Group revenue – continuing operations Cost of sales Gross profit Employee profit sharing Distribution and selling costs Other operating expenses Administrative costs Sales and marketing costs Group operating profit before exceptional items Impairment of plant.108) (637) 12.714 Table 2.462 52 weeks ended 1 October 2011 £‟000 175.904) 104. 2012) 2.638) (65. property and equipment Write off of display inventories Property related provisions Group operating profit Other gains Investment revenue Finance costs Fair value (loss) on interest rate derivatives Profit before taxation Taxation Profit for the period attributable to equity holders of the Company Source: Topps Tiles Annual Report 2012 15. 2012). offering products and help for people doing DIY.174 (1.493 (2.525 (70.1 SITUATIONAL ANALYSIS Company Analysis Topps Tiles is engaged in the retail and wholesale of distribution of ceramic tiles and wood flooring (Reuters.883) (6.2 2.908 (2.630) 7.281) (1.769 .693 (71.

1 Source: Keynote Market Report on Wall coverings and Ceramic Tiles 2012 *Retail Selling Price The decline in the Tile market is evident Topps Tiles sales figure. flooring market is made up of companies that sell any type of flooring.1 Ceramic Tiles Value (£m at rsp*) % change year-on-year The Total UK Retail Market For Ceramic Tiles By Value 2007 475 2008 477 2009 440 2010 405 2011 372 - 0.2.2 Competitive Environment Topps Tiles can be split into two separate markets. with totals sales for ceramic tiles in the retail market down 7.2.8 -8. Topps Tiles specialize in this market.4 -7.  The Tile market would include any business that sells tiles. 2010). 2011) which at its height in 2008 was worth £420 Million (Hucker.1 shows the value of the Tiles market from 2007 to 2011. 2010) This had increase year on year until 2009 when the market went into decline. 2.8% in 2009 (Hucker. Table 2.2. with the market more than 20% smaller than 2008 (KBB Review.0 -8. 2011) and has „bounced‟ around this figure for the past 3 years. Table 2. This was mostly due to a lag effort of the recession. and the Flooring market. they are the Tile market. This market is much bigger than the tile market. Topps in 2009 represented around 23% of the tiling market an increase from 22% the previous year .80 million in 2009 (Topps Tiles. which decreased from £208. which started in 2007. such as carpet or wooden floors.1 Tile Market The UK ceramic tile market is in a state of decline since 2008 when the recession hit.  This secondary.2.08 million in 2008 to £178.

900 0 151.2.198.28 Homebase* 1.967 2.967 0 44. this does not mean Topps is not a main competitor within the Tile market. 2012) *Finances submitted within the first 4 months of 2012 Table 2.2. There are more competitors within the Tile market.617 68.197 19.690 1.859 763.1 Tile Market Competitors Table 2.1.400 2.483 29.060 487 33 0 33 1.1.512.257 17. This is nearly twice the sales revenue of the second largest competitor in the market Homebase.450 552.200 178. gives them an advantage of buying power over many of its competitors .1(a) The Financial Health of Topps Tiles Competitors (2011) (£. while Topps with current sales of £177. by revenue.447.445 755 28.1(a) shows that B&Q are by far the largest company involved in the Tile market.11 Tile Giant* 36. The economies of scale that Topps processes with this market share.242 684. as Topps specializes in tiles giving a commanding 26% market share in the tile market.1.000s) Turnover Cost of Sales Gross Profit Margin Operating Profit Profit after Tax Dividends Retained Profit Current Ratio B&Q* 3.2.693m comes in fourth after Wickes.700 151.280 44.900 5. but the four described below are the largest in the UK Table 2.2.04 (Source: Keynote company database.338 428.1(a) shows the financial health of Topps Tiles biggest competitors within retail of tiles.1.05 Wickes 980.200 1.112 39.2.710. However even though B&Q and Homebase as well as Wickes are turning over large amounts in comparison to Topps‟.

a large multinational corporation (Kingfisher. a large corporation and builders merchants (Travis Perkins. while also enhancing activities on social networks Offering a move diverse range of home furnishing products using Homebases own brand name (Home Retail Group. 2012) Owners/Parent Company Customer Base Number of Stores in the UK Strategy Kingfisher. including tiles. Known more so for its furnishings Homebase uses nectar cards to attract customers in by rewarding them with points. This can attract customers in who are looking to buy more than just tiles Customer Service is key within the market Kingfisher has revenue running into the billions. with the red pencil pricing scheme aimed at traders. 2012) Offering a user friendly website. they are less financial well of in terms of revenue then Topps . (Kingfisher.2. Tile Giant Tile Giant offers a range of tiles through its stores and online. 2012) Advertisement aimed at making DIY look easy. 2012) Trade and DIY 321 and Online (B&Q. offering low prices on a range of its items. Wickes also provides an installation service on kitchens and bathrooms.1(b) Tile Market Competitor Analysis Table 2. Which is absent in the Market (DIY. which can be used on a number of products and services Travis Perkins.1. which can be reinvested back into its company in times of hardship or to make them more competitive. 2012) B&Q has also moved towards offering „Green‟ and „Eco‟ Products. which can reinvested into the company and its subsidiaries However Homebase is not as well established in the tile market as its competitors. Homebase are also trialing kitchen installations. which can be invested to expand the brand Travis Perkins also operates Wickes which is also present within the tile market giving both companies an advantage in purchasing power. 2012) Assumptions Resources and Capabilities Consumers are price conscious in the current market situation as times are hard for some Wickes parent company Travis Perkins has large revenue streams (Travis Perkins. to analyze their position and competitiveness within the market Background information Wickes Wickes operates as a trade and DIY store. 2012) This can be reinvested in the company. 2012) The Home Retail Group. Travis Perkins also operates tile giant giving it access to millions of tiles Offers more products then just tiles. Products range from plumbing to carpentry and of course tiles. Using the competitor analysis criteria in Contemporary Strategic Analysis by Robert Grant.1. 2012) Trade and DIY 200+ and Online (Wickes.1(b) consists of Topps Tiles main competitors.Table 2. called trade point which provides material for tradesman Homebase Homebase offers a range of home furnishings and DIY products. Offering products to the public and the trade (Tile Giant. the parent company has large capital. Travis Perkins. a multinational corporation (Home Retail. Operates the largest number of DIY stores in the UK Can attract customers in on products other than just tiles B&Q has the use of its store cards to create brand loyalty Home retail group has revenue running into the billions. 2012) Travis Perkins (Tile Giant. 2012) Trade and DIY 107 and Online (Tile Giant. 2012) To give every customer the best service when they visit our stores with Giant range and Giant savings. 2012) DIY 300+ and Online (Homebase. 2012) To provide the best value for money in the DIY market B&Q B&Q operates as DIY store offering products ranging from tiles to flooring as well as garden ware and tools However B&Q does operate a trade store inside many of its large stores. (Tile Giant.2. The smallest of the large competitors within the market analyzed.

This gives them large capital reserves in which to fall back on. between 2008 and 2012 the sector grow by 3.376 - 0. with revenues running into the £billions.2 Tile market competitors: Implications for Topps Tiles  All the companies listed within the table. with wood and laminate flooring covering one sector.2. The UK wood and laminate flooring market in 2012 was worth £1. 2013).335 2010 1.9% from 2009 (Tutt.2. with growth between 2011 and 2012 at 0. owns two firms within the market.5%. this could make it hard for Topps to establish itself within the trade industry  All 4 companies mentioned are well established brand names which are well respected by. 2012).2(a) The wood/laminate flooring by value at current prices (£m at rsp) 2008-2012 2008 Value (£m at rsp) % change year-on-year 1.1. with the biggest increase falling in 2010 when the value of the increased by 1. Furthermore the owners can reinvest this money into their companies to expand their product range to adapt to the competition  Travis Perkins.4 Source: Keynote 2013 report on the floorcoverings market The growing popularity of wood and laminate flooring has meant that sales have increase.9 0.4% (Tutt.376bn (Tutt. leading to lower prices. with a 22.5 1.2. Although growth has increased it has also started to slow. especially Wickes which is well established within the trade industry with its „Red Pencil Pricing‟ 2.329 2009 1. are owned by large multination companies. 2012) .2% share of the floor coverings market (Tutt.370 2012 1.2 Wooden Flooring Market The floor coverings market is split up into a number of sectors. Table 2.2. 2013).360 2011 1.7 0. This also gives them a considerable amount of say in the market when purchasing. Tile Giant and Wickes along with the large trade base Travis Perkins already appeals to.

2012) Carpet Right Plc.978 2.861 19. There are more competitors within the market.1.2(c) Wooden Flooring Competitor analysis Table 2.Table 2. This gives them an advantage in purchasing as they will be able to negotiate low prices on products they buy Cascade investments is an investment vehicle for Bill Gates. which is owned by Bill Gates (Hall.2.000s) Turnover Cost of Sales Gross Profit Margin Operating Profit Profit after Tax Dividends Retained Profit Current Ratio Carpet Right* 471. meaning they are no better off financial then carpet right Wilkinson Hardware Operates a number of stores across the UK focusing on household essential and of course hardware products aimed at DIY Wilkinson Family Owners/Parent Company Customer Base Number of Stores in the UK Strategy DIY Online Focus on students.96 (Source: Keynote company database. 6% owned by Cascade investment. 2012) *Finances submitted within the first 4 months of 2012 Table 2. They offer a free home consultation (Carpet Right.777 0.2.565.2. This is why they are not included in Table 2.500 276.2.2(b) Wooden Flooring Market Competitors (£. However the other main competitors have already been analyzed in Table 2. 2010) DIY 539 Continually improving the product range and customer service Grow sales through associated products Pursue opportunities to extend the brand in Europe Using Insurance replacement market to increase sales Assumptions Offering choice. as the main customer Resources and Capabilities . Meaning Wilkinson‟s can wither set prices or obtain higher profit margins However net profit margins are very low due to the low costs that Wilkinson‟s charge.2(c) consists of Topps Tiles main competitors within the wooden Flooring Market.1(c) shows only two competitors in the wooden flooring market. capital can be injected into the company The demand for labour saving devices and DIY is extremely high Large revenues. we have analyzed there position and competitiveness within the market.2. This means that if Bill gates is willing. running into the billions. giving a strong position within the market.2.2 (c) Background information Carpet Right Operates as a flooring specialist.400 947.1(b).500 195.2. value and quality customer service will appeal to the consumer Carpet right has an extensive number including stores abroad with 679 stores in 4 countries.600 0 11.60 Wilkinson‟s 1.260 13.000 0.000 4.539 617. with buying power. Billionaire philanthropist. selling wooden flooring as well as carpets.00 18. Using the competitor analysis criteria in Contemporary Strategic Analysis by Robert Grant.201 11. Table 1.

which in turn could potential see investment poured in to overcome any problems.2. This could ultimately lead to their demise opening the market for Topps‟s  Wilkinson‟s can attract customers to their stores and online through a range of other products that they stock.2. Revenue is considerably higher than that of Topps‟s along with the number of store run. giving it an advantage if the market turns . Although this is unlikely it shows the risk that both run when operating and could potential be a weakness if revenues are lower than expected.1 Wooden Flooring Market Competitors: Implications for Topps Tiles  The capacity of both carpet right and Wilkinson‟s far outweighs Topps‟s Capacity.2. in the form of Bill Gates. This can take sales away from Topps  Carpet Right has a major investor involved in the running of the company. Billionaire. which is below 1 showing that both companies would struggle to pay off short term debt should the situation arise when they are asked to pay it off at this very moment. This could signal Cascade‟s intent on keeping the brand alive. with carpet right managing the most stores. means they have a competitive advantage in being able to reach out to more consumers  However both carpet right and Wilkinson‟s have tenuous financial position when looking at their current ratio.

This will have a detrimental effect on Topps who rely heavily on the DIY market (keynote. 2012d) Euro-Zone  The Euro-Zone is predicted to have a slump in growth. making housing slightly more expensive. 2010). 2009)  House prices have fallen by 0. creating more homeowners. (Guardian. (FT. This shows that a move towards offering a better range trade products. would be a sensible idea  The strength of the sterling against international has made purchasing products from abroad cheaper. Making spreading out to European markets less desirable. Political and Legal Housing  More funding for new housing in 2013.7%.3 PEST Analysis Economic Economic growth  The UK economy increased by 1. this may lead to increase spending habit. 2012c) Housing Market  Topps relies heavily on the housing market. (BBC. 2012a)  Increase in Stamp duty from 5% to 7%. (BBC.2. Environmental  Replacing lighting installations to ones that use less energy. (BBC. this decrease in demand for new houses has meant that renovation of new properties has dropped. 2012)  Technological E-Commerce  Topps Tiles offer similar service online as they do in store. as they do not own the property.6% according to Halifax. (BBC. Help for Heroes 2. 2012b) Unemployment Rates  Forecasts suggest that unemployment will peak at 8. 2012a)  Socio-Cultural Consumer Trends  Homeowners deciding not to renovate homes. which is good because products would be made to order.1 PEST Implications  The current economic climate has meant that the housing market has stagnated.  Using the Internet as a marketing tool. 2012a) Government Intervention  Increase of VAT caused less consumer demand. so they can renovate and make it their own. 2012).  Reduction in CO2 emissions with new low emission vehicles. (MEN.9%.  A shift in the market towards renting has meant that consumers no longer have control over renovation. 2009). Moreover homeowners are declining to spend money on renovating properties to save money as consumers tighten there belt (FT. 2009)  Younger people renting houses rather than buying. (BBC. This has meant a decrease in demand for products such as tiles and wooden flooring. 2010a) Borrowing  Responsible lending culture makes it harder to borrow money to fund home renovations. then fall each year.3% in 2016-17. and save cash.0% in Q3 2012. whereas nationwide say they fell by 0.3. (Helm. Having a „light at the end of the tunnel‟ will give consumer a sense of optimism. as well as linking them. from 0. as people are more likely to buy tiles when they move into a new house. (BBC. which will increase sales turnover . total cut of 8% a year. (FT.1 million people renting houses Branding  Consumers do not perceive Topps Tiles as a high quality brand (In the white room 2012)  Community  Mosaic programs  Youth Football  Charity involvement. (XE. who will be employed by the landlord to carry out the work.3%. until it is at 6. 2012)  3. meaning that the cost of its product are lower giving Topps the chance to lower its prices to increase purchases or to keep prices the same and thus increase profit margins  The economy is recovering although it is at a slow rate as George Osborne in the budget predicted the country will not be debt clear until 2016 (BBC.  Better logistics  This allows products to be distributed quicker.5% to -0. 2012c) Exchange Rates  The value of the £ against the € is stronger than it was at the beginning of 2012.

1 SWOT Implications Topps is facing a strong threat from new competition within the market in the form of large well established DIY companies. such as Ireland which has a similar culture to us The opportunity to move into fittings in order to compete with B&Q and Wickes. Topps may In the future face stiffer competition from online competitors Many DIY stores such as Wickes and B&Q have moved into the tile and wooden flooring market        Opportunities The emergence of cheap labour in Asia has meant that Topps can capitalize on lower priced tiles. as stated before with buying power    Weaknesses Topps has placed itself in a position that will be difficult to change in the event that customer preferences change Topps doesn‟t have a fitting department which many of its competitors have. Topps over the past few years during the economic downturn has faced a barrage of problems which have weakened its position within the market. which have widened their product range to include tiles and wooden floors. Through a combination of lower price. Topps can look to growing markets such as India and China to explore new markets There is also an opportunity to look into markets around the UK. such as Wickes and B&Q. such as the decision by its credit insurer to withdraw its cover Topps dealing in discretionary products have weakened it over the downturn as people save their many rather than spend them on products that are not necessities Threats A change in preference away from tiles and wooden flooring would be catastrophic for Topps as it will be difficult to adapt to a new customer preference Facing strong competition from DIY shops. high quality products that appeal to the trade . which is why they need improve their competitiveness and become aggressive in their marketing strategy. This may help Topps expand its market share as well as increase its revenue and maybe its profits. giving it a competitive advantage over it indirect and direct competitors due to its knowledge and expertise within the tiles and wooden flooring market Topps has larger capital then many of its smaller independent competitors. giving it better leverage within the market. Topps is a specialist in the tiles and wooden floor industry giving It a more focused product range.  Competition is competing in different segments of the market. The economic downturn has made it difficult for most companies to operate.  Topps may be able to use its competitive advantage of purchasing power and knowledge to dislodge the competition from the market.  Topps has an opportunity to defend its position within the declining market by penetrating the increasing trade market.4.4 SWOT Analysis   Strengths Topps is the largest company within the tiles and wooden flooring market. this could damage Topps all-round.2.     2.

sales are expected to rise 12% through to 2017 (Belfast Telegraph) 2. 2012) However „DIYer‟ are opting for quick fixes rather than large projects. with sales down by 8. as consumers look towards DIY shops for these items rather than trade shops.2.85 improving their property. Moreover with the introduction of Dulux to many of the Topps stores this could counteract the decline in sales elsewhere as 18% of people survey stated they would give their home a new coat of paint.2 Wooden Flooring Market With the recession easing and the public is turning to wooden flooring as it is believed to increase the value considerable compared to other types of flooring (Easy Step Flooring. However the economy .g.1.501.1. helping the company to adapt to the new market.5.1 Tile Market forecast According to a keynote report on the tile market (2012) the tile market has declines year after year. 2012) Confidence in the market has increased.5.5. This trend shows that the tile market is in decline and losing value. (TalkTalk. On the other hand quick fixes could mean people look to repair cracked tiles and floorboards.5 Forecast Forecasting the market is important in planning for future. e. This could signal an increase in sales. 2.4 UK Economy Macroeconomics With George Osborne announcing that the UK debt will fall by 2017 (telegraph. with growing demand in emerging markets. due to an ever increasing middle class 2.2. This could adversely affect sales targets for the coming year as demand declines for tiles and wooden flooring. and the market looks to continue its downward slope with the value of the UK ceramic tile market expected to be down by 26. Forecasting can also be helpful in predicting future trends within the macroeconomic sector which has recently become of importance in light of the recession 2. Kitchens and Bathrooms. This will help prepare for any future changes in the market.5. This is why a move towards the paint market may bring some relief or even looking to expand the tile market into developing countries as demand there is high.3 DIY Market The average amount spent on DIY is expected to increase in 2013 with the average homeowner expected to spend £1. a warning sign for Topps‟s. 2012) Worldwide growth also has a positive outlook.1% on its current value as shown in Table 2.1% in 2012 compared to 2011.

which without their money the economy may shrink for a second time.co.thisismoney. which would mean higher home ownership and bankers more willing to lend. In 2008 sales figures were £208. This could see a surge in sales for Topps if forecasted correctly . 2012) this may panic some investors. with lambert (2012) forecasting that house prices are due to rise by 15% between 2011 and 2016. as rental properties are limited to the amount of work that can be carried out on them.08m.uk House prices are steady at the moment. such as the Kitchen or the Bathroom. This forecast if true may signal a return to spending levels seen in 2008 before the recession as this shows a demand for housing.5 The UK housing Market The health of the UK housing market plays a crucial role in terms of revenue for Topps Tiles. This gives them the opportunity to develop their property by renovating certain aspects. This was due to fall in demand for houses as the banks became tougher with lending out money for mortgages Graph 2.shrank by 0.5. This impact is evident in Topps Tiles total sales results before the recession hit. which shows the moment the property bubble burst and house prices.5 Average House Prices Source: http://www. 2. when the housing market was at its peak before the recession took hold in September of that year.5.5. A healthy housing market means people can afford to buy a house.3% in 4Q of 2012. This shows the correlation between the health of the UK housing market and Topps Tiles sales. Home owners are most likely to conduct a form of DIY or renovate there property through a tradesmen‟s. This correlation is shown in Graph 2. signaling that the UK could be heading for a triple dip recession (BBC.5.

finance.88m 6 186. of Analysts Low Estimate High Estimate Year Ago Sales Sales Growth (year/est) Sales Revenue forecast for the year 2013 and 2014 Current Year Sep 2013 Next Year Sep 2014 183.5 also show great potential for the year following in 2014.L The figures in Table 2. and having the consumers willing to spend money is showing a change in the current climate .2. which would indicate a rise in marketing will be needed to maximise the potential for increased sales.40% 190.6 Revenue Est Avg. with growth expected in the next 12 months.6 were provided by yahoo finance Table 2. which will please shareholders if Topps decides to pay out dividends Table 1. The sales figure shown in Table 2. Estimate No.90% Source: http://uk.5.6 Topps Tiles Sales Sales figures for 2013 are positive. which has been predicted by professional analysts.70m 6 183.70m 196.00m 184.5.5.yahoo.4%.5.69m 3.00m 183.92m 177.70m 3. with the increase in sales this will mean a potential high profits for the year.com/q/ae?s=TPT.5.5 show an increase in growth of 3.

the DIY market is in decline as trends change. Although there is money to be made within the Tile and wood flooring market. However Topps does have one „ace up its sleeve‟ in that it specialize in tiles and wooden flooring. Carpet Right is also another firm that you do not want underestimate. which then for convenience may buy there other products from the store. This has could mean a forecasted rise in the trade market. giving it good balance on the economies of scale. and even with an increase in rented properties. Topps can use this to their advantage. as they do not own it and landlords would rather a tradesmen‟s conducted the work as it is professional done. for Topps to sit still would be the wrong approach. This is essential for tradesmen as the more money they save on a job. with purchasing power high and knowledge of the market being imperative. while Wickes. which in most cases is there income. which is high quality products as the lowest price. which is why offering a better deal towards the trade will in hope. the more profit they make. it does compete indirectly as carpet is an alternative to tile flooring.. as the 20 million strong force (TalkTalk. boast sales figures. With quality and price the number one factors stipulating where a tradesman would buy his products. due to the recession making obtaining a mortgage difficult (This is money. Topps and Tile Giant have existed in the market the longest. However competition is fierce within this market. . people still conduct small forms of DIY including replacing cracked tiles and broken floor boards. B&Q and Homebase have only recently tried to penetrate the market. because although it does not compete in the tile market. These customers are going to want cheap products. with B&Q (Trade-Point) and Wickes catering for specifically for the trade market. Furthermore with competition becoming ever more fierce. This is one of Topps‟s „aces‟ as with the price promise. by offering Tradesman‟s what they want. However this does not mean to count of „DIYers‟. 2013) should still be Topps‟s main target market. This means they have the advantage of traders buying another product.6 Tile and Flooring Market Summary The Tile and Wooden Flooring market is very competitive. with more people renting properties.7 Billion in the UK this will appeal to many companies as an opportunity to bolster revenue as well as „out do‟ there competitors. with a combined market value of over £1. Wickes and B&Q also offer a wide range of products that appeal to traders. In conclusion with the housing market changing in favor or traders and a declining participation in DIY a move towards increasing trade sales would be logical step to take. especially as the competition are larger than Topps in size and revenue. Carpet Right does however compete directly within the Wood flooring market. 2012) This means that people are limited on the amount of work they carry out on the property.2. as they are only replacements.

which may mean increases in spending as consumers become more settled and less worried about money. if the economy continues to shrink for a further two quarter it will signal a return to the recession. This intern may lead to a resurgent in the housing market. If the pound continues at its current rate and does not depreciate drastically over the next year.7 Assumption The economy recovers. This will further damage consumer confidence. The plan will be for Topps to continue with current trading measure. This may also lead to lower unemployment levels as business‟ recover and sales increase as consumer spending increases. positive and negative Table 2. then costs will increase as exchange rates become unfavorable.7 Assumptions For the Topps Tiles marketing plan to be effectively implemented. This is all dependent on the Euro and Dollar If the value of the pound does decrease in the wake of a triple dip recession and further pressure from the troubled euro. then gross profit margins will stay steady or may increase. key assumptions need to be made regarding the economy and the market. with a strict view on opening new stores and looking to just survive the current downturn by keeping costs low and risk to a minimum The value of the pound continues at its current growth rate compared to the Euro and the Dollar This will benefit Topps immensely in trading terms. which may mean they continue to keep a tight fist on their finances. If this problem does occur then prices must be increased. If the prices do not increase then achieving a higher growth profit margin will not be possible as goods become more expensive but selling prices does not change . If the economy does head for a triple dip recession. as many of the items are brought from the continent or further. which could signal a high demand for Topps products as homeowners look to increase the price of their property before putting it on the market Contingency Plan This is not guaranteed. as competition will be faced with the same situation.2. The following section will analyze these key assumptions to establish the effect they will have on the marketing plan. with consistent growth over the next four quarters Assumptions for the year beginning February 2013 The Effect Consumer confidence will increase if the economy recovers.

1 Key Operational Objectives  To increase Topps Tiles market share to 28% over the next year. taking into account. The view to open a store in Ireland within the next 5 years  Analyze current direct and indirect competition.1. the current market situation and trends. which will be incorporated into the company at the beginning of January 2013 with a plan of fulfilling the objectives within the next 5 years The following objectives have been carefully considered.3 OBJECTIVES This section will contain the objectives. with the view to acquiring a competitor over the next 5 years. The following corporate objectives will outline the new direction in which Topps Tiles will follow. and Topps‟s current situation within the market 3. These objectives give the company a direction in which all departments within the company must work towards.1 Corporate Objective Corporate objectives are the most crucial within a business. from the current 27%  To continue with a conservative approach to opening new stores in 2013  To research and analysis expanding the brand into Ireland.2 Key Financial Objectives     Increase sales revenue by 5% in 2013 and further 5% every year after Increase the gross profit margin from 60% to 65% over the next 5 years Reduce net debt by £5m each year Reduce inventory days from 133 days to 115 days by 2018 . 3.1. 3. along with the strategies and tactics that will be used to achieve these objectives. Competition.

with at least one contract with a major insurance company in the UK 3.  To use the economies of scale to push for a 65% gross profit margin by 2018. to make it easier for consumers to shop by opening a further 20 more stores by 2018  To expand into the insurance market over the next 3 years. rewarding customers with every purchase.2.2.1 Product  To implement the Dulux paint range across all Topps Tiles 306 stores. The aim is for the Dulux paint range to account for 10% of totals sales for the coming year (2013) and thus helping to push total revenue up by 5%  To increase the quality of tiles on offer by looking for new suppliers to work with over the next 5 years.3 Pricing  To be the best value tile retailer.2. reducing warehouse space by reducing the amount of products purchased. especially tillers. currently at 90. to have the service implemented for the year 2014. This will give a more comprehensive service to the customer.3. The aim is to decrease the number of inventory days of to 115 by 2018.4 Marcoms  Trial a new store loyalty card scheme.6% . with the ai  To expand the channels of distribution.2 Marketing Objectives 3. with a 10% increase in Tile trade sales  Analyze current inventory levels. in terms of price for the next 5 years.2 Distribution  To expand on Topps Tiles store consultancy service by offering a home consultancy service.000 customers on the scheme by 2018  To increase the number of visitors to Topps Tiles website by 10% over the 3 years  Increase the net promoter score to 1% each year.2. The aim is to increase appeal to the trade market. This can be done through purchasing power but will require negotiations with existing and new suppliers  To be able to lower prices on tools by 10% by 2015. by the end of year 5 to have a net promoter score 95%. this again will require negotiations with existing and new suppliers 3. The view to bring it nationwide within the next 2 years and having a base of around 50. This will also reduce costs and may lead to high profit margins 3.

3 Marketing Dashboard The dashboard shows the relationship between the key metric. the ordinary „Joe blogs‟ to conduct the most simplest forms of DIY Offer a more comprehensive brochure. different brochures for the public and trade Increase Customer Loyalty Increase Brand Awareness . A more comprehensive dashboard will be made available. once the outside business consultancy firm have been notified of Topps Tiles intentions for this year Goals Increase Sales Revenue Objectives Tactics Launch two new adverts to be shown for 9 months of the year Increase the number of stores to 326 by 2018 Increase Brand Strength Launch the Dulux paint range through Topps tiles 306 stores Implement a loyalty card scheme.000 card holders by 2018 Increase the number of website visitors by 10% by 2015 Increase the Net promoter score to 95% by 2018 To establish Topps in the insurance market with a contract to at least one major insurance firm in the UK by 2015 To increase the gross profit margin to 65% by 2018 Increase market share to 27% over the next year Protect and Increase market share Increase sales revenue by 5% over the next year Advertise in local and nation newspapers Advertise on national radio Using in store promotion and advertising to promote the Dulux paint range Market research – update and increase the existing database for use of the loyalty card scheme Research the possibility of expanding the brand into Ireland to open new store there Use events to teach and help local tradesmen and „DIYer‟ offering our expertise and Topps tiles knowledge of the tile and flooring markets Continue to offer DIY videos online to help. Topps Tiles objectives and the tactics set out this year. with the aim of having 50.3. This dashboard is basic compared to the industry used dashboards.

385. which did see an increase in sales revenue by £2.70m) The marketing budget for the year ending December 31st 2013 is calculated using a combination of methods.3% of forecasted sales for 2013 (£183. This is a 30.2 Figures £m B&Q Homebase Wickes Competitor spending on marketing from 2009 . Topps continued with its current format of using 2% of sales revenue for the year 2012. Although the amount spent is considerable lower than its competitors. Homebase. Topps has a more focus ranged of products.000 in 2009 and £3.4 20. Table 3. and B&Q.168.5 Change % 39. which affects Topps as the competitors stock products that are the same our similar to products marketed by Topps. .000. 2011) In the same period Topps Tiles spent £2.50 5.68 Source: Billetts Media Monitoring 2010 (Retail Week. and a lag effect on the consumer.000.000 in 2010.3 2009 30.000 .2010 2010 42. as Topps Tiles needs to stay competitive.1 Past Spending and Affordability In 2011 Topps Tiles spent 2% of its sales revenue.8 10. However this increase in spending did not result in the desired effect of increased revenue.4 21.13 83.000 from the previous year. Although this data cannot be compared to Topps Tiles previous budgets as they have a wider range of products.2 Competitor Spending and Share of Voice Competitor spending is vital in evaluating next year‟s marketing budget.9 19.511. with strong brand recognition. This increase shows there may be a correlation between the amount spent on marketing and the resulting sales revenue for that year 4. Wickes.600.4 MARKETING BUDGET 2013 Marketing Budget = £5.19% increase. Its indicates the amount spent on drawing customers into their stores. This however may be due to the economic climate. The table below shows the amount spent on marketing by some of Topps Tiles competitors. in fact revenue for 2011 fell by almost £8. This is outlines below      Past Spending and Affordability – 2% of Sales Revenue Competitor Spending and Share of Voice – 2% of Sales Revenue Objective and Task – 4% of Sales Revenue Current Market Situation – 2% of Sales Revenue % of estimated sales revenue in 2013 – 2% of Sales Revenue 4. while B&Q.

Taking into consideration the objectives and task set for 2013. . This means setting aside the right amount of money to be able to complete these objectives.08m in 2008 to £175. Another difference that must be taken into consideration is the corporate ownership of the competitors which are owned by multi billion pound companies. These companies can invest large sums of money in their subsidiaries to increase revenue or just to survive. 2011).742b. as well as current sales within the markets. with revenue declined from £208. The current evaluation of the tile and flooring market has a combined value of £1. which has seen consumers spend less as they tried to save money as confidence in economy is low. However marketing is key to keep the brand fresh in the consumers‟ mind. 2012). the budget will build on previous year‟s budget to determine the marketing budget for the for the year running February 2013 to January 2014 4. This is most likely due to the current economic climate.Homebase and Wickes have a broader range of products. This downturn in sales has meant that retailers are making their marketing budget stretch further as companies start making cuts (Retail Week. which is why a gradual increase in the marketing budget will prevent Topps tiles name when the market recovers 4.3 Objective and Task With the objectives for next year and also looking into the future. 4.52m 2011 (Topps Tiles.4 Current Market Situation Topps Tiles has had a turbulent couple of years with sales growth.5 Percentage of Estimated Sales Revenue in 2013 Analysis the growth of the ceramic tile and flooring market. planning is crucial to the objectives being SMART. will give a good indication of the amount need to be effective in attracting customers to buy from Topps Tiles.

4 25.3 25.1 below shows a forecast of Topps Tile‟s and the UK Tile and Wall covering‟s market.0 174 2015e 679 -1.6 168 2017e 654 -2.3 market share *Using % above e=Estimated Source: Keynote.1 25 It is clear to see that there is a decline within the market. especially if they stick to the objectives set in Section 3. Using the objectives set in Section 2.4 28.6 20. and that decline does not appear to be slowing down. . Table 4.1 MARKETING STRATEGY Gap Analysis Table 5.3 171 2016e 668 -1.5 5.1 25.6 38.1 to work out target sales.3 -0. Because of this it is plausible that Topps‟s future sales may not suffer from this market wide decline. However with regards to Topps Tiles whose 2012 sales had a 1.1 Market Growth Forecasts UK Market Value (£m) % Change -0.7 year on year TT‟s 178 176 forecasted sales* (£m) Target sales N/A 187 (£m) Target year N/A 5 on year % change Difference in N/A 6.5 25. 2012 2012 700 2013e 695 2014e 688 -1.1% increase from their 2011 sales whilst the rest of the industry was going down.0 164 196 5 206 5 216 5 227 5 12.25 forecast and target sales (%) TT‟s % 25.

Target: £227m Gap: £63m 2013 gap: £11m Forecast: £164m The gap analysis was constructed using the market growth data present in Table 4.5.6 In order reduce the gap between the forecast and target revenues Topps will need to remain as the market leader and implement the strategies proposed in this section Figure 4.(Figure 4.1(b) is a sub-gap analysis graph. which is why the results are different to the analysts‟ expectations set out in Table 2. This would inevitably lead to growth within the company and possibly even market wide. These statistics suggest that for Topps to reach its targets it will need to implement strategies that allow all of the objectives previously mentioned to be fulfilled.1(a) Gap analysis graph over the next 5 years.1. . Figure 4. it shows the gap of the year 2012. There is a gap of £11m between the targeted and forecasted revenues.1) shows the gap between the Topps‟s forecasted sales and their target sales from 2012 up to 2017. This analysis was constructed in house. we can estimate the Topps Tile forecasted sales for 2013 and the target sales in which will hope to achieve. Using this data.1(b) Gap analysis for year 2012 Target: £187m Gap: £11m Forecast: £176m The graph in figure 4.

with the market currently being researched to assess the feasibility of this.5m £3. if successful.*      Existing Markets Market Penetration  Improving the range of tiles and wooden flooring by constantly evaluating trends to keep up with customer tastes Build on Topps‟s core principal of offering value for money Bring in a loyalty card scheme.2 New Markets Existing Products Market Development   Expand the brand into Ireland. to reward customers and thus increase retention of customers Advertising directed at trades people and „DIYers‟ Product Development Offering home consultations to improve customer service Expand the range of products for tradesmen to increase sales Introduce Dulux Paint range into all stores to increase overall sales Expand into the insurance market. Bathstore or CarpetRight.2) illustrates the strategies that to be implemented within Topps Tiles 2013 marketing plan in order to achieve the objectives set for 2013 and beyond. Topps Tiles customers tend be between the ages of 25-54 (Alliance and Leicester. Using information taken from Keynote (2012) the following figures can be assumed. but the industry sales are increasing 5.0m £13. I.0m £2. with 20 million „DIYer‟ in the UK last year there is still strong prospects for the market. With a split focus throughout each quadrant of the matrix it would be assumed that each strategy. Expanding distribution channels.0m *Acquisition strategy not likely to happen in 2013.  Ansoff Matrix New Products Diversification Expand into the wallpaper market to attract more customers and intern increase sales Expand into the carpet market  Acquisition and Joint Venture By observing current trends in the market it is possible to see whether or not it is worthwhile to acquire another company to venture into other market segments.e. should gain enough revenue to get closer to the £187m target revenue set in Table 4.3 Market Segmentation Currently Topps Tiles primary customer base are home owners looking to conduct a form of DIY on their property. broadening the customer base. Market Development Diversification Market Penetration Product Development Acquisition or Joint Venture* Total £2. 2012) with customers over the . by offering low prices for insurance contractors.2 shows the objectives that should be focused on when looking at increasing growth over 2013. leading to increase in sales    Figure 4.0m £1.1.5m £4.2 Ansoff Matrix (Figure 4.5. Figure 4.

midprice) None at present. This together with the factors mentioned in section 4. curtains.ages of 38 the largest group. 2010) Topps has targeted this audience using a range media. tiles. The aim to catch the attention of views interested in seeing the weather forecast before heading off to work. room accessories. carpets. This will cause the store to split into two different customer segments. 2012) Topps Tiles secondary customers would be traders. tiles. which was released two such advertisements emphasis there low prices across their whole range of products (Topps Tiles. however this will also appeal to the .3 shows how Topps compares its main competition. (Mid quality. room accessories. the average first time buyer (independent. low price Diamond card (For over 60s) Homebase 25-54 300+ Homeowners DIY tools.4 Product With the main objectives of Topps Tiles revolving around releasing more diverse product ranges. which is viewed by around million people and appears on early morning TV. 5. carpets. (Mid quality. B&Q and Homebase. (High quality.1 Competition Segmentation Table 4. Topps is different enough with its focus on tiles to differentiate itself from the competition. particularly Tillers and Flooring specialists. trades people with the emphasis on Tillers and flooring specialists. low price) Nectar card Loyalty B&Q club While all 3 competitors have very similar demographics and offer very similar products. Over recent years Topps‟s has put a greater emphasis on its trade products. such as. due to the products ranged offered by Topps. This has come in the form of the sponsorship of channel 4 Weather. to appeal to the older audience. using in store advertising and also offering trade prices. curtains.2 will benefit the company‟s future and make growth more likely. 5.3 Demographic Number of stores in UK User Status Product Competitor segmentation Topps Tiles 25-54 306 Homeowners & Tradesmen Tiles. and has recently signed up to sponsor ITV‟s Daybreak weather. Dulux and tiles that appeal to tradesmen. tile accessories & room accessories. Another form of media Topps has used to appeal to customers is TV advertisement. Table 4.3. B&Q 30-70 (focus on older people) 321 Homeowners & Tradesmen DIY tools.

if they choose to implement the above strategies there is a very high chance that those areas of the matrix will be fulfilled. but the consumer trends will change both over time and from customer to customer. Due to the vast amount of products that Topps sells. With costs of moving from EDLP to Promo being cheaper than vice vesa. collecting customer info and standing out from the competition.2. This will ensure that the only products available are the ones that will sell. however they could be branded towards the different segments. Price perception will mean that the consumer will believe they are getting more for their money. creating loyalty. Currently the stores appear to be located in trading estates. Topps are required to continue researching the trends in the markets (both consumer and trade markets).6 Distribution Topps have 307 stores nationwide. it is difficult to compile the information into the Boston Matrix framework.5 Pricing In order to achieve the objective set in section 2. 2012) 5. In order to allow this strategy to thrive. They can do this through all number of means. this is their main way of selling goods to customers. The other half will cater for „DIYers‟. Collecting customer info after a purchase would imply a follow up visit. 5. confirming the consumer‟s needs. Because of this Topps‟sss should focus on marketing products in store rather than externally through adverts. it is the obvious direction to move in. Another of the objectives set by in section 3 revolves around the selection of tiles available being constantly updated by removing undesirable products from the catalogue. Ideally the product ranges would be very similar to keep costs down. which shows the Brighton store. This strategy is implemented throughout the companies in the market.5. As pointed out by the Ansoff matrix in figure 4. A study published by Stanford Business School (Nair. This is because not only will the products be constantly changing. but the brand. Topps should adopt the promo model if it wants to attract sales.average builder and renovator. It would be obvious to apply the learnings from this study to Topps. through how they are displayed both in store and online. These are all likely to also increase the customer satisfaction. with each store having it‟s own webpage. The limitation with Topps Tiles is that it is hard for the marketing to be aimed directly at products. place additional products infront of customers. It is easy to find a store through their website. and providing larger revenues. Which does make it harder to assume which strategy is best for the company. (B&Q. such as Homebase and B&Q. Diversification and Market Penetration are the two main areas that Topps will need to focus on. as seen in Figure 5. . 2011) found out that Promo (promotional) attracts more customers than EDLP (everyday low prices). making it an experience. Topps will need to increase their price perception.

Figure 5. (i.7. this will also advertise their brand through the logo being placed on the delivery vans. This will mean uses advertisement effectively as it can be costly but very effective at increasing brand awareness. „You will be seen by David at 13:00 on 13/03/2013‟ this is bound to create price perception at minimal cost. for a personal touch. The strategy for the coming year in terms of advertisement.g.5 Brighton Store Webpage Link that sends visitors to another page. Topps should also use online booking to book appointments as well as in store. By having their own delivery network. as Topps looks to expand on the current market. It would seem illogical to not utilize this ability. and yet it has the devices to have one. 5. and it would increase the brand awareness (Neighbours of the customers would see Topps Tiles vans down their road). They can also expand their channels by creating autonomy within the business.7 Strategic Marcoms and Relationship Marketing 5. e. which meets one of the objectives set in section 2.e. . from customer feedback Topps successful if they What this distribution store reform their systems. they can order the tiles in from the nearest store at the convenience of the customer). which is why they may choose to pass on this. with a segment written by the manager. It would cost a lot to start this venture up though. to achieve maximum ROI on the marketing budget. will be to use a number of sources to raise brand awareness not only to „DIYers‟ but also traders. just changing the name and store name) Tiles can be extremely This shows the store rating.1 Advertising Advertising will be crucial in this year‟s marking plan. It is another way to reach the customer. Source: having their own They can expand their company by Topps Tiles (2013) delivery company for home deliveries. it will result in an increase in distribution channels. and by following the personal touch mentioned earlier they can add value by giving details of who is seeing them for the consultancy through the booking confirmation. However it is worthwhile for them to take the opportunity. store to store. if a store is out of stock of a certain tile. With negative feedback to help from Map coming offers the 3rd party delivery find the store company they‟re using via forums. (However it it the same for every store. Topps Tiles lacks a home consultancy service.

will be used in a number of stores in the hope of increasing brand loyalty amongst Topps‟ entire customer base. These points can then be used to get money off a range of products. By teaching the public how to conduct a simple form of DIY will increase brand perception and also increase band awareness. which is currently „DIYers‟. provide higher revenues for the company.5. This will help to expand Topps‟ customer base. By targeting this particular market. . builders and flooring specialist. which has been used over the past couple of years to increase brand perception.2 Public Relations Topps Tiles has a good community help scheme. Because of this they should make sure that the strategies used encourage customer retention. 2006).8 Relationship Marketing As previously mentioned. by marketing products particularly suited to a certain group. although this has been arguably successful. A new approach to public relations is now needed. This will be calculated using a new database system that will be developed in the coming year. The data stored will also prove useful for the marketing department in assessing what they are purchasing and when.7. this will involve activity getting Topps Tiles customer base involved in certain aspect of the building world. this means tillers. 5. The products that will be discounted will be items that will be most appealing to the customers. as a trial of the new loyalty card scheme set out in these years‟ objectives. as the ROI on marketing is maximized due to the projected being aimed at the target market The projects will also include helping existing and potential Traders across the whole board. in this case traders across the whole board.3 Direct Marketing In this year‟s plan. The project will help by giving traders our expertise and knowledge of the market. “Most companies‟ marketing effort is focused on getting customers with little attention paid to keeping them” (Payne. we hope to expand on our current target market of „DIYers‟ in an effort to increase sales and market share This year is also an exciting year.7. which can then be used to configure stores to maximize appeal to the customer and increase sales 5. as well as support through the existing Topps approved fitters‟ scheme. The scheme will involve awarding customers with point every time they purchase a product. we hope to use the existing database to increase Topps tiles reach. This will help drive up customer purchase and increase loyalty as customers will want to use the points to obtain a discount. it is key for Topps to retain customers. These factors are likely to retain customers if executed correctly and according to Payne‟s research. retention is often neglected.

8. a Loyalty schemes a will help tailor products sales to the consumer. This diversification can be seen in Topps Tiles competitors. something which our competition lacks 5. as Customers feel they are getting more for their money.1 Product Research (£90.3 Distribution Store/Web exclusive content and product previews will help customers to find exactly what as well as help if they have any issues.2 Pricing By bring in price incentives. This money will be used to fund research into looking at a number of areas set out in the objectives for 2013 6. This will help build on brand perception and awareness 6 MARKET RESEARCH (5% of the Marketing Budget: £275.8.550) Market Research will have 5% of the total marketing budget allocated for next year. By selling a range of products customers feel they can get all there „wants‟ from one place. and increase brand perception of Topps 5. This gives customers the peace of mind that they can test the product out before taking it home. by offering products that customer wants. Wickes etc.000) This will focus on the key points set out in the objectives for 2013 . Topps needs to attract more customers in. The aim is to attract customers that would otherwise shop at B&Q.8.4 Promotion As stated in the strategic marcoms. The scheme will also help build up a relationship with the customer as they feel there needs are being met. This strategy will be to show customers our price promise scheme and also shows customers our expertise within the market. this will hopefully increase spending.1 Product Allowing customization to the order to maximize the appeal to the customer.5. which as stated before can attract customers in through one item for them to buy another item while in the shop 5. as they feel they get what they want Cross selling (selling additional products) to increase sales. This will show customers the quality of products that Topps processes.8.

3 Database (£65. targeted advertising can be used which will better appeal to the customer.g. Wickes. This data can then be used to enhance the shopping experience for all customers 7 MARKETING TACTICS The section below will outline the key tactics that will be implemented in order for Topps to achieve its strategy and in turn its objectives.550) Update and enhance the current database used. Research into new tile and flooring designs that will appeal to the trade as well as the public in the coming year to keep up with trends and stay ahead of the competition  Analysis the results from the Dulux trial to determine the success of placing it in all 306 stores. as well as the benefits and drawbacks 6. This will improve the product range and bring Topps into competition with other rivals. with the hope of increasing profit 6. where a trained professional will be able to give a more comprehensive opinion  Look into setting up a loyalty card scheme. Using the database. B&Q and Homebase  Look into the current product portfolio.2 Distribution Research (£120.  Research the idea of offering home consultations. Current Data stored can also be used to better understand customers‟ shopping habits. e. to provide a more detailed outlook of Topps Tiles customers. The new database can be used in conjunction with what hopes to be a successful launch of a loyalty card system. The section will explore the cost of such tactics. which will be deducted from the remaining market budget .000)  Research the prospect of expanding into Ireland to determine the success of opening the first stores within 5 years. removing any products that are outdated to clear up warehouse space and save money. the costs of setting up such a system.

000 40.125 422.125 352.000 5. Advertisement.000 30.000 25.000 20.000 30.125 Jan-14 22.125 Apr-13 May-13 22.000 20.500 4.000 40.000 20.000 20.000 30.000 40.18% 4.000 10.1 2013 Figures (£) Tactics Market Research Marketing Mix Breakdown for the year beginning February Month Jul-13 Aug-13 22.125 422.000 40.000 Newspaper Advertisement 150.125 22.000 20.000 10.000 240.800.000 60.000 40.000 20.000 17.000 40.125 422.625 414.000 30.000 20.125 5.000 150.000 60.000 30.000 Oct-13 Nov-13 22.000 10.66% 1.000 30.500 660.000 20.000 4.125 60.000 30.125 60.000 40.1 shows the breakdown of the costs of the tactics that will be implemented over the coming year.000 Sep-13 22.125 482.71% 2.35% 4.125 60.000 40.000 150.000 40.1) shows how much is being spent each month and where Table 7.500 15.000 Topps Tiles Website DIY Videos Trade Events DIY Events Sponsorships Brochure In store advertisement Continguency Planning 10.000 100.000 20.000 20.000 5.500 17.500 15.125 422.000 10.125 60.000 60.00% .000 60.000 20.511.000 5.125 422.000 5.000 Marcoms Public Relations Direct Marketing Product 25.98% 32.000 25.000 10.000 25.000 Feb-13 Mar-13 22.000 20.000 40. (Figure 5.000 Radio 40.125 120.000 10.000 10.000 20.000 10.000 20.000 360.000 150.125 Dec-13 22.000 150.000 150.000 40.000 40.000 15.09% 8.g.000 Total % of Budget 265.000 40.000 40. e.000 10. The costs are only estimates.000 Traders magazines 5.000 9.000 5.625 352.000 480.000 25.1 also shows where the money is being allocated to within the marketing department.000 30.000 40.000 20.000 20.000 480.80% Estimated Expenditure 492.000 22.000 20.000 10.000 120.000 40.000 240.53% Advertisement TV Advertisement 120.000 10.000 40. to make it clearer to assess where the marketing budget is being spent and (Graph 5.125 22.000 25.000 150.000 30.000 5.000 40.000 20.000 40.125 414.625 352.000 10.000 5.1) shows the total allocation of these funds in value and percentage.000 1.000 30.000 40.82% 11.125 Jun-13 22.000 150.1 Marketing Mix Table 7.000 150.000 5.000 40.64% - - - - - - - - - - - - 540.000 5.000 5.000 10.125 22.000 20.35% 8.18% 0.000 20.000 150.000 30.000 20.000 20.000 30.7.000 150.71% 6.000 255.000 40.000 20.000 150.000 25. but have been comprehensively researched to make the numbers as accurate as possible Table 7.000 40.000 5.000 20.

This is to prepare for the Homebuyers season in the spring and the DIY season which occurs in spring and runs till the end of summer.1 Month by Month Spending Marketing Budget: Total Monthly Spend 600.000 200.000 100. 5% Market Reaserch 360. 57% Direct Marketing Product Contingency planning 265.000 . This is due to the lower DIY activity taking place in the three months. which is why marketing spending is lower. 6% Advertsing Public Relations 960. January is spending slightly increases to prepare for homebuyers season in the spring .000 .000 . compared to the months of October to December.000 400. This would also explain the high costs associated to attract more customers.000 . 17% 3.Figure 7.500 .000 300.130.000 500. 5% Graph 7.1) shows slight rises in the months of February and June as these are the month chosen for a new TV advertisement to be developed.500 .1 Market Budget Allocations Marketing Budget Allocation for 2013 540. 10% 255.000 - (Graph 5.

with around 35% of likely to decorate their property (TalkTalk. 2012) with £60.7.000.£1. The proposal is to make a new advert is the months of February to prepare for home buying season in spring and in in June for the summer months when people are most likely to conduct a form of DIY (TalkTalk. 2013). that are read by tillers. However trade magazines are far less expensive due to the . The figures for the market budget had been researched and obtained from a TV advertising source to make sure the budget is as accurate as possible (TV Advertising. flooring specialists and builders in general. there is a plan to advertise in a number of newspapers in the East midlands areas. Each magazine will have an advert placed every week. with the hope of increasing the effectiveness of the campaign. newspaper attracting millions.2 Advertisement . These groups are most likely to conduct some form of DIY or buy Topps‟s products for work purposes.000 An effective newspaper advert can go a long way with today‟s newspaper readership. as most adults work during the day and finish late afternoon. early evening.000 impacts.£660.£3. The adverts will run from February to May and June to September and will emphasis the value that can be added to property from a little form of DIY and also the ease of conducting DIY. This means getting great value for money while also targeting a very viable target market with possible 10. 2013) The Sunday Sun being chosen as it has a readership of around 2 million (Guardian. attracting skilled tradesmen and lower. to upper classes of society.130. which would represent a large proportion of Topps target marketing. which is projected to spend the most on. Furthermore. The plan is to place adverts in several well respected magazines.000 being spent on each advert.800.000 Advertising in trade magazines is an effective marketing campaign as they can be relatively inexpensive but highly successful due to the readers belonging to the target market. 2013) b) Newspaper Advertisement . The adverts will run mainly during the evenings to make sure the advert is attract the right target audience.000 each week (Marketing Minefield. which means they have an interest in the adverts placed. The months chosen are relatively inexpensive compared to the rest of the year (Channel 5. The plan for 2013 is to release a full page advert into the Sun on Sunday every week costing £30. DIY over the next. this need to be expanded on to drive up sales and thus increase Topps‟s market share.000 (57% of the Total Marketing Budget) a) TV Advertisement . this will make the adverts are effective across a more polarized market.000 Topps has a history using the media of TV to attract customers. similar to the newspaper campaign. 2012b) with a high proportion of readers belonging to ABC1C2 Adult category. 2012) c) Trade Magazines – £60.

000 With Topps Tiles primary market consisting of „DIYer‟ many of which most likely to be inexperienced. This advertise would not only be effective it attracting the attention of the „DIYer‟ But also tradesmen who listen to the radio while they would. to make DIY easier and thus attracting for more people. meaning customers can have access to Topps Tiles product all year round. and is relatively inexpensive compared to other forms of the marketing mix . The website also means the Topps is effectively open 24 hours 7 days a week.000 Radio is an effective tool in some circumstances. so much of the work can be done by just a few people. with over 2 billion people worldwide accessing the internet (Internet World Statistics. proving to be a valuable tool in attracting both market segments. especially around the East Midlands area. With the use of the videos and a glossary to help even the most amateur „DIYer‟ to understand the vocabulary used in the trade. This will help drive up sales and a good user friendly site will help increase the net promoter score f) DIY Videos . 2012) This shows the number of potential customers a website can reach.000 (17% of the Total Marketing Budget) Public relations is vital is building Topps Tiles brand name. This may help persuade people to conduct a form of DIY themselves rather than employ tradesmen. The cost of this campaign will be relatively inexpensive compared to other forms of advertisement but can be very effective if used in the correct way (Radio Advertising.£960. Websites can also be relatively inexpensive to run as they automated. the hope is that customers will benefit from this greatly helping to pushing up Topps‟s net promoter score 7.£120. as people listen cannot skip the adverts or confined to a car where they have to listen to the adverts. The proposal for 2013 is to advertise on a number of key regional stations.£480. 2012) d) Radio . but this is made up for with the proportion of readers who fall into the target market category (Marketing Minefield. expanding the companies reach.£10. help can be a valuable tool to increase the preiced value of Topps brand name.000 A website is a very effective tool in today‟s society and is something of a must have. running the website and distribution. 2012) e) Website . There is already a range of videos advertised on the websites which show how to conduct a range of DIY solutions on your property.lower readership.3 Public Relations . The proposal is to expand on these videos.

from repairing a cracked tile to replacing a broken floor board.000 Topps tiles has sponsored Channels 4 weather report in 2012 and is now going to sponsor ITV‟s daybreak weather report in 2013 (Topps Tiles. The proposal for 2013 is to release a brand new brochure. The event will teach the event goers different forms of DIY.£240.000 DIY events will be held in very much the same way as the trade events. 2013). Topps needs to expand on its range of sponsorship to attract the right target market. which will include in it a product list with prices.£360. handy tips for keen „DIYers‟. and a price comparison with Topps‟s „lowest price guarantee‟.£240. There will also be a trade brochure which will be sent to every Topps registered traders home using the existing database. this will be very similar . The Trade events will be used to endorse Topps‟s brand name and will incorporate a number of aspects including why buy from Topps Tiles? And what are the benefits to the trader? Gathering local traders‟ details to add to Topps‟s database.£480.000 Brochures are used by many large retailers to advertise the products they stock. Furthermore the event will also be open to people looking to make career working for Topps Tiles b) DIY Events . in a new town. with the hope of implanting the Topps Tiles brand name within the customer head to enhance the perceived value of the Topps Tile brand name. This is why a sponsorship deal with sky on its living channel section would be great for Topps as they attract large numbers and are watched by people interest in making small or large changes to their own property. This sponsorship deal would guarantee to attract both forms of customer making it excellent value for money 7.a) Trade Events . This will maximize the number of traders Topps will come across. news and events. The DIY events will emphasis the ease DIY. using Topps‟s vast knowledge and expertise to help find training course and credible apprenticeship schemes.4 Direct Marketing . with dates and locations of the DIY events. occurring within a different region as the trade events to reduce conflict. this can then be passed onto customers to complete building work. The events will also help endorse people who are looking to move into a trade position.000 Trade events will be held weekly. The brochures will be available in stores for customers to pick up as they exit the store. Move over the channels are also watched by keen tradesmen who learn new designs and ideas.000 (17% of the Total Marketing Budget) a) Brochures – £360. As well as how to tile correctly and the benefits of cosmetic enhancements on house prices and how inexpensive it is compared to hiring a tradesman c) Sponsorships .

to the normal brochure. This will help Topps to achieve high sales.php 7. for home buyer‟s season in the spring. as Topps attracts a new range of customers. The hope as well is to be able use the brochure system in conjunction with the loyalty card system when introduced in the coming years Figure 7.500 To maximize the customer awareness of Topps‟s product range. The advert will explain how a „little bit of DIY‟ can increase the value of the property.com/brand-marketing/portfolio-topps-tiles.(17% of the Total Marketing Budget) a) In Store Advertisement . The displays will advertise a number of deals and also to emphasis the new range of Dulux paint that will be stocked.6 February 2013 Monthly spend: £492. the only difference being the prices and the location and dates of trade events instead of DIY. displays stands and banners will be placed in every store.6 Month by Month Marketing Tactics Month by Month Marketing Tactics Table 7.£255. particularly painters and decorators 7. While also raising brand awareness .4 Topps Tile Brochure Source: http://www.inthewhiteroom.125  Start the research projects set out in the market research section  To produce an advert aimed at homeowners looking to sell their property.5 Product .

Once these teams are fully trained they will be sent out around the country stopping at major towns and cities To contact a number of home improvement networks about sponsoring there TV program To produce a new brochure To produce a new in store advertisement board and banner to announce the availability of the Dulux paint range March 2013 Monthly Spend: £422. with emphasis on raising brand awareness ready for the Home Buying season June 2013 Monthly Spend: £482. one for the Trade events and the other for the DIY events. to be placed in a number of trade magazines throughout the country To continue use of Topps Tiles website. by maintain and update continuously To produce a new set of „how to‟ DIY adverts to be placed on Topps Tiles website To ensemble two teams. especially tillers.125  Continue with the research projects set out in the market research section . with emphasis on raising brand awareness ready for the Home Buying season May 2013 Monthly Spend: £422.         for Topps Tiles To produce a full page newspaper advert to be placed in the Sunday sun.125  Continue with the research projects set out in the market research section  Continuation of the tactics used in February. due to the higher DIY expenditure in this region) every week throughout the year to raise brand awareness amongst Traders and „DIYers‟ with the latest deals To produce a radio advert aimed at increasing brand awareness among traders Produce an advert aimed at traders.125  Continue with the research projects set out in the market research section  Continuation of the tactics used in February. with emphasis on raising brand awareness ready for the Home Buying season April 2013 Monthly Spend: £422. and a number of regional newspapers (Midlands.125  Continue with the research projects set out in the market research section  Continuation of the tactics used in February.

The advert will show how easy some forms of DIY can be. to encourage more Britons to conduct a form of DIY. who work all year round  Drop in store advertising levels further for the autumn and winter periods . with the home buyer‟s season now over. However keep current spending levels for radio. newspapers and trade magazines. as demand for DIY products fall.125  Continue with the research projects set out in the market research section  Continuation of the tactics used in February  Continuation of the TV advert released in June aimed at „DIYer‟  Reduce the amount of spending on instore advertisement as people spend less money on DIY around this period as they save for Christmas October 2013 Monthly Spend: £352.125  Continue with the research projects set out in the market research section  Continuation of the tactics used in February  Continuation of the TV advert released in June aimed at „DIYer‟ September 2013 Monthly Spend: £414. While emphasizing the Topps brand name at the same time July 2013 Monthly Spend: £422. Continuation of the tactics used in February  To produce a new TV advertisement for aimed at people conducting a form of DIY.625  Continue with the research projects set out in the market research section  Pull the TV advertisements. as Topps tries to counteract this fall in demand with demand in the trade sector.125  Continue with the research projects set out in the market research section  Continuation of the tactics used in February  Continuation of the TV advert released in June aimed at „DIYer‟ August 2013 Monthly Spend: £422.

emphasizing discounts on trade items as Topps tries to counteract a drop in sales in DIY December 2013 Monthly Spend: £352. while maximizing brand awareness.November 2013 Monthly Spend: £352.6 shows the tactics that will be implemented each month.625  Continue with the research projects set out in the market research section  Continuation of the radio.625  Start to conclude the research projects. being too risky at this time in the current economic situation with large high street shops closing down. Although the tactics do seem bland. Topps Tiles can measure various objectives and implement tactics that should help achieve those objectives. set out in the market research. depending on sales results for this year  Run a previous year‟s TV advertisement shot in February ready for the home buyer‟s season. with an emphasis on certain periods of the year when demand is likely to be higher.125  Analyze the results from the various research projects. Ready to be published for the following years marketing plan  Bring back both sets of teams. This framework can be seen in table 7. emphasizing discounts on trade items as Topps tries to counteract a drop in sales in DIY January 2013 Monthly Spend: £414. ready for the result to be analyzed in January  Continuation of the radio. This is why the marketing plan has taken a more conservative approach. from the DIY and Trade events. with the emphasis on keeping cost and risk low. Analyze sales results from stores in the areas they visited to assess the impact they had  Increase in store advertisement back to September levels ready for an increase in spending in February. newspaper and trade magazine advertisement. 8 Controls Using the Balanced Scorecard framework. A new advertisement will be made in February after a new marketing budget is agreed Table 7. Table 7 The Balanced Scorecard . Large amounts of spending and risky projects would not seem to be the most appropriate course of action. newspaper and trade magazine advertisement.

Trade shows Expansion into Researching Ireland Irish market. The plan will involve analyzing different Scenarios that could affect Topps‟s and how to overcome these problems should they come to fruition.Objective To Increase Revenue Measure Sales Revenue Target 5% year on year Financial To Reduce Debts Total Debt* £5m reduction each year Customer To Increase Customer Loyalty Net Promoter Score 1% increase each year with a goal of 95% in 2018 115 days To Reduce Inventory Days Internal Business Process Number of Inventory Days Learning and Growth To Increase Brand Awareness Expansion Brand Exposure Analysis results 10% increase each year Initiatives Increased market spend on trade market. *Total debt can be found in Appendix 1. Donating to community. 9 Contingency Planning Having a contingency plan is vital in making sure that the company is prepared for future events that may have a negative impact on Topps Tiles in some way. crossselling (bundle deals) Obtaining business grants (being green). Restructure liabilities (exchange for lower interest loans) Loyalty card aimed at traders with discounts for repeat visits Reduce the price of the tiles that are not selling. Online exclusive offers. This will reduce the negative impact a scenario will have on the Topps Tiles. cost/benefit analysis. TV adverts. which may damage Topps‟s significantly .

diy. (2011) Carpetright issues warning as sales sink [Online] <http://www. or if they do nothing. as sales of Tiles and/or wooden flooring decline This would affect gross profit margins. e.com/diy/jsp/bq/account/design_consultation. as operating profit declines Contingency Plan To be able to adopt a new product into Topps‟s range within a short time. C. to aggressively advertise and sway the public opinion towards Topps‟s brand name Research the reason behind the lack of sales. as the price of an individual tile increases. to be used if sales continue to stagnant.com/cms/s/0/ba397d7e-2e28-11e0-873300144feabdc0. depend on the public‟s opinion of the new brand Profits will most likely decline 10 References Barrett. Don‟t be too hasty though as profit is still strong with current sales Reserve some cash. Look at expanding the marketing budget for the next year to increase brand awareness or look at cut backs. with the money to be invested in increasing brand awareness and to be able to survive while the underlying problem is affecting sales A new entrant to either the Tile or wooden flooring market Lower than expected sales Sales may be hit hardest.ft. The price of Tiles needs to be lower than what the competition are selling it for.jsp> (Accessed 17th January 2013) . to reduce the impact on sales Price the tiles according to what the competition do. do nothing. This may also lead to lower profit.g. as tiles did A natural disaster affects the mining of clay sending up the price Contingency Plan The impact on Topps Tiles This would impact Topps‟s profit. to see where money can be saved while sales stagnate. with Topps Price promise. Don‟t increase the price if the competition doesn‟t as it may damage the brand name Have spare cash available to be able to overcome the lower gross profit margins which may lead to lower profit Increase the marketing budget.html#axzz2HwKbMtfS> (Accessed 4th January 2013) B&Q (2013) Book a design consultation [Online] <https://www. which sets a new trend in the market.(Table 9) shows a number of different scenarios which could affect Topps within the next year Table 9 Scenario A new product is released.

co.carpetright.ft.channel5.B&Q (2012) [Online] <http://www. (2011) „New consumer credit rules herald 'responsible lending culture‟ The Guardian.uk/news/uk-politics-17449501> (Accessed 13th December 2012) BBC News (2012b) „Economy tracker: House prices‟ [Online] <http://www.co.co.co.uk/woman/househome/laminate-flooring-predicted-to-reach-19bn-square-feet-by-201716181890.uk/> (Accessed 27th December 2012) Channel 5 (2013) How to Advertise [Online] <http://about.html> Accessed 27th December 2012) Helm.co.diy.belfasttelegraph.telegraph. R. (2012) Wall Coverings and Ceramic Tiles 2012.bbc. J.bbc.uk/news/10613201> (Accessed 13th December 2012) BBC News (2012d) „Economy tracker: unemployment‟ [Online] <http://www.uk/> (Accessed 12th January 2013) FT (2013) Topps Tiles PLC [Online] <http://markets.uk/finance/newsbysector/retailandconsumer/9259485/Lor d-Harris-to-step-down-as-Carpetright-chief.com/faqs/howto-advertise> (Accessed 5th January 2013) Davey. (2012) „Renting to be a „way of life‟ for young UK families‟ The Guardian.co.uk/news/10620450> (Accessed 13th December 2012) BBC News (2012c) „Economy tracker: GDP‟ [Online] <http://www.uk/news/10604117> (Accessed 13th December 2012) Belfast Telegraph (2012) „Laminate Flooring Predicted to Reach 1. London: Key Note Ltd .guardian. Tuesday 1st February 2011 [Online] <http://www.bbc.guardian. (2010) „Carpetright chief Lord Harris of Peckham predicts a tough 2011‟ <http://www. T. E.co.com/> (Accessed 27th December 2012) BBC News (2012a) „Budget 2012 at a glance: George Osborne's key points‟ [Online] <http://www.html> (Accessed 7th January 2013) Carpet Right (2012) [Online] <http://www.uk/money/blog/2011/feb/01/consumer-credit-rulesresponsible-lending-culture> (Accessed 13th December 2012) Easy Step Flooring (2013) [Online] <http://www.9bn Square Feet by 2017‟ [Online] <http://www.co.co.com/research/Markets/Tearsheets/Financials?s=TPT:LSE&subvie w=CashFlow> (Accessed 17th January 2013) Hall.co.uk/society/2012/jun/09/renting-price-rise-young-families> (Accessed 13th December 2012) Hucker. Saturday 9th June 2012 [Online] <http://www.bbc.easystepflooring.

uk/business-intelligence/companyinformation/view?regdNo=04308218&searchId=3780868&perPage=50&position=1 &page=1> (Accessed 2nd January 2013) Keynote (2013) Wickes Building Supplies Limited [Online] <http://www.keynote.ezproxy.uk.keynote.uk/business-intelligence/companyinformation/view?regdNo=00365335&searchId=3817774&perPage=50&position=1 &page=1&tabName=profitLoss> (Accessed 27th December 2012) .uk.ac.co.uk/business-intelligence/companyinformation/view?regdNo=02294875&searchId=3779831&perPage=50&position=1 &page=1&tabName=profitLoss> (Accessed 2nd January 2013) Keynote (2013) Hombase Limited [Online] <http://www.independent.co.keynote.ac.co.ezproxy.html> (Accessed 5th January 2013) Internet World Stats (2012) Internet Usage Statistics [Online] <http://www.brighton.kbbreview.brighton.co.brighton.co.uk/business-intelligence/companyinformation/view?regdNo=00973387&searchId=3779769&perPage=50&position=1 &page=1&tabName=profitLoss> (Accessed 2nd January 2013) Keynote (2013) Carpet Right Plc [Online] <http://www.uk.ac.com/Home/analysis_tiles.uk.uk.ac.keynote.co.htm> (Accessed 5th January 2013) Kbb Review (2011) „ANALYSIS: The tile market‟ [Online] <http://www.keynote.In the white room (2012) „Brand and Marketing Portfolio‟ [Online] <http://www.ezproxy.uk/property/house-and-home/no-place-likehome-the-generation-who-cant-afford-to-buy-1921781.com/brand-marketing/portfolio-topps-tiles.keynote.ezproxy.ezproxy.ac.inthewhiteroom.ezproxy.uk/business-intelligence/companyinformation/view?regdNo=01840419&searchId=3780867&perPage=50&position=4 &page=1> (Accessed 2nd January 2013) Keynote (2012) Wilkinson Hardware Stores Limited [Online] <http://www.com/stats.ac.brighton.php> (Accessed 13th December 2012) Independent (2010) „No place like home: the generation who can't afford to buy‟ [Online] <http://www.uk/business-intelligence/companyinformation/view?regdNo=00533033&searchId=3779792&perPage=50&position=1 &page=1&tabName=profitLoss> (Accessed 2nd January 2013) Keynote (2013) Tile Giant Limited [Online] <http://www.uk.internetworldstats.htm> (Accessed 27th December 2012) Keynote (2013) B&Q Limited [Online] <http://www.brighton.co.brighton.

co.html> (Accessed 29th December 2012) The Times (2012) Marketing Strategy for Growth [Online] <http://www.gsb.uk/downloads/wilkinson/wilkinson_13_full. L.uk/manchestereveningnews/news/business/s/1387721_topps_e ncouraged_by_consumer_demand> (Accessed 13th December 2012) Morrell.nectar.L> (Accessed 2ND January 2013) Stanford Business School (2011) Everyday Low Pricing May Not Be the Best Strategy for Supermarkets [Online] <http://www. (2012) Property market gets a mortgage boost but struggles for direction: What next for house prices? <http://www.radioadvertising.html> (Accessed 17th January 2013) Start Up Desi (2010) „How much does it cost to run a website based business?‟ [Online] <http://startupdesi.com/finance/stocks/companyProfile?symbol=TPT.com/marketing-budgets-something-to-shoutabout/5015563.How much does it cost to advertise on the radio? [Online] <http://www.html> (Accessed 17th January 2013) Marketing Mine Field (2013) Newspaper and Magazine Advertising Costs [Online] <http://www. (2010) Marketing budgets: Something to shout about [Online] <http://www.edu/news/research/nair_pricing_2011.rnectar> (Accessed 10th January 2013)> Radio Advertising (2013) Radio Advertising Costs .php> (Accessed 5th January 2013) Reuters (2012) Topps Tiles PLC [Online]http://in.asp?pageid=33> (Accessed 27th December) Lambert.article>> (Accessed 17th January 2013) Nectar (2013) Nectar Card [Online] <http://www. S.thisismoney.com/index.co.com/eshops/index.pdf> (Accessed 4th January 2013) .stanford.kingfisher.co.com/costs-of-running-web-business/> (Accessed 5th January 2013) TalkTalk (2012) DIY Spending Fee [Online] <http://www.marketingminefield.co.uk/radioadvertising-costs.Kingfisher (2012) „B&Q‟ [Online] <http://www.uk/homegarden/practical-advice/diy-spending-spree.co.uk/money/mortgageshome/article-1671748/Houseprices-What-expect--news-predictions.talktalk.uk/print-advertising-costs/> (Accessed 5th January 2013) Men Media (2010) „Topps encouraged by consumer demand‟ [Online] <http://menmedia.thetimes100.co.reuters.retail-week.

uk/> (Accessed 27th December 2012) Topps Tiles (2013) Topps on TV [Online] http://www.co.xe.com/ucc/convert/?Amount=1&From=GBP&To=EUR> (Accessed 13th December 2012) . L (2013) Carpets and Flooring 2013.co. Perception.uk/#&panel1-1> (Accessed 27th December 2012) Upstream Commerce (2012) 3 Great Lessons On How Price.toppstiles.tilersforums.co.toppstiles. and Positioning Influence Each Other In Online Retail [Online] http://upstreamcommerce.toppstiles.co.toppstiles.Tile Giant (2012) [Online] <http://www.toppstiles.uk/toppsstore25/topps-tiles-brighton.uk/topps-tilesstore-list.uk/tiling-forum/16666-topps-tiles-love-hate.com/blog/2012/01/21/3-great-lessons-on-how-priceperception-positioning-influence-each-other-in-online-retail> (Accessed 17th January 2013) Wilkinson (2013) Flooring. London: Key Note Ltd Wickes (2012) [Online] <http://www.co. Tiling and Accessories [Online] <http://www.co.uk/> (Accessed 27th December 2012) Tutt.tilegiant.uk/> (Accessed 27th December 2012) Tilers Forums (2008) Topps Tiles – „Love it or hate it?‟ <http://www.asp> (Accessed 17th January 2013) Trade Point (2012) [Online] <http://www.html> (Accessed 17th January 2013) Topps Tiles (2012) Annual Report and Financial statements 2012.co.co.uk/trade/> (Accessed 5th January 2013) Topps Tiles (2012) [Online] <http://www.html> (Accessed 17th January 2013) Topps Tiles (2013) Store List [Online] <http://www.co.com/diy-wallpaper+paint/flooringtiling+accessories/icat/rdflooring/> (Accessed 4th January 2013) XE (2012) Pound to the Euro [Online] <http://www.wilkinsonplus.trade-point.wickes. Leicester: Topps Tiles Topps Tiles (2012) Trade customers [Online] <http://www.uk/commscentre/topps-on-tv.asp?year=2010> (Accessed 7th January 2013) Topps Tiles (2013) Brighton Store [Online] <http://www.

com/q/ae?s=TPT.com/watch?v=dvJsPZkthME> (Accessed 17th January 2013) .yahoo.com/business-attracting-retaining-customers2088333.finance.L> (Accessed 17th January 2013) Youtube (2013) B&Q Christmas Advert 2012 .make it perfect [Video] <http://www.youtube.Yahoo (2008) Business is About Attracting and Retaining Customers <http://voices.html?cat=3> (Accessed 17th January 2013) Yahoo (2013) Topps Tiles PLC – Analysts Estimates [Online] <http://uk.yahoo.