Synenergy benefits and

contact with consumers 

The biggest and most extensive tyre chain in the Nordic countries, Vianor has expanded rapidly in recent years, especially in Russia. At the end of 2007 the chain had a total of 366 sales outlets. Nokian Tyres owned 174 of the outlets, while the rest operated on a franchising/partner basis. All sales outlets have a similar look and product selection. Some 20% of the Group’s sales in the Nordic countries and Russia is handled by Vianor.

Vianor mirrors Nokian Tyres’ strategy

The Vianor tyre chain is aiming to solidify its position in the markets that are of strategic importance to Nokian Tyres and especially in the Nordic countries, Russia and the CIS countries. Its main task is to maximise the sales of Nokian-branded tyres and to maintain the target price level. The objective is to act as the flagship for Nokian Tyres’ distribution, to spearhead growth and to be the best known tyre chain in its market areas. Only a few big chains, owned by different tyre manufacturers, operate in the Nordic countries. Of these, Vianor has the widest geographic scope.

The Vianor concept offers several business-friendly services to entrepreneurs in the Vianor partner network,
such as a product range with strong brands, efficient IT systems and professional product training and technical support.  It is important for tyre vendors to get the products they need at just the right time. Vianor dealers are guaranteed the availability of Nokian-branded tyres and fast deliveries, especially during high season.

Seasonal management and synergy benefits

Tyre manufacturers must serve distributors efficiently during the few weeks of peak demand. Key success factors include intensive co-operation between manufacturing and Vianor, and utilisation of own outlets as distribution channels, as well as advanced IT and logistics systems.

Co-operation between Vianor and Nokian Tyres’ manufacturing offers synergy benefits. A standardised data system improves planning, monitoring and reporting, while direct contact with the tyre manufacturer provides Vianor with better flexibility and faster response times. Vianor offers Nokian Tyres a direct communication channel to the end users and provides the company with valuable information that can be utilised in the development of services, tyre R&D and marketing.

Growing importance of a wide product range and services

Adding services to the equation, some 40% of Vianor’s net sales are generated by consumer sales of car tyres. Vianor’s broad range of products and services enables good sales, even outside peak seasons. Vianor is continuing to develop its fast-fit operations in areas where they complement the service concept of Nokian Tyres and Vianor. Fast-fit services will be further improved so that they can play a key part in growth and profitability in the coming years.

Vianor online store: a new approach to purchasing

In addition to traditional product information, the target group receives real value-added services. Customers can purchase tyres and rims from the online store, as well as make an appointment for mounting at the nearest Vianor sales outlet. The opportunity to compare product prices online brings a big change into the industry’s traditional trading methods. Oil changes and other fastfit services can also be purchased online.

Read more from Nokian Tyres' Annual Report 2007