Own distribution chain spearheads Nokian Tyresí market share growth
Vianor is the biggest tyre chain, in terms of size and reach, in the Nordic countries, Russia and the CIS countries. In year-end 2012, the chain comprised 1,037 sales outlets in 26 different countries in Nokian Tyresí core market regions. In 2012, the chain grew with 127 new outlets. The Nokian Tyres Group owns 182 Vianor outlets, while the rest operate on a franchising/partnership principle.
Vianor offers passenger car, van and truck tyres, as well as heavy tyres. In addition to Nokian-branded tyres, the chain sells other leading tyre brands and a variety of motoring products, such as rims, batteries, and shock absorbers. Apart from retail sales, Vianor conducts wholesale and fleet customer sales. The heavy seasonal fluctuations in tyre retail sales pose challenges for the year-round profitability of traditional tyre outlets. Therefore, Vianorís service range also includes tyre changes and mounting, as well as oil changes, car servicing and tyre hotels in some outlets. The goal is to make servicing a key part of Vianorís growth and profitability.
In its own sales outlet network, Vianorís key objective is to maximise the sales of Nokian-branded tyres, to maintain the target price level, and to develop service concepts and processes. Co-operation between Vianor and Nokian Tyres manufacturing offers synergy benefits. Advanced data systems improve design, monitoring and reporting. Vianor offers Nokian Tyres a direct communication channel to the end user and provides the company with valuable information that can be used in service development.
In 2012, Vianor achieved its strategic goals: it was the price leader and offered the best network for the retail and wholesale of Nokian Tyresí products in its core market regions. Servicing, truck tyre and retail sales grew. Research results indicated that Vianor also improved its recognition rate and market shares in the Nordic countries. The gradual change of operating model from tyre sales to full car service in the stores continued with investments and local acquisitions of car service shops. A total of 25 companies were purchased and their car servicing operations were integrated into existing Vianor outlets in 2012.
Partner network spearheads growth in new markets
The Vianor tyre chain spearheads the Groupís growth in markets that are strategically important to Nokian Tyres. Vianor is the leading tyre chain in the regions where it operates, building a foundation for permanent market shares for the Groupís products.
The Vianor concept offers several business-friendly services to entrepreneurs in the partner network, such as strong brands, training and technical support. Vianor outlets get support for advertising and sales promotion, and guaranteed quick deliveries especially during the peak season.
In the end of 2012, Vianor had operations in 26 countries; most extensively in the Nordic countries, Russia and Ukraine. In 2012, Vianor expanded to 3 new countries: Serbia, France and Bosnia-Herzegovina. Expanding the partner network will continue in 2013 according to earlier plans.
Net sales, operating result and operating result%