Industry leading distribution key to customer success
Nokian Tyres has four core market areas: the Nordic countries, Russia and other CIS countries, Central and Eastern Europe, as well as North America.
The main sales countries are served by the Groupís own sales company or a representative with its own sales organisation. Typical customers include regional tyre wholesalers, tyre chains, car dealership chains and, as the latest addition, web shops. Since Nokian-branded tyre sales are of great importance to their business, the dealers are willing and well prepared to support and build the Nokian brand.
Strong presence at the distribution level is a strategic choice
One of Nokian Tyresí strategic aims is to get closer to the end users of the product. Comprehensive control over the distribution of its products enables the company to efficiently cut costs generated by additional links in the delivery chain, and it also helps to gain a better understanding of the end users and the reasons behind their purchase decisions. A wider distribution network also means greater visibility and a larger number of users recommending the company products.
Nokian Tyresí Vianor tyre chain plays an important and growing role in the sales of Nokian-branded tyres, with a considerable part of the Groupís sales handled through Vianor outlets. In addition to expanding the Vianor chain, Nokian Tyres is building the Nokian Tyres Authorized Dealer network in which dealer customers are engaged as committed, goal-oriented retail sellers under an agreement that covers training, marketing co-operation, and additional services. Nokian Tyres provides its dealers with a strong brand and innovative, continuously renewed, first-rate products, whose sales are profitable business for dealers. Enhanced customer service in peak seasons and the use of Vianorís chain for deliveries ensure that dealers get the tyres they need even during the busiest weeks of the season, when demand is at its highest.
The importance of logistics increasing
Nokian Tyres has a strong focus on continuously developing its logistics. The good availability of tyres, as well as fast, accurate deliveries, plays an increasing role in dealer customersí supplier choices. Well-functioning logistics also support Nokian Tyresí pricing position on the markets.
The companyís innovative logistics solutions include the integration of order systems with customers, installation and packing lines tailored according to customer wishes, electronic transportation documentation management, and utilising container deliveries as a form of intermediate storage. The company is increasing the number of smaller, regional warehouses to gain a wider customer base, generate new sales and speed up its deliveries.
Nokia, Finland and Vsevolozhsk, Russia.
Also contract manufacturing roughly 3% of sales volume in 2012.
Finland (parent company), Sweden, Norway, Russia, Ukraine, Belarus, Kazakhstan, Germany, Switzerland, Czech Republic, USA, Canada and China.
Total 1037 stores in 26 countries (182 own and 855 franchising and partner). Nordic and Baltic countries 271, Russia and CIS countries 533, Central and Eastern Europe 198, USA 35 stores.
Vianor opened its store number 1,000 in Southern Germany
The fast-growing Vianor tyre retail and car service chain opened its 1,000th store in Friedrichshafen, Germany. In the vicinity of the borders of Southern Germany, Austria and Switzerland, Friedrichshafen represents the varied and demanding weather conditions of Central Europe.
Vianor Master Franchisee in Bavaria and Baden-WŁrttemberg is Reifen-Straub GmBH. There has been a long and good co-operation between Nokian Tyres and the owner Eugen Straub since 1995. The Vianor store in Friedrichshafen is also owned by Reifen-Straub. The new store offers comprehensive car repair services in addition to tyre services.
Eugen Straub: The benefit in the long run will be that I am part of a constantly developing European tyre and car service chain which gets national awareness by its large size. Thus I can take better care of my major customers in the fleet business. My customers are very satisfied with the professional advertising and the strong branding both in TV and on internet. This also helps me to reach regular consumers.