Private Brand Developments at Viking International

In addition to a full range of premium brands, wholesaler Viking International also offers an ultra high performance own brand alternative – Millennium. According to the company this brand provides a combination of high performance at affordable prices and comes in asymmetric and directional patterns to aid performance and handling in all weather conditions.

The tyre’s asymmetric ‘Tri-Zone’ tread pattern offers maximum stability on the road, aiding water dispersal and reducing the risk of aquaplaning whilst providing superior ride comfort and reduced noise. Available in 15, 16 and 17-inch fitments, the asymmetric pattern is available in 40 – 65 profiles and V and W speed ratings.

According to company literature, the Millennium directional pattern delivers reliability and predictability and its specially designed tread pattern “ensures exceptional wet weather performance, superb braking stability and manoeuvrability.” This variant is available in 17, 18 and 19-inch fitments, 35 – 45 profiles and W and Y speed ratings.

The launch of the Millennium ultra high performance range is said to have proved a great huge success, and to satisfy the budget end of the market Viking International also introduced a new ultra budget range of fast moving sizes at extremely competitive prices. A full range review is carried out quarterly and any new sizes or patterns that are pertinent are sourced and added to the range.

New sales director

In a related move Rikki Kane was recently appointed as sales director for the company. Kane has worked for the Axle Group, which includes National Tyres and Autocare, National Fleet and Viking, for 20 years and during this time has held various positions, most recently as operations director for National Fleet’s Dealer Division.

Kane’s foremost tasks throughout 2009 will be to renew focus on training and development for key customer service personnel in order to “provide a more proactive and efficient service for customers.” As a result sales office staff have reportedly already undergone a major training exercise which has provided an enhanced ordering service for all customers.

This has been supported with a complete redevelopment of Viking International’s online ordering facility last year with significant improvements to speed, navigation and product search options as well as the addition of product information and images. Featuring tyres, cats and exhausts, the site has seen a five fold increase in the number and value of online orders since its redevelopment.

In addition to her new role Rikki Kane will also retain responsibility for the company’s Dealer Division, which will transfer from National Fleet to Viking International, to provide an improved dealer service experience. Viking International has already increased its share of the dealership market by offering a one stop shop solution, but company representatives are looking to further develop this market during 2009.