Geomarketing Solutions for Fitness Center Chain
                Development




             Center for Spatial Research
 ...
The Problem
•   International fitness center chain was expanding its
    operations in Russia and planned to open new loca...
The Solution

                  Center for Spatial Research

                                 offered



                 ...
Geomarketing Analysis for fitness center site selection:
     evaluation of city areas and demographics
       costumer lo...
SECONDARY RESEARCH


        MARKET ANALYSIS                                   CUSTOMER SURVEYS


                        ...
DATA                                                              MAPS

ADDRESS LIST OF FITNESS CLUBS      MAP OF FITNESS ...
BUILDING SUITABILITY ZONES




     FOR MIDDLE-CLASS FITNESS CLUBS                                              FOR LUXURY...
Suitability Zones for Luxury and Premium
              Fitness Centers in Saint-Petersburg, Russia
              (Fragment...
MICRO ANALYSIS OF SUITABILITY ZONES




SUITABILITY ZONES FOR MIDDLE-CLASS FITNESS CLUBS,                            SUITA...
Micro Analysis of Suitability Zones for Luxury
                  and Premium Clubs.




Target audience      Advertising  ...
Micro Analysis of Suitability Zones for Luxury and
    Premium Clubs.
                                   Premium Clubs Sui...
CITE SELECTION ANALYSIS FOR THE NEW FITNESS CLUBS




                                IDENTIFICATION OF TOTAL NUMBER (OR T...
Map of the Sample Network                                                        Map of the Sample Network
               ...
Geomarketing Solutions for Fitness Center Chain
                             Development




   Your best decision is our ...
Upcoming SlideShare
Loading in …5
×

Geomarketing Solutions for Fitness Center Chain Development

1,533 views
1,453 views

Published on

The Center for Spatial Research has assisted the international fitness chain in expanding its operations in Russia through utilization of geomarketing solutions.

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,533
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Geomarketing Solutions for Fitness Center Chain Development

  1. 1. Geomarketing Solutions for Fitness Center Chain Development Center for Spatial Research 2010
  2. 2. The Problem • International fitness center chain was expanding its operations in Russia and planned to open new locations in Saint-Petersburg. • Hundreds of potential lots were available but the major issue was to select the RIGHT ones. The following questions arose: Where do potential clients reside? Where do they work? How do they commute? Where do competitors locate their premises? What areas are underserved? Center r Spatial Research, 2010
  3. 3. The Solution Center for Spatial Research offered Geomarketing Information Geomarketing Analysis System on Site Selection and (user-friendly and efficient Network Development. site selection software) Center for Spatial Research, 2010
  4. 4. Geomarketing Analysis for fitness center site selection: evaluation of city areas and demographics costumer location competitor location potential spaces assessment 3-5 years projections market research analysis Geomarketing Information System is designed to: perform multiple site selection analyses evaluate network locations provide neighbourhood evaluation create custom reports provide forecasting and what-if analysis Center for Spatial Research, 2010
  5. 5. SECONDARY RESEARCH MARKET ANALYSIS CUSTOMER SURVEYS TELEPHONE SURVEYS COMPETITIVE LANDSCAPE, CLASSIFICATION, INDEXES AND RATES FIELD RESEARCH (CLUB ATTENDANCE) MACRO ANALYSIS (CITY LEVEL) FOR ALL TYPES OF FITNESS CLUBS GEOMARKETING ANALYSIS SUITABILITY ANALYSIS FOR LUXURY, PREMIUM AND MIDDLE-CLASS FITNESS CENTERS MICRO (LOCAL) ANALYSIS IN SUITABILITY ZONES DATA, CHARTS, MAPS, DIAGRAMS, MODELS, ETC METHODOLOGIES, CONCLUSIONS AND GEOMARKETING REPORT RECOMMENDATIONS
  6. 6. DATA MAPS ADDRESS LIST OF FITNESS CLUBS MAP OF FITNESS CLUBS BY CLUB AND SWIMMING POOLS TYPE MAP OF CLUB COUNTS BY CITY FITNESS CLUB SQUARE FOOTAGE DISTRICTS POPULATION COUNTS BY CITY MAP OF FITNESS CENTERS DISTRICTS OR CENSUS BLOCKS SATURATIONBY CLUB TYPE FITNESS CENTER MEMBERS AND MARKET VOLUME MAP BY CITY VISITORS COUNTS (LUXURY, PREMIUM DISTRICTS AND MIDDLE-CLASS) Macro Analysis Center for Spatial Research, 2010
  7. 7. BUILDING SUITABILITY ZONES FOR MIDDLE-CLASS FITNESS CLUBS FOR LUXURY AND PREMIUM FITNESS CLUBS LIST OF VARIABLES (SUITABILITY FACTORS) LIST OF VARIABLES (WEALTH FACTORS) CALCULATION OF WEIGHTED VARIABLES FORMULA POPULATION WEALTH EVALUATION FORMULA SUITABILITY ZONES FOR LUXURY AND PREMIUM SUITABILITY ZONES FOR MIDDLE-CLASS CLUBS CLUBS MICRO ANALYSIS IN SUITABILITY ZONES Center for Spatial Research, 2010
  8. 8. Suitability Zones for Luxury and Premium Fitness Centers in Saint-Petersburg, Russia (Fragment of Report) • 3 zones have large size and ranked higher than 5 (in terms of target audience location) and therefore they are the most suitable for luxury and premium fitness centers allocation. Quantitative Analysis • 0 Luxury fitness clubs in all zones • 2 Premium centers in zones ranked 5 or higher • 4-7 areas with the highest number of geomarketing factors. These areas are considered the most potential for luxury and premium fitness clubs allocation. Center for Spatial Research, 2010
  9. 9. MICRO ANALYSIS OF SUITABILITY ZONES SUITABILITY ZONES FOR MIDDLE-CLASS FITNESS CLUBS, SUITABILITY ZONES FOR PREMIUM AND LUXURY FITNESS RANK 3 OR HIGHER CLUBS, RANK 5 OR HIGHER TARGET AUDIENCE LOCATION AND FLOWS ANALYSIS TARGET AUDIENCE LOCATION AND FLOWS ANALYSIS COMPETITIVE LANDSCAPE IN SUITABILITY ZONES COMPETITIVE LANDSCAPE IN SUITABILITY ZONES AREA DEVELOPMENT ANALYSIS AREA DEVELOPMENT ANALYSIS SUITABILITY ZONES RATINGS Center for Spatial Research, 2010
  10. 10. Micro Analysis of Suitability Zones for Luxury and Premium Clubs. Target audience Advertising Competitive Area development analysis allocation analysis landscape analysis Center for Spatial Research, 2010
  11. 11. Micro Analysis of Suitability Zones for Luxury and Premium Clubs. Premium Clubs Suitability Zones Ratings Micro analysis revealed 6 suitability zones that have more than 50% of matches of geomarketing factors. These zones are the most suitable areas for the opening of luxury and premium fitness centers in St. Petersburg. Center for Spatial Research, 2010
  12. 12. CITE SELECTION ANALYSIS FOR THE NEW FITNESS CLUBS IDENTIFICATION OF TOTAL NUMBER (OR TOTAL SQUARE FOOTAGE) OF CLUBS IN THE AREA SUITABILITY ZONES RATINGS PRIORITY ANALYSIS OF THE LOCATION FOR THE NEW CLUB ADVERTISING ALLOCATION ANALYSIS RESULTS ARE PROVIDED AS SITE SELECTION GEOMARKETING ANALYSIS GEOMARKETING INFORMATION SYSTEM REPORT WITH MARKET RESEARCH, MAPS, (USER-FRIENDLY AND EFFICIENT SITE CHARTS, AREA RATINGS SELECTION SOFTWARE) Center for Spatial Research, 2010
  13. 13. Map of the Sample Network Map of the Sample Network 2008 - 2009 г. after 2009 г. THE LEFT MAP DISPLAYS THE NETWORK OF FITNESS THE RIGHT MAP SHOWS THE NEW LOCATIONS OF THE NETWORK CENTERS LOCATIONS BEFORE THE EXPANSION. IDENTIFIED WITH THE APPLICATION OF SITE SELECTION ANALYSIS PROVIDED BY THE CENTER FOR SPACIAL RESEARCH. Center for Spatial Research, 2010
  14. 14. Geomarketing Solutions for Fitness Center Chain Development Your best decision is our care! The Center for Spatial Research Russia, Saint-Petersburg, Rizhski prospekt 41-г, 307 +7(812)493-52-27 info@geointellect.ru www.geointellect.ru Center for Spatial Research, 2010

×