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Fitness Center Chain Development

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This presentation shows the application of geomarketing solutions for fitness center chain development in Russia by Center for Spatial Research.
www.geointellect.spb.ru

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Fitness Center Chain Development

  1. 1. Geomarketing Solutions for Fitness Center Chain Development Center for Spatial Research 2010 Center for Spatial Research, 2010
  2. 2. The Problem • Fitness Center Chain was expanding its operations and planned to open new locations. • Hundreds of potential real estate lots were available and the major issue was to choose the RIGHT ones. The following questions arose: Where do the target clients reside? Where do they work? How do they commute? Where do competitors locate their premises? What areas are underserved? Center for Spatial Research, 2010
  3. 3. The Solution • Center for Spatial Research • offered Geomarketing Information System (user-friendly and efficient site selection software) Geomarketing Analysis on Site Selection and Network Development. Center for Spatial Research, 2010
  4. 4. •Geomarketing Analysis for fitness center cite 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. “How it is Made” 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 GEOMARKETING REPORT Center for Spatial Research, 2010 METHODOLOGIES, CONCLUSIONS AND RECOMMENDATIONS
  6. 6. DATA MAPS ADDRESS LIST OF FITNESS CLUBS AND SWIMMING POOLS MAP OF FITNESS CLUBS BY CLUB TYPE FITNESS CLUB SQUARE FOOTAGE MAP OF CLUB COUNTS BY CITY DISTRICTS POPULATION COUNTS BY CITY DISTRICTS OR CENSUS BLOCKS MAP OF FITNESS CENTERS SATURATIONBY CLUB TYPE FITNESS CENTER MEMBERS AND VISITORS COUNTS (LUXURY, PREMIUM AND MIDDLECLASS) MARKET VOLUME MAP BY CITY DISTRICTS 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 MIDDLE-CLASS CLUBS SUITABILITY ZONES FOR LUXURY AND PREMIUM 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 (the 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, RANK 3 OR HIGHER SUITABILITY ZONES FOR PREMIUM AND LUXURY FITNESS 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 analysis Advertising allocation analysis Competitive landscape Center for Spatial Research, 2010 Area development analysis
  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 SUITABILITY ZONES RATINGS IDENTIFICATION OF TOTAL NUMBER (OR TOTAL SQUARE FOOTAGE) OF CLUBS IN THE AREA PRIORITY ANALYSIS OF THE LOCATION FOR THE NEW CLUB ADVERTISING ALLOCATION ANALYSIS RESULTS ARE PROVIDED AS SITE SELECTION GEOMARKETING ANALYSIS REPORT WITH MARKET RESEARCH, MAPS, CHARTS, AREA RATINGS GEOMARKETING INFORMATION SYSTEM (USER-FRIENDLY AND EFFICIENT SITE SELECTION SOFTWARE) Center for Spatial Research, 2010
  13. 13. Map of the Sample Network 2008 - 2009 г. The left map displays the network of fitness centers locations before the expansion. Map of the Sample Network after 2009 г. THE RIGHT MAP SHOWS THE NEW LOCATIONS OF THE NETWORK IDENTIFIED WITH THE APPLICATION OF CITE 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 Center for Spatial Research, 2010

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