Geomarketing method part__2.2

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  • Geomarketing method part__2.2

    1. 1. Geomarketing Solutions for Fitness Center Chain Development • • Center for Spatial Research 2007-2012
    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 live? Where do they work? How do they commute? Where do competitors locate their premises? What areas are underserved?
    3. 3. The Solution • Center for Spatial Research offered Geomarketing Analysis on Site Selection and Network Development. Geomarketing Information System (user-friendly and efficient site selection software)
    4. 4. •Geomarketing Analysis for fitness clubs cite selection: evaluation of city areas and demographics customer location competitor location potential locations assessment 3-5 years network design projects 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
    5. 5. “How it is Made” SECONDARY RESEARCH MARKET ANALYSIS CUSTOMER SURVEYS TELEPHONE SURVEYS COMPETITIVE LANDSCAPE, CLASSIFICATION, INDEXES AND RATES GEOMARKETING ANALYSIS FIELD RESEARCH (CLUB ATTENDANCE) MACRO ANALYSIS (CITY LEVEL) FOR ALL TYPES OF FITNESS CLUBS SUITABILITY ANALYSIS FOR LUXURY, PREMIUM AND MIDDLE-CLASS FITNESS CENTERS MICRO (LOCAL) ANALYSIS IN SUITABILITY ZONES DATA, CHARTS, MAPS, DIAGRAMS, MODELS, ETC GEOMARKETING REPORT DESCRIPTION, METHODOLOGY, CONCLUSIONS AND RECOMMENDATIONS
    6. 6. Macro Analysis 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 SATURATION BY CLUB TYPE FITNESS CENTER MEMBERS AND VISITORS COUNTS (LUXURY, PREMIUM AND MIDDLE-CLASS) MARKET VOLUME MAP BY CITY DISTRICTS
    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
    8. 8. Spatial mathematics RESULT Know How
    9. 9. 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.
    10. 10. 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
    11. 11. Micro Analysis of Suitability Zones for Luxury and Premium Clubs Target audience analysis Advertising allocation analysis Competitive landscape Area development analysis
    12. 12. 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.
    13. 13. 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)
    14. 14. Map of the Sample Network 2008 - 2009 г. The left map displays the network of fitness centers locations at the first stage of the expansion (2 year horizon). Map of the Sample Network after 2009 г. The right map shows the new location of the network identified with the application of cite selection analysis provided by the Center for Spatial Research (5 year horizon).
    15. 15. Other type of researches: • Catchment area (models of creation area) may be create some modes: Transport zone Walking zone Mental zone (ask people) Equal distance zone Haff Haff in Russia Zone of deliveries or zone of clients (CRM)
    16. 16. Samples of creation zones: Equal distance Transport Walking Density of delivery DIY per 1 year Ask Peoples
    17. 17. Finally. Recommendations for best expanding in Russia 1. What you want? (business and planning) 2. Your business for what? ( Who will being potential costumers). Do you need correction of depending area? Or know? 3. What city for expanding? What is the better: city or town? 4. Where is locations? Do you need detail information or you decisions – will basing on expert opinion or brokerage (realtors) recommendations? 5. Who will be competitive? And where my location in this area inside city (town)? 6. FAQ:«What – if?» 7. Do you need exactly in analitics? What kind of EXACTLY of forecast and decisions? 8. What is the best instrument or methods for best results? Where is data in Russia? 9. Is it one problems, or it need to Know every day (every hour)?
    18. 18. Your best decision is our care! • Center for Spatial Research

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