CATCHMENT AREA ANALYSIS FOR 24 HOUR FITNESS IN COCHIN, KERALA
SYNOPSIS OF CATCHMENT AREA STUDY
TABLE OF CONTENTS
Catchment area PTA, STA, TTA
Vytila and vicinity
Strategy for 24 hour fitness
PRIMARY TRADE AREA
TERTIARY TRADE AREA
SECONDARY TRADE AREA
KSRTC BUS STAND
24 Hour Fitness is an international fitness brand. The trade area is divided as primary, secondary and teritiary on the basis of time taken by drive to reach the destination. 1-5 mins drive is considered for primary, 6-10 mins for secondary and 11-15 mins for teritiary trade area. This is based on the fact that, time required to reach a fitness centre is highly deterministic.
TRADE AREA ANALYSIS:
PTA – PRIMARY TRADE AREA
STA – SECONDARY TRADE AREA
TTA – TARTIARY TRADE AREA
The Primary Catchment is within 0-5 minutes’ drive to 24 Hour Fitness. The areas are: •
Therefore the primary catchment of 24 Hour Fitness is strategically situated amidst the densely populated Vyttila and Elamkulam areas.
The Secondary Catchment is within 5-10 minutes’ drive. The areas are:
Therefore the secondary catchment of 24 Hour Fitness is the densely populated Kadavanthara which is a residential area.
The Tertiary Catchment is within 10-20 minutes of drive time. The areas are:
Therefore the tertiary catchment of 24 Hour Fitness is the thickly populated Giri Nagar, Panampilly Nagar and Chalikkavattom which is a core residential area.
The primary, secondary and teritiary trade areas cover the important and potential residential areas of Cochin. The target consumers of 24 hour fitness can easily access the brand with this location. Road Ways
The Sahodaran Ayyapan road from west to Vytila is common for all the target consumers from Kadavanthara, Panampally, Kaloor. This is the primary roadway for 24 Hour fitness. This location completely restricts the flow of customers to the Gold Gym Vytila, which is a competition. The Edapally Vytila road brings in customers from north. These are the primary roadways which is sccesible for the target customers. It is giving a direct competition to Gold Gym, Vytila, which is comparatively low priced and infrastructuraly poor compared to 24 Hour Fitness. Vytila and vicinity
Vyttila is an intersection as well as the name of a region in the city of Kochi, in the state of Kerala, India. It is one of the largest as well as the busiest intersections in Kerala. This node intersects the main north-south artery of the state of Kerala, namely, the National Highway 47, with three city roads of Kochi viz, the S. A. Road (east-west), the Vyttila-Petta Road, and the Thammanam Road. Vyttila hosts the Kochi Mobility Hub, which converges different ways of surface transport (namely, local as well as long distance buses, rail, Metro Railand inland water transport) to the city onto a single node.
Vyttila is home to hospitals like the Welcare Hospital and the Mother & Child Hospital. The State Bank of India, State Bank of Travancore, Punjab National Bank, Corporation Bank, Vijaya Bank,Bank of Baroda, Federal Bank, South Indian Bank all have branches in this area. Toc H Public School, St. Rita's H.S Ponnurunni, C.K.C.L.P.S are schools located in Vyttila. There are several supermarkets (prominent among them include V-Mart and the Margin Free Market chain of mini-super markets) in this area in addition to several mom & pop stores and pharmacies. Eateries like K.R Bakes,...
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