Jennifer Breshears
Samantha Eaddy
Introduction to Marketing
January 24, 2019
3.1 Discussion: Market Segments
The area I chose to analyze is zip code 94105 in San Francisco, California. As of July
1, 2017, the estimated population of this zip code is 884,363. The tapestry segmentation for
this area is Laptops and Lattes with 84.7% of the population. The current average household
size is 1.87. The median age is 37.4 and median household income is $112,200 a year. This
area is well-educated and predominately single. The citizens are active, health conscious, and
care about the environment. This group tends to support environmental groups, recycle
faithfully, and contribute to arts and cultural organizations.
Since the Laptops and Lattes segment favors organic food and purchasing groceries at
higher-end markets, it should be a great place to launch our new, organic dog food, Lucy's
Natural Treats. The marketing technique I plan to use for the consumers of this area would be
social media and online advertising. According to the market profile, this population uses
their laptops, iPads, and mobile phones extensively to stay connected. Since this is the case, I
believe utilizing online advertising will allow us to market to our target audience.