1.
Marco Giannini’s company Dogswell is targeting the healthy dog treats market. This market for healthy dog treats can be segmented into several types:
Geographic- Giannnini initially targeted his dog treat products to 200 pet stores in California. He then began selling more products related to dog food and started targeting customers all over the USA in stores such as Whole Foods and Target.
Demographic- As Giannini’s business grew in size and revenue due to popularity of the brand and he moved into dog food, Giannani now started selling to big retailers such as Whole foods and Target. This gave him a larger segment to target his products, which complemented the growth of his company.
Psychographic- Giannini targeted health conscious customers who had the same concerns for their dogs and were looking for similar healthy options in terms of dog food.
Behavioral- Giannini’s products sold healthy dog treats which contained supplements that curbed health problems for dogs. Hence, his products targeted the behavioral segment of customers who were looking for dog treats with health benefits for their dogs.

2.
Positioning is what distinguishes ones product from that of its competitions. Giannini uses differentiation positioning in order to avoid direct competition. He does this by creating a dog treat, which has added supplements that curb many health problems in dogs. This feature is important to the target customer and is what differentiates his product from that of a competitor. Giannini’s product rates high in these features as his product was a major success having a three-year growth rate of over 1800 percent.

3.
Eric Ries focuses on the fact that Giannini’s business did not have a sample testing involved before it launched its product into the market. According to him, Giannini’s business had the Place element missing before it went into further