Marketing concepts One of the marketing concepts used was a selling concept. It could be justified by the introduction of a loyalty card that gives such benefits as free entry and a discount. This strategy was used to make customers come to PI-O and spend money on its services. PI-O’s managers also used a marketing concept that is oriented to the fulfillment of customers needs. For instance, they were concerned with the issue of attracting parents and therefore expand the menu list to satisfy the requirements of adults. Customer Relationship Marketing Since the goal of Customer Relationship Marketing is to facilitate brand loyalty and make a customer trust a company, PI-O applies approaches to customer relationship marketing. Loyalty rewards in the form of benefits offered by a member’s card confirm that the company strives to make customers prefer PI-O over all other competitors in the market. This way, the company indicates that it values every interaction with the customers. Apart from that, it shows that the company listens not only to the interests of kids who want to have fun. It also takes care of adults who want to relax and enjoy a meal while children are entertaining. The company expanded its business portfolio through the introduction of a new service (expanded menu) which is aimed at adults and thus attracts a broader range of consumers. PI-O used such a growth strategy as market development because it developed a new demographic market for its services. As it was mentioned earlier, PI-O began to assume parents as consumers and therefore reached a new market of adults who have children. The leading consumer segment The leading consumer segment targeted by PI-O is children under the age of 12. Since the year 2015, the consumer segment includes their parents as well. Still, even though the company arranged some benefits for adults, it remains focused on the younger generation. Demographic segmentation PI-O used demographic segmentation as it divided consumers into three age categories: children above 12 years old, under 12 years old, adults. It could also be supposed that after 2015 PI-O began to use behavioral segmentation since it created additional menu items designed for adults which means that the company took into consideration the behavior of adults. Therefore, the company admitted that young clients and their parents use the same product in different ways. Concentrated marketing target strategy PI-O used a concentrated marketing target strategy because it used rather a small segment of children under 12 years old. Later, it expanded primary audience, however, the target segment remained concentrated on children and their nearest relatives. Consequently, they satisfied the specialized need of the customers. People outside the target segment potentially are not interested in the place where children could have fun. Service differentiation PI-O used service differentiation in the form of special offers like discounts and free entries. Besides, it gained a significant advantage by targeting the audience of children’s parents since it allowed the company to place itself against competitors offerings. The system of privileges makes consumers choose PI-O over other companies that arrange celebrations for children