6.0 The tactical mix supporting the strategic options. To operationalise the strategic options above, PAL must deploy a cohesive tactical mix that will implement the marketing mix and retention objectives.This tactical alignment ensures consistency across the 7Ps of the marketing mix, enhancing client experience and long-term loyalty ( Kotler and Keller, 2021). Product portfolio management at PAL will be segmented into three tiers. Tier one includes core billboard and print advertising services.Tier two features digital out-of-home (DOOH), while tier 3 include value-added services such as sustainability-certified substrates, impact reports and real time reporting dashboards. This tiered approach aligns with diverse client needs and supports cross-selling to increase share of wallet (Jobber and Fahy,2015). Using the BCG Matrix, PAL will invest in “stars” like DOOH and phase out low-margin print only formats (Kotler and Keller, 2021) This will result in deeper client engagement, reduced churn, and enhanced retention through tailored, insight driven offerings. Pricing decisions;- a tiered pricing strategy will be adopted, offering clients value for bundled services. Value based pricing will ensure perceived fairness while enabling upselling across the segments. Flexible payment terms will be used for long term clients thus mitigating churn triggers linked to budget constraints. Psychological pricing cues (e.g. growth bundles ) will enhance perception of cost-benefit alignment. Loyalty-based discounting will apply to clients identified via RFM analysis within the Churn Mitigation framework. This hybrid model aligns pricing with perceived client value and lifetime contribution ( Nagle and Muller, 2018). Promotion decisions: To support PAL’s 5% annual client retention target, this strategy will focus on deepening existing client relationships through trust-based communication. It will blend online and offline channels, ESG case studies, and NPS Performance updates to reinforce brand trust. Testimonial videos featuring retained clients will drive social proof and trust. These initiatives follow the principles of Relationship Marketing (Gronroos, 1994) and account-based email campaigns will promote personalised bundles. Offline promotions will include executive account reviews and branded merchandise at the renewal milestones. All communication will consistently reflect PAL’s value of partnerships and reliability and strengthen long term client engagement. Place (Distribution): To support PAL’s 5% annual client retention goal, a hybrid distribution model will be maintained. Online, clients will access self-serve portals for campaign updates, reports and automated support;integrating both CRM and live chat. Offline, account managers will conduct quarterly in-person reviews supported by feedback loops. This omnichannel approach promotes seamless client experience across all touch points, thus fostering trust and long term loyalty. (Chaffey and Smith,2017). People : To achieve PAL’s annual client retention goal, staff capability will be a strategic priority. Account managers will undergo training in customer success principles, emotional intelligence, and recovery protocols. Internal KPIs will include NPS contribution, campaign upselling and churn prevention; ensuring full alignment with retention objectives. PAL’s internal culture will reinforce service ownership at all levels and foster long-term loyalty (Heskett et al.,1994). Processes: All customer facing processes will follow the PDCA (Plan-Do-Check-Act) model, thus allowing continuous improvement. A 48 hour service recovery SLA will be embedded within the CRM, linked to client feedback alerts. This ensures operational discipline and responsiveness, particularly for at-risk client accounts identified by the Ai churn dashboard, aligned with the SERVQUAL model (Parasuraman et al., 1985), this approach reinforces client trust through operational discipline. Physical evidence: To reinforce credibility, PAL will invest in High quality campaign portfolio, printed ESG certification for each campaign, and office touchpoints such as branded review templates and digital client welcome kits. These tangible elements will enhance trust and professionalism at each stage of the customer journey (Kotler and Keller, 2021). Together this tactical mix will create an environment where strategic intent is delivered through experience, performance and clarity hence laying the operational foundation for a sustainable, client-centric growth engine