Imagine that you are responsible for managing a brand and your boss says that you must increase sales of it over the next three years. She believes that one of the following strategies is the best. Which one would you tell her is the best, and why?

a. An increase the loyalty of its customers

b. increase the frequency of consumption of the customers

c. increase the customer base

d. a lot of (a) and a little of (c)

e. a lot of (c) and a little of (a)

f. none of the above

• How would you explain such findings to your boss?
• How would you suggest that it could be determined whether these results were good or bad?