Read “Chase Sapphire- Creating a Millennial Cult Brand”(see attachment)
The Economics of Pricing.pdf & Rogers’ Five Factors in the Diffusion of Innovation.pdf, pls use as guidance of GTM Strategy.
Case Study: Chase Sapphire- Creating a Millennial Cult Brand
- Note: Remember to reference the case’s attached exhibits and financials were relevant.
- Overview
- What was the general market for credit card offerings and where was Chase looking to compete?
- How did the Sapphire concept sit with Chase’s existing product offerings and why was Sapphire an offering the market needed?
- Customers
- Describe the landscape of segments for credit card customers and based on your answers where is Chase’s best opportunity for the Sapphire?
- Who are the most ideal customers for the Chase Sapphire card and what are their expectations of a credit card offering?
- Challenges
- What are churners and why do they present a challenge?
- What were the challenges in designing Sapphire to appeal to millennials?
- How did Chase answer these challenges and fulfill customer expectations at the same time? (pay special attention to the Millennial base)
- GTM
- How did Chase market the Sapphire and why (or why not) do you believe it maximized effectiveness? Could they have done something better?
- Why or why not do you consider Chase Sapphire to be a success? Back your answers with information from the case.
- Recommendations
- Given competitor responses and the possible opportunities for Chase after successfully being in the market a while, make a strategic recommendation to senior management on what you think is the best path forward and back your answer with case information.
- Required Diagrams:
- SWOT Analysis
- 5C – STP – 4P Analysis
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