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  • September 2017 (Revised November 2018)
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Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively
  • Format:Print
  • | Language:English
  • | Pages:23
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Abstract

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on retaining customers attracted by a one-time signup bonus of 100,000 reward points and on acquiring new customers now that the bonus had been reduced to 50,000 points. They were also refocusing on the remainder of the Chase Sapphire product portfolio to assess differentiation among the products and to identify white space in the market that could support additional new product launches.

Keywords

Brand & Product Management; Product Strategy; New Product Development; Credit Card; Customer Acquisition; CRM; Millennials; Marketing; Marketing Strategy; Brands and Branding; Credit Cards; Product Development; Product Launch; Customer Relationship Management; Consumer Behavior; Demographics; Financial Services Industry; Service Industry; Banking Industry; United States; North America

Citation

Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017. (Revised November 2018.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • February 2018
    • Faculty Research

    Chase Sapphire: Creating a Millennial Cult Brand

    By: Shelle Santana, Jill Avery and Christine Snively
    • September 2017 (Revised November 2018)
    • Faculty Research

    Chase Sapphire: Creating a Millennial Cult Brand

    By: Shelle Santana, Jill Avery and Christine Snively
Related Work
  • Chase Sapphire: Creating a Millennial Cult Brand By: Shelle Santana, Jill Avery and Christine Snively
  • Chase Sapphire: Creating a Millennial Cult Brand By: Shelle Santana, Jill Avery and Christine Snively
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