Compose a memo that considers the following questions:
What is your assessment of the Chase Sapphire Reserve card? Is this a good product for JPMorgan Chase? For the Sapphire brand? Why or why not?
Why has Chase Sapphire Reserve been so successful in acquiring customers? Will this success continue over time? Why or why not? What changes would you make to their promotion strategy going forward?
The behavior of individual adopters of the card will vary in how much they spend, whether they pay all of their charges in full each month, and whether they churn (i.e., whether they renew their card annually or not). As noted on the top of page 3 in the case, three customer archetypes were transactors, revolvers, and dormants. Assuming the following for each type of customer, how can the Chase Sapphire team best design its product and brand to attract the right customers? Has it done so successfully with the Chase Sapphire Reserve? Why or why not?
Both spend $16,000 per year
Credit balance carried: $0 for transactors, 50% of annual spend for revolvers
Interest rate average: 21%
Renew the card at $450 annual fee
Spend only enough to earn the sign-on bonus
Credit balance carried: $0
Do not renew card at $450 annual fee
If you are a competing credit card provider, how do you respond to the Chase Sapphire Reserve? How should Chase position itself to be ready for these competitive responses?
How successful will Chase be at retaining Chase Sapphire Reserve customers into their second year? Why? What would you suggest they do to improve their odds of retaining their customers?
Over time, the Sapphire brand has evolved from a single product (Sapphire launched in 2009) to a three-item product line as shown in case Exhibit 5. Going forward, how would you manage the Chase Sapphire brand and product portfolio? Does Chase have the right number of products in the line? Are the features of each product the right features? What changes, if any, would you make to the Chase Sapphire Preferred card given Chase Sapphire Reserve’s success? What would you do with the no-fee Chase Sapphire product? What, if any, changes should be made to the Chase Sapphire Reserve card?
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