Case: Chase Sapphire creating a millennial cult brand

-Riya Jain PGP12078

Ques 1: Is Chase Sapphire a good product?

Ans 1: Yes, since it is true to its brand positioning. It is based on the business strategy to raise
the value of the product by attracting customers with high rewards and building a solid brand.
As we can see, credit card holders want their services and incentives to benefit them equally,
and Chase Sapphire was able to deliver the same, it can be argued that it is a solid product in
the competitive market. The expanding affluent class was drawn to Chase Sapphire since
there weren't many companies that catered to them or offered perks akin to what others
provided.
The product originally had no yearly fee. For every dollar spent on other purchases and every
dollar spent on flights booked through Chase, customers received one point. Customers also
get 10,000 bonus reward points after spending $500 on cards in the first three months.

Ques 2: Why is Chase Sapphire a successful product?

Ans 2:

• Because it offered a flexible product that let young, successful consumers create their
own norms and offered ease, relevance, and choice, the Sapphire brand was extremely
appealing.
• Customers discovered that his card was incredibly attractive owing to the huge
rewards—100,000 points—that drive them to choose it over other cards given by
various competitors.
• According to well-known bloggers and affiliates like Brian Kelly, aka The Points
Guy, the "must-have card of 2016"
• The ability to redeem incentives was one of the main features that made Chase
Sapphire a popular and worthwhile product. Customers think they can give the
considerable value they need since their rewards are simple to grasp and simple to
redeem.
• A live advisor took all calls for the Chase Sapphire programme. Customers can call
the number listed on the back of their cards, and someone will answer and say,
"Thank you for calling Chase Sapphire." How may I assist you? In today's credit card
sector, that is unusual.
• The card was also made of a different material to ensure that the user wouldn't feel as
though they were using anything other than Chase Sapphire, which is what they
constantly wanted to talk about.
• Chase Sapphire was effective in getting its customers to talk about the product.