Chase Sapphire:

Creating a Millennial
Cult Brand

Group 10
 5C Analysis
Company Customers Competitors Collaboration Context
JP Morgan Chase: Affluent & Amex(19.9%) TV personalities Re branding
Chase Sapphire - emerging affluent credit cards for
21.7% market customers Citigroup(11.5%) Photographers Millennials to
share looking for create value
rewards and Capital Food & travel
One(11%) creators proposition and
benefits
long term
Bank of Network relationship
America(8.9%) Providers
Discover(4.7%) Restaurants
Debit card issuers Media Platforms
& influencers
Decision Problem
Heavy cluster due to multiple sub-brands and similar tangible sub-brands could
cannibalize the brand, so the sub-brands have to be differentiated to retain customers
in current segments.

Way forward
Modify, Innovate & Differentiate Chase Sapphire Portfolio
Evaluation

Credit Cards Chase Sapphire Chase Sapphire Chase Sapphire

Preferred Reserve

Current Features No annual fee,Low $95 annual fee,High $450 annual fee, High
rewards, Low APR APR, High bonus APR, High bonus

Recommended No change No change Increase annual fee,

changes increase perks

Pros Low APR Low fee and high Very high perks
perks

Consumer’s behavior Low usage/ dormants/ Moderate usage/ High usage/

revolvers Transactors Transactors

APR - Annual Percentage Rate

Recommendation
● Modify Chase Sapphire reserve in the Sapphire portfolio
● Increasing annual fee and perks for the customers in Chase sapphire reserve
● No changes in the Chase Sapphire
● Additionally, provide better reward plans to customer, to keep their behaviour
same
● Provide customers with space where they can share their experiences and stay
connected to the brand
● Differentiate preferred and reserve customers to accommodate both
Action Plan to Handle Negatives
● With increase in Chase Sapphire reserve prices, chance of decreased customer
satisfaction
○ Make customer aware of the increased benefits with increase in price of
the product
○ Provide rewards and build a strong network through communication
Thank You