https://hbsp.harvard.edu/product/518024-PDF-ENG

Read the HBS Chase Sapphire case study.

Chase Sapphire: Creating a Millennial Cult Brand.

1. Are millennials a good target for J{MC? Why or Why not? What makes them a challenging customer? What makes them a good customer? Why was Chase able to succeed with millennials when other competitors were not able to do so?
2. Why did the Reserve product diffuse so rapidly? What made it so popular with consumers? Is the Chase Sapphire brand stronger or weaker post-launch? Why? Is the JPMorgan Chase brand stronger or weaker post-launch? What does this product contribute to its parent brands?
3. How profitable are the transactor, revolver, and dormant Reserve customers for JPMC? Which types of customers are most desirable for JPMC? Why?
4. How might the reduction from 100,000 to 50,000 sign-up points affect customer behavior? How might it affect the value of the Chase Sapphire Reserve (for customers and for JPMC?)? Which types of customers are most/least likely to renew? What changes would you make to Reserve going forward to maintain and/or enhance its competitive positioning?
5. Should Chase target different customer groups with different marketing actions? How? PLEASE I NEED HELP WITH THESE DISCUSSION QUESTIONS.