商品敘述：

The Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). 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 porfolio to assess differentiation among the products and to identify white space in the market that could support additional new product launches.

涵蓋領域：

Brand management;Branding;Brands;Consumer behavior;Customer acquisition;Customer experiences;Customer relationship management;Demographics;Generational issues;Growth strategy;Marketing;Marketing strategy;New product marketing;Product development;Product management;Sales promotions;Service management;Target markets

相關資料：

Case Teaching Note, (5-518-068), 17p, by Shelle Santana, Jill Avery, Christine Snively;
Video Short, (7627), 0p, by Shelle Santana

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