Note:<\/p>\n
Do not use any outside research whatsoever.
\nAll research is contained within the case PDF. Please provide your own, original analysis.
\nRead the case study PDF: Chase Sapphire- Creating a Millennial Cult Brand in order to complete this assignment.<\/p>\n
Please answer the following (in a Case Study \/ written paper format using full sentences and prose (NOT bullet points)):<\/p>\n
In completing the case please make sure to answer the following in your paper.<\/p>\n
Note: Remember to reference the case\u2019s attached exhibits and financials were relevant.
\nDo NOT use first person (\u201cI\u201d or \u201cme\u201d forms of speech) in writing a case document
\nPerform a brand analysis of Chase using the case documents and the brand pyramid. Your analysis should mirror your work from the discussion board assignment as follows:
\nSALIENCE (Category)
\nNeeds this category fulfills for target segments
\nRecognition – how is Chase recognized and regarded within its category by target segments?
\nPERFORMANCE & JUDGEMENTS
\nFeatures & Functional – what features do target segments like about Chase and its product(s)?
\nDesign (elements that we know matter)
\nDescribe Chase’s design and how your brand\u2019s design differentiates and what it communicates
\nFighting brand confusion: What we need them to know\/believe (incl. brand “truths”) that they aren’t aware of or are confused regarding and describe how the brand can help communicate that fact better.
\n(From video: Think Keurig where some customers believe Keurig has instant coffee in their k-cups instead of high quality grounds. The company needs to change this perception. This can also be something the company does well but not enough customers are aware)
\nFEELINGS & IMAGERY
\nEmotional Connection – describe the emotional fulfillment target segments receive from Chase
\nSocial Connections – what social value does Chase deliver to target segments? (Think Prius and how it allows customers to communicate they are \u201cgreen\u201d just by driving such a unique looking vehicle)
\nRemember social media matters here
\nImage – How would you describe Chase’s image?
\n2. Based on your brand pyramid analysis what are your recommendations for Chase?
\nAre there gaps?
\nShould they be doing anything differently?
\nOverview
\nWhat was the general market for credit card offerings and where was Chase looking to compete?
\nHow did the Sapphire concept sit with Chase\u2019s existing product offerings and why was Sapphire an offering the market needed?
\nCustomers
\nDescribe the landscape of segments for credit card customers and based on your answers where is Chase\u2019s best opportunity for the Sapphire?
\nWho are the most ideal customers for the Chase Sapphire card and what are their expectations of a credit card offering?
\nPlease pay special attention to Dormants (people who use and shelve the card) and churners (people who rack up points and leave the service). If there are other segments please find them.
\nChallenges
\nWhat defines success for Chase in launching Sapphire (besides getting as many subscribers\/cardholders as possible which is a given)?
\nWhat are churners and why do they present a challenge?
\nWhat challenges to dormants pose?
\nIf you have uncovered other segments, what challenges do they pose to the success of this card?
\nWhat were the challenges in designing Sapphire to appeal to key segments?
\nHow did Chase answer these challenges and fulfill customer expectations at the same time? (pay special attention to the Millennial and millennial-minded base)
\nRemember to refer back to your brand pyramid too
\nGTM (go-to-market) strategy
\nHow did Chase market the Sapphire and why (or why not) do you believe it maximized effectiveness? Could they have done something better?
\nRemember to leverage learnings from your brand pyramid
\nWhy or why not do you consider Chase Sapphire to be a success? Back your answers with information from the case.
\nRecommendations
\nGiven competitor responses and the possible opportunities for Chase after successfully being in the market a while, make at least three strategic recommendations to senior management on what you think is the best path forward and back your answer with case information.
\nhttps:\/\/vimeo.com\/508084216\/dc5f468463?embedded=true&source=video_title&owner=23704230<\/p>\n
https:\/\/vimeo.com\/508085187\/99f3568e12?embedded=true&source=video_title&owner=23704230<\/p>\n
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