Individual Case Study u2013 Chase Sapphire.docx -...

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Individual Case Study – Chase SapphireYating Li yl2767A new Chase Sapphire Reserve card was launched in August 2016 and carried a $450 annual fee.Fueling by social media and online forums, the card reached its annual new customer acquisition goalwithin ten days of the launch due to its great appeal to consumers: 100,000 point sign-up bonus, $300annual travel credit and points-to-dollar conversion (3 points per dollar spent on travel and dinning).Right now Chase is considering how to best manage the overall Chase Sapphire portfolio and whichfeatures and benefits each card should carry in order to differentiate each other and keep customersretained and engaged with the brand.Even if competitors such as Amex and Citibank who also launches new traveling-focus products withsimilar sign-up bonus and annual fee, Chase Reserve seems to be winning the minds and hearts ofmillennial consumers. Reasons could be as follows. Firstly, its emphasis on premium travel redemptions

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