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Unformatted text preview: spoken/unspoken needs-5 Whys?-What they did: Deep dive into emotional needs, talked to 100s or business owners, quantitative evaluation-3 categories in how think of their needs: o Keep them balanced o Keep them moving o Keep happy 3. Differentiate and Innovate (understand of competitors and their dynamic)-6 segments: o High, moderate and low spending (3 transactors) o High, moderate and low spending (3 revolvers) Focus on increasing spending revolvers Created a new brand to give unique identity and elevate how small businesses think of Chase-Ink from Chase-“powerful payment tools for savvy small business owners to seize opportunities” 4 products to meet needs:-High cash flow management-Moderate cash flow management-High spend capacity-Moderate spend capacity Advertising: 1 st for Chase last fall (tested 2 top campaigns) PR was a HUGE part of launch...
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This note was uploaded on 08/30/2010 for the course BUAD 301 taught by Professor Mcnutt during the Spring '08 term at University of Delaware.
- Spring '08