Marketing Strategy Discussion – Who are the customers targeted

Columbia College Marketing Strategy Discussion
Read the Marketing Strategy: Chase Sapphire case on the document attached. Then, answer the following questions:
Who are the customers targeted by Chase with the Sapphire card? What are the key values and profile characteristic of these customers?
What value does the Sapphire card create for customers? From a customer’s perspective, what are the pros and cons of the Sapphire card compared to other credit cards?
What role did promotional incentives such as the bonus points play in creating customer demand? Would Millennials remain loyal customers once they had taken advantage of the initial offer? Would the Sapphire card continue to be attractive to Millennials if the promotional incentives were reduced and became similar to other credit card offerings?
Do you believe that Chase enacted a strategic or tactical targeting strategy for attracting new and retaining current customers with the Sapphire Reserve credit card? Explain your answer.

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