Chase Sapphire Case Analysis
Chase Sapphire is a credit card brand that operates under JP Morgan Chases’ consumer and
community banking business. In this case study, we analyze the marketing strategy used by Chase
to launch its sapphire brand. In 2009, Chase launched its first proprietary Chase Sapphire card.
Then in 2011, they upgraded to Chase Sapphire Preferred, and by 2017, they developed the Chase
Sapphire Reserve card. Each card was more successful than its antecedent. While American
Express, Citi were targeting the wealthy, mature, and high net worth consumers, the Sapphire
collection aims at younger, emerging affluent millennials that regularly travel as “the 26–60 age
group accounted for 59% industry revenue and tended to be more loyal”. JP Morgan Chase found
a way to make their card appear like an exclusive luxury made of a metal sandwich between two
plastic, which made Sapphire a top choice over other competitive credit card brands. With the
100,000-bonus point offer at sign-up, they had an immediate incentive that got the attention of a
