Overview:

Introduction

This Chase case study forms part of Datamonitor’s Financial Services Consumer Insights series, as part of which best practice in specific areas of FS are highlighted.

Scope

*This case study analyses the key successful elements in Chase’s marketing and communication strategy
*The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly
*Datamonitor's Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies

Highlights

Given that Chase was one of the few credit card companies that didn't significantly curtail marketing in 2009, the campaign has dramatically increased and improved brand perceptions and highlighted them as innovators in the credit card industry.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify the implications of changing consumer behaviours
*Capitalize on the knowledge of experienced companies when entering a new niche or market

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
JPMorgan Chase has ridden the storm well but consumer credit has been a potential Achilles' heel 2
Consumers are struggling financially and have become debt averse 3
Chase has not been complacent 5
Chase's Blueprint campaign is an innovative, retention-focused strategy 5
Blueprint is a strategy which focuses on retention, as well as acquisition 10
Chase's Blueprint campaign targets consumers through a number of key Megatrends 10
Individualism is fundamental to Blueprint's appeal 10
Convenience is fundamental to Chase's offering 10
Lifestage complexities are transcended with Chase's Blueprint campaign 11
Chase must remain committed to an ongoing customer-focused strategy 11
APPENDIX 12
Definitions 12
The Datamonitor Financial Services Consumer Insight Megatrend Framework 12
Authenticity 12
Comfort 12
Connectivity 12
Convenience 12
Individualism 12
Wellbeing 12
Demographic Complexity 12
Financial Intelligence Complexity 13
Lifestage Complexity 13
Wealth Complexity 13
Methodology 13
Further reading 14
Ask the analyst 15
Datamonitor consulting 15
Disclaimer 15

List of Figures
Figure 1: Chase has a strong brand, but has not been complacent in the current environment 2
Figure 2: Chase is second only to Bank of America in the scale of its outstanding debt 3
Figure 3: Worrying numbers of consumers are now having difficulties paying their bills 4
Figure 4: Many are struggling with their finances but remain debt averse 5
Figure 5: The Blueprint program consists of four main features 6
Figure 6: Users are presented with a clear overview of progress and options 8
Figure 7: Blueprint has a dedicated microsite which offers a thorough overview of the offering 9