Chase Sapphire: Creating a Millennial Cult Brand

1. What value does the Chase Sapphire Reserve card offer its customers? Is this a good product for  JPMorgan Chase (JPMC)? For the Sapphire brand?
2. How well are these products (Sapphire, Preferred, and Reserve) differentiated? If you are a  competing credit card provider, how do you respond to the Chase Sapphire Reserve? How should  Chase positon itself to be ready for these competitive responses?
3. How would you evaluate the introductory 100,000 points sign-up bonus? Do you think this was a  good or bad acquisition investment for Chase?
4. For the 100,000 bonus point offer, analyze the profitability of each customer type (transactors,  revolvers, and dormants). Which type pf customers would be most attracted to the Chase Sapphire 
Reserve?
5. How (if at all) will the move to a 50,000 points sign-up bonus affect customer acquisition and  retention? Will Chase attract the same type of customers as it did with 100,000 points? And is that 
good or bad?
6. What would you do to maximize the CLV of each of the customer segments? What changes to the Reserve card would you recommend? What changes to the marketing plan would you recommend?