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The relevance of digital channels in the portuguese coffee category: a consumer behaviour analysis for Nestlé Portugal - report A - recommendations to Nestlé's capsule coffee brands for at-home consumption
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Resumo(s)
The coffee market, both worldwide and in Portugal, has been changing in the past few decades. Digital platforms influence the way consumers make their decisions towards coffee.This influence is perceptible through the analysis of the Consumer Decision Journey model by McKinsey, which allows understanding the digital touch points involved in the decision-making process of the Portuguese coffee consumers. Nestlé is the coffee market leader in Portugal having a vast portfolio of brands operating either in the at-home and out-of-home markets. In this Work Project, extensive research based on primary and secondary techniques permitted to have a more comprehensive analysis of the digital relevance within the Portuguese coffee category. The insights collected made it possible to identify the untapped potential of each stage of the decision journey and build recommendations to tackle them. This report(A) focuses on recommending measures for the Nestlé’s coffee capsules brands. Report B and Report C will further focus on recommendations for the remaining Nestlé’s coffee brands.
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Brand management Coffee Digital Consumer behaviour Consumer decision journey Nestlé