Kemna, LenaCasquinho, ConstançaInês Hipólito Caetano Rodrigues Fernandes2020-10-122023-05-222020-06-022020-05-22http://hdl.handle.net/10362/105445The Coffee Market, both worldwide and in Portugal, has been changing in the past few decades. Digital platforms influence the way consumers make their decisions towardscoffee. This influence is perceptible through the analysis of the Consumer Decision Journey model by McKinsey, which allows understanding the digital touchpoints 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. Report B focuseson recommendations for the Nestlé ground, bean,and instant coffee brandsfor at-home consumption (AHC).Report A and Report C focus on recommendationsfor the remaining Nestlé’scoffee brands.engBrand ManagementDigitalCoffeeConsumer BehaviourConsumer Decision JourneyNestlémaster thesis202502309