Publicação
Report C – Recommendations to Nestlé’s out-of-home coffee presence: Lisbon Coffee Lab
| Resumo: | 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-homeand 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. Hence, in Report C, Nestlé has an opportunity to enter the speciality café business sector with a new concept -Lisbon Coffee Lab. Report A and Report B focus on recommendations for the remaining Nestlé’s coffee brands. |
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| Autores principais: | Braz, Tânia Sofia Gonçalves Piedade Silva |
| Assunto: | Brand management Digital Coffee Consumer behaviour Consumer decision journey Nestlé |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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-homeand 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. Hence, in Report C, Nestlé has an opportunity to enter the speciality café business sector with a new concept -Lisbon Coffee Lab. Report A and Report B focus on recommendations for the remaining Nestlé’s coffee brands. |
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