Market research firm Nielsen has signed a global agreement with the Coca-Cola Company, through which Nielsen will provide the beverage company with integrated services in more than 70 countries.
Nielsen will provide the beverage conglomerate information on consumer purchase behavior, product movement, pricing strategy, media spending, consumer targeting and TV ratings.
It will also provide analytical tools, cross-country reporting, customized research and Nielsen Answers, the company’s tech-based business intelligence platform.
“This is truly a win-win,” said Mark Greatrex, SVP of still beverages at The Coca-Cola Company, in a statement. “At Coca-Cola, we benefit from increased productivity, improved market insights as cost savings as we continue to grow our business. With Nielsen as our partner, we’ve forged an impactful and collaborative relationship that will only help us continue our success — across the globe.”
The two companies have been working together for 70 years. Neither could be reached for comment in time for press.