Under the agreement, Nielsen will provide Coca-Cola with a comprehensive and integrated portfolio of services, including information and insights on consumer purchase behavior and targeting, product movement, pricing strategy, media spending, television ratings, as well as advanced analytical tools, cross-country reporting, customised research and Nielsen Answers, Nielsen's technology-based business intelligence solution.
Nielsen's services will help Coca-Cola understand how its brands are performing relative to its competition, as well as provide further consumer insights and data. Mark Greatrex, senior vice president, Still Beverages, the Coca-Cola company said "At Coca-Cola, we benefit from increased productivity, improved market insights and cost savings as we continue to grow our business."