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MARS, INC. SELECTS NIELSEN FOR DOMESTIC AND INTERNATIONAL MARKETING ALLIANCE; JOINS KRAFT GENERAL FOODS, NESTLE, QUAKER IN RECENT AGREEMENTS

MARS, INC. SELECTS NIELSEN FOR DOMESTIC AND INTERNATIONAL MARKETING ALLIANCE; JOINS KRAFT GENERAL FOODS, NESTLE, QUAKER IN RECENT AGREEMENTS
 CHICAGO, Nov. 2 /PRNewswire/ -- Nielsen Marketing Research has signed an agreement with Mars, Inc. to provide the packaged goods manufacturer with all outlet marketing information, decision support services and analysis for all Mars, Inc. units, including new agreements in Canada, Mexico and with Uncle Ben's.
 The Mars contract comes on the heels of major recent agreements Nielsen has reached with such packaged goods leaders as Kraft General Foods, Nestle USA and Quaker Oats.
 "Mars is a sophisticated marketer, and we're very pleased to be recognized as a member of their decision-making team," said John H. Costello, president and chief operating officer, Nielsen Marketing Research-USA. "This initiative reinforced that Nielsen has moved beyond research and into the role of providing our business partners with analytical tools that convert information into insights."
 Nielsen will provide Mars, Inc. with a number of innovative data applications and application deliverables, including Nielsen Workstation, a Windows-based application system that allows users to integrate and evaluate retail information from a variety of sources to assist in on-line decision-making.
 "Nielsen's ability to service Mars in Mexico and Canada, as well as the future potentiality of covering Europe, was one of the determining factors in helping us reach our decision," said Jerry L. Esposito, director, commercial,
Mars, Inc. The agreement is a major expansion of the successful relationship the two firms have enjoyed since 1988. Mars, Inc. brands serviced by Nielsen will include Mars Snack Foods, Kal-Kan, Dove, Uncle Ben's, Effem and Master Foods Interamerica (Mexico).
 Nielsen Marketing Research is the recognized global leader in marketing and decision support information. As a strategic partner with the world's top consumer packaged goods companies, Nielsen has been the primary supplier of information-based systems and analysis for nearly 70 years. Nielsen created and built the decision support information business overseas, beginning its global drive more than 50 years ago. Today, the company has operations in over 29 countries worldwide. Nielsen Marketing Research is a company of the Dun & Bradstreet Corporation (DNB), the world's largest supplier of business information and related services.
 -0- 11/2/92
 /CONTACT: Paul J.J. Payack, 708-498-7679, for Nielsen/ CO: Nielsen Marketing Research ST: Illinois IN: SU:


KD -- NY102 -- 1837 11/02/92 18:07 EST
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Date:Nov 2, 1992
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