category management association certification. introductions category management association...

Category Management Association Certification

Category Management Association Meeting 8/18


Agenda

• Introductions• Category Management Association Overview• Certification Program• Category Management Education Programs• CMA / Alberto Culver Certification • DePaul Category Management Board Opportunity

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Category Management Association Overview


What Is The Category Management Association?

The Category Management Association– Association Mission Statement: Advancing professional standards in

category management – The Association is committed to:

• Enabling peer interaction• Disseminating industry information• Establishing a platform to improve category management education training• Establishing an industry certification program • Encouraging industry collaboration • www.cpgcatnet.org

– The Association Does No Training

http://www.cpgcatnet.org/


• Founded in 2004, to better define the discipline, responsibilities and skill sets of a "category manager;” to formalize training and to create certifications; serves as the global category management community

• Evolved to cover a broad range of strategic insights and planning functions:o Consumer Insights,o Advanced Analytics,o In-Store Execution,o Market Research, o Space Management, o Shopper Insights, o Pricing Trade Promotion, o Consumer Segmentation and Targeting

www.cpgcatnet.org

Association Overview



Visit our Category Management Association Website at www.cpgcatnet.org to learn more about membership options

• Industry Information

• Share Groups

• Conferences & Events

• Certifications and Trainings



• Offers focused share groups, global events, resource directories, best practice surveys, e-newsletter, custom-sourced targeted news

• Only organization certifying individual professionals and companies based on recognized industry-wide standards

Association Overview


Benefits Of Membership

Our only vested interest is in our members:As a member of the Category Management Association, you are a member of the global category management community. As a member of this community, you help to define the function and strategy, shape standards and practices, and create innovations. Membership is a career investment.


Benefits of Membership

Definition: It depends on who you ask. The Association is helping to better define roles and structures for a common language. Category management includes: Consumer insights, analytics, in-store execution, space management, shopper marketing, TPM, and pricing.

Standards: It depends on who you ask. The Category Management Training Standards and Certifications Steering Committee established industry-wide standards - defining expected skill proficiency. Certification is based on these recognized standards.

Innovation: It depends how you ask. Having a common language and common processes in place, provides the means for better trading partner collaboration and joint value creation is the catalyst for improvement and innovation.

Category Management Association Certification 10

News & Resources


Features• Upcoming

meeting info• Past meeting

info• Bulletin board

access link• Pre-sorted,

targeted news

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Share Groups


Insights & Analytics OrgDev ROI Catman* Shopper Marketing Space Mgmt.

Share Groups connect you to the global catman community.

Monthly Web-based meetings In-person at annual Conference

Private discussion boards Presentations from industry leaders

Join one or several.*Director level/Corporate Members only

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Share Groups


Insights & AnalyticsKim Hoffman, Dr PepperJason Green, Category Advisor, Dannon - US Walmart TeamMeghan Sullivan, HJ Heinz Dave Boissevain, Director Retail Strategy and Planning, Frito LayOrg DevChristine Walsh, Director of Marketing and Education for Supervalu University Keith Conard and David Zahn of Winston Weber and Associates,Jeff Clow, a Partner in the Training Practice of The Partnering Group,Manny Zayas, Director of Category Management, PepsiCo,Shopper MarketingMack Hoopes, HenkelSpace ManagementChristina Kayfus, Megan Smith & Jill Godfrey, Texas TechDon Whitworth, Winn DixieJoe Koch, Director of Sales Strategy, Dole Fresh Vegetables

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Share Groups-Sample Speakers


Sessions feature retailers and manufacturers discussing their current strategyDiscover new ways of working together

The meeting place for trading partners.

Agendas also include: • Keynotes from catman leaders• Workshops• Roundtables• Training

2010 EventsLatin America, Primer Congreso, May 27-28, Monterrey, N.L. Mexico

Annual Conference“Retail-Centric Business Planning,” Oct. 26-28, Atlanta, GA, USA

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Global Events


Corporate Member team leaders can take advantage of exclusive benefits for talent acquisition.

• Unlimited job postings• Website• Newsletter

• Discounted recruitment fees

Career Services


Category Management Association Membership Includes

• Weekly E-Newsletter• Full Website access• (exclusive content)• Resource Directories• Certification Discounts• Conference Discounts• Share Groups• Leaders Networking Group• (team leaders)• Planned Networking (introductions)• Best Practice Surveys (team leaders)

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Category Management Training Standards & Certification


OUR 2 STEP APPROACH

• Steering committee…– lead with experience– ensure diversity, remove bias– create role & skills framework– establish certification process

• Sub-committee…– leverage cat man and educator expertise– define levels of competency– create framework to evaluate training

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Committee Members Bob Wong Del Monte Foods

Bob Samples Hormel Foods

Brad Anderson Nestle Purina

Craig Hodnett Dr Pepper Snapple

Dan Strunk De Paul University

Eric Hansen Johnson Controls

Jeff Inman University of Pittsburgh

Jon Troy Johnson & Johnson

Ken Friedlander Abbott Nutrition

Steve Zielonko Anheuser Busch

Tom Bennett Colgate Palmolive

Committee MembersDan Nosal Colgate Palmolive

Frank Gambino Western Michigan Univ.

Jeff Stachelek E&J Gallo Winery

Jennifer Kraus Dr Pepper Snapple

Joe Teller Swedish Match

Kaycee Remick Kellogg USA

Laura Lee Larson Wrigley/Mars

Lisa Hobscheidt Hormel Foods

Rui Zhou Abbott Nutrition

Scott Peterson Del Monte Foods

Steve Likes Coca Cola N. America


ROLES & SKILLS


Relate Roles and Skills To Current Course Offerings


Develop a common language

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•The most discrete element of a curriculum often focused on a single category management skill

A Course

•A single course or a collection of courses that impart proficiency for a specific category management competency

Learning Programs

•A matrix that identifies standards for measuring competency performance at specific experience levels for category management professionals

Learning Scorecard


CERTIFICATION

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• Simplistic approach– 3 levels– required fundamentals– plus recommended skills

• Adaptable– flexible for companies,

big and small– will improve over time

Learning Programs by Level Category Analyst Category Manager Strategic Advisor

CPCA CPCM CPSA

Basic Industry Knowledge REQUIRED

Category Management History and Process REQUIRED

Pricing Analysis REQUIRED

Promotion Analysis REQUIRED

Assortment Analysis REQUIRED (basic) REQUIRED (advanced)

Spreadsheet Development REQUIRED (basic) REQUIRED (advanced)

Presentation Development REQUIRED (basic) REQUIRED (advanced)

Syndicated Scanner Data REQUIRED (basic) REQUIRED (advanced)

Syndicated Panel Data REQUIRED (basic) REQUIRED (advanced)

Retailer POS Data Analysis REQUIRED (basic) REQUIRED (advanced)

Space Planning Software Recommended (bas ic) Recommended (advanced)

Relational Databases Recommended (bas ic) Recommended (advanced)

Presenting Effectively Recommended

Ethical Expectations and Legal Implications Recommended

Space Management REQUIRED

Store Level Data REQUIRED

Syndicated Geodemographic/Behavioral Data REQUIRED

Opportunity Identification for Actionable Insights REQUIRED

Root Cause Analytics REQUIRED

Comprehensive Category Reviews REQUIRED

Understanding Category Shopper Behavior REQUIRED

Leveraging Data for Basic Business Solutions REQUIRED

Retailer Economics and Supply Chain REQUIRED (basic) REQUIRED (advanced)

Customer Relationship Management Recommended (bas ic) Recommended (advanced)

Joint Business Planning & Value Creation REQUIRED

Collaborative Partnerships REQUIRED

Consultative Selling REQUIRED

Understanding Shopper Behavior Beyond the Category REQUIRED

Retailer Shopper Segmentation REQUIRED

Leveraging Data for Advanced Shelving Solutions REQUIRED

Leveraging Data for Advanced Assortment Solutions REQUIRED

Advanced Pricing Analysis Recommended

Advanced Promotion Analysis Recommended

Certified Professional

Category Management Training Certification Levels


The Category Management Association Certification Program


Establish an organization

• Certification Evaluation Board (CEB)– A business unit of the Category Management Association,

established to objectively review and evaluate all industry course offerings and people

– CEB actions include:• Grant certifications where standards have been met• Deny when standards have not been met, but provide remedial steps• Maintain records database


Certification Process For Individuals

(Covers a 3 Year Period)


8 Required Learning Programs



3 CERTIFICATION LEVELS


Certification Order Form

Certification Process For Individuals

EmployeesIndividuals

Certification Evaluation Board

Personal Certification Credentials• Current Resume• Training History• Current Job Description• 2 page personal professional experience statement• 3 Professional References

Payment


Assessment & Record Maintenance


What Is The Impact On The Industry

• We are currently certifying the following major trainers in the industry:– CMKG– ROI– Learning Evolution– Nielsen– IRI

• We are in the process of scheduling certification for these training companies:– Win Weber Associates– The Partnering Group

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Costs for an Individual’s Certification

• Initial costs– An individual’s initial personal evaluation fee is $800– Covers all certifications and data maintenance for a 3-year period

• Renewal costs– Renewal for an individual’s certification is $300– Covers an additional 3 years, including:

• New training programs completed • Maintaining certification records • Updating certification level


Certification Process For Company Training Programs


Certification Process For Programs


Costs For Learning Program Certification• Initial costs

– Certification evaluation fee is $8,000• 3-year period

– Learning program certifications• Pre-certified ”off-the-shelf” learning program ($200 each)• Customized pre-certified ”off-the-shelf” learning program ($2,400 each)• Customized, internal proprietary learning program ($4,000 each)

• Renewal costs– The cost for renewing certification are as follows:

• Recertification for a comprehensive company training program will be $1000.– In addition there will be a $ 100.00 charge to review and re-record each previously

certified learning program.• For all new learning programs certified the cost per learning program will be as

above.

– The cost for recertifying people will be $300.00 each subsequent 3 year period.


Discussion

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University Category Management Education Programs


The State Of Category Management Education

The standard approach to developing category management talent on college campuses has been accomplished by:

• Instructing students in food marketing, or retailing and offering them a single course in category management

• Having companies or partners present in-class subject lectures • Limited internships are offered• Less than 30-45 hours of total category management instruction


It Is A New Day In Category Management Education…

• A new certification program has been announced that will govern the development of category management talent, industry training programs and instruction on college campuses.

• Current university programs are unlikely to qualifying students to receive an analyst certification upon graduation because they have insufficient depth and breadth of instruction according to the new Category Management Association (CMA) Certification Standards


Will Universities Change Given The New Certification Requirements?

That is unclear, but we do know that we face 3 major challenges when considering category management education on college campuses:

1. The revision and development of college programs takes time and resources. The schools currently teaching category management are predominantly state schools and curriculum change can take 2 years.

2. We have a dearth of qualified instructors 3. In most of these schools we still face issues relating to diversity

and program scale


How Is Depaul University Different?


Why Is Depaul University Uniquely Qualified To Provide Category Management Solutions?

• Our students are unique and diverse• Our Program was developed to conform to CMA Certification

Standards• Our full time faculty members are category management

practitioners• Our Cat Man Program is new part of the Center for Sales

Leadership (CSL). We have a track record of developing successful programs .

• The CSL has become the largest most comprehensive center for sales in the country in just 5 years.


Our Vision…

To properly prepare students for category management careers through an educational program that:

– Allows manufacturers and retailers to play an active role in curriculum development

– Ensures all students successfully completing the 3 course program will qualify for category analyst certification from the CMA.

– Provides our retail and manufacturing partners to secure mutual business benefit from the cases and business problems students complete.


We are the largest Catholic university and 8th largest private university in the nation

We Have Size…We Have Size…

2008 DePaul University Division of Enrollment Management


Sales Center Student Populations

Selling Power Top University Sales Education Programs 2008

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We Are Diverse…We Are Diverse…Undergraduate business enrollment of 4,719 Students

2008 DePaul University Fact File Office of Institutional Planning and Research

Minority Students African American 5.0 %

Asian-Pacific13.8 %

Hispanic-Latino 14.3%

Native American 0.2%

Multi-Ethnic 0.6%

Other/Unknown 11.1%

Total Minority 45.0%

White Caucasian 55.0%

Amongst The Most Diverse

Campuses in

America “Princeton

Review 2008


New Program CurriculumBS in Commerce – Marketing Major – Sales

Leadership Minor

SALES STRATEGY & TECHNOLOGY

BUSINESS ANALYTICS & CREATING CUSTOMER

VALUE

LEADERSHIP IN SALES ORGANIZATIONS

THE SCIENCE OF RETAILING

BUILDING FINANCIAL RELATIONSHIPS

PRINCIPLES OF CATEGORY

MANAGEMENT

2 Required Courses

FUNDAMENTALS OF SALES & NETWORKING

CASES IN CAT EGORYMANAGEMENT

EFFECTIVE BUSINESS COMMUNICATIONS


Promoting Sales Education


The Depaul Category Management Track


Track Purpose • Align 3 courses to provide students a comprehensive program

to properly prepare catgeory management talent.• Students will have 100 hours of instruction with hands on

experience with:– Real data– The technologies of the day– Current best practice in the field

• Students will earn an additional 20 – 50 hours experience through internships.


Our Faculty Is ExperiencedDaniel P Strunk: 20+ Years Experience • Managing Director Center for Sales Leadership• Member Category Management Association Committee• Chair Category Management Association Certification Subcommittee• Category Management Clients Served: Ocean Spray, R.J Reynolds, Kraft Foods, Con

Agra Foods, Wrigley, Quaker Oats

Laura Lee Larson Ed.D.: 20+ Years Experience • Adjunct Faculty Member• Member Category Management Association Certification Subcommittee• Category Management Executive Experience: Wrigley, Miller Brewing, Diageo, Solo

Cup, Warner Lambert, Bristol Myers, Kraft Foods

Jacqueline Kuehl: 14+ Years Experience • Adjunct Faculty Member• Member Category Management Association • Category Management Executive Experience: Don Foods, Acosta, Frito Lay


DePaul University’s Comprehensive Cat Man Track

Curriculum Certification

CASES IN CATEGORY

MANAGEMENT

PRINCIPLES OF CATEGORY

MANAGEMENT

THE SCIENCE OF

RETAILING


Science Of Retailing Prof. Jacqueline Kuehl

The Science of Retailing• Retailer Objectives and Strategy• Supply Chain• Store Operations• Nielsen Technology• Category Management Process• History and Business• Merchandising & Promotion


Principles Of Category ManagementDr. Laura Lee Larson

Principles of Category Management • Category Management Process• Nielsen Category Management Technology Suite• Category Review Mentors• HQ & Store Visits• Merchandising & Promotion


Cases In Category Management Prof. Daniel P. Strunk

Cases in Category Management• 2 Case studies from drug and grocery channels• Student mentors• Nielsen technology extensively used• HQ & Store visits• Executive review of case solutions


Category Management Track Manufacturer’s Provide

• Support includes:– Board participation– In class lectures– Mentors– Internships – HQ visits– Financial Support

Cases In Category

Management

Principles Of Category

Management

The Science Of

Retailing


COMPLETION OF THE COURSE TRACK ASSURES STUDENTS CERTIFICATION

• All course relate subject matter to the competency requirements the Category Management Scorecard

Learning Programs by Level Category Analyst Category Manager Strategic Advisor

CPCA CPCM CPSA

Basic Industry Knowledge REQUIRED

Category Management History and Process REQUIRED

Pricing Analysis REQUIRED

Promotion Analysis REQUIRED

Assortment Analysis REQUIRED (basic) REQUIRED (advanced)

Spreadsheet Development REQUIRED (basic) REQUIRED (advanced)

Presentation Development REQUIRED (basic) REQUIRED (advanced)

Syndicated Scanner Data REQUIRED (basic) REQUIRED (advanced)

Syndicated Panel Data REQUIRED (basic) REQUIRED (advanced)

Retailer POS Data Analysis REQUIRED (basic) REQUIRED (advanced)

Space Planning Software Recommended (bas ic) Recommended (advanced)

Relational Databases Recommended (bas ic) Recommended (advanced)

Presenting Effectively Recommended

Ethical Expectations and Legal Implications Recommended

Space Management REQUIRED

Store Level Data REQUIRED

Syndicated Geodemographic/Behavioral Data REQUIRED

Opportunity Identification for Actionable Insights REQUIRED

Root Cause Analytics REQUIRED

Comprehensive Category Reviews REQUIRED

Understanding Category Shopper Behavior REQUIRED

Leveraging Data for Basic Business Solutions REQUIRED

Retailer Economics and Supply Chain REQUIRED (basic) REQUIRED (advanced)

Customer Relationship Management Recommended (bas ic) Recommended (advanced)

Joint Business Planning & Value Creation REQUIRED

Collaborative Partnerships REQUIRED

Consultative Selling REQUIRED

Understanding Shopper Behavior Beyond the Category REQUIRED

Retailer Shopper Segmentation REQUIRED

Leveraging Data for Advanced Shelving Solutions REQUIRED

Leveraging Data for Advanced Assortment Solutions REQUIRED

Advanced Pricing Analysis Recommended

Advanced Promotion Analysis Recommended

Certified Professional Category Management Training Certification Levels


Partners Make Better Hires

We have effectively changed the college recruiting paradigm to:

• Provide continuous access to high-potential candidates

• Help build diversity

• Lower recruiting, training, and turnover costs

• Raise retention rates

category management association certification. introductions category management association...

Documents

category manager

o space management

training slide

industry certification

o consumer insights

o shopper insights

recognized standards

o consumer segmentation