Category Management Association Advancing professional standards Category Management Association...

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Category Management Association Overview

Association At-a-Glance

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 (consumer insights, analytics, in-store execution, space management, shopper marketing, trade promotion marketing, pricing)

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

www.cpgcatnet.org Category Management Association 2

Mission: Advancing Professional Standards in Category Management

www.cpgcatnet.org Category Management Association

Sample Member Companies

7-Eleven Inc.A&P (The Great Atlantic & Tea Company)Acosta Sales and MarketingAgo ConsultoresAlbertson'sAmerican Greetings Corp.Annie's Homegrown, Inc.Anheuser Busch/In-BevAramark CorporationArch Chemicals, Inc.Arizona State UniversityAvery DennisonBacardi USABest Brands CorporationCoca-Cola EnterprisesColgate-PalmoliveConstellation Wines U.SDel Monte FoodsDePaul UniversityDr Pepper Snapple GroupHallmark Cards, IncHASBROHEC Montreal, Universite de MontrealHEC Paris

Henkel Corporation (DIAL)Hershey Foods CorporationFoster's Wine EstatesFrito Lay/PepsiCoGerber/Nestle Infant NutritionHEB MexicoHormel FoodsJohnson & JohnsonKellogg USAKimberly-Clark CorporationMars Snackfood USNetGrocer.ComNavy Exchange (NexCom)Nestle Purina PetCare CompanyNestle USA, Inc.Newell Rubbermaid Inc.Nielsen CompanyPepsiCo NASara Lee CorporationTABS GroupStop & ShopSupervalu Inc.TESCOTexas Tech University

Tyson FoodsUnilever Best FoodsUniversidad Politecnica de ValenciaUniversity At Buffalo: School of ManagementUniversity of ArkansasUniversity of British ColumbiaUniversity of Colorado - Colorado SpringsUniversity of Minnesota; Carlson School of ManagementUniversity of New South WalesUniversity of OklahomaUniversity of Pittsburgh: Katz Business SchoolUniversity of Surrey - Retail ManagementUS Potato BoardUS Smokeless TobaccoVF JeanswearWal*Mart Stores IncWarwick Business SchoolWm. Wrigley Jr. Company

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Assistant Category ManagerAssistant Manager, Sales PlanningAssoc. Director Consumer InsightsBrand & Category Devel. Mgr.Business Analyst SupervisorBusiness Development Category AnalystBusiness Information ManagerBusiness Marketing AnalystBusiness Planner, ITCategory AdvisorCategory Analyst IICategory Business DirectorCategory Development AnalystCategory Development DirectorCategory Development ManagerCategory DirectorCategory Information ManagerCategory Insights ManagerCategory Leadership ManagerCategory Management AnalystCategory Management AssistantCategory Management Field SupportCategory Management Sales TechnologyCategory Management Systems Manager

Category Manager & Marketing ManagerCategory Planning Manager - DSDCategory Research & Analysis ManagerCategory Retail Planning AnalystCategory Sales ManagerCategory Sales PlannerCategory Strategy ManagerCategory Team LeaderCategory Trade Marketing ManagerCategory/Space Management SpecialistChannel Planning ManagerConsumer Insights ManagerConsumer Products and Retail ConsultantConsumer Research & Analysis Mgr.Corporate Sales AnalystCustomer Development Insights ManagerCustomer Insights ManagerCustomer Marketing Mgr.Director Category DevelopmentDirector Category PlanningSenior Vice President, Customer CentricityShelf AnalystShopper Insights ManagerSpace Management Analyst

Space Management CoordinatorSpace PlannerSr. Category AdvisorSr. Category AnalystSr. Category AssociateSr. Category Business DirectorSr. Category Development ManagerSr. Category Promotion ManagerSr. Consumer Insights LeaderSr. Customer Business Mgr.Sr. Director of Market DevelopmentSr. Financial Analyst (Trade Management)Sr. Manager of Customer InsightsSr. Trade Marketing ManagerSr. VP of Category ManagementTrade Marketing ManagerVP Analytic Insights GroupVP Category DevelopmentVP Category Development & TechnologyVP Channel Customer MarketingVP Consumer Insight

Sample Member Titles

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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 set best practices, and create innovations. Membership is a career investment.

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• Exclusive Content• Share Groups• Facilitated introductions• Certification discounts• Best practice surveys• Event discounts

Member Benefits

Membership benefits include:


Benefits Non-member

Participating Member

*Corporate Member

Weekly e-newsletter

Full Website access (exclusive content)

Resource Directories

Certification Discounts

Conference Discounts

Share Groups

Leaders Networking Group (team leaders)

Facilitated Introductions(By request peer introductions at the director level)

Best Practice Surveys (team leaders)

*Corporate member team leaders can also take advantage of unlimited job postings and discounted recruitment services

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Membership Levels


“CatMan Weekly,” is an e-newsletter that delivers articles and thought leadership not found on the usual news and trade sites.

Also features:• Association highlights• Certification News• Upcoming industry events• Tips from solution partners• Share Group meetings• Job postings

Our news is specifically sourced for its relevance to category management.

Members can search through a 6-month archive.

Members have copyright permissions for reprints.

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News & Resources

“Members Only” Resource Directories Comprehensive solution partner information organized by function or category.


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


Each Share Group page features:

Upcoming and past meeting info

Private Bulletin board access link to continue the discussion between meetings

Pre-sorted, targeted news

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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

Part Conference Part Trading Partner Meeting All About Collaboration

• Retailer-led roundtables• Training• Planned networking

Annual Category Management Conference“Retail-Centric Business Planning” Oct. 26-28, 2010 Atlanta, GA, USA

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Global Events

2nd Annual Latin American Conference: Segundo Congreso, May 26 & 27, 2011 Monterrey, N.L. Mexico


What is certification?

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Individual professionals can be certified at three levels, depending on experience and training. Manufacturers and retailers can certify their internal corporate training programs. Training firms, solution providers, and universities can certify their learning programs.

A CERTIFIED learning or training program means that the designated program officially fulfills a requirement towards individual professional certification.

INDIVIDUAL Certification from the Association• Objective, third-party designation• Based on a minimum agreed-upon training standard• Quantifies the skill level of individual category management

professionals• Ensures the standard has been met or exceeded


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Certification evaluation board (CEB)

• Is the objective arm the Association that reviews and evaluates all industry training programs and category management professionals for certification

The responsibilities of the CEB include:• Continually update standards• Certify coursework and individual professionals where

standards have been met• Provide remedial steps where standards have not been met


There are three levels of professional certification.

Skill proficiency is cumulative — higher levels are expected to have already mastered the skill sets at lower levels.

10 required competency

areas

15 required competency areas

8 required competency

areas

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Certification Levels


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

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Individuals can begin to understand where they stand by comparing completed training to the Certification Scorecard.

A combination of formal training and work experience will be considered during the certification evaluation process.

Certification Scorecard


Certification Order Form

Individuals Employees

Submission of Personal Certification CredentialsCurrent resumeCurrent job descriptionCompetency Review Workbook (provided by CEB to cover previous training)2-page personal professional experience statement3 professional references

PAYMENT

CERTIFICATION EVALUATION BOARD(approx. 2 weeks)

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Individual Certification Process

CPG Companies, solutions providers, and training organizations may submit their learning programs for assessment and certification. The Certification Evaluation Board assesses training curriculum, course materials, and testing rigor.

Certification is ongoing and companies with certified status can be found on the Association’s Website.


Company Certification

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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, 210.587.7203 Central time USA

Donna Frazier, President and Managing Director, [email protected]

Blaine Ross, Executive Vice President Global Sales & Marketing, [email protected]

Lori Castle, Content & Communications Director, [email protected]

Anne Kay, Member Networking Director, [email protected]

For more information on member benefits and options, visit www.cpgcatnet.org or email: [email protected]

To learn more about or request individual or coursework certification, email: [email protected]

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mailto:[email protected]




http://www.cpgcatnet.org/



Category Management Association Advancing professional standards Category Management Association...

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