Transcript Category Management Association Advancing professional standards

Category Management Association
Advancing professional standards
Category Management Association Overview
Association At-a-Glance
Mission: Advancing Professional Standards in Category Management
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
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Sample Member Companies
7-Eleven Inc.
A&P (The Great Atlantic & Tea Company)
Acosta Sales and Marketing
Ago Consultores
Albertson's
American Greetings Corp.
Annie's Homegrown, Inc.
Anheuser Busch/In-Bev
Aramark Corporation
Arch Chemicals, Inc.
Arizona State University
Avery Dennison
Bacardi USA
Best Brands Corporation
Coca-Cola Enterprises
Colgate-Palmolive
Constellation Wines U.S
Del Monte Foods
DePaul University
Dr Pepper Snapple Group
Hallmark Cards, Inc
HASBRO
HEC Montreal, Universite de Montreal
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HEC Paris
Henkel Corporation (DIAL)
Hershey Foods Corporation
Foster's Wine Estates
Frito Lay/PepsiCo
Gerber/Nestle Infant Nutrition
HEB Mexico
Hormel Foods
Johnson & Johnson
Kellogg USA
Kimberly-Clark Corporation
Mars Snackfood US
NetGrocer.Com
Navy Exchange (NexCom)
Nestle Purina PetCare Company
Nestle USA, Inc.
Newell Rubbermaid Inc.
Nielsen Company
PepsiCo NA
Sara Lee Corporation
TABS Group
Stop & Shop
Supervalu Inc.
TESCO
Texas Tech University
Tyson Foods
Unilever Best Foods
Universidad Politecnica de Valencia
University At Buffalo: School of Management
University of Arkansas
University of British Columbia
University of Colorado - Colorado Springs
University of Minnesota; Carlson School of
Management
University of New South Wales
University of Oklahoma
University of Pittsburgh: Katz Business
School
University of Surrey - Retail Management
US Potato Board
US Smokeless Tobacco
VF Jeanswear
Wal*Mart Stores Inc
Warwick Business School
Wm. Wrigley Jr. Company
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Sample Member Titles
Assistant Category Manager
Assistant Manager, Sales Planning
Assoc. Director Consumer Insights
Brand & Category Devel. Mgr.
Business Analyst Supervisor
Business Development Category Analyst
Business Information Manager
Business Marketing Analyst
Business Planner, IT
Category Advisor
Category Analyst II
Category Business Director
Category Development Analyst
Category Development Director
Category Development Manager
Category Director
Category Information Manager
Category Insights Manager
Category Leadership Manager
Category Management Analyst
Category Management Assistant
Category Management Field Support
Category Management Sales Technology
Category Management Systems Manager
www.cpgcatnet.org
Category Manager & Marketing Manager
Category Planning Manager - DSD
Category Research & Analysis Manager
Category Retail Planning Analyst
Category Sales Manager
Category Sales Planner
Category Strategy Manager
Category Team Leader
Category Trade Marketing Manager
Category/Space Management Specialist
Channel Planning Manager
Consumer Insights Manager
Consumer Products and Retail Consultant
Consumer Research & Analysis Mgr.
Corporate Sales Analyst
Customer Development Insights Manager
Customer Insights Manager
Customer Marketing Mgr.
Director Category Development
Director Category Planning
Senior Vice President, Customer Centricity
Shelf Analyst
Shopper Insights Manager
Space Management Analyst
Space Management Coordinator
Space Planner
Sr. Category Advisor
Sr. Category Analyst
Sr. Category Associate
Sr. Category Business Director
Sr. Category Development Manager
Sr. Category Promotion Manager
Sr. Consumer Insights Leader
Sr. Customer Business Mgr.
Sr. Director of Market Development
Sr. Financial Analyst (Trade Management)
Sr. Manager of Customer Insights
Sr. Trade Marketing Manager
Sr. VP of Category Management
Trade Marketing Manager
VP Analytic Insights Group
VP Category Development
VP Category Development & Technology
VP Channel Customer Marketing
VP Consumer Insight
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Member Benefits
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.
Membership benefits include:
•Exclusive Content
•Share Groups
•Facilitated introductions
•Certification discounts
•Best practice surveys
•Event discounts
www.cpgcatnet.org
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Membership Levels
Nonmember
Participating
Member
*Corporate
Member
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Full Website access
(exclusive content)


Resource Directories

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Certification Discounts
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Conference Discounts
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Share Groups
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Benefits
Weekly e-newsletter
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
www.cpgcatnet.org
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News & Resources
Our news is specifically sourced for
its relevance to category
management.
“CatMan Weekly,” is an
e-newsletter that delivers articles
and thought leadership not found on
the usual news and trade sites.
Members can search through a
6-month archive.
Members have copyright
permissions for reprints.
Also features:
•Association highlights
•Certification News
•Upcoming industry events
•Tips from solution partners
•Share Group meetings
•Job postings
“Members Only”
Resource Directories Comprehensive
solution partner information
organized by function or category.
www.cpgcatnet.org
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Share Groups
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
Insights &
Analytics
OrgDev
ROI
Catman*
Shopper
Marketing
Space
Mgmt.
Join one or several.
*Director level/Corporate Members only
www.cpgcatnet.org
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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
www.cpgcatnet.org
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Share Groups-Sample Speakers
Insights & Analytics
Kim Hoffman, Dr Pepper
Jason Green, Category Advisor, Dannon - US Walmart Team
Meghan Sullivan, HJ Heinz
Dave Boissevain, Director Retail Strategy and Planning, Frito Lay
Org Dev
Christine 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 Marketing
Mack Hoopes, Henkel
Space Management
Christina Kayfus, Megan Smith & Jill Godfrey, Texas Tech
Don Whitworth, Winn Dixie
Joe Koch, Director of Sales Strategy, Dole Fresh Vegetables
www.cpgcatnet.org
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Global Events
Part Conference  Part Trading Partner Meeting
All About Collaboration
Sessions feature retailers and manufacturers discussing their current strategy
Discover new ways of working together
•Retailer-led roundtables
•Training
•Planned networking
Annual Category Management Conference
“Retail-Centric Business Planning”
Oct. 26-28, 2010
Atlanta, GA, USA
2nd Annual Latin American Conference: Segundo Congreso, May 26 & 27, 2011 Monterrey, N.L. Mexico
www.cpgcatnet.org
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What is certification?
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.
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
A CERTIFIED learning or training program means that the
designated program officially fulfills a requirement towards
individual professional certification.
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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
www.cpgcatnet.org
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Certification Levels
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
www.cpgcatnet.org
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Certification Scorecard
Category Management Training Certification Levels
Certified Professional
Learning Programs by Level
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.
www.cpgcatnet.org
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 (ba s i c)
Recommended (a dva nced)
Relational Databases
Recommended (ba s i c)
Recommended (a dva nced)
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 (ba s i c)
Recommended (a dva nced)
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
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Individual Certification Process
www.cpgcatnet.org
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Company Certification
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.
www.cpgcatnet.org
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Career Services
Corporate Member team leaders can take advantage
of exclusive benefits for talent acquisition.
•Unlimited job postings
•Website
•Newsletter
•Discounted recruitment fees
www.cpgcatnet.org
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Category Management Association,
210.587.7203 Central time USA
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]
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]
www.cpgcatnet.org
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