category management association certification. introductions category management association...
TRANSCRIPT
Category Management Association Certification
Agenda
• Introductions• Category Management Association Overview• Certification Program• Category Management Education Programs• CMA / Alberto Culver Certification • DePaul Category Management Board Opportunity
2
Category Management Association Certification
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
Category Management Association Certification
• 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
Category Management Association Certification
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
Category Management Association Certification
• 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
Category Management Association Certification
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.
Category Management Association Certification
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
Features• Upcoming
meeting info• Past meeting
info• Bulletin board
access link• Pre-sorted,
targeted news
11
Share Groups
Category Management Association Certification
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
12
Share Groups
Category Management Association Certification
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
13
Share Groups-Sample Speakers
Category Management Association Certification
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
14
Global Events
Category Management Association Certification 15
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 Certification
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)
16
Category Management Association Certification
Category Management Training Standards & Certification
Category Management Association 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
18
Category Management Association Certification 19
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
Category Management Association Certification
Develop a common language
22
•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
Category Management Association Certification
CERTIFICATION
23
• 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
Category Management Association Certification
The Category Management Association Certification Program
Category Management Association Certification
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
Category Management Association Certification
Certification Process For Individuals
(Covers a 3 Year Period)
Category Management Association Certification
8 Required Learning Programs
15 Required Learning Programs
10 Required Learning Programs
3 CERTIFICATION LEVELS
Category Management Association Certification
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
Category Management Association Certification
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
30
Category Management Association Certification
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
Category Management Association Certification
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.
Category Management Association Certification
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
Category Management Association Certification
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
Category Management Association Certification
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
Category Management Association Certification
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.
Category Management Association Certification
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.
Category Management Association Certification
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
Category Management Association Certification
Sales Center Student Populations
Selling Power Top University Sales Education Programs 2008
0
100
200
300
400
500
600
700700
415380
350 350
250 250
200 200 200
W M
ich
iga
n
Ba
ll S
tate
U o
f W
as
hin
gto
n
U C
on
n
Illi
no
is S
tate
Ind
ian
a
U D
ay
ton
Oh
io
U o
f To
led
o
De
Pa
ul
Un
ive
rsit
y
Category Management Association Certification
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
Category Management Association Certification
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
Category Management Association Certification
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.
Category Management Association Certification
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
Category Management Association Certification
DePaul University’s Comprehensive Cat Man Track
Curriculum Certification
CASES IN CATEGORY
MANAGEMENT
PRINCIPLES OF CATEGORY
MANAGEMENT
THE SCIENCE OF
RETAILING
Category Management Association Certification
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
Category Management Association Certification
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
Category Management Association Certification
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 Association Certification
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
Category Management Association Certification
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