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
www.cpgcatnet.org
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
Full Website access (exclusive content)
Resource Directories
Certification Discounts
Conference Discounts
Share Groups
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
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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.
www.cpgcatnet.org
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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
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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
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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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