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Collaborative Category Management ALA Commissary Roundtable

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Presentation on theme: "Collaborative Category Management ALA Commissary Roundtable"— Presentation transcript:

1 Collaborative Category Management ALA Commissary Roundtable
May 1, 2014 Blaine Ross – EVP Global Sales & Marketing CMA Adjunct Professor – DePaul University s

2 Blaine T. Ross Currently Executive Vice President Global Sales & Marketing Category Management Association Adjunct Professor - DePaul University 25 years experience in Sales, Marketing and Category Management consulting working with leading retail and manufacture organizations READ YOUR BACKGROUND

3 Agenda Category Management Association Overview
Collaboration Partnership CMA / ALA / DeCA / Suppliers What does DeCA expect from suppliers? Best Practices and how to use customer insights Global Certification Initiative Talent Acquisition / College Recruiting Future of effective Category Management 2.0

4 CMA Overview The CMA is a global community of professionals
Our purpose is to deliver a compelling ROI on Cat Man by improving the overall shopper experience to include: Sharing Industry Best Practices Encouraging Member Interaction Providing Thought Leadership

5 What is the Category Management Association?
Best Practices for Successful Trade Partnering What is the Category Management Association? The CMA is an association for companies who want to improve the capabilities of their professionals in:
 Category Management Shopper Insights & Shopper Marketing Planogram & Space Management In-Store Execution & Merchandising The Category Management Association (CMA) is a central source of global industry information for all the strategic and planning functions of category management, shopper insights, space management, and shopper marketing. The CMA is the only organization that certifies CatMan professionals through industry-wide standards. The only organization that: Certifies CatMan professionals through industry-wide standards Serves as an unbiased central resource for industry information and best practices

6 Sample Companies working with CMA
Best Practices for Successful Trade Partnering Sample Companies working with CMA For a complete list of clients click this link:

7 Retailers Care about Category Management
Industry Initiative Percent of Respondents Category Management 66.5% Sustainability 38.5% Diversity 31.1% Promoting Your Company as an Employer of Choice On-pack nutrition labeling 26.1% Produce Traceability Initiative (PTI) 19.9% Geographic Expansion 13.0% GS1 DataBar 9.3% Source: Progressive Grocer Market Research 2012

8 CMA Membership benefits include…
Best Practices for Successful Trade Partnering CMA Membership benefits include… Share Groups Certification Best Practice Coaching White Paper Availability Private networking Membership rate for events Access to CMA’s e-Newsletter Membership in the CMA provides real value to our associate by providing access to these association services

9 Best Practices for Successful Trade Partnering
Weekly newsletter Delivered Wednesday afternoons Upcoming industry events and Web seminars Global focus Tips from solution partners Share Group meeting agendas CatMan Weekly” An e-newsletter that delivers articles and thought leadership not found on the usual news and trade sites.

10 Best Practices for Successful Trade Partnering
Monthly Share Groups Insights & Analytics Shopper Marketing Space Mgmt. IP Sessions Military Solutions Demos One important benefit available with CMA membership is participation in monthly share groups. Meetings are held in essential industry disciplines including: Insights and Analytics (Click) Shopper Marketing (Click) Space Management (Click) Intellectual property sessions communicate topics of special interest and usually communicate proprietary content, (Click) Finally, we present a variety of technologies and demonstrate the applicability to your category management environment. All of these sessions provide continuous education on industry best practice.

11 Global Industry Events
CMA Annual Conference Sept. 30 – Oct. 2, Orlando, FL LatAm Conference May 21 – 22, – Monterrey, MX Attendance generally around 350 category management professionals. Comprised of Retailers, Manufacturers, Brokers, Solution Providers, Universities. Thoroughly planned conference to ensure networking at all levels.

12 Definition of Category Management?
CATEGORY MANAGEMENT Is: “A Retailer or Distributor/Supplier Process Of Managing Categories As Strategic Business Units, Producing Enhanced Business Results By Focusing On Delivering Consumer Value” Manufacturer Consumer Retailer

13 Category Management is …
A business planning process Consists of key elements Manage the category with a consumer focus Manage the category as strategic business unit Develop strategic category plans based on mutual category goals and consumer behavior Collaborate between retailers and manufacturers to achieve desired profit objectives Increased focus on Consumer….

14 Category Plan Basics CMA / DeCA Working on Structure & Process
Best Practice Category Management Business Process- Most Retailers Using A Process – Less important the number of steps all now with a focus on the consumer What are the goals and objectives? How shall we measure success? What products are included? What are the sub- categories? How important is the category to the consumers? To the retailer? Who buys the category? How is the Category doing? How will we achieve our goals? What are the elements of the plan for each sub- category or segment? Who does what and when? Category Definition Category Role Category Assessment Category Scorecard Category Strategy Category Tactics Plan Implementation Category Review Examine the Scorecard

15 Voice of Shopper Who What Why Where When How Other Resource
WHO are our shoppers? Who WHAT are they buying? What WHY are they buying? Why WHERE are they buying? Where WHEN are they buying? When HOW are we influencing them to buy? How Links to additional sources of information. Other Resource

16 CMA / DeCA Collaboration
Determine how vendors can best help DeCA? Assortment? Consumer Decision Tree Clustering? Shopper and need state marketing? Category Management planning? What Systems and Technologies are needed? Category Tactics

17 How Will CatMan Excellence Help DeCA?
DeCA will strengthen its position as retailer of choice for your target consumers. DeCA will become more competitive versus major conventional retailers Performance against major scorecard goals will improve Shopper satisfaction measures will improve GMROI will improve Transaction size will increase Margins will increase Shelf sets will become easier to shop CMA will help DeCA Be Your Customer’s” First Choice”

18 What Does DeCA Expect from Suppliers?
A knowledgeable Account Team or Rep Organization Commitment from Suppliers Armed with relevant data and research Providing Key Facts and Shopper Insights Offering “ Success Models” Persuasive justification for new items

19 DeCA first questions to Sales & CATMAN Teams
Please tell me the five most important facts or insights that I should know to plan our business together? Please tell me the most important changes that have occurred in your category since we last talked?

20 Retailers Focus on Answers to the Really Big Questions:

21 Report Executive Briefing
Category Management Industry Survey conducted by The Partnering Group (TPG) in conjunction) CMA Research Objectives & Methodology Review of the Key Findings What Leading Companies are Doing

22 Skills & Competencies Perspective
These differences may account for some of the disconnects in the supplier-retailer relationships

23 Best Practices for Successful Trade Partnering
CMA working with DeCa Leadership Team on Category Management Structure & Process Providing Key Metrics for Success Best Practices for Successful Trade Partnering

24 required to enable success in performing a specific area of work
Competency defines the characteristics (knowledge, skills, abilities) required to enable success in performing a specific area of work

25 Thought Leadership Category Mastery
3 Trends Affecting Cat Man The growing power of the retailer The (digital) empowerment of the shopper The impact of big data

26 CatMan Maturity Curve Data Analytics & Software Org. Skills
Process & Culture

27 Maturity Curve Components

28 Collaboration E

29 How do you refer to category management in your company?
Cat Man has 3 roles in a company… It serves: As a platform As a funnel, and as a Center for dissemination of information know As a funnel for en research results can lead you to jump to the wrong conclusions…… Multiple Forms

30 Category management is … “a platform”
Supports all participants – a site for communication and the integration of information and divergent perspectives Knowledge platform Relationship platform Process platform Communication platform Often research results can lead you to jump to the wrong conclusions……

31 Category management is … “a funnel”
Category management synthesizes information and knowledge within, and across organizations Information from data, Insights from information Direction from insights Data Retailer Supplier Often research results can lead you to jump to the wrong conclusions……

32 Category management is … “a wheel hub”
Enables business performance of each partner and facilitates interaction among partners - and particularly amongst functions within a single organization. Partner to partner Silo to silo Cat Man to sales, to research, to brand,….

33 Collaboration has two meanings relating to category management
Shared View Collaboration Harmonization Shopper Focus Integration of Knowledge Trust Barometer Multifaceted Leadership Pre-planning Multifunctional/ Multilevel

34 Collaboration Research Harminization Meaning…
The ability for manufacturers and retailers identifying common value or return to working effectively as a team toward a common goal The prerequisites for team success are: Respect The willingness to share information Strong analytical skills The ability to create insight The capability to direct and take decisive action What this presentation seeks to accomplish is to provide focus to the findings of our study and frame some key insights from the data. This study establishes areas to pursue additional research…

35 A “barometer“ of success…
Great teamwork indicates confidence in partners and when found always relates to relationship quality Consider that partner reliance is almost always tied to planning and execution success Good relationships are easily understood What this presentation seeks to accomplish is to provide focus to the findings of our study and frame some key insights from the data. This study establishes areas to pursue additional research…

36 The Category Management Association Certification Program For DeCA
You are receiving this message because you are currently employed in the category management industry Are you aware of the certification initiative that is reshaping the category management community? This brief video will inform you about how this industry wide initiative affects you and how you can personally benefit from certification.

37 What is certification? Certification can be attributed to people and training Certification of individuals Is an objective, third-party designation of professional standing Is competency based and based on an individual’s experience and training minimum Certification of a company’s training program means that the program imparts the necessary competencies to perform category management at designated industry professional standards Å Category Management Association

38 Some of The Organizations Involved In The Development and Vetting Process
The way we approached this effort was to establish a steering committee that clearly leveraged category management expertise within our industry. The members of our steering committee represent over 115 years of category management experience! We were also adamant about ensuring diversity on the committee. Our committee represents various businesses such as food and beverages, health and beauty care, pet products and other manufactured goods. And we also made sure that we have good representation from both large and small companies. One of the most challenging aspects of this effort was to come up with an approach that would work across our industry. You can imagine the potential pushback if we had tried to identify a single structure. Companies would complain that the solution wouldn’t fit their needs. So given this challenge, one of the most rewarding aspects of this work has been the creation of a flexible framework that let’s companies tailor the guidelines to their organization and needs. I just mentioned on the previous slide the flexibility built into our model for organization structure. The other area can be tailored is the skill progression by role. Again, if look at the last page in your handouts, you will notice that the individual skill sets each have a progression path identified from left to right. The beauty of our model is you have the flexibility to slide that skill progression left or right, depending on your company’s expectations for performance within roles. With the framework and process in place, our next step was to assemble a subcommittee that leveraged both category management expertise as well as educational expertise. I’m going to ask Dan Strunk from De Paul University to come up and share some perspective on how the subcommittee is working to define the various skill competencies as well as the framework for evaluating training programs that support the development of these skill proficiencies.

39 Category Management Standards
Individual Certification: Quantifies the skill level of individual category management professionals Ensures the standard has been met or exceeded Coursework Certification: Designated course officially fulfills a requirement towards individual professional certification. Å

40 Certification Scorecard
Simplistic approach 3 levels required fundamentals plus recommended skills Adaptable flexible for companies, big and small will improve over time

41 Personal Certification Report
Once you have been certified, the Category Management Association will issue you a personal certification report (CLICK) indicating the level you have attained (CLICK) and the steps you can take towards the next level of certification. You will also be provided with logos (Click) that can affixed to your personal stationary or business cards This is a build slide with animations for brainshark

42 3 Certification Levels

43 CMA Online Certification Process For DeCA Associates & Supplier Community

44 Individuals

45 Learning Programs & Essay Questions:
As you scroll down the screen you will see the section of the on line CPCA form you will review 10 required learning programs and 2 recommended learning programs. Our on line system has added essay questions to ensure that we are able to accurately understand your qualifications. You must complete the essay questions to be certified even if you have successfully taken course equating to learning programs from certified training companies. All essay questions are experiential and ask you to relate your category management work experiences to the learning program content. This image is a screen shot of the pricing analysis learning program. If you believe you have the necessary competencies please check the button indicating yes. You will then fill in where you took your training, or what tell us what your relevant experience is in the area provided and then complete the essay question in its box. You may want to write your answers in a word program and copy and paste as our system does not have a spell check feature.

46 “Roadmaps” for unachieved levels:
John Doe John Doe

47 Certified Training Providers DeCA – Primary Company Learning Evolution
This is the list of training providers that have had their content certified by the CMA. This means these providers curriculum maps back to the CMA Standards and the rigor behind their course work meets the CMA’s expectations. Below is contact information:

48 Certification has the following specific benefits:
Industry leadership Competitive advantage Sustainability - Employee Value Proposition (EVP): Clear message to DeCA employees that you are investing in their success Provides employees with a specific roadmap for professional growth and development Enhance employee morale, retention via professional development Talent expansion and preparation Mutually Beneficial for DeCA and Supplier Community

49 Costs for an Individual’s Certification
Initial costs $ – Note Only $ if CMA Member Active Status Costs: Renewal for an individual’s certification after year 1 is $ annually Includes: New training programs completed Maintaining certification records Updating certification level

50 Six areas of improvement Future of Catman 2.0 Release
Based on a review of the major changes in the ecosystem and a consensus of practitioners, here are the primary areas of focus to upgrade CatMan 1.0 to CatMan 2.0 Improving internal preparation Defining collaborative behaviors Incorporating new data to generate insights Defining the assessment pathway and tools Incorporating social media and shopper marketing Enhancing execution These need confirmation from the CatMan 2.0 development committee

51 Steering Committee Stakeholders
Category Management Association--leadership Retailers—cross channel Suppliers—CPG and beyond Distributors—cross channel Brokers Solution Providers Training Companies Academics

52 Leading edge companies deliver a compelling ROI
3 sustainable Cat Man competitive points of difference: Establishing a category management vision and a roadmap Developing & deploying category management business processes with an infrastructure to support it Determining key competencies and developing those skills in their employees to enable their success

53 Organizing Big Data for Insights
Other Retail Behavior Social Media Media Consumption Inputs Lifestyle Behaviors Retail Loyalty Card Household Behavior Filter Filters Need States Filter Analytics Outputs Insight Generation Forecasting Need States Insights Category Insights Price Optimization

54 Digitally Empowered Shopper Data
Retailer Shopper Shopper Data Targeted Offers (traditional channels) Basket History Loyalty Card Demographic Data Digital Platform Intent Driven Targeted Offers In-Store Actions & Habits Responsiveness to Offers Lists & List History In-Store Searches & Scans Shopper Location & Shopping Patterns Product Details Price Inventory Product Location Store Map Premium Data Nutrition Eco-index Recipes Ratings & Reviews Comparisons Related Products Product Data

55 Category Management The Future Questions
Do you have the right data? Do you have the right data storage? Can you do on the fly analytics? Do you have the right people? Are you Rewarding and Recognizing them? Are you developing the skills of your people? Are you pushing the envelope on their needs?

56 Can Universities Serve as a Source of Category Management Talent?

57 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 Students receive less than hours of total category management instruction

58 Universities Teaching Category Management & Sales
University of Arkansas Baylor University DePaul University Florida State University Georgia Tech University University of Miami Michigan State University University of St. Catherine St. Joseph University University of South Carolina Northwestern University University of Tennessee University of Texas Texas Tech University Western Michigan University

59 DePaul University Consumer Packaged Goods Track

60 DePaul Category Management Partners

61 Conclusion We believe the future success in retail will be driven through effective collaboration: Effective communication between cat man partners Effective integration of shopper insights Significant investment in personal growth and development

62 Category Management Association, 210.587.7203 Central time USA
Key Contacts Category Management Association, Central time USA For more information on member benefits and options, visit or To learn more about individual or company certification,   Blaine Ross, Executive Vice President Global Sales & Marketing, Philip McGrath, Vice President Business Development, Steve Arens, Director Strategic Alliances,


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