1. Category Management Association Meeting 8/18

2. Agenda Introductions Category Management Association Overview
Certification Program
Category Management Education Programs
CMA / Alberto Culver Certification
DePaul Category Management Board Opportunity

3. Category Management Association Overview

4. What Is 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
The Association Does No Training

5. Association Overview
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,
Advanced Analytics,
In-Store Execution,
Market Research,
Space Management,
Shopper Insights,
Pricing Trade Promotion,
Consumer Segmentation and Targeting

6. Certifications and Trainings
Visit our Category Management Association Website at to learn more about membership options
Industry Information
Share Groups
Conferences & Events
Certifications and Trainings

7. Association Overview
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

8. 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.

9. 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.

10. News & Resources

11. Share Groups Features Upcoming meeting info Past meeting info
Bulletin board access link
Pre-sorted, targeted news

12. Share Groups Share Groups connect you to the global catman community.
Monthly Web-based meetings  In-person at annual Conference
Insights & Analytics
OrgDev
ROI Catman*
Shopper Marketing
Space Mgmt.
Private discussion boards  Presentations from industry leaders
Join one or several.
*Director level/Corporate Members only

13. 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

14. The meeting place for trading partners.
Global Events
The meeting place for trading partners.
Sessions feature retailers and manufacturers discussing their current strategy
Discover new ways of working together
2010 Events
Latin America, Primer Congreso, May 27-28, Monterrey, N.L. Mexico
Annual Conference “Retail-Centric Business Planning,” Oct , Atlanta, GA, USA
Agendas also include:
Keynotes from catman leaders
Workshops
Roundtables
Training

15. Career Services
Corporate Member team leaders can take advantage of exclusive benefits for talent acquisition.
Unlimited job postings
Website
Newsletter
Discounted recruitment fees

16. 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)

17. Category Management Training Standards & Certification

18. Our 2 step Approach Steering committee… Sub-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
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.

19. Committee Members 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 Members
Dan 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

20. Roles & Skills

21. Relate Roles and Skills To Current Course Offerings

22. Develop a common language
A Course
The most discrete element of a curriculum often focused on a single category management skill
Learning Programs
A single course or a collection of courses that impart proficiency for a specific category management competency
Learning Scorecard
A matrix that identifies standards for measuring competency performance at specific experience levels for category management professionals

23. certification Simplistic approach Adaptable 3 levels
required fundamentals
plus recommended skills
Adaptable
flexible for companies, big and small
will improve over time

24. The Category Management Association Certification Program

25. 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

26. Certification Process For Individuals
(Covers a 3 Year Period)

27. 3 Certification Levels 10 Required Learning Programs

28. Certification Process For Individuals
Certification Order Form
Individuals
Employees
Personal Certification Credentials
Current Resume
Training History
Current Job Description
2 page personal professional experience statement
3 Professional References
Payment
Certification Evaluation Board

29. Assessment & Record Maintenance
Based on its evaluation, the CEB will certify an individual at the appropriate level on the Scorecard and return the certification to the individual
Individual certification is a cumulative assessment of their experience meaning they are given credit for previous positions on the scorecard
Record maintenance
The CEB will also record the individual’s certification in the CMA database
The CMA will maintain your records for a 3-year period time
Individuals can authorize access to their records as necessary

30. 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

31. 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

32. Certification Process For Company Training Programs

33. Certification Process For Programs
Certification submission
Both organizations and 3rd party vendors can submit their learning program(s) for assessment & certification
Certification process
The CEB will assess training curriculum, course materials and testing rigor
Following an on-site visit, the CEB will provide a formal written review either granting certification or providing remedial action

34. 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 $ 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 $ each subsequent 3 year period.

35. Discussion

36. University Category Management Education Programs

37. 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 hours of total category management instruction

38. 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

39. 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:
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.
We have a dearth of qualified instructors
In most of these schools we still face issues relating to diversity and program scale

40. How Is Depaul University Different?

41. 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.

42. 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.

43. We Have Size…
We are the largest Catholic university and 8th largest private university in the nation
2008 DePaul University Division of Enrollment Management

44. Sales Center Student Populations
DePaul University
U of Toledo
U of Washington
Ball State
W Michigan
Illinois State
U Conn
Indiana
Ohio
U Dayton
Selling Power Top University Sales Education Programs 2008

45. Amongst The Most Diverse Campuses in America “Princeton Review 2008
We Are Diverse…
Undergraduate business enrollment of 4,719 Students
Minority Students
African American %
Asian-Pacific %
Hispanic-Latino %
Native American %
Multi-Ethnic %
Other/Unknown 11.1%
Total Minority %
White Caucasian 55.0%
Amongst The Most Diverse Campuses in America “Princeton Review 2008
2008 DePaul University Fact File Office of Institutional Planning and Research

46. New Program Curriculum
BS in Commerce – Marketing Major – Sales Leadership Minor
EFFECTIVE BUSINESS COMMUNICATIONS
2 Required Courses
FUNDAMENTALS OF SALES & NETWORKING
BUSINESS ANALYTICS & CREATING CUSTOMER VALUE
SALES STRATEGY & TECHNOLOGY
LEADERSHIP IN SALES ORGANIZATIONS
THE SCIENCE OF RETAILING
BUILDING FINANCIAL RELATIONSHIPS
PRINCIPLES OF CATEGORY MANAGEMENT
CASES IN CAT EGORY
MANAGEMENT

47. Promoting Sales Education

48. The Depaul Category Management Track

49. 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.

50. Our Faculty Is Experienced
Daniel 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

51. DePaul University’s Comprehensive Cat Man Track
THE SCIENCE OF
RETAILING
PRINCIPLES OF
CATEGORY
MANAGEMENT
Curriculum Certification
CASES IN
CATEGORY
MANAGEMENT

52. 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

53. Principles Of Category Management Dr. Laura Lee Larson
Category Management Process
Nielsen Category Management Technology Suite
Category Review Mentors
HQ & Store Visits
Merchandising & Promotion

54. Cases In Category Management Prof. Daniel P. Strunk
2 Case studies from drug and grocery channels
Student mentors
Nielsen technology extensively used
HQ & Store visits
Executive review of case solutions

55. Category Management Track Manufacturer’s Provide
The Science Of
Retailing
Support includes:
Board participation
In class lectures
Mentors
Internships
HQ visits
Financial Support
Principles Of
Category
Management
Cases In
Category
Management

56. Completion of the course track assures students certification
All course relate subject matter to the competency requirements the Category Management Scorecard

57. Partners Make Better Hires
We have effectively changed the college recruiting paradigm to:
Provide continuous access to high-potential candidates
Help build diversity
Lower recruiting, training, and turnover costs
Raise retention rates

58. Discussion