Category Management Association Advancing professional standards

Category Management AssociationAdvancing professional standards

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Category Management Association Overview

Association At-a-Glance

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)

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

www.cpgcatnet.org Category Management Association

Mission: Advancing Professional Standards in Category Management

www.cpgcatnet.org Category Management Association

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.

• Exclusive Content• Share Groups• Facilitated introductions• Certification discounts• Event discounts• Best practice surveys

Member Benefits

www.cpgcatnet.org Category Management Association

Benefits Non-member

Participating Member

*Corporate Member

Weekly e-newsletter ✔ ✔ ✔

Full Website access (exclusive content)

✔ ✔

Resource Directories ✔ ✔

Certification Discounts ✔ ✔

Conference Discounts ✔ ✔

Share Groups ✔ ✔

Leaders Networking Group (team leaders)

✔

Planned Networking(custom peer introductions at the director level)

✔

Best Practice Surveys (team leaders)

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*Corporate member team leaders can also take advantage of unlimited job postings and discounted recruitment services

Membership Levels

Category Management AssociationAdvancing professional standards

Category Management Certification Overview

www.cpgcatnet.org Category Management Association

What is certification?

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

COURSEWORK certification means that the designated course officially fulfills a requirement towards individual professional certification.

Category Management Association Certification

Committee Members Chairman: Bob Wong Del Monte Foods

Vice-Chair: Bob Samples Hormel Foods

Brad Anderson Nestle Purina

Craig Hodnett Dr Pepper Snapple

Dan Strunk DePaul University

Eric Hansen Johnson Controls

Ken Friedlander Abbott Nutrition

Frank Gambino Western Michigan University

The Category Management Training Standards & Certifications Steering Committee was made up of dedicated, expert volunteers and formed to create industry guidelines and skill set definitions for Category Management professionals. It's first standards document was approved 12/09.

Steering committee

Category Management Association Certification

• Abbott Nutrition• Anheuser-Busch• Coca-cola Enterprises• Colgate Palmolive• Del Monte Foods• Dr Pepper Snapple Group• EJ Gallo Winery• Global Decisions• Hormel Foods • Johnson Controls• Johnson & Johnson• Kellogg USA• St Joseph’s University• Swedish Match• University of Pittsburgh• Western Michigan University• Wrigley

Sub committee member companies

www.cpgcatnet.org Category Management Association

Certification evaluation board (CEB)

The CEB was established by the Category Management Association to objectively review and evaluate all industry training programs and category management professionals for certification

The responsibilities of the CEB include:• Continually develop a common language for the discipline• Certify coursework and individual professionals where

standards have been met• Provide action steps where standards have not been met

www.cpgcatnet.org Category Management Association

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.

8 required learning

objectives

15 required learning

objectives

10 required learning

objectives

Certification Levels

www.cpgcatnet.org Category Management Association

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

Individuals / Companies can 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.

The Association’s Certification Evaluation Board (CEB) assesses all qualifications and issues certifications.

Certification Scorecard

www.cpgcatnet.org Category Management Association

Certification Order Form

Individuals Employees

Personal Certification CredentialsCurrent resumeCurrent job descriptionCompetency Review Workbook (provided by CEB to cover previous training)2-page personal professional experience statement3 professional references

PAYMENT

CERTIFICATION EVALUATION BOARD(approx. 2 weeks)

Individual Certification Process

www.cpgcatnet.org Category Management Association

Certified coursework will be clearly designated and updated on the Association Website

The Association serves as a resource for training information, but does not conduct training.

A "Coursework Certified" designation means that certain courses offered by the company are certified and can be submitted for credit towards an individual professional certification.

Training

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.

www.cpgcatnet.org Category Management Association

Coursework Certification

www.cpgcatnet.org Category Management Association

Category Management Association, 210.587.7203 Central time USA

Donna Frazier, President and Managing Director, dfrazier@cpgcatnet.org

Lori Castle, Content & Communications Director, lcastle@cpgcatnet.org

Anne Kay, Member Networking Director, akay@cpgcatnet.org

For more information on member benefits and options, visit www.cpgcatnet.org or email: memberservices@cpgcatnet.org

Blaine Ross, Executive Vice President Global Sales & Marketing, bross@cpgcatnet.org

Laura Lee Larson, Ed.D., VP Global Education & Certification, lllarson@cpgcatnet.org

To learn more about or request individual or coursework certification, email: admin@certifications.cpgcatnet.org