Category Management Association Certification 1. 2 2 Mission Statement: To advancing professional standards in category management The Association is.

Category Management Association Certification 1

Category Management Association and Certification

Overview

2Category Management Association Certification

The Category Management Association

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• Mission Statement: To advancing professional standards in category management

• The Association is committed to: o Enabling peer interactiono Disseminating industry informationo Establishing a platform to improve category management

education trainingo Establishing an industry certification program o Encouraging industry collaboration o www.cpgcatnet.org

• The Association Does Not Conduct Training

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Member Benefits

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As a member of the Category Management Association you:

• Are a part of the global category management community • Help to define the function and strategy• Shape standards and practices• Help to create innovations in category management• Membership is a career investment

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News

“CatMan Weekly” • An e-newsletter that delivers articles

and thought leadership not found on the usual news and trade sites

• Additional newsletter features:o Association highlightso Upcoming industry events and Web seminarso Tips from solution partnerso Share Group meetingso Job postings

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On Line Resources

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• Our catman news is specifically sourced for its relevance to category management

• Members can search through a 6-month archive

• Members have copyright permissions for reprints

• Members only resource directories

www.cpgcatnet.org

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Share Groups• Share Groups connect you to the global cat man community• Monthly Web Based Meetings• Private Discussion Boards

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Insights &

Analytics

OrgDev ROI Catman

Shopper Marketing

Space Mgmt.

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Global Events: A meeting place for Global Partners

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• Latin America, Primer CongressoMay 26-27, 2011, Monterrey, N.L. Mexico

• CMA Annual Conference “Retail-Centric Business Planning”Oct. 25-27, 2011, Atlanta, GA, USA

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Certification

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Our 2 Step Approach: It Started with a Steering Committee

• lead with experience• ensure diversity, remove bias• create role & skills

framework• establish certification process

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Roles Skills

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• leverage cat man and educator expertise

• define levels of competency• create framework to evaluate

training

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Our 2 Step Approach: It continued with a Sub-Committee

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Relate Roles and Skills To Current Course Offerings

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Develop A Common Language

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• 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

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Certification

Simplistic approach• 3 levels• required fundamentals• plus recommended skills

Adaptable• flexible for companies,

big and small• will improve over time

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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

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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.

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Certification Process For Individuals

Covers a 3 Year Period

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3 Certification Levels

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8 Required Learning Programs

15 Required Learning Programs

10 Required Learning Programs

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Individuals

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Certification Order Form

EmployeesIndividuals

CMA Certification Board

Personal Certification Credentials• Current Resume• Current Job Description• Training History / Competency Workbook• Personal professional experience statement• 3 Professional References

Payment

Category Management Association Certification

Individuals 3 Years Record Retention

CMA Certification Board Certifies Individual & Posts Records

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Costs for an Individual’s Certification• Initial costs $800

o $500 individual’s initial personal evaluation fee o $300 Covers 3 years certification updates and data maintenance

• Renewal costso Renewal for an individual’s certification is $300o Covers an additional 3 years, including:

• New training programs completed • Maintaining certification records • Updating certification level

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Training Programs

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Certification Order Form

Manufacturers Training

Companies

Training Course Translation & Evaluation

Certification Board

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Costs For Learning Program Certification• Initial costs

o One Time Certification Evaluation fee is $8,000, covers organization and translation of course content to Learning Program format and cost estimate

o 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 costso 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

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Participating Training Providers

• IRI• Nielsen• CMKG• ROI• Learning Evolution• The Partnering Group• Win Weber Associates

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