Category Management Association Certification Overview

Category Management Association Certification Overview

www.cpgcatnet.org Category Management Association

What is certification?

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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.

A CERTIFIED learning or training program means that the designated program officially fulfills a requirement towards individual professional 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

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

• Leverage cat man and educator expertise

• Define levels of competency• Create framework to evaluate

training

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Our 2 Step Approach: The Certification Sub-Committee

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

3 Certification Levels

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8 Required Learning Programs

15 Required Learning Programs

10 Required Learning Programs

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 (ba sic) Recommended (advanced)

Relational Databases Recommended (ba sic) 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 (ba sic) Recommended (a dvanced)

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

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.

Show Copy of Category ManagementProfessional Standards Document

Certification Process For Individuals

Covers a 3 Year Period

Individuals

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Individuals 3 Years Record RetentionCMA Certification Board

Certifies Individual & Posts Records

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Costs for an Individual’s Certification

• Initial costs $800o $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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Certification Process For Companies

Covers a 3 Year Period

Training Programs

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Certification Order Form

Manufacturers Training Companies

Training Course Translation & Evaluation

Certification Board

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

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Benefits to Certification

• Commitment to employee professionalism • Road map to category management success• Industry leadership• Competitive advantage with trade

Partial Certification Client List

Category Management Association, 210.587.7203 Central time USA

Donna Frazier, President and Managing Director, [email protected]

Blaine Ross, Executive Vice President Global Sales & Marketing, [email protected]

Kevin Costello, Vice President , Business Development, [email protected]

Diane Milanese, Member Resources Director, [email protected]

Anne Kay, Member Networking Director, [email protected]

For more information on member benefits and options, visit www.cpgcatnet.org or email: [email protected]

To learn more about individual or company certification, email: [email protected]

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Questions