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, [email protected]
Lori Castle, Content & Communications 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]
Blaine Ross, Executive Vice President Global Sales & Marketing, [email protected]
Laura Lee Larson, Ed.D., VP Global Education & Certification, [email protected]
To learn more about or request individual or coursework certification, email: [email protected]