Category Management Association Meeting 8/18

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? 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 • www.cpgcatnet.org • 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 www.cpgcatnet.org

6. Visit our Category Management Association Website at www.cpgcatnet.org 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 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. 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. 26-28, 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… • 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

20. Roles & Skills

21. Relate Roles and Skills To Current Course Offerings

22. Develop a common language

23. certification • Simplistic approach • 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 8 Required Learning Programs 15 Required Learning Programs 10 Required Learning Programs

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

29. Assessment & Record Maintenance

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

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 $ 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. • The cost for recertifying people will be $300.00 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 30-45 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 U Dayton Illinois State U Conn Indiana Ohio Selling Power Top University Sales Education Programs 2008

45. We Are Diverse… Undergraduate business enrollment of 4,719 Students • Minority Students • African American 5.0 % • Asian-Pacific 13.8 % • Hispanic-Latino 14.3% • Native American 0.2% • Multi-Ethnic 0.6% • Other/Unknown 11.1% • Total Minority 45.0% • 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 BUSINESS ANALYTICS & CREATING CUSTOMER VALUE FUNDAMENTALS OF SALES & NETWORKING 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