Category Management Knowledge Group

1. Category Management Knowledge Group Overview Presented by: Michelle Patterson (Director of Learning & Training, CMKG)

2. About me (Michelle Patterson) • Director of Learning & Training at Category Management Knowledge Group (www.CMKG.org) • 12 years experience P&G prior to starting at CMKG • Category Management • Sales • Customer Marketing • NA “Train the Trainer” specialist Bridging the Knowledge Gap

3. Category Management Knowledge Group (www.CMKG.org)

6. Certified Associate in Category Management

7. Situation Overview

8. Steps of the CACM Program Webinar 3 Webinar 1 Webinar 2 Webinar 4

9. CMKG’s training library (http://training.cmkg.org)

10. CACM “Homework”

11. Case Study Objective:Completion of a Coffee Category Plan

12. Support during CACM program

13. CACM Program Outcomes = a foundational understanding of category management

14. Benefits of CACM program

15. Advanced Analytics: Assessing Brand Health • Webinar #1 • Measuring Brand Health • Complete Assessment • Baseline versus Incremental • Measuring Baseline drivers • Measuring Incremental drivers COST: $399 USD per participant • Webinar #2 • Lifts and efficiencies by promotional vehicles • Determine if a promotion was effective • Determine optimal price points (regular and promotional)

16. Coming in Late Fall 2009 • ‘Certified Specialist in Category Management’ training program • Intermediate category management training focused on analytics across the sales fundamentals • Intended for individuals with >2 years experience in category management

18. NEXT STEPS • Contact Category Management Knowledge Group at: • Phone: 1+403.547.2376 • E-mail: info@cmkg.org • Access a “free” webinar on “Category Management Overview” to see an example training module (CMKG training library http://training.cmkg.org – sign up for free access)) • Develop a plan to move forward based on you, your team, or your organization’s current needs