Category Management Training Standards & Certification

1. Category Management Training Standards & Certification

2. 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

3. 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

5. Industry RolesMatrix

6. SkillsMATRIX

7. Relating The Roles and Skills Matrices To Current Course Offerings

8. Develop a common language

9. certification • Simplistic approach • 3 levels • required fundamentals • plus recommended skills • Adaptable • flexible for companies, big and small • will improve over time

10. The Category Management Association Certification Program

11. 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

12. Certification Process For Individuals (Covers a 3 Year Period)

13. 3 Certification Levels 8 Required Learning Programs 15 Required Learning Programs 10 Required Learning Programs

14. 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

15. Assessment & Record Maintenance

16. 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

17. Certification Process For Company Training Programs

18. Certification Process For Programs

19. 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.

20. 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

21. Partial Manufacturer Listing • Anheuser Busch • Caravan Ingredients • CCF Brands • Colgate Palmolive • Constellation Wines • Del Monte Foods • Dr. Pepper/Snapple • Goya Foods • Hormel Foods • Georgia Pacific • Kellogg’s • Malt-O-Meal • Mars • Nestle/Purina • Red Bull • Unilever • Whirlpool • Wrigley

22. Discussion

23. Depaul University Category Management Track Partnerships

24. Our Partners Corporate Partners Technology Partners

25. 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

26. Promoting Sales Education

27. 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

28. 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

29. 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

30. How Is Depaul University Different?

31. 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.

32. 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.

33. We Have Size… We are the largest Catholic university and 8th largest private university in the nation 2008 DePaul University Division of Enrollment Management

34. 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

35. 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

36. The Depaul Category Management Track

37. 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.

38. 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

39. DePaul University’s Comprehensive Cat Man Track THE SCIENCE OF RETAILING PRINCIPLES OF CATEGORY MANAGEMENT Curriculum Certification CASES IN CATEGORY MANAGEMENT

40. Science Of Retailing Prof. Jacqueline Kuehl

41. Principles Of Category ManagementDr. Laura Lee Larson

42. Cases In Category Management Prof. Daniel P. Strunk

43. Category Management Track Manufacturer’s Provide The Science Of Retailing Principles Of Category Management Cases In Category Management • Support includes: • Board participation • In class lectures • Mentors • Internships • HQ visits • Financial Support

44. Completion of the course track assures students certification All course relate subject matter to the competency requirements the Category Management Scorecard

45. Partners Make Better Hires We have effectively changed the college recruiting paradigm to: • Provide continuous access to high-potential candidates • Help build diversity • Lower recruiting, training, and turnover costs • Raise retention rates