“ T he Vision and Future Of Category Management Driving Growth in a Shopper Centric World”

1. “The Vision and Future Of Category Management Driving Growth in a Shopper Centric World” Blaine Ross – President – Category Management Association October 25, 2017

2. Agenda • Category Management Association Overview • Introducing Catman 2.0 the Next Generation Global Initiative • Factors that determine overall success: • People • Data • Technology • Process • Presentation • CPG Industry Retail “Best Practices” • Q & A

3. The CMA, a Professional Association, exists to help our members drive meaningful category and brand growth by building shopper satisfaction and facilitating strategic collaboration between retailers, suppliers and their solution providers. Accomplished through: • Talent Development Programs • Driving university engagements • Share Groups • Best Practices Consulting • Hosting the Annual Conference • Publishing the industry e-Newsletter • Releasing industry White Papers Certification of professional competence Sharing of best practices Encouraging member interaction

4. Some of the CMA Member Companies Include:

5. Objective: Category Management Discipline Designed To Support - Military Resale Objectives Delivers Patron Savings Creates Operational Effectiveness and Reduces Costs Leverages Supplier Community in Collaborative Environment Supports Variable Pricing Delivers Assortment Optimization Personalization Designed to Create Patron Loyalty

6. Objective: Category Management Discipline Designed To Support - Military Resale Objectives Enhances Private Label and Branded Strategies Execute Veterans Online Shopping Benefits Creates Culture of Innovation and Sustainability Implement Technologies To Support Business Processes “Best Practices” Retail Approach

7. What is the CMA? To advance professional standards in the practice of category management The association for companies who want to improve the capabilities of their professionals in: The only organization that: • Certifies category management professionals through industry-wide standards • Serves as an unbiased central resource for industry information and best practices

8. Collaborative • Category • Management

9. Weekly Newsletter (No Charge) CatMan Weekly • e-Newsletter that delivers articles and thought leadership not found on the usual news and trade sites • Additional newsletter features: • Association Highlights • Upcoming Industry Events & Webinars • Tips from Solution Partners • CatMan Training • Retail “In The News” Highlights • Conference Highlights • CatMan 2.0™ Corner • Share Group Meetings • Job Postings

10. Webinars • Webinars connect you to the global cateman community • Weekly Based Meetings • Private Discussion Board • Example – Walmart / P & G / JDA – 800 people attended Space Management Shopper Marketing Insights & Analytics Solution Demos Intellectual Property

11. Growth Strategy to Serve The Military Resale Community • The CMA is focused on: • Continuing to grow our offerings to our members, • Launching a retail and consumer professional association which includes: • New functional associations that will focus on advancing the retail and CPG industry with standards and talent development and thought leadership. DIGITAL & E-COMMERCE

12. Focus on Category Management Excellence Category Management Structure & Process – Key Metrics for Success

13. “Your” Category Management: The 5 Key Choices We All Struggle With People 1 Presentation Data Storage 5 2 4 3 Cat Man Process AnalyticTools

14. The #1 Choice – Are we investing in our most important resource? Employee Retention and Recruitment

15. Using Universities For Category Management Recruitment

16. Some of the Companies Involved in The Certification Development Process

17. Category Management Leadership Competency Defines the characteristics (knowledge, skills abilities) required to enable success in performing a specific area of work

18. CMA’s Certification Program Mission The Certification Program was developed to improve the professionalism of industry talent by: • Establishing industry standards to • Evaluate industry training • Stratify industry talent • The standards and certification are intended to provide direction for the continuing development of employees

19. “The Certification Scorecard” Simplistic approach • 3 levels • required fundamentals • plus recommended skills Adaptable • flexible for companies, big and small • will improve over time

20. Certification Benefits For The Military Channel What it means for: The Individual • Demonstrates mastery of CatMan knowledge & skills • Creates personal competitive advantage • Provides path to career advancement and personal development The Organization • Creates marketplace competitive advantage • Investment in talent reduces turnover • Ability to evaluate candidates and make informed hiring decisions Benefits • Acts as a global, common language between academia, retailers, manufacturers, providers & more • Recognized & adopted industry standards • An objective 3rd party evaluation

21. The Changing World of Category Captaincy Leveraging Suppliers, Brokers, and Distributors

22. Insights that deliver the Patron Need to answer the key questions for Military Resale, Competitors and Brands Patron

23. The Category Manager of Tomorrow Focused on understanding and delivering the changing Shopper

24. What Do Retailers Expect from Suppliers? A knowledgeable Account Team or Rep who is industry certified and understands retailer objectives Armed with relevant data and research Providing Key Facts and Shopper Insights Offering “ Success Models”

25. Retailer first questions to ask their supplier Sales & Category Management Teams Please tell me the five most important facts or insights that I should know to plan our business together. Please tell me the most important changes that have occurred in your category since we last talked.

26. 2) Data Warehouse -Are we spending 80 % of our time analyzing ….. ….. Or 80% of our time GATHERING.

27. 3) What Is your best and most used analysis tool … EXCEL???

28. Category Management –How Does Military Channel Compare?Maturity Curve Components

29. 4) Key Process

30. 5) Do you stand out …. Or are you trying to power point them to death?

31. The Key Learning’s to deliver Insights • Having the Right Data/Process is solving 40% of the issue. • it gets you to the what……. • Having the Right People/Training is solving 40% of the issue. • it gets you to the why …… • Having the Right Tools/Data Viz is solving 20% of the issue. • It gets the other people to the what and why….. • Then you can focus on “How”

32. CatMan 2.0™ Vision & Future of Category Management

33. Who created CatMan 2.0TM • Solution Providers • Acosta, Brick Meets Click, Decision Insight, Interactive Edge, IRI, JDA, Kantar Retail, Learning Evolution, Market Track, McKinsey Periscope • Manufacturers • Church & Dwight, ConAgra, Dannon, McKee, Mondelez, Procter & Gamble, Red Bull, Reynolds, Republic National Distributing • Retailers Walmart, Ahold, 7-Eleven, Sam’s, Walgreen’s

34. CatMan 2.0 (17) Key Segments • Organizational Design & Development • Internal Alignment • Category Definition & Category Decision Tree • Category Role Development • Assessment “What” • Assessment “Why” • Scorecard • Strategy • Shopper Marketing 10. Assortment & Space 11. Pricing 12. Shelf Merchandising 13. Promotion 14. Deployment 15. Supply Chain 16. ROI 17. E-Commerce

35. CatMan 2.0™ Process Global Industry Initiative

36. What: The End State Vision for CatMan 2.0™ A digital resource offering the latest advancements in category management. CatMan 2.0™ differs from CatMan 1.0 in two important ways: Content & Functionality. Format and functionality includes: • Organization of a digital CatMan Knowledge Center managed by the CMA • A taxonomy derived from the basic seven step process • A querying and search function • Continuous updating from all CPG community stakeholders Content differences includes: • Advances in data and analytics • Advances in shopper insights and marketing, need state marketing • Success models and content learning across the process • Enhancements in organizational skills and capabilities

37. UnderstandingThe Patron’s Integrated Path to Purchase? Shopper Marketing pre-shop needs & attitudes Social Media Relationship Marketing Search Engine Optimization Apps/Shopping Tools User and Advocate Created Content media consumption recommendation intent pack communication product satisfaction re-purchase intent family satisfaction pack standout promotions signage loyalty familial legacy shopper type by category Deals occasion Displays and In-Store Ads shelf layout retailer choice list-building channel choice Category Review Plan Implementation shopping style Category Assessment Category Definition Category Role Category Strategy Category Tactics shopping basket store atmosphere shopping route store experience store dynamics in-store advertising Category Scorecard Shopper’s Path to Purchase post-purchase in-store point-of-purchase CatMan

38. 2018CMA Conference You Are Invited • Date: May 7th – May 9th • Location: Gaylord Opryland Resort & Convention Center- Nashville, Tennessee • Conference Theme: “Influencing the connected shopper: Integrating insights and analytics to drive growth”

39. Annual CMA Conference The CMA Conference is known for its: • Excellent networking environment • Focus on best practices across multiple categories and channels • Total retail development strategy What the 2018 Conference Offers • Keynote Speakers • Breakout Sessions • A Speed Networking Event • IP Presentations • Solution Provider Demos • Conference Training Sessions • Networking Receptions • & MUCH more www.catman.global/events/annual-conference

40. SUMMARY Embrace Catman 2.0 Invest in Training For Your Team Industry Best Practices “Drive Growth” Call Category Management Association If You Need Help

41. Thank You for all you do to support our Military Families! Key Contact Information: Blaine Ross –President – Category Management Association bross@cpgcatnet.org 630-927-7473