Industry Debut: Category Management Training Standards & Certification

1. Industry Debut:Category Management Training Standards & Certification Bob Wong, Del Monte Foods Steering Committee Chair

2. celebration! • The day is here! • some never thought this was possible • Considerable effort • putting structure in place where none existed • defining detail that works for all • All volunteer work • above & beyond work for committee members • 200+ years of collective experience

3. Our Mission Provide the industry with three key deliverables

4. Purpose and Benefits • Standards… • provides common language • identifies education content • Guidelines… • provides framework on structure • as well as skill development • Certification… • ensures proficiency and rigor • recognition and retention

5. Our 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

6. Roles & Skills

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

8. Certification Program Dan Strunk, DePaul University Sub-Committee Chair

9. Certification Evaluation Board • 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

10. Certification Program Definitions

11. Certification Evaluation Scorecard • Category Analyst • 15 required learning programs • Category Manager • 11 required learning programs • Strategic Advisor • 8 required learning programs

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

13. certification process for individuals • Certification submission • Individuals can submit their credentials (resume and detailed training history) directly to the CEB • Companies may also submit employee’s records for certification • Certification process • The process includes verifying employment, training completion and validation of the candidates qualifications. • The CEB will then compare an individual’s experience and training history to the learning scorecard Individuals Manufacturer’s Employees Certification Evaluation Board

14. assessment and Record Maintenance • Assessment • Based on its evaluation, the CEB will certify an individual at the appropriate level on the Scorecard and return the certification to the individual • Individual certification is a cumulative assessment of their experience meaning they are given credit for previous positions on the scorecard • Record maintenance • The CEB will also record the individual’s certification in the CMA database • The CMA will maintain your records for a 3-year period time • Individuals can authorize access to their records as necessary Detailed Training History Category Management Data Base Certification Evaluation Board

15. Certifications Levels for individuals • Certified Professional Category Analyst • (CPCA) • Certified Professional Strategic Advisor • (CPSA) • Certified Professional Category Manager • (CPCM)

16. costs for individual 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 Learning Programs

18. certification process for Programs • Certification submission • Both organizations and 3rd party vendors can submit their learning program(s) for assessment & certification • Certification process • The CEB will assess training curriculum, course materials and testing rigor • Following an on-site visit, the CEB will provide a formal written review either granting certification or providing remedial action Organizations 3rd Party Vendors Certification Evaluation Board Category Management Data Base

19. learning program certification options • By level • most individuals will likely seek certification by level (i.e. CPCA, CPCM or CPSA) • By competency • some will seek across skill sets, especially 3rd party vendors • Entire scorecard • some organizations may elect to certify all learning programs

20. 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.

21. Certification Roll-out • Phase 1: third party vendor certification • remainder of 2009 • establish foundation of certified learning programs • Phase 2: organizations and individual certification • starting 2010 • begin certifying both company training programs and individuals • Annual symposium • stay current with best practices, future trends and technology advancements • renew training standards as appropriate • For further information • contact the Certification Evaluation Board (CEB) certifications@cpgcatnet.org 210.587.7203 extension 33

22. Thank you’sandcertification roundtables

23. Donna Frazier Hope Mandel Thank you! CPG CatNet * also serving on sub-committee