© 2007 category management knowledge group presented by: michelle patterson (director of learning...
TRANSCRIPT
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Presented by: Michelle Patterson
(Director of Learning & Training, CMKG)
Overview
Category Management
Knowledge Group
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
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
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Category Management Knowledge Group (www.CMKG.org)
DATA Solutions by
Design
Category Management Knowledge
Group
SpringBoard Data
Management
Category Management
Consulting
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
CMKG Training
Classroom “Live” training
On-Line
“Live” webinars
Recorded videos/
webinars
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
CMKG On-Line Training
Category Management
Training
Certified Associate in Category
Management
Advanced Analytics (Pricing & Promo) (NEW)
Miscellaneous Topics
Software Application
Training
Excel Training (5 topics)
Powerpoint Training
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Certified Associate in Category Management
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Situation Overview
BUSINESS SETTING:• Category Management expertise is a base
requirement within organizations in North America, and a growing one globally
TRAINING CHALLENGE:• Category management is a technical skill that
requires specific hands-on application of techniques; while teams are interspersed across NA or globally, and training is offered infrequently. Result: training & skills gaps
OPPORTUNITY:• Provide a uniform certification in category
management to all new employees in the function delivered by one of the leading experts in the field
Steps of the CACM Program
Overview of CACM Program
1. Category Management
Overview
2. Retailer Strategy
3. Category Definition &
Segmentation
On-Line Quiz (optional) 4. Category Role
5. Category Strategy
6. The Basics About Data
7. Data Sources Overview
On-Line Quiz (optional)
8. Category Assessment
9. Sales Fundamentals
On-Line Quiz (optional)
10. Category Management on
Limited Data
11. Implementing a
Category Management
Plan
12. Final Exam (required)
Hand in Case Study via
Email (required)
CACM Certificatio
n Complete
Web
inar
1
Web
inar
2
Web
inar
3W
eb
inar
4
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
CMKG’s training library (http://training.cmkg.org)
Participants access CACM
webinar recordings
Participants access workshops
Participants access quizzes &
final exam
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
CACM “Homework”
Case StudyRefer to the case study (sent
to you via mail) after each webinar
Plan approx. 60 minutes after each webinar to
complete the Case Study requirements
You need a minimum 80% passing grade on the case
study.
WorkshopsWorkshop
assignments are given from each
webinar
Workshops are not graded, but are beneficial for
recipients
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Case Study Objective:Completion of a Coffee Category Plan
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Support during CACM program
Watch the on-line webinar recordings available in the CMKG training library for review. They are IDENTICAL to the “live” webinars
Review the materials for the respective training modules, in the Study Guide.
Contact CMKG via e-mail ([email protected]) to ask questions (24 hour response time)
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
CACM Program Outcomes
Define category management
Explain the importance of retailer strategies in category management
Segment a category
Assign category roles & strategies
List the data sources and their associated watchouts
Identify the sales fundamentals and their basic measurements
Complete a category overview and action plan
Use a personal roadmap to generate quick wins in category management
= a foundational understandi
ng of category
management
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Benefits of CACM program
Cost effective (base $1500 USD / person)
Sustainable (through training library access) & available “24/7”
Confirmation of foundational understanding of category management
Maintain a certain standard within the organization
Customizable for organizations based on unique needs & categories
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
Advanced Analytics: Assessing Brand Health
Webin
ar
#1
Webin
ar
#2
Measuring Brand Health› Complete Assessment› Baseline versus Incremental
Measuring Baseline drivers Measuring Incremental drivers
Lifts and efficiencies by promotional vehicles› Determine if a promotion was effective› Determine optimal price points (regular and
promotional)
COST:$399 USD per participant
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
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
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
© 20
07
Ca
teg
ory Man
ag
em
en
t Kn
ow
led
ge G
roup
w
ww
.CM
KG
.org
NEXT STEPS Contact Category Management Knowledge
Group at:o Phone: 1+403.547.2376
o E-mail: [email protected]
o 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