© 2007 Category Management Knowledge Group
www.CMKG.org
Presented by:
Michelle Patterson
(Director of Learning & Training, CMKG)

› Category Management
› Sales
› Customer Marketing
› NA “Train the Trainer” specialist
© 2007 Category Management Knowledge Group
www.CMKG.org

Director of Learning & Training
at Category Management
Knowledge Group
(www.CMKG.org)
12 years experience P&G prior
to starting at CMKG
Category
Management
Knowledge
Group
Category
Management
Consulting
DATA
Solutions
by
Design
© 2007 Category Management Knowledge Group
www.CMKG.org
SpringBoard
Data
Management
Classroom
“Live”
training
“Live”
webinars
On-Line
Recorded
videos/
webinars
© 2007 Category Management Knowledge Group
www.CMKG.org
CMKG
Training
Certified Associate
in Category
Management
Advanced
Analytics (Pricing &
Promo) (NEW)
Miscellaneous
Topics
CMKG On-Line
Training
Software
Application
Training
Excel Training (5
topics)
Powerpoint
Training
© 2007 Category Management Knowledge Group
www.CMKG.org
Category
Management
Training
© 2007 Category Management Knowledge Group
www.CMKG.org
BUSINESS SETTING:
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
© 2007 Category Management Knowledge Group
www.CMKG.org
• Category Management expertise is a base requirement
within organizations in North America, and a growing
one globally
1. Category
Management
Overview
7. Data Sources
Overview
2. Retailer Strategy
6. The Basics About
Data
On-Line Quiz
(optional)
5. Category Strategy
10. Category
Management on
Limited Data
On-Line Quiz
(optional)
Webinar 4
3. Category
Definition &
Segmentation
Webinar 3
On-Line Quiz
(optional)
Webinar 2
Webinar 1
Overview of CACM
Program
4. Category Role
8. Category
Assessment
CACM
Certification
Complete
9. Sales
Fundamentals
11. Implementing a
Category
Management Plan
Hand in Case
Study via Email
(required)
12. Final Exam
(required)
Participants
access CACM
webinar
recordings
Participants
access quizzes &
final exam
© 2007 Category Management Knowledge Group
www.CMKG.org
Participants
access
workshops
Case Study
Plan approx. 60 minutes after
each webinar to complete
the Case Study requirements
You need a minimum 80%
passing grade on the case
study.
Workshop
assignments are
given from each
webinar
Workshops are not
graded, but are
beneficial for
recipients
© 2007 Category Management Knowledge Group
www.CMKG.org
Refer to the case study (sent
to you via mail) after each
webinar
Workshops
© 2007 Category Management Knowledge Group
www.CMKG.org
Review the materials for the
respective training modules, in the
Study Guide.
Contact CMKG via e-mail
(info@cmkg.org) to ask
questions (24 hour response time)
© 2007 Category Management Knowledge Group
www.CMKG.org
Watch the on-line webinar
recordings available in the CMKG
training library for review. They are
IDENTICAL to the “live” webinars
Define category management
Explain the importance of retailer strategies in
category management
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
understanding
of category
management
© 2007 Category Management Knowledge Group
www.CMKG.org
Segment a category
Cost effective (base $1500 USD / person)
Confirmation of foundational understanding of
category management
Maintain a certain standard within the
organization
Customizable for organizations based on
unique needs & categories
© 2007 Category Management Knowledge Group
www.CMKG.org
Sustainable (through training library access) &
available “24/7”
Webinar #1
Webinar #2
Measuring Brand Health
› Complete Assessment
› Baseline versus Incremental
COST:
$399 USD per
participant


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)
© 2007 Category Management Knowledge Group
www.CMKG.org

‘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
© 2007 Category Management Knowledge Group
www.CMKG.org

© 2007 Category Management Knowledge Group
www.CMKG.org

o Phone: 1+403.547.2376
o E-mail: info@cmkg.org
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
© 2007 Category Management Knowledge Group
www.CMKG.org
Contact Category Management Knowledge
Group at: