Industry Debut:
Bob Wong, Del Monte Foods
Steering Committee Chair
Category Management Standards & Certification
Provide the industry with three key deliverables
General
Guidelines
• Organizational structure
• Typical roles
Defined Skill
Proficiency
• Expected skills sets
• Typical skill progression
Certification
• Establish standards
• Recognition of proficiency
Category Management Standards & Certification
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• 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
Category Management Standards & Certification
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• 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
Category Management Standards & Certification
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General
Guidelines
• Organizational structure
• Typical roles
Defined Skill
Proficiency
• Expected skills sets
• Typical skill progression
Category Management Standards & Certification
• Simplistic approach
– 3 levels
– required fundamentals
– plus recommended skills
• Adaptable
– flexible for companies,
big and small
– will improve over time
Category Management Standards & Certification
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Dan Strunk, DePaul University
Sub-Committee Chair
Category Management Standards & Certification
• 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
Category Management Standards & Certification
A Course
• The most discrete element of a curriculum often
focused on a single category management skill
Learning
Programs
• A single course or a collection of courses that
impart proficiency for a specific category
management competency
Learning
Scorecard
• A matrix that identifies standards for measuring
competency performance at specific experience
levels for category management professionals
Category Management Standards & Certification
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• Category Analyst
– 11 required learning programs
• Category Manager
– 15 required learning programs
• Strategic Advisor
– 8 required learning programs
Category Management Standards & Certification
Category Management Standards & Certification
Certified Professional
Category Analyst
(CPCA)
Certified Professional
Strategic Advisor
(CPSA)
Certified Professional
Category Manager
(CPCM)
Category Management Standards & Certification
• 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
Individuals
Manufacturer’s
Employees
Certification Evaluation Board
– 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
Category Management Standards & Certification
Detailed Training History
Certification Evaluation Board
Category
Management
Data Base
• 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
Category Management Standards & 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
Category Management Standards & Certification
Category Management Standards & Certification
• Certification submission
– Both organizations and
party vendors can submit their
learning program(s) for
assessment & certification
3rd
• 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 Standards & Certification
Category
Management
Data Base
1. By level
– most individuals will likely seek
certification by level
(i.e. CPCA, CPCM or CPSA)
2. By competency
– some will seek across skill sets,
especially 3rd party vendors
3. Entire scorecard
– some organizations may elect
to certify all learning programs
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• 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.
Category Management Standards & Certification
• 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
Category Management Standards & Certification
Category Management Standards & Certification
Donna Frazier
Hope Mandel
Steering Committee
Category
Management
Association
Sub-Committee
Bob Wong
Del Monte Foods
Dan Nosal
Colgate Palmolive
Bob Samples
Hormel Foods
Frank Gambino
Western Michigan Univ.
Brad Anderson
Nestle Purina
Jeff Stachelek
E&J Gallo Winery
Craig Hodnett
Dr Pepper Snapple
Jennifer Kraus
Dr Pepper Snapple
Dan Strunk *
De Paul University
Joe Teller
Swedish Match
Eric Hansen *
Johnson Controls
Kaycee Remick
Kellogg USA
Jeff Inman *
University of Pittsburgh
Laura Lee Larson
Wrigley Jr
Jon Troy
Johnson & Johnson
Lisa Tibey
Hormel Foods
Ken Friedlander
Abbott Nutrition
Rui Zhou
Abbott Nutrition
Steve Zielonko *
Anheuser Busch
Scott Peterson
Del Monte Foods
Tom Bennett
Colgate Palmolive
Steve Likes
Coca Cola N. America
* also serving on sub-committee
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