© 2007 Category Management Knowledge Group Presented by: Michelle Patterson (Director of Learning & Training, CMKG)

© 2007 Category Management Knowledge Group  Director of Learning & Training at Category Management Knowledge Group (  12 years experience P&G prior to starting at CMKG › Category Management › Sales › Customer Marketing › NA “Train the Trainer” specialist

© 2007 Category Management Knowledge Group DATA Solutions by Design Category Management Knowledge Group SpringBoard Data Management Category Management Consulting

© 2007 Category Management Knowledge Group CMKG Training Classroom “Live” training On-Line “Live” webinars Recorded videos/ webinars

© 2007 Category Management Knowledge Group CMKG On-Line Training Category Management Training Certified Associate in Category Management (NEW) Advanced Analytics (Pricing & Promo) (NEW) Miscellaneous Topics Software Application Training Excel Training (5 topics) Powerpoint Training

© 2007 Category Management Knowledge Group

© 2007 Category Management Knowledge Group 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

Webinar 1 Webinar 2 Webinar 3 Webinar 4

© 2007 Category Management Knowledge Group Participants access CACM webinar recordings Participants access workshops Participants access quizzes & final exam

© 2007 Category Management Knowledge Group Case Study Refer 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. Workshops Workshop assignments are given from each webinar Workshops are not graded, but are beneficial for recipients

© 2007 Category Management Knowledge Group

© 2007 Category Management Knowledge Group 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 ( ) to ask questions (24 hour response time)

© 2007 Category Management Knowledge Group Define category management Explain the importance of retailer strategies in category management Segment a categoryAssign 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 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

© 2007 Category Management Knowledge Group Webinar #1 Webinar #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

© 2007 Category Management Knowledge Group  ‘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

© 2007 Category Management Knowledge Group  Contact Category Management Knowledge Group at: o Phone: o o Access a “free” webinar on “Category Management Overview” to see an example training module (CMKG training library – sign up for free access))  Develop a plan to move forward based on you, your team, or your organization’s current needs