1. Blaine Ross – President – Category Management Association
“The Vision and Future Of Category Management Driving Growth in a Shopper Centric World”
Blaine Ross – President – Category Management Association
October 25, 2017

2. Agenda Category Management Association Overview
Introducing Catman 2.0 the Next Generation Global Initiative
Factors that determine overall success:
People
Data
Technology
Process
Presentation
CPG Industry Retail “Best Practices”
Q & A

3. The CMA, a Professional Association, exists to help our members drive meaningful category and brand growth by building shopper satisfaction and facilitating strategic collaboration between retailers, suppliers and their solution providers.
Certification of professional competence
Sharing of best practices
Encouraging member interaction
Accomplished through:
Talent Development Programs
Driving university engagements
Share Groups
Best Practices Consulting
Hosting the Annual Conference
Publishing the industry e-Newsletter
Releasing industry White Papers

4. Some of the CMA Member Companies Include:

5. Objective: Category Management Discipline Designed To Support - Military Resale Objectives
Delivers Patron Savings
Creates Operational Effectiveness and Reduces Costs
Leverages Supplier Community in Collaborative Environment
Supports Variable Pricing
Delivers Assortment Optimization
Personalization Designed to Create Patron Loyalty

6. Objective: Category Management Discipline Designed To Support - Military Resale Objectives
Enhances Private Label and Branded Strategies
Execute Veterans Online Shopping Benefits
Creates Culture of Innovation and Sustainability
Implement Technologies To Support Business Processes
“Best Practices” Retail Approach

7. Planogram & Space Management
What is the CMA?
To advance professional standards in the practice of category management
The association for companies who want to improve the capabilities of their professionals in:
The only organization that:
Certifies category management professionals through industry- wide standards
Serves as an unbiased central resource for industry information and best practices
Category Management
In-Store Execution & Merchandising
Shopper Insights & Shopper Marketing
Planogram & Space Management

8. Collaborative Category Management Collaborative Category Management
Assortment Optimization
Category Definition
Category Role Development
Consumer Insight
Decision Trees
Distribution
E-Commerce
Collaborative Category Management
Consumer Insights
Financial Metrics
Human Resources
Joint Business Planning
Logistics
Marketing
Merchandising
National Account Teams
Operations
Pricing
Promotion
Research
Sales
Shopper Marketing
Space Management
Store Managers
Supply Chain
Visual Merchandising
Collaborative
Category
Management

9. Weekly Newsletter (No Charge)
CatMan Weekly
e-Newsletter that delivers articles and thought leadership not found on the usual news and trade sites
Additional newsletter features:
Association Highlights
Upcoming Industry Events & Webinars
Tips from Solution Partners
CatMan Training
Retail “In The News” Highlights
Conference Highlights
CatMan 2.0™ Corner
Share Group Meetings
Job Postings

10. Intellectual Property
Webinars
Webinars connect you to the global cateman community
Weekly Based Meetings
Private Discussion Board
Example – Walmart / P & G / JDA – 800 people attended
Insights & Analytics
Shopper Marketing
Space Management
Intellectual Property
Solution Demos

11. Growth Strategy to Serve The Military Resale Community
DIGITAL & E-COMMERCE
The CMA is focused on:
Continuing to grow our offerings to our members,
Launching a retail and consumer professional association which includes:
New functional associations that will focus on advancing the retail and CPG industry with standards and talent development and thought leadership.

12. Focus on Category Management Excellence
Category Management Structure & Process – Key Metrics for Success

13. “Your” Category Management: The 5 Key Choices We All Struggle With
People 1 2 5 3 4
Cat Man Process
Analytic Tools
Data Storage
Presentation
People- Maintain- Expertise- Engage
Data Storage- How to manage and store all of the data?
Analytic Tools- Which ones give me the best Insights?
Cat Man Process- How to Align with Customers
Presentation- How to present to our Customers

14. People Org Structure Roles/Responsibilities Reward/Recognition
The #1 Choice –
Are we investing in our most important resource?
Employee Retention and Recruitment
Org Structure
Roles/Responsibilities
Reward/Recognition
Training
People

15. Using Universities For Category Management Recruitment

16. Some of the Companies Involved in The Certification Development Process

17. Category Management Leadership
Competency
Defines the characteristics (knowledge, skills abilities) required to enable success in performing a specific area of work

18. CMA’s Certification Program Mission
The Certification Program was developed to improve the professionalism of industry talent by:
Establishing industry standards to
Evaluate industry training
Stratify industry talent
The standards and certification are intended to provide direction for the continuing development of employees

19. “The Certification Scorecard”
Simplistic approach
3 levels
required fundamentals
plus recommended skills
Adaptable
flexible for companies, big and small
will improve over time

20. Certification Benefits For The Military Channel
What it means for:
The Individual
Demonstrates mastery of CatMan knowledge & skills
Creates personal competitive advantage
Provides path to career advancement and personal development
The Organization
Creates marketplace competitive advantage
Investment in talent reduces turnover
Ability to evaluate candidates and make informed hiring decisions
Benefits
Acts as a global, common language between academia, retailers, manufacturers, providers & more
Recognized & adopted industry standards
An objective 3rd party evaluation

21. The Changing World of Category Captaincy Leveraging Suppliers, Brokers, and Distributors

22. Insights that deliver the Patron
Need to answer the key questions for Military Resale, Competitors and Brands
Marketplace Analysis
What is happening?
Why is it happening?
How should I respond?
Patron

23. The Category Manager of Tomorrow
Focused on understanding and delivering the changing Shopper
Work to be done
Skills and Technology Needed
Planogram Development
Use tools to cut planogram time in half with better accuracy and results.
Weekly Reporting/Year review
Automated
Shopper and Marketplace
What drive Behavior
Bricks/Mortar
E Com
Pick Up
On Line Shelf ??
New Merchandising Analysis
Digital Offers/Ads
On line Content
Familiar with all New Data Sources
Syndicated and Retailer
HH Panel
E-commerce
Digital Ads/offers/coupons/pricing
Social Data – trends/likes
Analytics to deliver insights to prioritize strategies that deliver shoppers.

24. What Do Retailers Expect from Suppliers?
A knowledgeable Account Team or Rep who is industry certified and understands retailer objectives
Armed with relevant data and research
Providing Key Facts and Shopper Insights
Offering “ Success Models”

25. Retailer first questions to ask their supplier Sales & Category Management Teams
Please tell me the five most important facts or insights that I should know to plan our business together.
Please tell me the most important changes that have occurred in your category since we last talked.

26. 2) Data Warehouse -Are we spending 80 % of our time analyzing …..
Flexible
Fast
Enable
Expandable
Data
Warehouse
….. Or 80% of our time GATHERING.

27. 3) What Is your best and most used analysis tool …
Extraction
Analysis
Data Visual
Predictive
Tools
EXCEL???

28. Category Management –How Does Military Channel Compare
Category Management –How Does Military Channel Compare? Maturity Curve Components

29. Process Cat Man 2.0 Best Practices Customer Defined Pathways
4) Key Process
Cat Man 2.0
Best Practices
Customer
Defined Pathways
Process

30. Presentation Dynamic (on the Fly) Strategies/Tactics Execution
5) Do you stand out ….
Dynamic (on the Fly)
Strategies/Tactics
Execution
Evaluation
Presentation
Or are you trying to power point them to death?

31. The Key Learning’s to deliver Insights
Having the Right Data/Process is solving 40% of the issue.
it gets you to the what…….
Having the Right People/Training is solving 40% of the issue.
it gets you to the why ……
Having the Right Tools/Data Viz is solving 20% of the issue.
It gets the other people to the what and why…..
Then you can focus on “How”

32. Vision & Future of Category Management
CatMan 2.0™
Vision & Future of Category Management

33. Who created CatMan 2.0TM Solution Providers Retailers Manufacturers
Acosta, Brick Meets Click, Decision Insight, Interactive Edge, IRI, JDA, Kantar Retail, Learning Evolution, Market Track, McKinsey Periscope
Retailers
Walmart, Ahold, Eleven, Sam’s, Walgreen’s
Manufacturers
Church & Dwight, ConAgra, Dannon, McKee, Mondelez, Procter & Gamble, Red Bull, Reynolds, Republic National Distributing
CatMan 2.0 has basically been created by the CPG industry, retailers, manufacturers and leading solution providers
Retailer participants were Sam’s, Walmart, 7-Eleven, Walgreens, and Ahold
Manufacturers included Procter & Gamble, Red Bull, McKee foods, Church & Dwight, Dannon, ConAgra, Mondelez, Republic National Distributors and Reynolds Products
Solution Providers were Acosta, Decision Insight, Interactive Edge, IRI, JDA, Learning Evolution, Mckinsey Periscope, and Market Track

34. CatMan 2.0 (17) Key Segments Organizational Design & Development
Internal Alignment
Category Definition & Category Decision Tree
Category Role Development
Assessment “What”
Assessment “Why”
Scorecard
Strategy
Shopper Marketing
10. Assortment & Space 11. Pricing 12. Shelf Merchandising 13. Promotion 14. Deployment 15. Supply Chain 16. ROI 17. E-Commerce

35. CatMan 2.0™ Process Global Industry Initiative

36. What: The End State Vision for CatMan 2.0™
A digital resource offering the latest advancements in category management. CatMan 2.0™ differs from CatMan 1.0 in two important ways: Content & Functionality.
Content differences includes:
Advances in data and analytics
Advances in shopper insights and marketing, need state marketing
Success models and content learning across the process
Enhancements in organizational skills and capabilities
Format and functionality includes:
Organization of a digital CatMan Knowledge Center managed by the CMA
A taxonomy derived from the basic seven step process
A querying and search function
Continuous updating from all CPG community stakeholders

37. ANALYTICS & DATA INTEGRATION
Social Media
UnderstandingThe Patron’s Integrated Path to Purchase?
Relationship Marketing
Deals
Search Engine Optimization
Displays and In-Store Ads
Shopper Marketing
needs & attitudes
pre-shop
media consumption
User and Advocate Created Content
familial legacy
loyalty
shopper type by category
Apps/Shopping Tools
re-purchase intent
recommendation intent
occasion
GAP ANALYSIS
consulting & assessment
CLOSE KNOWLEDGE GAPS
identify right methods & technologies
ANALYTICS & DATA INTEGRATION
RECOMMENDATIONS
CREATE & TEST
family satisfaction
channel choice
product satisfaction
list-building
post-purchase
Shopper’s Path to Purchase
retailer choice
in-store
pack communication
pack standout
store experience
promotions
store dynamics
store atmosphere
signage
Category Review
shopping style
shelf layout
shopping basket
Plan Implementation
point-of-purchase
shopping route
Category Tactics
in-store advertising
Category Definition
CatMan
Category Strategy
Category Role
Category Scorecard
Category Assessment

38. 2018 CMA Conference You Are Invited
Date: May 7th – May 9th
Location: Gaylord Opryland Resort & Convention Center- Nashville, Tennessee
Conference Theme: “Influencing the connected shopper: Integrating insights and analytics to drive growth”

39. Annual CMA Conference The CMA Conference is known for its:
Excellent networking environment
Focus on best practices across multiple categories and channels
Total retail development strategy
What the 2018 Conference Offers
Keynote Speakers
Breakout Sessions
A Speed Networking Event
IP Presentations
Solution Provider Demos
Conference Training Sessions
Networking Receptions
& MUCH more

40. SUMMARY Embrace Catman 2.0 Invest in Training For Your Team
Industry Best Practices “Drive Growth”
Call Category Management Association If You Need Help

41. Thank You for all you do to support our Military Families!
Key Contact Information:
Blaine Ross –President – Category Management Association