Issuu

HELLO,

competitive advantage.

Category Management expertise— for catman professionals, by catman experts.

we’re cmkg,

Today’s fiercely competitive environment means that catman professionals need training that begins and never ends. Our blended, steady approach builds a team’s or entire organization’s catman knowledge, skills, and expertise through a proven, step-by-step approach, grounded in both adult learning theory and first-hand catman experience.

the first, and most-trusted name in catman training. sue nicholls (cpsa)

President and Founder, started her

career at Procter & Gamble, leading the Canadian Category Management team, and eventually consulting with clients worldwide. She observed a pattern around the lack of foundational knowledge in the field and began designing foundational training for category management professionals. In 2005, Sue launched Category Management Knowledge Group (cmkg), dedicated to providing targeted training solutions for individuals and organizations.

ty snaith (cpsa)

Director of Student Services, gained

significant sales experience in retail sales, key accounts, and then in account management at Procter & Gamble. He then worked at Nestlé as an account manager for Safeway. Ty joined the team at cmkg in 2006, bringing with him significant experience in category management and sales. He leads cmkg’s student support team, responsible for coaching and teaching students as they complete their custom training programs.

michelle patterson

(cpsa) Director of Training and Development, also began her career path at Procter & Gamble, where she gained combined expertise in the interconnecting areas of category management, trade marketing, sales, and corporate training. She joined the team at Category Management Knowledge Group in 2009, combining her strengths in category management, training, and facilitation, and empowering clients to realize their category management strategic objectives.

shelley fox (cpca)

Implementation Manager, helped

roll out the cmkg e-learning center, a comprehensive, stateof-the-art eLearning environment. Additionally, Shelley develops the structure and processes for corporate clients, creates custom plans based on each client’s unique needs, and works with key stakeholders to ensure that all training requirements are being met.

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JOIN US,

on a journey to category management knowledge, skills, and expertise. A successful journey to catman expertise begins with insightful guides.

In an ever-changing competitive landscape, catman professionals need far more than short-term classroom experiences or isolated eLearning courses can deliver. As the first training firm accredited by the Category Management Association, the first provider of retailerfocused certified content, and the first trainers to become Certified Professional Strategic Advisors, you’ll find knowledge, skills, and expertise every step of the way when you choose Category Management Knowledge Group (cmkg). You not only gain the benefits of our collective expertise, grounded in the practice of category management for global companies, you’ll be able to tap the collective expertise of a growing community of experts and professionals—whenever or wherever you need them.

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Training created for catman professionals, by certified catman experts.

Industry veterans and visionaries, Sue Nicholls and Michelle Patterson, after seeing first-hand the recurring gaps in foundational knowledge in the category management field, decided to develop accredited training for catman professionals of all levels that is best in class, while offering accessibility and flexibility for teams or entire organizations based on needs and budgets. cmkg’s unique training model, the Continuous Learning Path™, addresses short- and long-term training needs with a proven step-bystep process that yields measurable results. They have also leveraged the knowledge and experience of their combined networks to bring clients best practices and approaches for related topics, all delivered in a single environment, the cmkg e-learning center. (See Page 8 for Details.)

CPSA

CPCM

CPCA Advanced Analytics: Relativity

Bring together skill areas and competencies in pricing, promotion and efficient assortment techniques. From this, a multi-faceted approach to a category health assessment is developed. Learn how to calculate volume thresholds for product assortment, pricing and promotion. From this, the core business drivers can be identified for both sources of volume, and subsequent opportunity identification.

Fact Based Selling

Create a presentation that focuses on a fact-based selling approach. Rather than presenting just data, learn how to present insights from the data. Next, add these fact-based insights into a presentation that has both logic and flow. Learn how to consider the conditions, needs, limitations and opportunities of their “customer” (either internal or external), and align your presentation to this situation.

Space Management Fundamentals

Strategically understand shelf space (without the technical requirements). Learn about different retailer shelf strategies, including how to maximize shopper friendliness, minimize out of stocks, minimize excess inventory, maximize profit mix and maximize private label placement. Also, learn about other important inputs that are required to complete successful space management projects. Terms and calculations covered include linear feet, fixture sizes, facings, shelf capacity, inventory turnover, space productivity, and lost sales.

Leveraging Data for Advanced Shelving Solutions

Learn best practices for designing practical shelving recommendations that simplify the shopping experience and optimize category sales and shelf productivity. There is no technical or planogram requirements in this course. Learn advanced skills that leverage space management automation and efficiencies. Assess a diaper planogram based on reports provided in a workshop. The last part of the course focuses on cluster- and store-specific planograms, and some of the considerations that could help you make a decision on store-specific planograms.

Store Clustering Through Store Level and Geodemographic Data

Use store level data to evaluate category performance and in-store execution and create store clusters and measure before/ after performance. Effectively use geodemographic and behavioral data by products and retailers, to identify product demand by store and zip or postal code. Calculations include demand index, product demand index, and sales index.

Understanding and Marketing to Your Shopper

Shopper Marketing is being touted as the category management of the future. This course gives an in-depth overview of understanding the consumer and shopper, their needs, and their behavior beyond the basics, and beyond the category level. Retailers and suppliers need to realize how the big picture of shopper marketing works, and ensure that they have the strategies and plans in place to set themselves up for success in future shopper marketing endeavors. “Path to purchase”, shopper trip missions, and shopper segmentation are covered. Then, learn about in-store marketing to shoppers across different stimuli.

Retailer Economics and the Product Supply Chain

Learn and practice some of the more common retail math and inventory calculations. Many retailers have sophisticated computer programs that perform many of the retail math calculations, but for both retailers and suppliers, it’s important to understand how this “retail math” works. It’s also critical to understand how a retailer’s financial statement works, what drivers the overall results, and the most common retail math calculations that tie in to the results. Income statements, balance sheets, cost of goods sold, shrink, gross margin, gross margin %, markup and markdown, and breakeven point are included in the course. The second half of the course focuses on the product supply chain for the retailer, and covers inventory turnover, inventory days on hand and GMROI .

Understand the key dimensions that need to be balanced in effective supply chain management. Different types of supply chains are reviewed, as well as the different types of supply chain strategies for both retailers and suppliers (including “efficient” and “responsive” supply chains). Learn about the three supply chain flows (information, product and financial), and how they each relate to the supply chain. Forecasts, inventory levels, order placement, product specifications, general conditions of grade, invoices, order tracking, order delivery methods, product return flows, credit terms, accounts receivable and product pricing/invoicing are covered.

Strategic Selling

Understand the benefits of collaboration and strategic planning and acquire skill sets that help you negotiate for win-win solutions as well as develop a plan that supports achieving the stated goals.

Collaborative Business Planning

Acquire key skills that enable effective collaboration between partners. Learn how partnerships provide a structure to organize, plan and implement mutually beneficial ideas. Understand joint business planning in detail, identifying a framework from which joint business planning should be completed. Learn the key skills to become a more consultative category professional and more effective in solving your customer’s key business issues.

Strategic Supply Chain Management

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CPCM

Help free up your time in your current category management role, so you have time to move on to the more strategic, breakthrough work. Once understanding of category management is confirmed, create an activity diary, and capture the percent of time spent against each of tactical, administrative and strategic activities. Then, learn to work smarter in some of their administrative and tactical work, and set targets and strategies that will allow you to focus on more strategic work. An 8-step analytic project plan and a sample critical path are shared.

Building PowerPoint and Presentation Skills

Build skill base in technical and tactical functionality of PowerPoint and presentation skills. By understanding the fundamentals of PowerPoint, participants become more efficient and effective in developing effective, succinct and impactful presentations. The presentation skills included in this course allow participants to take their great PowerPoint presentations, and effectively present them to either internal or external audiences. This course is broken into 2 distinct parts, first focusing on PowerPoint skills, then on presentation development and delivery.

Building Excel Skills

Access a set of mini Excel courses that start “basic” and move up to “advanced” topics. All of the data examples used in these courses are appropriate to category management work. Learn to maximize Excel skills across a broad range of topics, and they also benefit from the applied category management learnings provided in these courses. Topics reviewed include Range Names, Dynamic Range Names, Absolute and Relative References, Basic Formula Writing, Custom Formats, Custom Lists, Text Functions and VLOOKUP and HLOOKUP formulas.

Building Data Competency: Panel Data

An in-depth look at third party consumer panel data, including how it is derived, commonly used measures, and examples that maximize its potential. Household panel data is one of the primary data sources required to do category management work. Provide a clear picture of consumer behavior so retailers, sales and marketing professionals can continually adjust strategies to focus on consumer dynamics that drive category and brand performance. Understand details of key consumer purchase behavior measures, interaction data and demographics.

Building Data Competency: POS Data

Get an in-depth look at retail POS data, including retailer and third party scanned sales data. Learn how it is derived, and understand key measures and definitions that relate to POS data. Trends, out of stocks, sales and profitability, distribution and shopper insights will be reviewed in retail POS data, so that participants learn how to maximize its potential. This includes calculations like Calculate shelf capacity, comp stores, gross margin, markup, initial markup, markdown, and margin.

Measuring Category Health (Baseline and Incremental Drivers)

Complete a category health assessment, including an exploration of internal and external influences and understand baseline and incremental sales volume, drivers and measures. Address important questions related to category health, including those associated with consumers, trends, the economy, competition and tactics associated with winning segments and brands. A SWOT analysis captures important strengths, weaknesses, opportunities and threats in the category health. Calculations include seasonality index, quadrant analysis, baseline sales and incremental sales measures, tactics % change results, temporary price reduction, and shopper measures.

Efficient Assortment: A Step-by-Step Process

Efficient assortment is the analytical process that fits within product assortment, and within the category management framework which enables the other steps within the category management plan. Learn about retailer assortment strategies, and the importance of understanding these strategies before moving into any type of assortment work. Then, learn the steps to complete a manual assortment project, which provides a foundation from which you can either build your own assortment capabilities, or better understand the assortment tools being used in your organization. In this course, basic and intermediate techniques of assortment analytics are reviewed.

Pricing Strategies and Analysis Techniques

Part 1 of this course reviews retailer strategies that relate to pricing, including price setting definitions, and price rules for the retailer, including details on how prices are set, promotional and new product pricing, based on things like gross margin % or markup %, MSRP , competitive pricing and psychological pricing strategies. The second half of the course captures a variety of advanced pricing analytic techniques, including breakeven point, correlation and price regression, activity based costing and slope. Learn many different techniques used to assess retailer pricing.

Promotion Analysis Techniques

Promotion is a key driver of incremental sales, as well as a point of differentiation for retailers. Learn what promotion means for retailers, from both a marketing perspective, as well as a promotion/flyer program perspective. They will learn how retailer promotion planning and execution is completed, and the things that can impact the outcome of a promotion. Promotional assessment is completed, including looking at the incrementality of the promotion, promotional price, ad space and positioning, display support, seasonality and competition. Calculations include lift factor, subsidized sales, incremental sales, correlation and regression analysis, pantry loading, cannibalization, return on investment, and breakeven point.

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CPSA

CPCA Increasing Your Effectiveness in an Analytical World

IDENTIFY gaps

APPLY knowledge to

before they become advantages for your competitors.

boost retention and gain or strengthen skills.

LEARN in a context

where the knowledge is useful and relevant.

MASTER topics

through discussion, and ongoing advice.

Knowing where you’re going has a lot to do with where you start. To determine the best training solution for a team or organizations, the first step is to assess where gaps in knowledge, skills, and expertise exist—individually and across teams or entire organizations. ur online needs assessment is O an accessible, cost-effective tool that measures critical areas of performance for individuals. If your organization’s needs are uncertain, our Decision Tree (Page 5) can help team leaders and management determine the best path. Either way, you can utilize our post assessment that documents learning progress and next steps.

cmkg Continuous Learning Path™

Learning happens differently for everyone, at different times, and under varying circumstances.

Using new knowledge and skills to your advantage is something you only gain through hands-on practice.

Becoming an expert takes time and frequent interaction with professionals and experts.

That’s why we provide a wealth of learning tools, reference materials, and resources, including our industry-leading eLearning videos, industry-specific glossary, hands-on study guides, quick overview tips, and practical how-to tutorials— all located in a single environment.

To ensure that teams and organizations are ready for the challenges they will face, we include workshops and downloadable notes as part of even our most economical training option. Case studies, webinars, and live training sessions are other options for our corporate clients looking for even more hands-on practice.

You can be assured that choosing cmkg means that you are in the best possible company. Not only will you receive phone or email support from our cma-certified experts, you’ll have the collective power of a growing community of catman professionals at your fingertips.

No more searching for materials from last month’s training session, or scouring your desk for references. The cmkg e-learning center is accessible 24/7 and gets better by the day with growing resources and an interactive glossary.

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ARE YOU READY?

Your journey begins in three short steps. 1. Choose cmkg courses or cmkg programs for teams or entire organizations based on your training needs, objectives, and budget. See Page 5 2. Select cmkg components to enhance learning throughout training, or to target specific gaps. See Page 6. 3. Where required, modify, adapt, or create custom options to ensure compliance with organizational goals and objectives. See Page 7. {4}

Category Management Overview

An overview of the Category Management process, this course provides a base understanding of the category management process from start to finish, giving details on each of the key steps. Complete a workshop where you classify your organization, competition, clients and categories in tiers based on data availability, sophistication, resources and customer requirements.

Retailer Strategy

Increase understanding of what is included in a retailer’s overall strategy and the importance of being able to understand and articulate the strategy (from both a retailer’s and supplier’s perspective). Retailer strategy has a significant impact on category management, and needs to be defined across different buckets, including retail format, target consumer, competitive environment and private label or no name. Each of these areas will be reviewed in detail. A hands-on workshop allows you to define the strategy for a specific retailer that you either work for, or that is your client.

Category Definition and Segmentation

Learn to define a category from the consumer’s point of view. How the category is defined affects the tactics, or how the category is merchandised, priced and promoted. Once the category is defined, it needs to be segmented based on a consumer decision tree. This sets up the category for effective analysis based on how the consumer shops the category. Key steps and varying methods are explored in completing these steps of the Category Management process.

Category Roles

A comprehensive understanding of the importance of the category roles for retailers, based on the purpose of the category for a specific retailer. Learn how assigning a category role to each category allows retailers to strategically lay out their store based on the roles. It will also explain the impact that different role assignments can have on the category tactics (4 Ps: pricing, promotion, placement, product availability).

Learn how retailers can take category roles one step further, by assigning strategies to each category. These strategies help the retailer to define the purpose of each category in the store, beyond the category role. The strategies consider how the consumer shops, the image of the retailer, and the competitive nature of the categories. Understand how these category strategies dictate more detail surrounding the tactics that relate to each category.

A solid foundation of important things to consider when using data, including properly citing references; using proper analytic techniques; only presenting relevant data, etc. It includes an 8-step analytic process that helps to plan out an analytic project before completing an analysis project, to save time and effort, and have a more successful outcome. Obtain an overview of the different types of standard data (including retail POS , retail measurement data, consumer panel data and “other” data). There is emphasis on how all data sources are collected. Within each data source, the strengths & watch outs are identified, along with some basic measures available from the data source.

Category Strategies

Understanding and Using Data

Completing a Category Assessment

Category Tactics and Analytics

CPCA

CPSA

We offer courses that meet or exceed industry standards, ensuring learning at foundational, intermediate and advanced levels. Courses and their descriptions are listed in the table below, as well as their relationship to earning each of the three cma certification levels (cpca, cpcm, and cpsa).

CPCM

CMKG COURSES

Learn how to complete a category assessment that includes “most” and “least” developed brands and segments, highest and lowest growth brands and segments, and benchmarking concepts. Complete workshops that give you the opportunity to review a category assessment and complete observations. This course includes the calculations for Category $ Share, $ Sales % Change, Absolute Sales Change, Share Pt. Change, Retailer Share of Market, and Index vs. All Sales Share (ACV ). Review each of the tactics, or “4 P s” (product assortment, product placement, pricing and promotion). Each tactic’s definition, measurement, and basic analytics are included. Specific calculations for “Share per Item”, “Item Share”, “Wtd Distribution”, “Sales per Point of Distribution”, “Shelf Share”, “Feature Share”, “Gross Margin”, “Penny Profit”, and “Avg. Unit Price vs. Avg. Tonnage Price” are included.

Category Management Meaningful insights into maximizing data in a limited data environment. Participants will review different report layouts and perspectives, based on limited data in different areas of the business abd learn about the importance of a trust on Limited Data between retailer and strategic trading partners in order to be successful in a limited data environment. Complete the course with examples that you can take back to your desk as examples. Tactics will also be included in the analytics, with suggestions on how to gather and analyze the data for meaningful insights.

Develop and Implement Learn the last, and most important step of the category management process. After all of the category management work is done and the category plan is complete, successful execution of the plan in stores is critical to the success of the entire a Category Plan plan. This course gives examples of what is included in a category plan, and also explains the important considerations to ensure successful execution of the plan at store level.

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Introducing our e-learning center, the one and only place to achieve and maintain competitive advantage. www.cmkgelearningcenter.org

PROPRIETARY, CERTIFIED TRAINING

Everything you’ve come to expect from cmkg in an integrated, self-paced environment. COMMUNITY-BASED DISCUSSION

Join in discussions in our catman student community and access a panel of experts, all in an anonymous, protected environment to address questions and new problems as they arise. DYNAMIC, GROWING RESOURCES

Get just-in-time training through an evergrowing library of catman tips, documents, and interactive glossary. INDUSTRY NEWS Keep up to date with

current trends and hot issues, including social media updates for up-to-the-minute issues, information, and tips. CALENDAR OF LEARNING EVENTS

Webinars, live training, and discussions keep you connected with experts in the field.

Accessible learning opportunities are around every corner—at any time of the day.

Successful training strategies integrate with your needs and should be enjoyable and fun. You can access almost all of our training (except for live training sessions) through the cmkg e-learning center, which means that you and your team can always be learning. Our cmkg e-learning center is the result of our desire to create online training that is customized based on our clients’ needs. The result translates into an effective, efficient way to deliver category management training—a reliable, state-of-the-art environment with every convenience. Knowing we have the best technical solution means that you can focus on learning and we can focus on the content that provides the best possible category management learning experience.

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cmkg delivers training in the ways that

meet your organization’s needs and budget.

The foundation of our commitment lies in your ability to achieve your goals—in learning and in the work that you do. Experience has taught us that flexibility and sustainability are key characteristics of successful category management training approaches for teams and organizations. When you access the cmkg e-learning center, with industry-leading category management content, up-to-date, accurate, and value-added resources, you can be assured that expertise will grow and expand over time and as your needs and team change. There is no other training solution that meets your needs today and in the future. We look forward to the challenge of meeting your unique needs and expectations.

cmkg programs & courses are both robust and budget-sensitive for teams or entire organizations.

Choose which of our training solutions suit you, your budget, and your long-term objectives once you’ve established your training needs. If you or your organization are looking for a foundational, intermediate, or advanced level of catman knowledge, skills, and expertise, a cmkg certification-based program may be your best option. Every one of cmkg’s 29 courses are accredited and meet every cma requirement for becoming a Certified Professional Category Analyst (cpca), Certified Professional Category Manager (cpcm), or Certified Professional Strategic Advisor (cpsa). Required courses for each certification-based program are listed on Page 7.

If you are unsure of which training option is right for you, consult our Decision Tree (below), or contact us to help you develop a solution that meets your unique goals and objectives.

Following is a summary of our certification-based programs, each of which can be purchased at the Standard+, Premium, or Elite Level. CPCA (Certified Professional Category Analyst) Provide solid understanding for your organization, creating common language and approach for category management. Meets 10 of 10 cma learning requirements to achieve the cpca at cmkg’s Standard+, Premium, or Elite Level. CPCM (Certified Professional Category Manager) Develop both strategic and practical skills as a Category Manager. Meets 15 of 15 cma learning requirements for achieving the cpcm, plus foundational understanding of the cpcm at the Standard+, Premium, or Elite Level. CPSA (Certified Professional Strategic Advisor) Go beyond the category and focus on strategy and collaboration. Meets all cma learning requirements for achieving the cpsa at the Standard+, Premium, or Elite Level. CORPORATE SITE LICENSE Provide truly unlimited learning for an entire team or organization with a site license from cmkg. Ask us for details!

Certification-Based Program Pricing CPCA

standard+ $891 9 courses

premium elite $1,440 $1,600 - - - 12 courses - - -

CPCM*

$2,277 $3,000 $3,400 23 courses - - - 24 courses - - (*cpca requirements included )

CPSA

$792 $1,050 $1,450 - - - - - - - - 8 courses - - - - - - - -

ALL-COURSE PROGRAM

$2,499 $3,800 $4,200 - - 29 courses, removing overlap - -

Cost is based on individual purchase. Group discounts and site license options are also available for Standard+, Premium, and Elite Level. For more information on cmkg courses, and which certification-based programs they are associated with, see page 7. For a full list of courses with descriptions, see pages 9–11. {5}

enhances learning, and facilitates mastery.

You can be assured that students gain both strategic understanding and practical skills— even at CMKG’s most economical level. Included

premium

elite

(individual and organization)

knowledge- and skill-building

in our Standard+ Level, is a robust set of components that help students consolidate knowledge, acquire skills, and master topics. Adding additional components (at either the Premium or Elite Level) can reinforce and deepen learning for your team or organization. Components can even be created or modified to include client-specific materials.

Every corporate program is assigned a cmkg Implementation Manager who tracks the entire program and individual progress. You’ll receive regular student status reports and program updates based on organizational needs and work with our Student Services team to help keep individual students on track. The following table, describes each component and identifies which are provided at the Standard+, Premium, and Elite Level. standard+

cmkg components target specific gaps,

E-LEARNING VIDEOS— Access our state-of-the-art online cmkg e-learning center, where you complete all courses and testing. Length of term is based on level purchased.

Up to 3 mos

1 year

APPLICATION-FOCUSED WORKSHOPS— Hands-on, highly interactive workshops that apply skills learned in the course. Also available as downloadable resources in the cmkg e-learning center.

DOWNLOADABLE RESOURCES— Download fill-in-the-blank notes for each course that are completed throughout each eLearning course. These notes increase focus and retention that keep students engaged and positive.

GAME CENTER— Practice skills and test knowledge on category management subjects in a fun and interactive way.

LIBRARY AND LIVE GLOSSARY— Access just-in-time training resources through our growing library of training, tips

INDUSTRY NEWS— Keep current on trends and hot issues, including social media updates for up-to-the-minute issues,

COMMUNITY-BASED DISCUSSION— Join in category management related discussions with our entire student community of like-minded professionals, and access our “panel of experts”, all in an anonymous, protected environment.

PRINTED STUDY GUIDE— Use a custom printed study guide which includes a program and course-specific overviews, reference materials, workshops, and fill-in-the-blank notes.

LIVE DISCUSSION WEBINARS— Meet in a virtual classroom, ask questions, generate discussions, work through examples, and provide a checkpoint to ensure they are staying on track with their progress as they complete their program(s).

LIVE TRAINING WEBINARS— Access 6 additional training webinars (provided on specified dates) that focus on different category management related topics.

and an interactive glossary. information and tips.

CASE STUDIES— Apply new knowledge and skills through a case study for each of the three certification levels. Complete the case and (optionally) present the results to peers and cmkg advisors. Clients can select standard cmkg case studies or they can be customized based on client needs.

VALUE-ADDED COURSES— Additional cmkg courses that focus on “Becoming More Effective in An Analytical World”

EMAIL SUPPORT— Certified professionals answer questions, provide perspective, and give support as students complete courses.

PHONE SUPPORT— Certified professionals and a Client Manager, assigned at the beginning of the program, provides enhanced phone support over and above email support when necessary.

CLASSROOM TRAINING— Available at an additional fee to supplement purchased program. Classroom training can be held at the beginning or end of a structured training program and may include lectures, custom workshops, discussion groups, and case study presentations. This is a highly effective option to wrap up a program for a large group, and produces many “aha” moments for individuals and organizations.

optional

PROGRAM SCHEDULING AND KICKOFF— A critical tool for any eLearning program, program scheduling and kickoff are provided at all Levels (Standard+, Premium, Elite). May be customized to include program details and corporate objectives.

CUSTOM CONTENT— Our training program content matches industry-standards, however any or all of the learning components listed above can be customized for client-specific needs or requests, ranging from resource document additions to custom content— ensuring that both budgetary and learning objectives are met.

optional

DEDICATED IMPLEMENTATION MANAGER— Organizations are provided a cmkg Implementation Manager who tracks your program and progress, and sends regular student status reports and program updates based on your specific needs.

optional

add-ons

(organization)

support

(organization)

support

(individual)

and others that will be included over time, such as “The Path to Insights” and more.

To suit team or organizational needs, modify our programs by adding, removing, or creating courses and/or components.

You can truly have it all with CMKG, because we know that what you need is what you need. cmkg’s certification-based programs reflect the most common approaches in the industry and a robust educational approach, at each level. At the analyst level, choose Standard+ to meet role requirements, or upgrade to Premium or Elite and ensure full category management education. At the manager level, our program includes a full education that also meets analyst-level requirements. At the advisor level, choose Elite and provide a robust strategic planning tool in the form of a case study.

Each certification-based program may be modified to meet your specific needs, including client-provided supplemental reference documents, and/or custom-designed supplemental course materials (workshops, case studies, modifications to existing eLearning videos, eLearning course design and development). Customized Programs may also include live training (webinars or classroom). Custom content can also be developed to meet organization-specific requirements or specific learning goals. Contact cmkg for a proposal.

Following is a breakdown of costs based on modifications to courses, programs, or components. CMKG COURSES Single or Bundled courses

No surcharge

Addition of client-provided supplemental resources and/or reference documents

No surcharge

eLearning Course Design and Development CMKG COMPONENTS eLearning Workshop or Case Study

Modified eLearning Video

Live Training (webinar or classroom)

Certified Professional Category Manager

CERTIFICATIONBASED PROGRAM COURSE LISTING Certified Professional Category Analyst

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Category Management Overview Retailer Strategy Category Definition & Segmentation Category Roles Category Strategies Understanding and Using Data Category Tactics and Analytics Building PowerPoint and Presentation Skills Building Excel Skills Completing a Category Assessment, Premium and Elite Levels only Category Management on Limited Data Premium and Elite Levels only Develop and Implement a Category Plan Premium and Elite Levels only

$$$

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Category Management Overview Retailer Strategy Category Definition & Segmentation Category Roles Category Strategies Understanding and Using Data Completing a Category Assessment Category Management on Limited Data Category Tactics and Analytics Develop and Implement Category Plan Building PowerPoint and Presentation Skills 12. Building Excel Skills 13. Building Data Competencies: Panel Data 14. Building Data Competencies: POS Data Certified Professional Strategic Advisor

1. Retailer Strategy 2. Increasing Your Effectiveness in an Analytic World, Elite Level only 3. Building Data Competencies: Panel Data 4. Efficient Assortment: A Step-by-Step Process

15. Measuring Category Health (Baseline & Incremental Drivers) 16. Efficient Assortment: A Step-by-Step Process 17. Pricing Strategies and Analysis Techniques 18. Promotion Analysis Techniques 19. Advanced Analytics: Relativity 20. Fact Based Selling (Retailer version: “Fact Based Presentations”) 21. Space Management Fundamentals 22. Store Clustering Through Store Level and Geodemographic Data 23. Retailer Economics and the Product Supply Chain 24. Increasing Your Effectiveness in an Analytic World Premium and Elite Levels only 5. Leveraging Data for Advanced Shelving Solutions 6. Understanding and Marketing to Your Shopper 7. Strategic Supply Chain Management 8. Strategic Selling 9. Collaborative Business Planning

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To suit team or organizational needs, modify our programs by adding, removing, or creating courses and/or components.

Following is a breakdown of costs based on modifications to courses, programs, or components. CMKG COURSES Single or Bundled courses

No surcharge

Addition of client-provided supplemental resources and/or reference documents

No surcharge

eLearning Course Design and Development CMKG COMPONENTS eLearning Workshop or Case Study

Modified eLearning Video

Live Training (webinar or classroom)

Certified Professional Category Manager

CERTIFICATIONBASED PROGRAM COURSE LISTING Certified Professional Category Analyst

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

$$$

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

1. Retailer Strategy 2. Increasing Your Effectiveness in an Analytic World, Elite Level only 3. Building Data Competencies: Panel Data 4. Efficient Assortment: A Step-by-Step Process

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Let’s stay in touch!

Category Management Knowledge Group (cmkg) provides targeted training solutions for teams or organizations that realize a lasting return on investment by addressing the differing strategic needs and perspectives of both retailers and manufacturers. Industry-leading, accredited training is available as individual courses or entire programs, both of which are accessible 24/7 through our state-of-the-art eLearning environment.

Sue Nicholls (cpsa)

President and Founder sue @ cmkg.org 587.387.2124

Michelle Patterson (cpsa)

Director of Training and Development michelle @cmkg.org 289.644.2410

www.cmkg.org 1.855.548.2376 toll-free | 289.644.2410 toronto home office: suite 26, 5440 fourth st nw calgary, alberta, canada t2k 1a8 info@cmkg.org

Category Management Knowledge Group (cmkg) is a global training organization based in Canada, with training solutions accredited by the Category Management Association to meet or exceed accreditation standards across a full range of topics.