category MANAGEMENT
Efficient CM maximizes profitability and customer satisfaction for coffee retailers
BY PAULA TRAPALIS
F
or specialty coff ee retailers who want to educate themselves on the business of category management, there is an
association that gets to the core of this relevant topic. Th e Category Management Association (CMA) helps
professionals connect with peers worldwide and further their expertise with the latest in best practices and certifi cation. Founded in 2004, the CMA is the only organization certifying coursework and individual category management professionals according to recognized industry standards. It encompasses a broad range of strategic insights and planning functions, including Category Management, Consumer Insights,
In-Store Execution,
Merchandising, Space Management, Shopper Insights & Shopper Marketing, Trade Promotion, and Pricing. Specialty coff ee is just one of the myriad
industry segments the CMA can assist. “All retailers, including those who operate coff eehouses and other specialty coff ee businesses, want to maximize
38 | May 2011 • www.specialty-coffee.com
profi tability and shopper satisfaction by optimizing pricing, promotion and assortment,” Donna Frazier, the CMA’s founding director, says. “Successful category management draws on the latest industry trends, leverages available data, and utilizes best-in-class technology from the leading solution providers.” One of the fi rst questions retailers and manufacturers regularly ask is, “Where can I fi nd category management training?” Th eir second question: “Which one is best for me/my company?” Both are asked by training
directors, category management department directors,
sales
directors and consultants who are helping a company reach the next level of strategic competence. Th ese people know that taking formalized coursework is one of the best ways to demonstrate professional commitment to category
management, advance their strategic analysis capabilities and provide value to their trading partners.
