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Manufacturing
White Paper
Targeted Sales Incentive Management
for Automobile Manufacturers:
Building the Required Capabilities
About the Authors
A V Krishna Rao
Business Consultant, Manufacturing Innovation and Transformation Group (ITG), TCS
Krishna has over 18 years of industry and consulting experience with major automotive
OEMs. His experience includes diverse areas such as customer experience management
in the sales and marketing function, order management, dealer management, warranty
management, automotive finance, insurance, and analytics. Having extensively worked
with various OEMs, he is an expert in incentive management.
Krishna holds a Bachelor of Engineering Degree in Mechanical Engineering and a
Management Degree from Xavier Labor Relations Institute (XLRI), Jamshedpur.
Akshay Jadhao
Business Analyst, Manufacturing Innovation, and Transformation Group (ITG), TCS
Akshay has extensive consulting experience in customer experience management and
business process modeling for large manufacturing clients. He has in-depth knowledge
in dealer incentive management, manufacturing excellence, and supply chain
transformation business processes.
Akshay is certified in Production and Inventory Management (CPIM) from APICS, USA.
He is also a Six Sigma Green Belt (CSSGB) and a certified professional in Programmable
Logic Controller (PLC) and Supervisory Control & Data Acquisition (SCADA) Automation.
Apart from holding a Bachelor of Technology degree in Instrumentation, Akshay holds a
Management degree from the Indian Institute of Management, Kozhikode.
Targeted incentive management is increasingly becoming a high focus area for most
automotive Original Equipment Manufacturers (OEMs) today Automotive manufacturers in
the US spend an astounding 45 billion USD per annum on incentives. Targeted incentive
capabilities for dealers result in the right offer being made for the right model mix in the right
market. OEMs need to leverage targeted incentive capabilities as a strategic tool to gain a
competitive advantage in the automotive retail market and increase the volume of vehicles
sold, while maintaining the same overall incentive expense.
A targeted incentive management application is required to overcome operational
complexity resulting from acquiring superior levels of flexibility, intelligence, and targeting
capability in automotive incentive management. This will result in a more effective utilization
of the incentive fund — the savings potential can be so substantial that OEMs can break even
in the very first year of operations.
This white paper describes a targeted incentive management framework and also dwells
upon some important aspects of automotive incentive management.
Contents
The Incentive Cost Challenge
7
Acquiring Targeted Incentive Management Capabilities
7
Building Intelligence Capabilities in Targeted Incentive Management
8
Building Targeted Incentive Execution Capabilities
10
Primary Capability
10
Advanced Capability
10
Framework for Achieving Targeted Incentive Capability
11
Targeted Incentive Management Process Overview
13
Incentive Program Design
13
Incentive Launch
15
Incentive Validation and Payment
15
Analytics
Data Mining
16
17
Big Data in Incentive Management
17
Incentive Management Capability Maturity Model
18
The Way Forward
19
The Incentive Cost Challenge
Incentives in the automotive industry play a significant role in the marketing mix of most OEMs. Apart from
sweetening a deal, incentives allow OEMs to customize pricing as a response to demand and supply fluctuations
in the market. The incentive amount per vehicle is a function of historical data, inventory levels, market elasticity of
demand, and product pricing.¹
In the US market alone, auto makers spend billions of dollars on incentives. Latest trends indicate that the
percentage of vehicles covered by incentives is growing². Considering the dollar spend on incentive management,
this area is fast becoming a high focus area for most automotive OEMs.
Automotive OEMs equipped with targeted incentive management capabilities are better placed to get favorable
returns for their incentives. In our experience, the savings potential is so substantial that some OEMs break even
on the investment in the first year of operations.
Acquiring Targeted Incentive Management
Capabilities
OEMs today need to leverage targeted incentive capabilities as a strategic tool to gain a competitive advantage in
the automotive retail market and increase the volume of vehicles sold. While doing this, however, they must be
watchful about maintaining the same overall incentive expense.
Typical challenges that drive OEMs to acquire targeted incentive management capability include:
n
Lack of flexibility in generating a large number of scenarios with
incentive costs calculated by the system to arrive at the most optimal mix
of incentive scenarios within the given constraints
n
Lack of ability within the incentive management system to target a
specific segment of vehicles, customers, geographies, or a mix of these
n
Lack of comprehensive analytics and data mining capabilities
Incentives are now an
essential ingredient in the
sales promotion recipe of
automotive OEMs and are
considered to be qualifiers
more than differentiators
¹Design Incentives, Incentives and the Automotive Industry (2005), accessed May 1, 2013, http://www.incentivecentral.org/pdf/incentives_and_auto_ind.pdf
²CNW Research, Retail Automotive Summary (Mar 2013), accessed May 1, 2013, http://automotivedigest.com/wp-content/uploads/2013/03/Retail-Automotive-SummaryMarch-2013.pdf
7
Targeted incentive management capabilities entail acquiring intelligence and execution capabilities
as depicted in Figure 1.
Acquiring Targeted Incentive
Management Capabilities
Intelligence
Capability
Execution
Capability
Helps in identifying and selecting
targets within the budget constraints
Equips the user with capability to target
the segment at all desired granularity level
with customized incentive schemes
Figure 1: Acquiring Target Incentive Management Capabilities
Building Intelligence Capabilities in
Targeted Incentive Management
In our experience, the savings
potential is so substantial that
OEMs can break even on the
investment in the very first
year of operations
Incentive management systems are complex enterprise applications that
extensively interface with several other key internal and external enterprise
applications, and should ideally allow a seamless flow of information across
the incentive management value chain. In many OEMs, incentive management systems merely work as workflow
management systems – building intelligence into such systems can result in better planning of incentive schemes.
An effective incentive management application typically includes the following capabilities:
1. Generates incentive program scenarios using a scenario generator
2. Calculates incentive cost for any given scenario based on production planning inputs and penetration rates,
and compares the costs with allocated budgets across car models, geographies, and time period
3. Builds business intelligence into the system using a business rule engine, enhancing the system's predictive
capabilities
4. Provides a large variety of incentive types for launching various incentive programs
8
5. Plans and tracks the yearly budget (Budget Planner)
6. Interfaces with key enterprise applications to gather real-time process and business data
7. Acts as a decision support system, leveraging analytics, data mining and big data capabilities
8. Enables close integration between modules
Close integration between the various incentive modules enables a seamless flow of information across the
incentive management value chain, as depicted in Figure 2.
inistration and S
Adm
e cu
m
rity
ste
y
S
Design
Planning and Budgeting of
Incentive Scenarios,
Scenario Generation,
Taking Approvals
Analytics
Datamart,
Dashboards, Geo
Mapping, Ad Hoc
Reports, Data
Mining, Provide
Inputs for Scenario
Generator
Launch
Incentive
Management
System
Creation of
Incentive Program
Documents,
Communication to
Stakeholders
Accounting
Payment Reconciliation,
Posting of Expenses
to Financial System
Validation and
Payment
Qualification of Dealer
Claims, Payment
to Dealers
Figure 2: Seamless Flow of Information across the Incentive Management Value Chain
[3] Wired, Fiat releases details of first ever crowd-sourced car (Aug 2010), accessed Aug 1, 2013, http://www.wired.co.uk/news/archive/2010-08/18/fiat-mio
9
Building Targeted Incentive Execution Capabilities
Primary Capability
Primary targeted incentive capability comprises the ability to filter by slight
variations in model, customer geography, and dealer geography for any
given time period. This enables the OEM to design customized incentive
schemes for a specific model or model year (right up to option code and
color) with either a specific customer geography (even a ZIP code) or a
specific dealer geography (right up to the dealer code) (Figure 3).
Primary targeted incentive
capabilities can be acquired
by building a high degree of
granularity for model
year/customer geography/
dealer geography
Advanced Capability
Advanced targeted incentive capability can be achieved by integrating the incentive management system with the
Customer Relationship Management (CRM) system (to build customer-facing incentive programs) and by
integrating dealer systems (to build dealer-facing incentive programs). This is depicted in Figure 3.
With advanced capability, building a specific program becomes much easier as it merely involves setting the
parameters in the system. The system in turn builds the incentive program by fetching the relevant data from the
CRM database. Some scenarios are listed below.
Advanced Targeted Capability System with Intelligence
Customer Facing Offer
Primary Capability
Customer Filter
Dealer Facing Offer
Dealer Filter
Vehicle
Filter
Loyalty
offersCustomers Conquest Events
and
who
OffersGeographic
bought Vehicle ExhibitionsTargeting
Direct Mail two or exchange Detroit
Auto
Campaigns more OEM offers to
Show
for a
vehicles in owners of
Country
selected list the past competing handRegion
raisers
of customers 10 years
brand
Geographic
Targeting
Brand
Make
Model Line
Model Year
Model Code
Trim Body
Style
Drive Train
Engine
Transmission
Option Code
Exterior Color
State
District
City
Colony
Zip Code
CRM Integration
Customer Demographic Profile
+
Extended Targeting Opportunities
Advanced Capability: Integration with CRM gives the ability to target
a specific customer segment
Incentive
Duration
Flexibility
Country
Region
State
District
City
Colony
Zip Code
Dealer
Category A, B and C
tiered
dealers in
particular
district
RatingsTop 10
dealers
in the
latest
balance
scorecard
ratings
Inventory
OfferingDealers with
more than
30 cars in the
inventory
for more than
2 months
Dealer System Integration
Dealer Profile / Category / Size
Extended Targeting Opportunities
Advanced Capability: Integration with Dealer System
gives the ability to target a specific Dealer Group
Intelligence System Support
Figure 3: Targeted Incentive Management – Advanced Capability
10
CRM Integration – Customer-Facing Offers for Advanced Targeted Incentive Capability
1. Loyalty offers for customers who bought two or more vehicles from the OEM in the past 10 years
2. Conquest offers for customers who own a competing brand car that is over four years old
3. Incentive offers for auto show 'hand-raisers' (leads)
4. Direct mail campaign to customers: A list of customers that be generated on a parameter (or a mix of
parameters) such as demographic profile. For example, the offer might target high-net-worth customers
above a certain income level or young customers below a certain age level or high-net-worth young women.
Based on the data, the list is queried from the CRM system and an incentive program is created for this
specific customer segment.
Dealer System Integration – Dealer-Facing Offers for Advanced Targeted Incentive Capability
1. Incentive programs based on specific dealer category such as A, B, C category: The category is defined
by the size of the city or the size of the dealership.
2. Incentive programs based on dealer ratings: for example, specific incentive programs for Top 100 dealers
in balanced scorecard rating
3. Inventory offerings: Incentive schemes targeted to dealers with non-moving stocks of a particular
model. Based on stocks of the model at dealerships, the system calculates the incentive cost outflow to
help plan the scheme.
Based on the data, a list of targeted dealers is queried from the dealer system database and an incentive
program is created for this specific dealer segment.
Framework for Achieving Targeted Incentive Capability
Planning, launching, and managing incentive schemes with high levels of granularity is a complex activity. The
incentive management system needs to handle high level of functionality and complex logic along with extensive
workflows.
An end-to-end incentive management application is necessary to increase process automation and accuracy of
information. The application should cater to the entire lifecycle of all incentive types applicable to new vehicles.
A comprehensive targeted incentive management framework, as shown in Figure 4, provides the basic building
blocks for the implementation.
The framework must be conceptualized to enable a seamless flow of real-time, accurate, and relevant information
across enterprise applications. A business rule engine, coupled with the availability of relevant real-time
information, helps the system respond intelligently beyond just performing workflow management tasks.
11
The key drivers of as well as barriers to implementation of an effective incentive management system
are indicated in Figure 4.
OEM Third Party Interfaces
OEM Internal Interfaces
Vehicle
Customer
CRM
Production
Planning
Vehicle
Registration
Inventory
PIN Codes
Competitor
Incentive
Schemes
Drivers
n
n
Incentive Design
Planning for
Various Incentive
Types
Scenario Generator
Generate Targeted
Incentive Scenarios
with specific
granularity levels
Launch
Validation and
Payment
Accounting
Selection of Mode
of Distribution
Receiving Claims
Setting up
Payment
Controls
Selection of
Recipients
Receiving claim
supporting proof
Posting of
information
expenditure into
finance system
Generation of
Program
Documents
Validation of
information
Accounts
Reconciliation
Business Plan Creator
Payment
Generation of
Reports
System Administration and Security
Security
Audit
Analytics
Regulatory
Reporting
Analytics
Data Mining
Integration Framework – FTP / Web Services / Others
%
Operational
Reporting
OEM Third Party Interfaces
System
Administration
Accessories
Coupons
Information
n
Program Approval
(Final) and Launch
Third Party
Verification
n
Incentive
Approvals
Dealership
Sales Force
Training
n
Lack of Standardization
across Geographies in
formats like Vehicle
Hierarchy,
Geographical
Hierarchy, Dealer Class,
Single Sign on access,
Taxation and Legal
Requirements,
Business Calendar
Cycles (FY vs Model Yr).
Lack of Standardization
in incentive types or
incentive programs
Differences in Incentive
Program Structures.
Differences in
Currency, brand,
language etc.
Dealer
Portal
Grouping of
scenarios.
Comparison of
Incentive Program
Cost vs. Budget.
Barriers
n
Financial
System
n
A
System
OEM Internal Interfaces
n
Management
Captive
Finance
Company
n
Incentive
Dealer
n
Competitive
Advantage due to
Targeted Incentive
Capability
Significant
Improvement in
Process Automation,
Speed & Accuracy of
Information
Improved
Communication with
Dealers and Customers
Improved Analytical
capability
Mitigation of risk
associated with
complex incentive
programs calculations
manually
Prevent Revenue
leakage
External
B2C
Websites
Legal Document
Generator
Operational
Data Store
Datamart
Figure 4: Targeted Incentive Management Framework
12
Targeted Incentive Management Process Overview
Figure 5 elaborates the process overview of a state-of-the-art targeted incentive management system in a
connected enterprise.
Incentive Program Design
The system should have the following capabilities:
n
Improve planning: The system should enable the OEM to plan incentive budgets for any time period. Flexible
scenario generators can generate several incentive scenarios at required levels of granularity. Mining and
analysis of historical data to spot historical trends and co-relations also helps in the effective design of incentive
programs.
n
Effective design of finance or lease schemes: Many incentives are passed on to the customer as finance or lease
schemes. The system should enable the user to design an effective finance or lease scheme for the customer by
providing historical information on loan tenure and customer credit ratings. For example, the system should be
able to provide information on the customer demographics/spread and the interest rates based on tenure and
credit rating based on similar schemes run in the past. The system should enable the user to allocate different
subvention amounts to different tenure or credit rating segments and should also have finance/lease sandbox
facility which gives the field users or regional managers the flexibility to tweak the incentive schemes within the
defined constraints.
n
Improved cost projections: The system should factor in production planning data and historical penetration
rates in order to project the incentive cost. The system should be able to analyze the incentive cost across
geography, model, time periods, or a combination of these.
n
Better decision-making: The system should facilitate comparison of various incentive programs across timelines
for better decision making. It should allow executive management to make decisions quickly online by allowing
the submitted incentive programs to be approved, rejected, or put on hold.
The system utilizes production
planning data and historical
penetration rates for similar
incentive programs, to project
the incentive cost.
13
Data Mining
n
n
Analytics
Analyze current Incentive Programs
Data mine historical Data for spotting
patterns, trends, correlations, Spatial
Data Mining etc.
Payments
Claim Validation by
OEM
Posting
information to
Financial System
Claims
Scenario Generator
Scenario2
Accounting
and Reconciliation
Scenario2 Scenario7
Scenario1
Vehicle Retail
Delivery Report
Scenario1
Scenario1
Scenario2
Generation of Targeted
Incentive Scenarios with
specific granularity levels
for Model / Geography /
Time Period / Customer
Segment / Dealerselations,
Spatial Data Mining etc.
Dealer files Claims
with OEM
Third Party
Verification
REJECTED
Communication of
Rejections to
Dealers
Reports
Incentive Passed on by
Dealer to Customer
Customer approaches Dealer for
vehicle purchase and
incentive
Customer gets information
of the incentive scheme
Iteration
Check if Cost of Incentive
Scenarios is exceeding
budget. If yes, the
scenarios need to be
modified suitably in an
iterative process.
Dealer checks eligibility
of vehicle / customer
for incentive scheme
B2C Websites
Generation and
Approval of Program
Documents
Approval of Executive
Management
emails
Dealer gets information of
the incentive scheme
Incentive Program Launch
Communication of
Incentive related Information
with Customers / Dealers /
Finance Companies / Other
Stakeholders
Portals
Figure 5: Targeted Incentive Management Process Overview
14
Incentive Launch
The incentive management system should have an automated document generation capability to facilitate the
program document creation and distribution process. The launch of the incentive program is the first functional
area for incentive administration. It serves the following purposes:
n
Allows building of customized target lists for a particular incentive program
n
Allows users to create program documents with selected or uploaded templates
n
Distributes the right program documents to the right audience at the right time at the right place through the
chosen mode of distribution
Incentive Validation and Payment
The classification of various incentive types and their validation methodology is given in Table 1.
#
Incentive
Group
Incentive Type
1.
Cash and
Target
Incentives
Cash
Basic cash Incentives for customers and dealers. Payment
made after sale of the specified vehicle
Sales TargetBased
Volume-based incentives for dealers
PerformanceBased
Incentives paid to dealers based on ranking on a certain
criteria such as sales or balance scorecard scores; also
includes incentives paid directly to dealer sales executives
or managers on achievement of targets
Finance
Incentives triggered by the finance company include
This is a two-step process
Annual Percentage Rate (APR), lease, special discounts, etc. where notifications from the
financial institution are
validated in the system
using retail receipts, and the
payment is made to the
beneficiary.
2.
Finance
Incentives
3.
Third Party Claims-Based
Incentives
Incentive Claim Validation
Methodology
Incentives for which claims have to be submitted to get
benefits, such as customer loyalty programs, coupons,
certificates, etc.
Simple one-step validation
process. Data sent by the
dealer in the form of New
Vehicle Retail Delivery
Report or Retail Receipts is
processed and paid.
Third-party incentives are
either handled by or routed
through third-party vendors
for validation. Verification is
done by checking vehicle
registration details or calling
up the customers.
Table 1 : Classification of Incentive Types and their Validation Methodology
15
Figure 6 depicts the incentive type classification on the basis of the process flow and incentive award. Direct and
indirect multi-entity processes, depicted in the last row of the figure, aid or complete the overall validation and
payment function. These include dispute resolution, registration status, adjustments, etc. Stacking of various
incentive programs can be achieved by building business rules in the rule engine.
Dealer
Communication
Financial/
Third Party
Incentives
Third Party
Agencies
Cash &
Target
Incentives
Retail
Delivery
Report
Financial
Incentives
Retail
Delivery
Report
Third Party
Incentives
Retail
Delivery
Report
Validation &
Approval
DirectIndirect
Multi-Entity
Processes
Requests &
Queries
Requests &
Notifications
IMS Engines
Processing
Claims
Qualification
on the basis
of Payment
Information
& Sales type
Notification &
Contract
Details
Enterprise
Level
Transaction
Financial
Transactions
Credit/Debit
for Audit
Purpose
Disputes/
Adjustments
Miscellaneous
Legends
Process Flow
Actor
Processes
Figure 6: Incentive Validation and Payment
Analytics
The purpose of having an analytics solution is to increase and improve the OEM's ability to obtain, analyze, and
report on incentive data generated during the lifecycle, as well as on other incentive program-related information
coming from external systems and data sources.
This calls for a data mart, as well as a robust reporting and analytics framework. These components allow access to
historical incentive-related data for executive dashboards and comprehensive reporting on all aspects of incentive
management and compensation process.
An analytics solution for the incentive management system should have features such as dashboards, data mining,
and geo-mapping reports.
16
Data Mining
Data mining requirements are met using exploratory data analysis, statistical technique, and simulation models.
We believe the following solutions for customer segmentation and profiling will improve an organization's
understanding of its customers, as well as their purchasing and response behavior, to make incentive programs
more effective.
n
Predictive modeling: Develop various predictive models to find out the customers (within different customer
segments) likely to respond to the incentive programs. This will help target the right customer with the right
incentive program and will improve the overall return on investment.
n
Fraud identification: Mitigate payments or services to fraudulent claims by constructing data driven strategies.
n
Attribute identification: Identify the key attributes of vehicle models that help in increase in sales.
n
Pattern recognition functionality: Find patterns and develop classification schemes for data in very large data
sets. This will help determine previously unknown or unexpected relationships between incentive management
factors and other incentive indicators (such as incentive spend and profitability).
n
Geo-spatial data mining: Search for and analyze relationships and patterns between data elements and
geographic components. For example, in case of a mispricing in the market, a geo-spatial data mining algorithm
can be developed to look for inherent spatial groups in the point data and assign customers to geographically
similar areas.
Big Data in Incentive Management
Big Data can help automotive companies achieve the desired sales and revenue targets by helping users make the
right decisions and thereby optimizing incentive spends. Increased competition, social media consumption, and
advance analytical techniques make Big Data an obvious choice for automotive manufacturers.
Big Data helps build intelligence into the Incentive Management System, thereby aiding manufacturers to make
the right decisions, not just on the basis of monthly or yearly data but also by using a number of internal and
external data sources with direct inputs from consumers and dealers. As can be seen in Figure 7, the Big Data
capabilities of the automotive industry for dealer and customer incentives have a lot of scope for growth.
Big Data helps build
intelligence into an Incentive
Management System,
facilitating effective decisionmaking, something that wasn't
possible a few years ago.
17
Analytical Capability
Automotive Value Chain
Procurement
Product Development
Finance
Un-explored
Big Data
Capability
in Future
Marketing
Logistics
Dealer & Customer
Incentives
Warranty
Very
Weak
Weak
Minimum
Threshold
Average
Strong
Very
Strong
Legends
Below Threshold: Yet to emerge as
Competitive Advantage
Above Threshold: Emerged as
Competitive Advantage
Figure 7: Big Data in Incentive Management (Source: TCS Internal Research)
Incentive Management Capability Maturity Model
The Incentive Management System will vary depending on the maturity level of the existing incentive
management capabilities in an OEM. Four levels of maturity are defined and depicted at the Incentive Management
Capability Maturity Model shown in Figure 8. As an OEM moves up these levels, its incentive management maturity,
capability, and performance improve, whereas the risks associated with incentive management reduce.
18
IMCMM
Incentive Management Capability Maturity Model
Incentive Management IT Systems Maturity
High
Level 4
Incentive Management Performance
Incentive Management Capability
Incentive Management Maturity
Level 3
Low
Business Intelligent
Incentive Management
System with Analytics,
Incentive Scenario
Generation and Targeted
Incentive Capabilities
Level 2
Automated Workflow
Management, Limited
Interfacing Capability
Leading to Lack of
Information Availability
Level 1
Basic Incentive
Management Programs
and Procedures
Advanced Data Mining
Capabilities, Decision
Support System for proper
Incentive Planning, Early
Warning System for
Incentives Programs not
giving desired results
Advanced Capabilities
Low
Extended Capabilities
Enhanced Capabilities
Incentive Management Risk
Basic Capabilities
High
Incentive Management Process Maturity
Figure 8: Incentive Management Capability Maturity Model
The Way Forward
A state-of-the-art targeted incentive management system is vital for optimizing the incentive offerings and gaining
a competitive advantage. Quite a few automotive OEMs have already started upgrading their existing legacy
systems because the savings potential is huge. A framework can help perform a quick, detailed gap assessment of
the existing system and benchmark it against industry best practices. This will help unearth hidden areas of
improvement opportunities.
19
About the Manufacturing Solutions Unit
Global manufacturers are trying to reduce operational expenditure, invest in process improvement,
utilize existing capacity optimally and increase efficiencies, while maintaining product quality and
meeting safety and regulatory norms. TCS' Manufacturing Solutions provide you the bandwidth to
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We believe in leveraging learning from across the segments in developing business solutions. Be it in
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