This document discusses incentives for managers and executives at DuraCoats Pvt. Ltd. It describes how Gambhir Kumar, a sales manager, overachieved his sales targets but was dissatisfied with only receiving a fixed salary without commission. The company head tasked regional managers with designing an incentive program to motivate sales managers and ensure the long-term growth of the organization. The case study aims to understand the importance of fixed versus variable compensation and different types of short- and long-term incentives for managers.