Introduction
Marketing activities typically go unnoticed, but they are essential to the efficiency of a company's ability to provide its customers. In one of India's leading industrial organizations, the issue wasn't product innovation or sales—rather, it was making sure their sales and service manpower, spread out all over the country, was utilized to its maximum potential in a fair manner. With over 300 personnel spread pan-India and a major wage settlement discussion approaching, the company needed clarity on workforce productivity, operational efficiency, and true work content.
They turned to Production Modeling India (PMI) for a detailed Work Content Estimation and Manpower Optimization Study focused on their Marketing Operations, covering both sales and service activities.
Client’s Challenge
• Assess and benchmark manpower deployment in marketing-related roles
• Provide data-backed insights for wage settlement discussions with employee representatives
• Identify non-value-added (NVA) activities and reduce inefficiencies across teams
Production Analysis in Car Manufacturing Industry - Case Study
PMI’s Approach
PMI initiated a structured nationwide study:
- Prepared customized data collection formats for uniformity
- Identified key urban and rural sites to represent the company’s geographic spread
- Collected field data via video shooting and live observation
- Analyzed activities into repetitive, non-repetitive, and VA/NVA categories
- Built a master activity sheet, enabling dynamic manpower calculations when process times vary
This approach ensured a detailed, transparent evaluation of how field personnel spent their time and where improvements could be made.
Results & Impact
• With no infrastructure change, productivity improved by 20% and manpower was reduced by 15%.
• By implementing recommended process improvements, productivity increased by 60%, and manpower was optimized by 35%.
• The master activity sheet enabled flexible, data-driven resource planning.
• The company entered wage discussions with confidence, backed by transparent, analytics-based workforce data.
Conclusion
PMI’s study brought structure and visibility to a dispersed and complex function. By uncovering hidden inefficiencies and providing clear manpower metrics, the client is now equipped to manage its marketing workforce with greater control, fairness, and productivity.