Force Computers India - Bringing forth a world leader

The Background

Force Computers India, a wholly owned subsidiary of Force Computers Inc. is part of the Solectron Corporation, a Fortune 500 entity with revenues of US$20 billion. The company had been present in India through another name since 1997 and had been growing its Indian presence steadily since.

The Brief

The company’s Indian management knew that since India was not a market but only a development resource, high-profile visibility would have its own costs. And at the same time it needed to have certain level of visibility as the embedded talent was sought after and availability was limited. They were keen on us achieving this without too much focus on the Indian management team or the head.

Our Recommendations

After reading through the brief we realized that in the immediate future there would be no major events or developments to focus on and we need to identify some area which would allow us to get some visibility till the time the big one happens. This became more important as the Indian management team was not keen on them being profiled or spoken about.

We hit upon localizing some of the international releases of Force as a solution. Primarily on products and new launches by Force for the embedded market though Force itself was not directly present in India and the country was too small a market for its products.

What we actually did?

Step1

• Did a series of localized releases at the rate of one every 6 weeks sent to all target publications
• We even proactively worked on innovative information like their Global head donating US$1 million for the Gujarat Earthquake relief to channel them as releases

Step 2

• The big event happened in the form of the launch of their new development center which we handled completely
• We did a press conference and a series of interviews with the visiting CEO and senior executive

Step 3

• Continued the localized releases bit
• Began working on the recruitment packaging and presentations

The Result

• Visibility without affecting client sensitivities like focus on the Indian management
• Ability to fill in even when there is no local flavor by localizing international releases