Magma Design Automation India - Partnering to enhance visibility and marketshare of a new generation eda tool vendor in india

The Background

Magma Design Automation India is a wholly owned subsidiary of Magma Design Automation Inc., US, the fastest growing EDA tool vendor in the digital IC implementation space. The company’s Indian operations have engineering, technical support and sales responsibilities. Magma was looking at a single vendor whom it can partner for all of its communication needs in India in coordination with the centralized corporate communication department in the US.

The Brief

There were twin challenges that the Indian subsidiary faced. On the engineering front, Magma was late to have come to India since all its key competitors had by then established large operations in India. On the sales front, since Magma was relatively a new tool, the number of engineers trained in its was less and for the sales effort to be more effective, this base had to be increased substantially. The India head was keen on positioning Magma as an industry leader, willing to look beyond and play its role in addressing industry issues.

Our Recommendations

• Build a funnel of constant media opportunities
• Leverage the multi-faceted personality of the India head in the media
• Engage leading academic institutions proactively to increase the Magma trained technical talent base
• Leverage visit of senior executives as an opportunity for building local industry visibility

What we actually did?

Step 1

• Announced the inception of a subsidiary/setting up of engineering center through a Press conference

Step 2

• Followed that up with a series of press releases at the rate of one a month (both local ones and international ones customized to India)
• Profiled the India head in 2-3 leading publications
• Created trend story opportunities for Magma India to be quoted in
• Closely worked with the senior management in conceptualizing a new initiative called “Indian IC Excellence Initiative” which we leveraged in the media also

Step 3

• Closely worked with the Magma India team on its participation in :
  • VLSI 2005
  • ISA Pavilion @ BangaloreIT.Com 2004
• Effectively managed two major Magma driven roadshows across Bangalore and Delhi
• Partnered with TiE (The Indus Entreprenuers) to have a talk by the Global CEO of Magma Design Automation Inc.
• Effectively liaised for Magma partnering with IIIT-Bangalore
• Organized a meeting with the then IT Minister for the visiting global CEO

The Result

• Clear and growing awareness among the industry about Magma India and its activities
• Magma India seen as playing proactive role by the media

Significant progress in engaging academic institutions