Because of the rugged nature of the Toughbook range, the market stronghold lies in sectors where the workforce is highly mobile, and where cases of accidental damage are therefore more likely: armed forces, manufacturing and transportation workforces, for example. As part of their growth strategy, Panasonic wanted to target a number of key accounts in 4 specic verticals: forklift & warehousing, transportation, automotive and the emergency services. The aim with each sector was to identify and engage decision makers and inuencers in IT, Facilities Management, Logistics and Transport. SOLUTION Quantum’s proposal was a strategy that went further than any demand generation programme Panasonic had previously developed. The marketing

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