Magazine article Marketing

Qualcast Marketing Head Drops Slanging Strategy

Magazine article Marketing

Qualcast Marketing Head Drops Slanging Strategy

Article excerpt

Qualcast this week enlisted a new marketing director to fight the mower wars against old enemy Flymo--and he instantly pledged that their "time-wasting slanging matches" will be a thing of the past.

Stephen Roberts, former sales and marketing director at diary specialist Letts, will replace Peter Dimeloe as part of a shake-up of Qualcast's marketing department after its consolidation with stable-mate brand Atco -- also owned by Blue Circle--earlier this year.

Dimeloe is staying on temporarily to act as a marketing "consultant", although he is expected to leave by the end of the year. He has not relocated to the new factory.

Roberts is quick to set out his position on the acrimonious and public mud-slinging that has characterised the Flymo/Qualcast battle in the past.

"I've no intention of getting involved in time-wasting slanging matches," he says.

"It doesn't matter whether we are 30% and Flymo is 33% or vice-versa. More time is wasted arguing about the minutiae of market shares which could be more profitably spent selling the products. …

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