Dial Soap SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

Dial Soap SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Dial Soap, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Dial Soap to benchmark its business & performance as compared to the competitors, and make strategic improvements. Dial Soap is one of the leading brands in the FMCG sector.

The article below lists the Dial Soap SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Dial Soap SWOT Analysis:

SWOT Analysis of Dial Soap

For Dial Soap, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Dial Soap Strengths

The strengths of Dial Soap looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Dial Soap :

1.Dial was the first antibacterial soap introduced in the United States and gained the first mover advantage

2. Dial is one of the top-selling soaps in the US with a loyal customer base
3. Its acquisition by Henkel Ltd. allows Dial to enter Global market rather than just United States and Canada
4. Dial has a wide range of products from Body Wash, Hand Soap, Sanitizer, Lotion to serve all requirements of body care segment

Dial Soap Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Dial Soap SWOT Analysis:

1. Overexposure to USA and Canada under unfavourable economic conditions

2. Dial Corporation has looked to reposition their brands in order to capitalize on the changing buying patterns, which has confused the end consumers

Dial Soap Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Dial Soap SWOT Analysis:

1. Growing personal care products market & positive market outlook for the laundry and home care division

2. Dial can leverage the superior R&D skills of Henkel to develop better products in its category

3. Recent Lawsuit filed by Dial against News Corp. for malpractices may lead to a positive brand equity for Dial both industry wide and with end consumers

Dial Soap Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Dial Soap are as mentioned:

1. Excessive competition in the FMCG sector with many major players reduces the profit margins and sales prospects for Dial
2. High inflation could cause substantial rise in the operating cost
3. Changing global retail scenario and increasing dependence on key retailers may adversely affect its revenues

4. Global recession has led to shoppers switching to cheaper alternatives or looking to make consumption of existing brands more cost-effective, which increases threat for Dial corp. competing on quality products

Dial Soap Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Dial Soap:

1. Colgate Palmolive
2. Procter & Gamble
3. Unilever

Hence this concludes the Dial Soap SWOT analysis.

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About Dial Soap

Dial Soap Overview
Parent Company

Henkel Ltd


Home Care



Tagline/ Slogan

Aren't You Glad You Use Dial?


A Leading brand in the world of personal cleansing



All users of Personal care products

Target Market

Every user of body care products including children(Hello Kitty) and adults (both male & female)


Your Perfect Product

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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