Dial Soap SWOT Analysis, USP & Competitors

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SWOT Analysis of Dial Soap with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dial Soap

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 Group

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


Your Perfect Product

SWOT Analysis


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


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


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


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



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

The table above concludes the Dial Soap SWOT analysis along with its marketing and brand parameters.


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