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Dial Soap SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: February 26, 2024Read time:

Here is a detailed SWOT analysis of Dial Soap covering strengths, weaknesses, opportunities and threats.

Dial Soap Strengths

  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

Above are the strengths in the SWOT Analysis of Dial Soap. The strengths of Dial Soap looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Dial Soap Weaknesses

  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

These were the weaknesses in the Dial Soap SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Dial Soap Opportunities

  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

Above we covered the opportunities in Dial Soap SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Dial Soap Threats

  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

The threats in the SWOT Analysis of Dial Soap are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Dial Soap SWOT analysis.

Read Similar SWOT analysis

About Dial Soap

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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