Description
SWOT ANALYSIS OF DIAL SOAP
Dial Soap
Parent Company
Henkel Ltd
Category
Home Care
Sector
FMCG
Tagline/ Slogan
Aren't You Glad You Use Dial?
USP
A Leading brand in the world of personal cleansing
STP
Segment
All users of Personal care products
Every user of body care products including children(Hello Kitty) and Target Group adults (both male & female)
Positioning
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, Strength 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 Weakness 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 Opportunity 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 Threats quality products
Competition
1. Colgate Palmolive 2. Procter & Gamble Competitors 3. Unilever
doc_290172458.docx
SWOT ANALYSIS OF DIAL SOAP
Dial Soap
Parent Company
Henkel Ltd
Category
Home Care
Sector
FMCG
Tagline/ Slogan
Aren't You Glad You Use Dial?
USP
A Leading brand in the world of personal cleansing
STP
Segment
All users of Personal care products
Every user of body care products including children(Hello Kitty) and Target Group adults (both male & female)
Positioning
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, Strength 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 Weakness 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 Opportunity 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 Threats quality products
Competition
1. Colgate Palmolive 2. Procter & Gamble Competitors 3. Unilever
doc_290172458.docx