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Marketing in Brief: Dial Corp.

This article was originally published in The Rose Sheet

Executive Summary

Dial Corp.: Expands distribution of Moisturizing Dial Plus Antibacterial Body Wash with nationwide launch. The product has been test marketed in Minneapolis since March 1994 under the name Dial Plus antibacterial shower and bath gel. In preparation for the launch, Dial repackaged the body wash, enlarging its package size from a 6 oz. container to an 8 oz. container. The product sells for $3.49. With its national entry into the shower/bath wash category, Dial is capitalizing on what it calls "one of the fastest growing" soap subcategories. Other brands with shower/bath wash products include Oil of Olay, Dove, Caress and Jergen's...
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