Dial brand sales grow 8.4% to $94.6 mil. in second quarter FY 1998.
This article was originally published in The Rose Sheet
Executive Summary
DIAL LIQUID SOAP SALES REBOUND 40% IN SECOND QUARTER of FY 1998 (ended June 28), following a period during which the liquid hand soap was "beaten up pretty badly by the competition," Dial Corp. CEO Malcolm Jozoff told securities analysts in a July 24 conference call. Liquid Dial lost positioning partly because its pricing was "out of line" with competitors' products, the Dial Corp. exec explained. To counter the sales decline, the company took aggressive action in the last quarter by merchandising Dial bar and liquid soap together, and "aggressively" pursuing the discount club store business, Jozoff noted. The refocusing effort paid off; Liquid Dial "replaced the competition" at Price Costco, and "took over the preferred position" in Sam's Clubs, he said.