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Company > Clorox Co: Business Model, SWOT Analysis, and Competitors 2024

Clorox Co: Business Model, SWOT Analysis, and Competitors 2024

Published: Jan 17, 2024

Inside This Article


    In this comprehensive blog post, we delve into the intricate world of Clorox Co, a leading name in the global cleaning and disinfectant market, as we approach 2024. We will explore the company's robust business model, which has allowed it to thrive in a competitive landscape, and conduct a detailed SWOT analysis to identify its strengths, weaknesses, opportunities, and threats. Additionally, we will examine Clorox's main competitors, shedding light on how the company stands out and the challenges it faces in maintaining market leadership. This analysis aims to provide a thorough understanding of Clorox Co's current position and its potential trajectory in the coming years.

    ### What You Will Learn

    • Ownership and Mission Insight: Discover who owns Clorox Co and understand the core principles and objectives guiding the company through its mission statement.
    • Revenue Streams and Business Strategy: Gain insights into how Clorox Co generates revenue, with an in-depth look at its Business Model Canvas, detailing key partners, activities, resources, and customer relationships.
    • Competitive Landscape and Strategic Analysis: Learn about Clorox Co's main competitors and delve into its strengths, weaknesses, opportunities, and threats with a comprehensive SWOT analysis.

    Who owns Clorox Co?

    Who Owns Clorox Co?

    When it comes to household names in cleaning and disinfection, Clorox Co. certainly stands out. The company, renowned for its bleach product among a wide range of other goods, is a staple in homes across the globe. But behind the familiar logo and products lies the question of ownership. Who exactly owns Clorox Co.?

    Clorox Co. (NYSE: CLX) is a publicly traded company, meaning its ownership is divided among its shareholders. These shareholders range from individual investors who might own a handful of shares to large institutional investors that hold a significant portion of the company's stock. As of my last update in 2023, no single entity holds a controlling interest in Clorox Co., which is typical for companies of its size and scope.

    Institutional Investors

    A significant portion of Clorox's shares is owned by institutional investors. These are entities like mutual funds, pension funds, and insurance companies that invest large sums of money in the stock market. Among the top institutional shareholders, you will find names like Vanguard Group Inc., BlackRock Inc., and State Street Corporation. These institutions often hold their investments for extended periods and can have a considerable influence on the company's strategic direction through their voting power in shareholder meetings.

    Individual Investors

    Alongside these giants, many individual investors own shares in Clorox Co. These can range from employees of the company who invest as part of their retirement plans to individual stock market enthusiasts who believe in the company's future success. The democratization of the stock market, especially with the advent of easy-to-use trading platforms, has made it possible for more people to own a piece of companies like Clorox.

    Insider Ownership

    It's also worth noting the role of insider ownership, which includes the company's executives and board members. Insider ownership can be a sign of the company's leadership's confidence in the company's future. For Clorox, insiders own a small percentage of the company, which is common in large publicly traded companies. However, their investments and trading activities are closely watched as they have in-depth knowledge of the company.

    Public Ownership

    Ultimately, the ownership of Clorox Co. reflects its status as a public company. With no single shareholder in a position of absolute control, the company is accountable to a broad base of investors. This includes not only the large institutional investors and insiders but also thousands of individual shareholders who have placed their trust in Clorox's continued growth and success.

    In summary, Clorox Co.'s ownership is diverse, spanning from large institutional investors and company insiders to individual shareholders around the world. This distribution ensures a level of checks and balances, with decisions made at shareholder meetings reflecting the interests of a broad spectrum of investors. As Clorox continues to navigate the market, its widespread ownership will play a crucial role in shaping its future direction.

    What is the mission statement of Clorox Co?

    What is the mission statement of Clorox Co?

    Clorox Co., a leading multinational manufacturer and marketer of consumer and professional products, has a mission statement that reflects its commitment to innovation, health, and sustainability. The company's mission statement is: "To make everyday life better, every day." This succinct yet powerful statement encapsulates Clorox's dedication to enhancing the daily lives of consumers through its diverse product portfolio, which ranges from cleaning supplies and water filtration systems to personal care and professional healthcare products.

    The mission statement underscores Clorox's focus on creating high-quality products that contribute to the well-being and convenience of its customers. It also highlights the company's ongoing efforts to innovate and improve its offerings, ensuring they meet the evolving needs and preferences of consumers around the globe.

    Moreover, Clorox's mission is rooted in a broader commitment to environmental sustainability and social responsibility. The company aims to achieve its mission while upholding its values of integrity, accountability, collaboration, and fostering an inclusive culture that encourages diversity. By integrating these principles into its business strategy, Clorox strives to make a positive impact not only on the lives of its consumers but also on society and the planet.

    In essence, the mission statement of Clorox Co. serves as a guiding light for the company, driving its efforts to deliver value and make a difference in the world through its products, practices, and philanthropy.

    How does Clorox Co make money?

    Clorox Co, a multinational manufacturer and marketer of consumer and professional products, has a diverse portfolio that spans various sectors including cleaning, household, and lifestyle products. The company's revenue generation strategies are multifaceted, tapping into different streams to ensure a stable financial foundation. Below, we explore the primary ways in which Clorox Co makes money.

    Sales of Consumer Products

    The bulk of Clorox Co's revenue comes from the sales of its consumer products. These include a wide range of well-recognized brands such as Clorox bleach, Pine-Sol cleaners, Glad bags and wraps, and Burt's Bees personal care products. The company employs a traditional retail distribution model, supplying these products to supermarkets, mass merchandisers, warehouse clubs, and online retailers. By meeting consumer needs in various segments – from cleaning supplies to personal care – Clorox ensures a steady demand for its products.

    Professional Products Division

    Another significant revenue stream for Clorox Co is its Professional Products Division, which caters to businesses and institutions. This segment includes cleaning and disinfecting products specifically designed for healthcare settings, food service operations, and workplaces. Through direct sales forces and distribution partners, Clorox Co provides solutions that help maintain hygiene standards in critical environments, thereby securing a loyal institutional customer base.

    International Operations

    Clorox Co's presence isn't confined to the United States; the company has a robust international operation. By selling its products in more than 100 countries, Clorox taps into global markets, diversifying its revenue sources. International sales contribute a significant portion to the company's overall revenue, mitigating the risk of relying solely on the domestic market. This global footprint is achieved through a combination of direct sales in key markets and partnerships with local distributors in others.

    Strategic Acquisitions

    Over the years, Clorox Co has strategically acquired brands and companies that align with its core business and growth strategies. These acquisitions not only expand its product portfolio but also open up new market segments. For instance, the acquisition of Burt's Bees allowed Clorox to enter the natural personal care market, a segment with growing consumer demand. Through these strategic acquisitions, Clorox Co ensures that it remains competitive and continues to grow its revenue base.

    Licensing and Partnerships

    Clorox Co also generates revenue through licensing agreements and partnerships. By allowing other companies to use its well-established brands, Clorox earns licensing fees, contributing to its income. Additionally, partnerships with other companies for co-branded products or for distributing Clorox products in markets where it does not have a direct presence help in expanding its reach and enhancing revenue streams.

    In summary, Clorox Co's ability to make money is rooted in its diversified portfolio, strategic market positioning, and adaptive business strategies. Through direct sales, strategic acquisitions, and tapping into international markets, Clorox ensures a steady flow of revenue, driving the company's growth and success in the dynamic consumer goods landscape.

    Clorox Co Business Model Canvas Explained


    The Clorox Company, a leading multinational manufacturer and marketer of consumer and professional products, has built a solid reputation through its innovative business strategies and its commitment to sustainability and social responsibility. In this section, we will dive deep into the Clorox Co Business Model Canvas, explaining each component that contributes to its success in the competitive market.

    Key Partners

    The Clorox Company's key partners include its suppliers, distributors, and retailers. These partnerships are crucial for ensuring a steady supply of materials, an efficient distribution network, and broad access to consumers. Clorox also collaborates with technology providers and research institutions to innovate and improve its product offerings.

    Key Activities

    Clorox's key activities revolve around product development, marketing, and distribution. The company focuses on understanding consumer needs and trends, which guides its product innovation strategies. Marketing efforts are tailored to communicate the value and benefits of its products effectively, while its distribution network ensures that these products are available to consumers worldwide.

    Value Propositions

    The value propositions of Clorox Co revolve around quality, reliability, and innovation. Clorox offers a wide range of products that cater to cleaning, disinfecting, and improving home environments. The brand is trusted for its effectiveness, safety, and commitment to sustainability, which includes using eco-friendly ingredients and packaging where possible.

    Customer Relationships

    Clorox maintains strong customer relationships through excellent customer service, engagement via social media, and loyalty programs. The company invests in understanding customer feedback and adapting its offerings accordingly. Clorox's commitment to transparency and ethics also plays a significant role in building and sustaining trust with its customers.

    Customer Segments

    Clorox serves a diverse range of customer segments including individual consumers looking for home care and cleaning products, businesses and professionals in need of commercial grade cleaning supplies, and healthcare institutions requiring high-quality disinfectants. The company tailors its products and marketing strategies to meet the specific needs of these different segments.


    Clorox utilizes a multi-channel distribution strategy that includes physical retailers, online marketplaces, and direct-to-consumer platforms. This approach ensures that its products are accessible to a wide audience, providing convenience and choice to its customers.

    Revenue Streams

    The company's revenue streams are primarily generated from the sale of its wide range of consumer and professional products. Clorox also sees revenue from strategic partnerships and licensing agreements. Continuous innovation and expansion into new markets are key strategies for revenue growth.

    Cost Structure

    The cost structure of Clorox includes the cost of goods sold (COGS), marketing and sales expenses, research and development (R&D), and operational costs. The company focuses on optimizing its operations and supply chain efficiencies to manage costs effectively while maintaining the quality of its products.


    The Clorox Co Business Model Canvas highlights the company's strategic approach to building a strong, sustainable, and competitive business. Through its focus on innovation, customer relationships, and a robust value proposition, Clorox continues to lead in the consumer goods sector, demonstrating the effectiveness of its business model.

    Which companies are the competitors of Clorox Co?

    Which companies are the competitors of Clorox Co?

    Clorox Co, known for its bleach and a diverse range of cleaning and household products, operates in a competitive industry where it rivals several key players. These companies compete with Clorox in various segments, including cleaning products, disinfectants, and consumer goods. Understanding who these competitors are provides insight into the dynamics of the market and the challenges Clorox faces. Here are some of the main competitors of Clorox Co:

    1. Procter & Gamble (P&G)

    One of the largest and most formidable competitors of Clorox is Procter & Gamble. With a vast portfolio of brands that include household names such as Tide, Dawn, and Mr. Clean, P&G competes directly with many of Clorox's product lines. P&G's extensive range of products and its global presence make it a significant competitor in the consumer goods sector.

    2. Reckitt Benckiser Group (RB)

    Reckitt Benckiser, the company behind popular products like Lysol, Dettol, and Woolite, is another key competitor of Clorox. Specializing in health, hygiene, and home products, RB's focus on innovation and market penetration in these areas poses a direct challenge to Clorox, particularly in the disinfectant and cleaning product segments.

    3. SC Johnson

    SC Johnson, a family-owned company, produces a variety of household cleaning products, including Windex, Scrubbing Bubbles, and Glade. With its strong focus on sustainability and family-friendly products, SC Johnson competes with Clorox in the home cleaning and air care markets, offering consumers alternative choices for their household needs.

    4. Henkel

    Henkel, with brands like Persil, Purex, and Dial, competes with Clorox in both the laundry and cleaning product markets. Although Henkel is more widely known for its leadership in the laundry segment, its expansion into home care products directly competes with Clorox's offerings.

    5. Unilever

    Unilever's diverse product portfolio, which includes brands such as Dove, Sunlight, and Domestos, places it in competition with Clorox in several markets, including cleaning products and personal care. With its strong emphasis on sustainability and social responsibility, Unilever appeals to a broad consumer base that values these principles.

    6. Ecolab

    Ecolab stands out as a competitor in the industrial and institutional cleaning market, offering cleaning and sanitation products for commercial use, such as in hospitals, hotels, and restaurants. While it may not compete with Clorox in the consumer goods segment directly, its presence in the professional cleaning market presents competition for Clorox's professional products division.

    In conclusion, Clorox Co faces stiff competition from a diverse group of companies, each with its strengths and market focus. This competitive environment pushes Clorox to continually innovate and adapt to maintain and grow its market share in the household and professional cleaning sectors.

    Clorox Co SWOT Analysis


    Clorox Co, known for its wide range of consumer and professional products, including its flagship bleach and cleaning products, has a strong market presence that spans over a century. One of its significant strengths lies in its brand reputation. Clorox is synonymous with cleanliness, a vital attribute in the consumer goods industry, particularly in segments that prioritize hygiene. The company's extensive product portfolio, which extends beyond bleach to include water filtration products, personal care items, and more, allows it to diversify its revenue streams and reduce dependency on a single product line.

    Moreover, Clorox's commitment to sustainability and corporate responsibility enhances its brand image among consumers who prioritize environmental and social governance (ESG) factors in their purchasing decisions. This commitment is evidenced by its initiatives aimed at reducing greenhouse gas emissions, ensuring ethical supply chain practices, and promoting diversity and inclusion within the company.


    Despite its strengths, Clorox Co faces several challenges. One notable weakness is its reliance on the North American market, with a significant portion of its revenue generated from the United States. This geographical concentration exposes the company to risks associated with economic downturns and regulatory changes within this single market. Additionally, Clorox operates in highly competitive segments, facing stiff competition from both established multinational corporations and emerging brands. This competition can pressure margins and market share, especially in a landscape where consumers are increasingly looking for value and innovation.

    Another weakness is the potential vulnerability to fluctuations in raw material prices. As a producer of goods heavily reliant on various commodities, any significant increase in the cost of these inputs can impact the company's profitability unless mitigated through price increases, which in turn could affect consumer demand.


    The current global emphasis on hygiene and cleanliness, partly driven by the COVID-19 pandemic, presents a significant opportunity for Clorox. There is a heightened awareness and demand for cleaning and disinfecting products, an area where Clorox has strong expertise and brand recognition. Expanding its product range to include innovative and eco-friendly cleaning solutions could cater to the growing consumer demand for sustainable products.

    Additionally, there's an opportunity for Clorox to expand its footprint in emerging markets. While its reliance on the North American market is a weakness, it also highlights an opportunity for growth. Expanding into new geographical areas could diversify its revenue sources and reduce its vulnerability to the economic and regulatory risks of the North American market.


    Competition remains a significant threat to Clorox, with numerous players vying for market share in the cleaning products sector. The rise of private label brands, which often offer similar products at lower price points, poses a particular challenge in terms of maintaining market share and profitability.

    Another threat comes from the potential for regulatory changes, especially those related to environmental protection. As a company that produces chemical-based products, Clorox could face increased scrutiny and regulation, leading to higher compliance costs or forcing changes in product formulations.

    Finally, global economic instability, such as that caused by pandemics, geopolitical tensions, or financial crises, could impact consumer spending patterns, particularly for non-essential goods. Such shifts could affect Clorox's sales and profitability, highlighting the importance of maintaining a flexible and responsive business strategy.

    Key Takeaways

    • Ownership and Mission: Clorox Co., a publicly traded company, is owned by its shareholders. Its mission revolves around making everyday life better, every day, by delivering high-quality products and brands that matter in consumers' lives.

    • Revenue Generation: Clorox Co. generates revenue through the sale of its diverse product portfolio, which includes cleaning products, bleach, water filtration systems, and personal care items, across multiple channels such as retail stores and online platforms.

    • Business Model Insights: Utilizing a Business Model Canvas, Clorox Co. identifies its key partners, activities, resources, and customer relationships, focusing on innovation, sustainability, and market penetration to drive growth and maintain competitive advantage.

    • Competitive Landscape: Clorox faces stiff competition from other consumer goods giants such as Procter & Gamble, Unilever, and Reckitt Benckiser. These competitors challenge Clorox in various segments, including cleaning supplies, personal care, and home care products.

    • Strengths and Opportunities vs. Weaknesses and Threats: The SWOT analysis reveals Clorox's strong brand recognition and loyal customer base as key strengths, while innovation and sustainability practices offer significant opportunities. However, the company must navigate weaknesses such as reliance on a limited number of suppliers and threats including intense competition and market volatility to sustain its market position.


    In wrapping up our deep dive into the Clorox Co, we've explored various facets that paint a comprehensive picture of this longstanding company. From understanding who owns Clorox Co, revealing the layers of individual and institutional investors that back this industry titan, to deciphering its mission statement, which emphasizes commitment to wellness, sustainability, and corporate responsibility, we've peeled back the curtain on what drives this company forward.

    We've also dissected how Clorox Co generates revenue, highlighting its diversified product range that spans from household cleaning products to professional services, contributing to its robust financial health. The exploration of the Clorox Co Business Model Canvas further illuminated the strategic operations, key partnerships, customer relationships, and revenue streams that underpin its success.

    A comparison with competitors revealed that Clorox Co operates in a highly competitive landscape with giants like Procter & Gamble and Reckitt Benckiser, among others, vying for market share. This competitive analysis segued into a SWOT analysis, providing insights into Clorox Co's strengths, such as its strong brand portfolio and commitment to sustainability, while not shying away from discussing its weaknesses, opportunities for growth, and potential threats from both the market and global economic pressures.

    As we conclude, it's evident that Clorox Co is not just a company that sells bleach and cleaning products. It's a multifaceted organization with a clear mission, a strategic approach to business, and an awareness of its operational environment. The company's ability to navigate the complexities of the market, its dedication to improving consumer's lives, and its efforts to operate sustainably are commendable. Clorox Co's journey is a testament to the importance of adapting to change, staying true to core values, and continually striving for excellence in a competitive landscape. Whether you're an investor, a consumer, or a curious observer, Clorox Co's story is one of resilience, innovation, and unwavering commitment to making the world a cleaner, healthier place for all.


    What are the weaknesses of Clorox?

    1. Dependence on a few key products: Clorox relies heavily on a few core products, such as bleach and disinfectants, which can make the company vulnerable to shifts in consumer preferences or changes in the market.

    2. Intense competition: The cleaning and household products industry is highly competitive, with many well-established brands competing for market share. This can make it challenging for Clorox to differentiate itself and maintain its market position.

    3. Dependence on retailers: Clorox sells its products through retailers such as supermarkets and drugstores, which can limit its ability to control pricing and distribution.

    4. Environmental concerns: Some of Clorox's products contain chemicals that can be harmful to the environment, leading to criticism from environmental groups and health advocates.

    5. Reputation issues: Clorox has faced criticism in the past for its advertising practices and product safety, which can damage its reputation and brand image.

    6. Vulnerability to economic downturns: Clorox's products are considered discretionary items, meaning that consumers may cut back on purchases during economic downturns, impacting the company's sales and profitability.

    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company websites: Many companies publish their own SWOT analyses on their websites or in their annual reports. Look for sections such as "Investor Relations" or "About Us" where you may find this information.

    2. Business databases: You can search for SWOT analyses on companies in business databases such as Bloomberg, MarketLine, or IBISWorld. These databases often have detailed reports on companies, including SWOT analyses.

    3. Business news websites: Websites like Forbes, Bloomberg, or CNBC often publish articles and reports on companies that may include SWOT analyses. You can search for the specific company you are interested in to see if any recent analyses have been published.

    4. Academic journals: Some academic journals publish SWOT analyses on companies as part of their research articles. You can search for these articles in databases such as JSTOR or Google Scholar.

    5. Consulting firms: Consulting firms often conduct SWOT analyses as part of their services for companies. You can search for reports or articles from consulting firms such as McKinsey, Bain & Company, or Deloitte that may include SWOT analyses on specific companies.

    What are the Clorox core values?

    1. Do the right thing
    2. Act with a sense of urgency
    3. Take personal ownership
    4. Build trusting relationships
    5. Respect the individual
    6. Deliver on commitments

    What will be your SWOT analysis for the company?


    1. Strong brand recognition and reputation in the industry
    2. Diverse product offerings that cater to a wide range of customers
    3. Robust distribution network with a strong presence in both online and brick-and-mortar stores
    4. Innovative and customer-centric approach to product development
    5. Strong financial performance and stability


    1. Dependence on a few key suppliers for raw materials
    2. Limited international presence and potential for further expansion
    3. High competition in the industry from both established players and new entrants
    4. Limited focus on sustainability and ethical practices in the supply chain
    5. Limited digital marketing capabilities compared to competitors


    1. Expansion into new markets and geographic regions to increase market share
    2. Increasing demand for sustainable and eco-friendly products presents an opportunity for growth
    3. Embracing digital marketing strategies to reach a wider audience and increase online sales
    4. Collaborations with influencers and celebrities to enhance brand visibility and appeal
    5. Launching new product lines or expanding existing ones to cater to changing consumer preferences


    1. Economic instability and fluctuations in consumer spending habits
    2. Increasing competition from both traditional retailers and online marketplaces
    3. Changes in regulations and trade policies that may impact sourcing and manufacturing costs
    4. Negative publicity or brand reputation damage from social or environmental issues
    5. Rapid advancements in technology leading to disruption in the industry.

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