Presentations made painless

Company > The Clorox Company: Business Model, SWOT Analysis, and Competitors 2023

The Clorox Company: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 17, 2023

Inside This Article


    In this blog article, we will delve into a comprehensive analysis of The Clorox Company's business model, SWOT analysis, and its competitors in the year 2023. As a renowned global consumer goods company, Clorox has successfully carved a niche for itself in the market by providing a wide range of cleaning, healthcare, and lifestyle products. Through a detailed examination of its strengths, weaknesses, opportunities, and threats, we aim to shed light on Clorox's strategic position in the industry while also exploring the competitive landscape it faces.

    What You Will Learn:

    • Who owns The Clorox Company and the significance of their ownership in relation to the company's operations and decision-making processes.
    • The mission statement of The Clorox Company and how it guides their overall goals and objectives.
    • How The Clorox Company generates revenue and profits through its various business activities and revenue streams.
    • An in-depth explanation of The Clorox Company's Business Model Canvas and its key components, highlighting the company's value proposition, customer segments, distribution channels, and more.
    • The main competitors of The Clorox Company and their impact on the company's market position and competitiveness.
    • A comprehensive SWOT analysis of The Clorox Company, evaluating its strengths, weaknesses, opportunities, and threats in the current business environment.

    Who owns The Clorox Company?

    Major Shareholders

    The ownership of The Clorox Company is distributed among various institutional investors and individual shareholders. As of [current year], the major shareholders of The Clorox Company are:

    1. The Vanguard Group: This investment management company holds the largest stake in The Clorox Company, owning approximately [percentage]% of the company's outstanding shares. The Vanguard Group is known for its diverse portfolio and is considered one of the world's largest investment companies.

    2. BlackRock, Inc.: Another prominent institutional investor, BlackRock, holds a significant portion of The Clorox Company's shares. With its expertise in asset management and diverse investment strategies, BlackRock owns around [percentage]% of the company's outstanding shares.

    3. State Street Corporation: As a leading financial services and investment management firm, State Street Corporation also has a substantial ownership stake in The Clorox Company. State Street Corporation holds approximately [percentage]% of the company's outstanding shares.

    Insider Ownership

    In addition to institutional investors, there are insiders who own shares of The Clorox Company. Insiders refer to individuals who hold executive positions or have significant roles within the company. As of [current year], the following insiders have notable ownership in The Clorox Company:

    1. Linda Rendle: Linda Rendle serves as the CEO of The Clorox Company and has a considerable ownership stake in the company. As a key decision-maker, Rendle's ownership aligns her interests with the company's overall performance and long-term success.

    2. Other executives and board members: Various executives and board members of The Clorox Company also hold shares in the company. Their ownership signifies their commitment to the organization and their belief in its growth potential.

    Individual Shareholders

    Apart from institutional and insider ownership, The Clorox Company also has individual shareholders. These are individuals who have purchased shares of the company through brokerage accounts or other investment platforms. The number of individual shareholders and their ownership percentages can vary over time and are subject to change as shares are bought or sold in the market.

    It's worth noting that ownership percentages mentioned above are approximate figures and may change due to various factors such as stock repurchases, new share issuances, or changes in institutional holdings.

    Overall, the ownership of The Clorox Company reflects a diverse range of investors, both institutional and individual, with a shared interest in the company's growth and success.

    What is the mission statement of The Clorox Company?

    The Clorox Company's Mission Statement

    The mission statement of The Clorox Company is to make everyday life better, every day. This concise and powerful statement encapsulates the company's commitment to enhancing the lives of individuals and families through their wide range of innovative and trusted products.

    As a consumer goods company, The Clorox Company aims to deliver high-quality products that have a positive impact on people's daily routines and well-being. Their mission statement reflects their dedication to improving the quality of life by providing effective and convenient solutions for various household needs.

    The Clorox Company understands that everyday tasks can sometimes be challenging or time-consuming. Therefore, their mission is centered around simplifying and enhancing these tasks, ultimately making life more enjoyable for their consumers.

    By consistently developing and delivering products that align with their mission statement, The Clorox Company has earned a reputation for reliability and trustworthiness. Consumers can rely on their products to deliver exceptional results, bringing cleanliness, freshness, and overall satisfaction to their homes.

    Furthermore, The Clorox Company's mission statement demonstrates their long-term commitment to sustainability and corporate social responsibility. They actively seek ways to minimize their environmental impact throughout their product lifecycle, from sourcing raw materials responsibly to reducing waste and promoting recycling.

    In conclusion, The Clorox Company's mission statement represents their dedication to improving everyday life for individuals and families. Through their commitment to innovation, reliability, and sustainability, they strive to make a positive difference in the lives of their consumers and the world around them.

    How does The Clorox Company make money?

    Overview of The Clorox Company

    The Clorox Company is a multinational consumer goods company that specializes in the manufacturing and marketing of a wide range of products. With a history dating back over a century, Clorox has become a household name, known for its various brands that offer solutions for everyday cleaning, household supplies, personal care, and more. As a publicly traded company, understanding how Clorox generates revenue is key to comprehending its overall business model and financial success.

    Core Revenue Streams

    1. Cleaning Products

    One of the primary ways The Clorox Company generates revenue is through the sale of cleaning products. Clorox bleach, their flagship product, is renowned for its cleaning and disinfecting capabilities and is used in households, healthcare facilities, and commercial settings. In addition to bleach, Clorox offers a wide range of cleaning solutions, including disinfecting wipes, toilet bowl cleaners, all-purpose cleaners, and more. These products cater to the needs of consumers who prioritize cleanliness and hygiene in their homes and workplaces.

    2. Household Supplies

    Clorox also generates revenue through the sale of various household supplies. This category includes products such as trash bags, food storage containers, and plastic wraps. By providing these essential items, Clorox aims to make everyday tasks more convenient for consumers while maintaining a strong presence in their homes.

    3. Personal Care Products

    In recent years, Clorox has expanded its product portfolio to include personal care items that appeal to health-conscious consumers. With brands like Burt's Bees and RenewLife, Clorox offers a range of natural and eco-friendly products including skincare, lip care, hair care, and digestive health solutions. This diversification allows Clorox to tap into the growing market demand for sustainable and wellness-focused personal care products.

    Licensing and Partnerships

    Apart from its core products, The Clorox Company also generates revenue through licensing agreements and partnerships. By licensing its brand and intellectual property, Clorox extends its reach into new markets and product categories. For example, Clorox has licensed its brand to other companies for the production of home cleaning appliances, air purifiers, and water filtration systems. These collaborations allow Clorox to capitalize on its strong brand recognition and expand its revenue streams beyond traditional consumer goods.


    The Clorox Company's revenue stems from its diverse product offerings, which encompass cleaning products, household supplies, and personal care items. Through its commitment to innovation, brand licensing, and strategic partnerships, Clorox continues to adapt to evolving consumer preferences and market demands. By focusing on providing essential and innovative solutions, Clorox ensures a consistent stream of revenue and maintains its position as a leading player in the consumer goods industry.

    The Clorox Company Business Model Canvas Explained


    The Clorox Company is a well-known consumer goods company that specializes in the production and marketing of a wide range of household and professional products. To understand the inner workings of the company, the Business Model Canvas provides a comprehensive framework. This article aims to explain the key components of The Clorox Company's Business Model Canvas and shed light on how they contribute to the company's success.

    Key Partnerships

    The Clorox Company relies on various partnerships to enhance its operations and expand its market reach. One of its key partnerships is with suppliers of raw materials. By maintaining strong relationships with reliable suppliers, Clorox ensures a consistent supply of high-quality ingredients for its products. Additionally, the company collaborates with distributors and retailers to ensure its products are readily available to consumers worldwide.

    Key Activities

    The core activities of The Clorox Company revolve around product development, manufacturing, marketing, and distribution. The company invests heavily in research and development to innovate and improve its existing product lines while continuously exploring new opportunities. Manufacturing facilities play a crucial role in ensuring efficient production processes, adhering to strict quality standards, and meeting consumer demands. Furthermore, Clorox engages in extensive marketing campaigns to create brand awareness and promote its products, utilizing various channels such as television, digital advertising, and social media. Lastly, the company's distribution network ensures that its products are efficiently transported and readily available to retailers and consumers.

    Key Resources

    The Clorox Company's key resources encompass its brand reputation, intellectual property, manufacturing facilities, and human capital. The company's well-established brand reputation built over decades enables it to maintain a loyal customer base and gain a competitive edge in the market. Intellectual property, including patents and trademarks, safeguard Clorox's innovative products and unique formulas from competitors. The company's state-of-the-art manufacturing facilities ensure efficient production processes and allow for scalability. Lastly, The Clorox Company recognizes the importance of its talented workforce, emphasizing employee development and fostering a culture of innovation and excellence.

    Value Proposition

    The Clorox Company's value proposition lies in its commitment to delivering high-quality, innovative, and sustainable products to its customers. With a focus on consumer needs, the company aims to improve and simplify everyday life through its diverse portfolio of trusted brands. Clorox products are designed to provide effective solutions for cleaning, disinfecting, and personal care, ensuring the well-being of individuals and families across the globe.

    Customer Segments

    The Clorox Company serves a wide range of customer segments, including households, businesses, and healthcare facilities. Its consumer products cater to individuals and families seeking reliable cleaning and personal care solutions. Moreover, Clorox offers professional cleaning products tailored to the needs of businesses, hotels, and restaurants. Additionally, the company supplies healthcare facilities with specialized disinfectants and sanitizers to ensure a safe and hygienic environment.


    The Clorox Company employs a multi-channel distribution strategy to reach its customers effectively. Its products are distributed through various channels, including retail stores, online platforms, and direct sales to businesses. By utilizing both traditional brick-and-mortar retailers and e-commerce platforms, Clorox maximizes its market presence and accessibility.

    Cost Structure

    The Clorox Company's cost structure primarily consists of raw material procurement, manufacturing expenses, marketing and advertising costs, employee salaries, and distribution expenses. The company invests significantly in high-quality raw materials to maintain product excellence. Manufacturing expenses include equipment maintenance, utilities, and labor costs. Extensive marketing campaigns contribute to brand building and market expansion. Employee salaries ensure a motivated and skilled workforce, while distribution expenses cover logistics and transportation costs.

    Revenue Streams

    The Clorox Company generates revenue through the sale of its consumer and professional products. It also earns licensing fees from the use of its intellectual property by other businesses. The diversified product portfolio allows the company to generate revenue from various market segments and maintain a steady income stream.


    The Clorox Company's Business Model Canvas highlights the key components that drive its success in the consumer goods industry. Through strategic partnerships, core activities, valuable resources, and a customer-centric approach, Clorox continuously delivers innovative and sustainable solutions to a diverse range of customers. By understanding the intricacies of its business model, one can appreciate the company's resilient position in the market and its ability to adapt to evolving consumer needs.

    Which companies are the competitors of The Clorox Company?


    The Clorox Company, a multinational consumer goods company, faces competition from several other companies in the market. These competitors strive to capture the attention and loyalty of consumers in various product categories, including cleaning and household supplies, personal care, and healthcare. In this section, we will explore some of the key competitors of The Clorox Company.

    Procter & Gamble

    Procter & Gamble (P&G) is one of the leading competitors of The Clorox Company. With a diverse portfolio of well-known brands such as Tide, Febreze, and Mr. Clean, P&G competes directly with Clorox in the cleaning and household supplies segment. P&G's extensive market reach, strong brand recognition, and consistent innovation make it a formidable competitor for Clorox.


    Colgate-Palmolive is another major competitor of The Clorox Company, primarily in the personal care and oral hygiene products segment. Colgate, the flagship brand of Colgate-Palmolive, competes directly with Clorox's personal care brands like Burt's Bees. Colgate's global presence, strong brand reputation, and focus on sustainability give it an edge in this highly competitive space.

    Reckitt Benckiser Group

    Reckitt Benckiser Group (RB) is a multinational consumer goods company that competes with Clorox in various product categories, including cleaning, health, and personal care. RB's popular brands like Lysol, Dettol, and Air Wick directly compete with Clorox's portfolio. With a global footprint and a commitment to innovation, RB poses a significant challenge to Clorox's market share.

    Kimberly-Clark Corporation

    Kimberly-Clark Corporation is a major competitor of The Clorox Company, particularly in the tissue and personal care products segment. Known for its brands like Kleenex, Huggies, and Kotex, Kimberly-Clark offers a wide range of products that directly compete with Clorox's personal care offerings. The company's strong brand recognition and continuous product innovation ensure intense competition in the market.


    The Clorox Company faces stiff competition from several well-established players in the consumer goods industry. Procter & Gamble, Colgate-Palmolive, Reckitt Benckiser Group, and Kimberly-Clark Corporation are just a few of the notable competitors that challenge Clorox's market position. As these companies continue to innovate and expand their product offerings, the competition in the market will remain fierce, driving the need for Clorox to consistently adapt and differentiate itself to maintain its competitive edge.

    The Clorox Company SWOT Analysis


    1. Strong brand recognition: The Clorox Company has built a strong brand reputation over the years. Its products are well-known and trusted by consumers, giving the company a competitive advantage in the market.

    2. Diversified product portfolio: The company offers a wide range of products across various categories such as cleaning, household, and personal care. This diversification helps reduce the company's dependence on any single product or segment.

    3. Effective marketing and advertising: Clorox has a track record of successful marketing and advertising campaigns that effectively communicate the benefits and features of its products. This has helped the company maintain and grow its market share.

    4. Strong distribution network: Clorox has an extensive distribution network that allows its products to reach a wide range of retail outlets efficiently. This ensures that its products are easily accessible to consumers, further enhancing its market presence.


    1. Dependence on retailers: The Clorox Company heavily relies on retailers to sell its products. This dependence exposes the company to the risk of losing shelf space or facing pricing pressures from retailers, potentially affecting its profitability.

    2. Limited international presence: While Clorox has a strong presence in the United States, its international presence is relatively limited. This leaves the company vulnerable to economic fluctuations in the domestic market and misses out on potential growth opportunities in other countries.

    3. Vulnerability to raw material price fluctuations: Clorox relies on various raw materials to manufacture its products. Fluctuations in the prices of these raw materials, such as chemicals and packaging materials, can impact the company's profitability.


    1. Growing demand for eco-friendly products: With increasing awareness about environmental sustainability, there is a growing demand for eco-friendly cleaning and household products. Clorox can capitalize on this trend by expanding its range of eco-friendly offerings or promoting its existing environmentally-friendly products.

    2. Expansion into emerging markets: The Clorox Company has the opportunity to expand its presence in emerging markets where there is a growing middle class and increasing consumer spending power. By adapting its products and marketing strategies to suit the preferences of these markets, Clorox can tap into new customer segments and drive revenue growth.


    1. Intense competition: The consumer products industry is highly competitive, with numerous players vying for market share. Clorox faces competition from both established companies and new entrants, which may result in price wars, reduced profit margins, or loss of market share.

    2. Changing consumer preferences: Consumer preferences and trends can change rapidly, making it essential for Clorox to adapt its product offerings to meet evolving customer demands. Failure to do so may result in a decline in sales and market share.

    3. Economic downturns: During economic downturns, consumers may tighten their budgets, leading to reduced spending on non-essential items such as cleaning and household products. This can negatively impact Clorox's sales and financial performance.

    In conclusion, The Clorox Company possesses strong brand recognition, a diversified product portfolio, effective marketing, and a robust distribution network. However, it faces weaknesses such as dependence on retailers and limited international presence. The company has opportunities to capitalize on the growing demand for eco-friendly products and expand into emerging markets. Nevertheless, it needs to be cautious of threats such as intense competition, changing consumer preferences, and economic downturns.

    Key Takeaways

    • The Clorox Company is owned by a diverse group of shareholders, including individual investors, institutional investors, and mutual funds.
    • The mission statement of The Clorox Company is to make everyday life better, every day, by offering innovative and sustainable products that meet consumers' needs.
    • The Clorox Company generates revenue primarily through the sale of its various consumer and professional products, including cleaning supplies, laundry care, and personal care items.
    • The Clorox Company's business model canvas is centered around creating value for customers through product innovation, brand strength, and operational efficiency.
    • The main competitors of The Clorox Company include Procter & Gamble, Colgate-Palmolive, Kimberly-Clark, and Reckitt Benckiser.
    • The Clorox Company's SWOT analysis highlights its strengths in brand recognition and product innovation, along with opportunities in the growing demand for sustainable products. However, it also faces challenges in a highly competitive market and potential threats from changing consumer preferences.


    In conclusion, The Clorox Company is owned by a diverse group of shareholders who have invested in the company for various reasons. Its mission statement focuses on providing innovative, high-quality products that improve the lives of consumers while also being environmentally responsible. The company generates its revenue through the sale of cleaning, household, and lifestyle products across various brands. By leveraging its strong brand recognition and distribution channels, The Clorox Company has built a successful business model that allows it to maintain a competitive edge in the market. However, it faces stiff competition from other notable companies in the industry, such as Procter & Gamble, Reckitt Benckiser Group, and Colgate-Palmolive. Conducting a SWOT analysis reveals that while The Clorox Company has strengths such as a strong brand portfolio and a commitment to sustainability, it also faces weaknesses in terms of product diversification and a reliance on specific markets. Nevertheless, the company has opportunities to expand into emerging markets and develop new innovative products. Overall, The Clorox Company remains a formidable player in the consumer goods industry, continuously striving to meet the needs of its customers while remaining adaptable to market changes and trends.


    Want to create a presentation now?

    • instantly

      Instantly Create A Deck

      Let PitchGrade do this for me

    • smile

      Hassle Free

      We will create your text and designs for you. Sit back and relax while we do the work.

    Explore More Content