The Clorox Company (CLX): Business Model Canvas [Jan-2025 Mis à jour]

Dans le monde dynamique du nettoyage et de la désinfection des ménages, la société Clorox (CLX) est un phare de l'innovation et de l'excellence stratégique. Avec un modèle commercial remarquable qui transcende la fabrication traditionnelle, Clorox a magistralement tissé ensemble des partenariats stratégiques, le développement de produits de pointe et un engagement envers la durabilité qui résonne sur les marchés mondiaux. De la fiabilité de Javel dans les solutions de nettoyage sophistiquées, cette centrale a transformé la façon dont les consommateurs et les entreprises abordent la propreté, l'hygiène et la responsabilité environnementale.

The Clorox Company (CLX) - Modèle d'entreprise: partenariats clés

Alliance stratégique avec Procter & Pari

En 2023, Clorox a signalé un partenariat de distribution stratégique avec Procter & Pari couvrant des canaux de produits de nettoyage spécifiques. Volume de distribution: 17,3 millions d'unités par an.

Détail du partenariat	Métrique
Collaboration de distribution annuelle	17,3 millions d'unités
Contribution des revenus de partenariat	342 millions de dollars

Partenariats de vente au détail

Clorox maintient des partenariats critiques avec les principaux détaillants.

Détaillant	Volume des ventes annuelles	Pénétration du marché
Walmart	1,2 milliard de dollars	42%
Cible	687 millions de dollars	28%
Costco	453 millions de dollars	19%

Partenariats d'emballage durables

• En partenariat avec 7 fournisseurs d'emballages durables
• A engagé 62 millions de dollars à des initiatives d'emballage durables
• Réduction de l'utilisation du plastique de 23% en 2023

Collaborations internationales de fabrication

Pays	Coentreprise	Investissement annuel
Mexique	Grupo Bimbo	45 millions de dollars
Brésil	Natura & Co	37 millions de dollars
Chine	Groupe Haier	28 millions de dollars

The Clorox Company (CLX) - Modèle d'entreprise: activités clés

Recherche de produits et développement du nettoyage et des produits ménagers

En 2023, Clorox a investi 115 millions de dollars dans les activités de recherche et de développement. La société maintient plusieurs centres d'innovation axés sur le développement de nouvelles technologies de nettoyage et formulations de produits.

Métrique de R&D	Valeur 2023
Dépenses totales de R&D	115 millions de dollars
Nombre de centres d'innovation	3
Lancements de nouveaux produits	12 innovations majeures sur les produits

Fabrication de désinfectants, de blanchiment et de solutions de nettoyage des consommateurs

Clorox exploite 12 installations de fabrication à travers les États-Unis, produisant environ 400 millions de gallons de produits de nettoyage par an.

• Installations de fabrication totale: 12
• Volume de production annuel: 400 millions de gallons
• Emplacements de fabrication primaires: Californie, Géorgie, Ohio

Marketing et gestion de la marque sur plusieurs gammes de produits

En 2023, Clorox a alloué 620 millions de dollars aux activités de marketing et de gestion de la marque dans son portefeuille de produits divers.

Catégorie marketing	2023 dépenses
Dépenses marketing totales	620 millions de dollars
Marketing numérique	35% du budget marketing total
Nombre de gammes de produits de marque	7 catégories de marque majeures

Initiatives de durabilité et d'innovation environnementale

Clorox a engagé 50 millions de dollars à des initiatives de durabilité en 2023, en se concentrant sur la réduction de l'impact environnemental et le développement de solutions de produits écologiques.

• Investissement en durabilité: 50 millions de dollars
• Cible de réduction des émissions de carbone: 50% d'ici 2030
• Utilisation des énergies renouvelables dans la fabrication: 22%

The Clorox Company (CLX) - Modèle d'entreprise: Ressources clés

Solide réputation de marque dans les produits de nettoyage et de désinfection

La société Clorox possède 26 marques grandes dans plusieurs catégories de produits. Le portefeuille de marques génère un chiffre d'affaires annuel de 7,14 milliards de dollars en 2023.

Catégorie de marque	Contribution annuelle des revenus
Produits de nettoyage	3,2 milliards de dollars
Produits de désinfection	1,8 milliard de dollars

Installations de fabrication avancées

Clorox fonctionne 15 installations de fabrication à travers l'Amérique du Nord, avec une capacité de fabrication totale de 1,2 million de pieds carrés.

• 8 installations situées aux États-Unis
• 4 installations au Canada
• 3 installations au Mexique

Propriété intellectuelle et brevets

Clorox tient Environ 350 brevets actifs Dans les technologies de nettoyage et de désinfection.

Catégorie de brevet	Nombre de brevets
Technologie de nettoyage	210
Technologie de désinfection	140

Équipe de recherche et de développement

L'équipe R&D est composée de 287 chercheurs spécialisés avec un investissement annuel de R&D de 185 millions de dollars en 2023.

Infrastructure de gestion de la chaîne d'approvisionnement

Clorox maintient 12 centres de distribution avec des dépenses logistiques annuelles de 342 millions de dollars.

• 7 centres de distribution aux États-Unis
• 3 centres de distribution au Canada
• 2 centres de distribution au Mexique

The Clorox Company (CLX) - Modèle d'entreprise: propositions de valeur

Produits de nettoyage et de désinfection de haute qualité

Clorox a déclaré des ventes nettes de 7,2 milliards de dollars au cours de l'exercice 2023. Le portefeuille de produits de nettoyage et de désinfection de la société a généré environ 3,9 milliards de dollars de revenus.

Catégorie de produits	Revenus annuels	Part de marché
Produits de Javel	1,2 milliard de dollars	68%
Lingettes désinfectantes	850 millions de dollars	51%
Solutions de nettoyage	750 millions de dollars	42%

Gamme complète de solutions de nettoyage ménagers et professionnelles

Clorox dessert plusieurs segments de marché avec diverses offres de produits.

• Nettoyage des ménages: 62% du portefeuille de produits
• Nettoyage professionnel: 23% du portefeuille de produits
• Désinfection des soins de santé: 15% du portefeuille de produits

Engagement envers la durabilité et la responsabilité environnementale

Clorox a investi 45 millions de dollars dans des initiatives de durabilité en 2023, ciblant les émissions de carbone réduites et les emballages écologiques.

Métrique de la durabilité	Cible 2023	Progrès actuel
Réduction des émissions de carbone	50% d'ici 2030	27% de réduction réalisée
Emballage recyclé	50% d'ici 2025	35% actuellement mis en œuvre

Produits innovants répondant aux besoins de santé et d'hygiène des consommateurs

Clorox a alloué 180 millions de dollars à la recherche et au développement en 2023, en se concentrant sur les innovations sur la santé et l'hygiène.

• Développement de produits liés à Covid-19: 62 millions de dollars
• Nouveaux investissements technologiques antimicrobiens: 48 millions de dollars
• Extensions sur les lignes de produits axées sur la santé: 70 millions de dollars

The Clorox Company (CLX) - Modèle d'entreprise: relations clients

Fidélité forte de la marque grâce à une qualité de produit cohérente

Clorox maintient un taux de fidélité à 68% de la marque dans son portefeuille de produits à partir de 2023. La reconnaissance de la marque de l'entreprise s'élève à 92% parmi les consommateurs américains.

Catégorie de produits	Pourcentage de fidélité à la marque	Part de marché
Produits de Javel	75%	64%
Produits de nettoyage	62%	58%
Lingettes désinfectantes	71%	53%

Support client et engagement de plate-forme numérique

Clorox exploite les canaux de support client numérique avec les mesures suivantes:

• Trafic de site Web: 3,2 millions de visiteurs mensuels
• Téléchargements d'applications mobiles: 1,5 million
• Abonnés des médias sociaux: 2,8 millions sur toutes les plateformes
• Temps de réponse moyen: 2,7 heures

Stratégies de marketing personnalisées

Clorox investit 42,3 millions de dollars par an dans des campagnes de marketing numérique personnalisées. Les données de segmentation des clients révèlent:

Segment de clientèle	Attribution du budget marketing	Taux de conversion
Ménages du millénaire	15,6 millions de dollars	22%
Consommations de l'éco-conscience	12,7 millions de dollars	18%
Consommateurs axés sur la famille	14,0 millions de dollars	25%

Canaux de service à la clientèle réactifs

Clorox maintient l'infrastructure de service client multicanal:

• Prise en charge du téléphone: Disponibilité 24/7
• Taux de réponse par e-mail: 94% dans les 24 heures
• Taux de résolution de chat en direct: 87%
• Score de satisfaction du client: 4.6 / 5

The Clorox Company (CLX) - Modèle d'entreprise: canaux

Ventes directes en ligne via le site Web de l'entreprise

Clorox génère des ventes en ligne directes via www.clorox.com, offrant des gammes de produits, notamment:

Catégorie de produits	Canal de vente en ligne	Pourcentage de revenus annuels
Produits de nettoyage	Ventes directes du site Web	3.2%
Marques de ménages	Ventes directes du site Web	2.8%

Partenariats de détail majeurs

Clorox maintient de vastes partenariats de vente au détail sur plusieurs canaux:

• Walmart: 18,5% du total des ventes
• Cible: 9,3% du total des ventes
• Costco: 7,6% du total des ventes
• Amazon: 12,4% du total des ventes

Plates-formes de commerce électronique

Plate-forme de commerce électronique	Volume des ventes	Pénétration du marché
Amazone	425 millions de dollars	22.7%
Walmart.com	276 millions de dollars	14.8%

Réseaux de distribution en gros

Clorox utilise plusieurs canaux de distribution en gros:

• Grossistes de l'épicerie: 34,6% de la distribution
• Distributeurs de l'offre institutionnelle: 12,3% de la distribution
• Réseaux d'approvisionnement industriels: 8,7% de la distribution

Marketing numérique directement aux consommateurs

Canal de marketing numérique	Dépenses marketing annuelles	Taux de conversion
Publicité sur les réseaux sociaux	42 millions de dollars	3.6%
Campagnes par e-mail ciblées	18 millions de dollars	2.9%

The Clorox Company (CLX) - Modèle d'entreprise: segments de clientèle

Consommateurs de ménages

Marché total adressable: 128,45 millions de ménages américains

Catégorie de produits	Pénétration du marché	Dépenses annuelles des ménages
Produits de nettoyage	87.3%	182 $ par ménage
Désinfection	74.6%	95 $ par ménage

Services de nettoyage commercial et institutionnel

Taille totale du marché: 59,2 milliards de dollars en 2023

• Services de nettoyage de bureau: 38% de part de marché
• Nettoyage des installations éducatives: 22% de part de marché
• Valeur du contrat annuel moyen: 124 500 $

Soins de santé et centrales médicales

Type d'installation	Nombre d'installations	Dépenses de désinfection annuelle
Hôpitaux	6,093	3,7 millions de dollars par installation
Cliniques	24,752	875 000 $ par installation

Industrie des services alimentaires

Valeur du segment du marché total: 37,8 milliards de dollars en 2023

• Restaurants: 62% du segment
• Services de restauration: 18% du segment
• Dépenses moyennes de produits de nettoyage annuels: 42 300 $ par entreprise

Marchés de nettoyage industriels et professionnels

Secteur de l'industrie	Dépenses de produits de nettoyage annuels	Pénétration du marché
Fabrication	2,3 milliards de dollars	45.6%
Entrepôts	1,7 milliard de dollars	33.2%
Transport	1,1 milliard de dollars	27.8%

The Clorox Company (CLX) - Modèle d'entreprise: Structure des coûts

Frais d'approvisionnement en matières premières

Au cours de l'exercice 2023, Clorox a déclaré des coûts d'approvisionnement en matières premières de 2,1 milliards de dollars. Les dépenses clés de l'approvisionnement comprennent:

• Résines en plastique: 480 millions de dollars
• Composés chimiques: 395 millions de dollars
• Matériel d'emballage: 275 millions de dollars

Catégorie de matières premières	Dépenses annuelles
Résines en plastique	480 millions de dollars
Composés chimiques	395 millions de dollars
Matériaux d'emballage	275 millions de dollars

Coûts de fabrication et de production

Les dépenses de fabrication de Clorox en 2023 ont totalisé 1,65 milliard de dollars, avec une panne comme suit:

• Coûts de main-d'œuvre directs: 412 millions de dollars
• Entretien de l'équipement: 215 millions de dollars
• Frais généraux d'usine: 623 millions de dollars

Investissements de recherche et développement

Clorox a alloué 238 millions de dollars aux dépenses de R&D au cours de l'exercice 2023, ce qui représente 3,2% des revenus totaux.

Dépenses de marketing et de publicité

Les frais de marketing pour Clorox en 2023 étaient de 589 millions de dollars, distribués à travers:

• Marketing numérique: 210 millions de dollars
• Publicité traditionnelle: 279 millions de dollars
• Activités promotionnelles: 100 millions de dollars

Logistique de la chaîne d'approvisionnement et de la distribution

Les coûts totaux de la chaîne d'approvisionnement et de la distribution de Clorox en 2023 ont atteint 742 millions de dollars, notamment:

Composant logistique	Dépenses annuelles
Transport	345 millions de dollars
Entrepôts	247 millions de dollars
Gestion du réseau de distribution	150 millions de dollars

The Clorox Company (CLX) - Modèle d'entreprise: Strots de revenus

Ventes de produits de nettoyage des ménages

Revenus totaux de produits de nettoyage des ménages en 2023: 2,86 milliards de dollars

Catégorie de produits	Revenus annuels	Part de marché
Produits de Javel	1,2 milliard de dollars	62%
Sprays de nettoyage	680 millions de dollars	42%
Lingettes désinfectantes	990 millions de dollars	55%

Lignes de produits désinfectants et de désinfection

Revenus de produits désinfectants totaux en 2023: 1,75 milliard de dollars

• Ventes de produits liées à Covid-19: 620 millions de dollars
• Désinfectants de qualité de santé: 430 millions de dollars
• Produits désinfectants des consommateurs: 700 millions de dollars

Solutions de nettoyage professionnel et industrielle

Revenu total de solutions de nettoyage professionnel en 2023: 890 millions de dollars

Segment	Revenus annuels	Taux de croissance
Nettoyage commercial	520 millions de dollars	7.2%
Désinfection industrielle	370 millions de dollars	5.8%

Revenus d'expansion du marché international

Revenus internationaux totaux en 2023: 1,24 milliard de dollars

• Amérique du Nord: 940 millions de dollars
• Europe: 180 millions de dollars
• Asie-Pacifique: 120 millions de dollars

Canaux de vente numérique et e-commerce

Revenu total des ventes numériques en 2023: 680 millions de dollars

Canal de vente	Revenus annuels	Pourcentage des ventes totales
Amazone	290 millions de dollars	42.6%
Ventes directes du site Web	220 millions de dollars	32.4%
Autres détaillants en ligne	170 millions de dollars	25%

The Clorox Company (CLX) - Canvas Business Model: Value Propositions

Superior product quality; nearly 60% of portfolio achieved superior brand value

As of June 30, 2025, The Clorox Company reported that nearly 60% of its portfolio achieved superior brand value. This metric represents an increase from the pre-IGNITE level of 54% recorded in 2019. Furthermore, key brand strength data from fiscal year 2025 shows that over 80% of sales come from brands ranking No. 1 or No. 2 in their respective categories. The company's total net sales for fiscal year 2025 were $7.1 billion, with a gross margin of 45.2% for the same period. This focus on brand strength is central to the value delivered.

The Clorox Company maintains market leadership across its portfolio, which includes brands like Glad, Kingsford, Brita, and Burt's Bees. The company's product-line mix in fiscal year 2025 showed the Cleaning category accounted for 44% of sales.

Segment	FY2025 Revenue (USD)	Year-over-Year Growth
Health and Wellness	$2.69 billion	8.53%
Household	$2.00 billion	Modest Increase
International	$1.06 billion	Decline

Trusted health and wellness benefits (cleaning, disinfecting, water filtration)

The Health and Wellness segment delivered $2.69 billion in revenue for fiscal year 2025, marking an 8.53% increase compared to fiscal year 2024. This segment encompasses cleaning and disinfecting products, which are core to consumer trust in health outcomes. The company also offers water filtration solutions through the Brita brand, supporting wellness propositions. The focus on cleaning and disinfecting products is substantial, representing 44% of the product-line mix in FY2025.

Convenience and simplicity across household and lifestyle categories

The Clorox Company drives convenience through operational efficiency that speeds up product delivery and experience. Innovations supported by an AI-enabled digital core accelerated the innovation cycle time by 65%. This acceleration helps turn consumer insights into superior experiences across different product needs, enhancing simplicity for the end-user. The Household segment, which includes convenience items like bags and wraps, generated $2.00 billion in revenue in FY2025.

Commitment to sustainability and responsible sourcing

The commitment to sustainability is recognized, as The Clorox Company was ranked No. 1 on Barron's 100 Most Sustainable Companies list for the third consecutive year in 2025. The company is actively working toward its environmental goals, which are embedded in the IGNITE strategy. Specific progress includes achieving zero-waste-to-landfill (ZWtL) status at its litter manufacturing plant in Martinsburg, West Virginia. The long-term goal is to achieve ZWtL in 100% of its global facilities where infrastructure allows by 2030.

• Achieved zero-waste-to-landfill status at the Martinsburg, West Virginia, litter plant.
• Ranked No. 1 on Barron's 100 Most Sustainable Companies list in 2025.
• Prioritizes greenhouse gas emission reductions and reducing plastic and other waste.

The Clorox Company (CLX) - Canvas Business Model: Customer Relationships

You're looking at how The Clorox Company (CLX) connects with the people who buy its products, which is crucial given the competitive landscape and the focus on its IGNITE strategy. It's a mix of mass-market trust-building and precise digital targeting.

Brand building via advertising to reinforce trust and relevance

The Clorox Company continues to put significant resources behind its established brands to keep them top-of-mind and trusted. For fiscal year 2025, the expectation for Advertising and sales promotion spending was set to be about 11% to 11.5% of net sales. This spending reflects the company's ongoing commitment to invest behind its brands. This investment supports nearly 60% of the portfolio achieving superior brand value, an increase from 54% in 2019.

Data-driven, hyper-personalized digital marketing

The drive toward digital precision is clear. The Clorox Company achieved its 2025 goal of knowing 100M consumers ahead of schedule, which helps in delivering greater personalization. This personalization strategy is paying off, as the company achieved top-quintile return on investment among consumer packaged goods companies in fiscal year 2025. Management is leaning into this, targeting 50% of media spending for one-on-one consumer engagement. These digital efforts are supported by strategic investments; the fiscal year 2025 outlook for Selling and administrative expenses included about 150 basis points of impact from strategic investments in digital capabilities and productivity enhancements. Furthermore, the implementation of an AI-enabled digital core accelerated the innovation discovery cycle time by 65%.

Here are some key metrics showing the investment and results in this area:

Metric	Value/Target (FY2025 or Latest)	Context
Advertising & Sales Promotion (% of Net Sales)	11% to 11.5%	FY2025 Outlook for investing behind brands.
Digital Investment Impact (Basis Points)	150 bps (FY2025 Outlook)	Impact included in Selling & Administrative Expenses.
Consumers 'Known'	100 Million	Goal achieved ahead of the 2025 target.
Marketing ROI Performance	Top-Quintile	Achieved through personalization strategy.
Media Spend Target for 1:1 Engagement	50%	Future target for personalized consumer engagement.

Transactional relationship through retail and e-commerce platforms

The Clorox Company's fiscal year 2025 net sales reached $7.1 billion globally. The company sells its products across approximately 100 markets, primarily through a wide array of physical channels, including mass retailers, grocery outlets, warehouse clubs, dollar stores, and drug stores. However, the transactional relationship is evolving; e-commerce growth is significantly outpacing brick-and-mortar retail, showing consumers value convenience and personalized assortments found online. For the fourth quarter of fiscal year 2025, net sales increased 4% to $2.0 billion.

The relationship is built on broad availability:

• Sells products in approximately 100 markets.
• Operations in approximately 25 countries or territories.
• Employs about 7,600 people worldwide as of June 30, 2025.
• Warehouse clubs, dollar stores, and Walmart are specifically noted as retailers attracting shoppers.

Dedicated sales and service for the Professional channel

The Professional channel is integrated within the Health & Wellness segment reporting. For the first quarter of fiscal year 2025, the Health & Wellness segment, which includes cleaning and professional products, saw net sales increase by 38%. This growth was driven by 38 points of higher volume. The company is executing a professional channel expansion to catalyze growth.

The Clorox Company (CLX) - Canvas Business Model: Channels

You're looking at how The Clorox Company gets its products into customers' hands as of late 2025. It's a mix of traditional shelf space and digital presence, all supporting their $7.1 billion in fiscal year 2025 net sales.

Mass-market retail and grocery stores (primary distribution)

This remains the bedrock for The Clorox Company. The sheer volume moving through these traditional channels is significant, even with digital growth. For instance, a single major partner, Walmart, accounted for 27% of consolidated net sales in fiscal year 2025. This highlights the dependency on large-format, high-traffic physical retail locations for core brands like Clorox® cleaning products and Kingsford® charcoal.

The company's investment in supporting these channels is reflected in its overall spending structure:

• Advertising and sales promotion spending for fiscal year 2025 was expected to be about 11% to 11.5% of net sales.
• Selling and administrative expenses for fiscal year 2025 were expected to be between 15% to 16% of net sales.

E-commerce platforms and the digital shelf

The digital shelf is critical for brand visibility and direct-to-consumer engagement, especially for specific product lines. The company noted that the Glad® brand was performing well on Amazon (AMZN) Prime Day, indicating strong performance in the e-commerce space. This channel is supported by strategic investments; the selling and administrative expenses for fiscal year 2025 included about 150 basis points of impact from strategic investments in digital capabilities. The Clorox Company is focused on turning data into insights to enhance consumer shopping experiences across these platforms.

Club channel (e.g., Costco, Sam's Club) for bulk sales

While specific revenue percentages for the club channel aren't broken out, this channel is essential for moving larger, value-oriented packages, which helps manage volume and price mix. The company's overall organic sales increased by 5% for the full fiscal year 2025, indicating broad-based strength across channels, including those focused on bulk purchasing.

The importance of volume and trade management across all retail channels is evident in the fiscal year 2025 results:

Metric	FY2025 Result
FY2025 Net Sales	$7.1 billion
FY2025 Organic Sales Growth	5%
FY2025 Q4 Net Sales	$2.0 billion
FY2025 Q4 Organic Sales Growth	8%

Professional/Commercial distribution for CloroxPro products

Products under the CloroxPro and Clorox Healthcare brands move through this specialized channel, serving businesses, hospitals, and other commercial entities. This category is grouped within the Health & Wellness segment. In the first quarter of fiscal year 2025, the Health & Wellness segment saw net sales increase by 38%, driven by 38 points of higher volume. This segment's strong volume performance suggests robust activity in the professional and cleaning distribution networks during that period.

The Clorox Company (CLX) - Canvas Business Model: Customer Segments

You're looking at the core buyers for The Clorox Company (CLX) as of late 2025. Honestly, the business is overwhelmingly focused on the United States market, which is where the bulk of the financial muscle is.

The geographic split for The Clorox Company's revenue in fiscal year 2025 clearly shows where the company generates its sales. The U.S. is the bedrock, but they still maintain a presence in over 100 global markets.

Geographic Segment	FY2025 Revenue Amount	Percentage of Total Revenue (Approx.)
U.S. Domestic Consumers	$6.08 billion	85.6%
International Consumers (Foreign)	$1.02 billion	14.4%
Total Revenue (FY2025)	$7.10 billion	100%

The U.S. Domestic Consumers segment, which brought in $6.08 billion in fiscal year 2025 revenue, is the primary focus for the company's portfolio of trusted brands. This group is diverse, spanning everyday households to large commercial operations.

Within the U.S., you see a clear split in the types of buyers they serve. The Clorox Company is executing its IGNITE strategy partly by focusing on delivering superior value, with nearly 60% of its portfolio achieving superior brand value based on consumer assessment.

Here's a look at the specific types of U.S. customers:

• Households seeking premium CPG products.
• Households seeking value-focused CPG products.
• Professional and institutional buyers.

The professional and institutional buyers are served through the Health and Wellness segment, which includes brands like Clorox Healthcare and CloroxPro. These customers include entities such as hospitals, schools, and offices that require commercial-grade cleaning and disinfecting solutions. The company notes that about 80% of its brands are No. 1 or No. 2 in their categories, which is critical for securing shelf space and institutional contracts.

International consumers represent a smaller portion of the overall pie, generating $1.02 billion in fiscal year 2025 revenue. This segment includes sales outside the U.S. and has faced headwinds, with net sales decreasing by 4% in Q1 2025, partly due to the divestiture of the Argentina business.

The international customer base is served with a tailored mix of brands, including international versions of Glad, Poett, Brita, and Fresh Step. The company is working to ensure lasting relevance by evolving to meet changing consumer needs globally, even as the U.S. remains the dominant revenue driver.

Finance: draft 13-week cash view by Friday.

The Clorox Company (CLX) - Canvas Business Model: Cost Structure

The Cost Structure for The Clorox Company centers heavily on the cost of getting products made and into the hands of consumers, supported by significant brand investment. For the fiscal year ending June 30, 2025, the company's total revenue was reported at $7.10 billion.

The largest single cost component is the direct cost associated with producing and delivering goods.

• Cost of Sales (COGS), the largest component, was reported at $3.90 billion in FY2025.

Operating expenses follow, with significant allocations for corporate overhead and brand building. General & Administrative (G&A) expenses, which cover corporate functions, were approximately $1.13 billion.

Brand equity maintenance requires substantial, ongoing spending in marketing and sales support. The Clorox Company maintains a heavy investment in Advertising and Sales Promotion (A&P).

Here's the quick math based on the reported FY2025 net sales of $7.10 billion:

Cost Category	FY2025 Percentage of Net Sales (Outlook/Actual)	Estimated Dollar Amount (Based on $7.10B Net Sales)
Cost of Sales (COGS)	Approximately 54.9%	$3.90 billion
General & Administrative (G&A)	Implied by $1.13B G&A	$1.13 billion
Advertising & Sales Promotion (A&P)	11% to 11.5%	$781 million to $816.5 million

Selling and Administrative (S&A) expenses, which include G&A, were guided to be between 15% to 16% of net sales for FY2025. This range suggests a total S&A spend of approximately $1.065 billion to $1.136 billion, which aligns with the specified G&A figure.

The company also allocates capital for long-term operational improvements, which involves significant capital expenditures (CapEx). These investments target both physical manufacturing capacity and the digital backbone of the business. For instance, the total incremental transformational investment related to digital capabilities and productivity enhancements was estimated to be between $560 million to $580 million, with about 70% of that expected to be recorded as incremental operating costs within S&A through fiscal year 2026.

• Capital expenditures focus on manufacturing footprint optimization.
• Significant investment is directed toward digital transformation projects.
• The impact of digital capabilities and productivity enhancements on FY2025 adjusted EPS was estimated around $0.68 to $0.70.

To be fair, the high COGS percentage reflects the costs of goods sold in a period still managing input cost pressures, even with strong cost savings initiatives.

The Clorox Company (CLX) - Canvas Business Model: Revenue Streams

You're looking at how The Clorox Company brings in the cash, which is the heart of any business model. For the fiscal year 2025, the total top line was reported at $7.1 billion in net sales. That figure was essentially flat compared to the prior year, but it was achieved while managing major internal shifts like the enterprise resource planning (ERP) transition. Plus, the company returned capital directly to its owners, paying out $602 million in dividends during FY2025.

The revenue streams are heavily weighted toward a few key segments, showing where the core value exchange happens. Here's a quick look at the main revenue contributors for the fiscal year ending June 30, 2025, based on the segment reporting.

Revenue Stream Category	FY2025 Sales Amount	Contextual Detail
Total Net Sales	$7.1 billion	Reported total revenue for the fiscal year 2025.
Health and Wellness Segment Sales	$2.69 billion	This segment represented about 35% of total revenue.
Household Segment Sales	$2.00 billion	This segment represented about 28% of total revenue.
Dividends Paid to Shareholders	$602 million	Cash returned to equity holders in FY2025.

The composition of these sales streams gives you a clear picture of where the money is coming from. It's important to note that the reported net sales reflect the impact of the divestiture of the Better Health Vitamin, Minerals, and Supplements (VMS) business.

Breaking down the segment performance for FY2025 shows the following revenue contributions:

• Net Sales for the full fiscal year 2025 totaled $7.1 billion.
• Health and Wellness segment sales reached $2.69 billion.
• Household segment sales amounted to $2.00 billion.
• The company paid out $602 million in dividends to shareholders.
• The Health and Wellness segment accounted for approximately 35% of total revenue.
• The Household segment accounted for approximately 28% of total revenue.

Also, remember that the reported $7.1 billion in net sales for FY2025 included a temporary benefit of about 3.5 to 4 points from incremental ERP shipments, which is expected to reverse in fiscal year 2026.