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    Carona: Success To Closure in Competition With Bata

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    Kvn Pawan Kumar
    Carona was once India's second largest footwear company and competed directly with market leader Bata. In the 1990s, Carona attempted to enter the premium segment by launching the German brand Puma in India at prices over Rs. 600, much higher than Bata's popular brands priced at Rs. 200-300. This failed as Indian consumers did not accept the high prices, and Puma revoked their agreement with Carona in 1998. At the same time, both domestic competitors like Liberty and Action and international brands like Nike and Reebok began aggressively marketing in India, taking market share from Carona and worsening its position.

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    Carona: Success To Closure in Competition With Bata

    Uploaded by

    Kvn Pawan Kumar
    13 views4 pages
    Carona was once India's second largest footwear company and competed directly with market leader Bata. In the 1990s, Carona attempted to enter the premium segment by launching the German brand Puma in India at prices over Rs. 600, much higher than Bata's popular brands priced at Rs. 200-300. This failed as Indian consumers did not accept the high prices, and Puma revoked their agreement with Carona in 1998. At the same time, both domestic competitors like Liberty and Action and international brands like Nike and Reebok began aggressively marketing in India, taking market share from Carona and worsening its position.

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    Carona Company

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    Carona was once India's second largest footwear company and competed directly with market leader Bata. In the 1990s, Carona attempted to enter the premium segment by launching the German brand Puma in India at prices over Rs. 600, much higher than Bata's popular brands priced at Rs. 200-300. This failed as Indian consumers did not accept the high prices, and Puma revoked their agreement with Carona in 1998. At the same time, both domestic competitors like Liberty and Action and international brands like Nike and Reebok began aggressively marketing in India, taking market share from Carona and worsening its position.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    13 views4 pages

    Carona: Success To Closure in Competition With Bata

    Uploaded by

    Kvn Pawan Kumar
    Carona was once India's second largest footwear company and competed directly with market leader Bata. In the 1990s, Carona attempted to enter the premium segment by launching the German brand Puma in India at prices over Rs. 600, much higher than Bata's popular brands priced at Rs. 200-300. This failed as Indian consumers did not accept the high prices, and Puma revoked their agreement with Carona in 1998. At the same time, both domestic competitors like Liberty and Action and international brands like Nike and Reebok began aggressively marketing in India, taking market share from Carona and worsening its position.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Carona

    Success to Closure in competition with Bata

    Importance of Carona
    Carona was a heritage brand of India which was once the second largest footwear company in India. Carona was a brand which thrived during the license raj. The brand thrived along withBata. Infact Carona was fighting head on with the market leader Bata

    Failures of Carona
    In 1992, Carona tried to tap the premium segment by launching the German sports shoebrand Puma in the Indian market. This was to counter the popular Power , Northstar andHush Puppies brand from Bata. Carona made a big mistake while launching Puma. The company felt that the Indianconsumers will fall for the global brand . The Puma brand was priced above Rs 600. At that time the Bata brands like Power and Northstar was retailing in the range of Rs 200-300. Puma was a big flop in the Indian market because of wrong pricing. The jointagreement was revoked by Puma in 1998.

    Domestic as well as Foreign Competition


    New brands like Liberty, Action, Lakhani etc began to corner the market with newdesigns and fashion. Foreign brands like Nike ,Reebok and Adidas began to marketaggressively which further worsened the position of Carona.

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