Title: Managing marketing mix competition dynamics

Authors: Mehir Kumar Baidya; Bipasha Maity

Addresses: Department of Management, Amrita Vishwa Vidyapeetham, Bangalore Campus, Bangalore – 560035, India ' School of Management, Presidency University, Bangalore – 560064, India

Abstract: Studies suggest that competition is inevitable as well as spoils brand performance. There are various forms of competition between brands. This study attempts to understand of marketing mix competition between brands in a mature product category. Three primary and 12 secondary hypotheses were framed. Panel data on sales and marketing mix variables were gathered from ten brands in a CPG category over a period 2013-2018 in India. Thereafter, multivariate autoregressive integrated moving average with predictors model (MARIMAXM) and double-log regression model (MRM) were fitted to data. All hypotheses such as 'asymmetries in cross effects' are validated. The findings should assist managers in deciding whether to react or not react to competition using the tested evidence. This paper contributes to marketing practice and research because it produces insights into competitive structure and its evolution over time.

Keywords: marketing mix; competition; economic; dynamics.

DOI: 10.1504/IJBFMI.2022.122900

International Journal of Business Forecasting and Marketing Intelligence, 2022 Vol.7 No.3, pp.277 - 294

Received: 07 Nov 2021
Accepted: 12 Nov 2021
Published online: 16 May 2022 *

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