Explore the main differences of the perceived quality of products used during the Tesco and Sainsbury’s promotional campaigns 2014-2019 using qualitative methods such as commentary from industry experts and YouGov BrandIndex scores.

To critically review the literature on the impact of differentiation strategies on the market share, sales and EPS of Tesco and Sainsbury’s over a five-year period. •Using the Annual Reports, Financial Statements and Strategic Reports 2014/5 – 2018/9, quantitatively measure the impact on market share and company profitability from the introduction of new products and services over a five-year period. •To explore the main differences of the perceived quality of products used during the Tesco and Sainsbury’s promotional campaigns 2014-2019 using qualitative methods such as commentary from industry experts and YouGov BrandIndex scores.