**Introduction**

Sports Star Limited, a renowned sports shoes manufacturing company, is currently facing the challenge of a declining market share. The company is experiencing increased competition from both new and existing players in the market. One of the primary reasons for this decline is the introduction of lower-priced models by its competitors to attract price-sensitive mass consumers. As Sports Star Limited has traditionally catered to quality-conscious consumers, it is crucial for the company to address this issue effectively. To combat the declining market share and regain its competitive edge, Sports Star Limited is introducing new models of shoes.

**Importance of New Models**

Introducing new models of shoes is a strategic move for Sports Star Limited to reposition itself in the market and regain lost market share. This approach allows the company to address the needs of both price-sensitive consumers and quality-conscious consumers. By offering a diverse range of shoes, Sports Star Limited can cater to a wider customer base and expand its market reach.

**Targeting Price-Sensitive Consumers**

To target price-sensitive consumers, Sports Star Limited is launching a line of affordable sports shoes. These shoes will be competitively priced to attract customers who prioritize affordability. By offering lower-priced models, the company aims to compete effectively with its rivals and regain market share from the price-sensitive segment. This strategy will allow Sports Star Limited to tap into a previously untapped market and increase its customer base.

**Quality-Conscious Consumers**

While targeting price-sensitive consumers is essential, Sports Star Limited must also cater to its existing quality-conscious consumer base. To address the needs of these consumers, the company is introducing new models of shoes that maintain its high-quality standards. These shoes will incorporate the latest technology, superior materials, and advanced features to provide an enhanced sports experience. By focusing on quality, Sports Star Limited can retain its loyal customer base and attract new customers who prioritize performance and durability.

**Marketing and Promotion**

To ensure the success of its new models, Sports Star Limited will undertake robust marketing and promotional activities. The company will leverage various channels such as social media, print media, and sports events to create brand awareness and generate interest in its new shoe range. Additionally, Sports Star Limited will collaborate with athletes and sports influencers to endorse its products and enhance brand credibility. By implementing an effective marketing strategy, the company can effectively communicate the value proposition of its new models to both price-sensitive consumers and quality-conscious consumers.

**Conclusion**

In conclusion, Sports Star Limited is addressing the challenge of a declining market share by introducing new models of shoes. This strategic move allows the company to target both price-sensitive consumers and quality-conscious consumers. By offering affordable options for the mass market and maintaining high-quality standards for its existing consumer base, Sports Star Limited aims to regain its competitive edge and increase its market share. Through effective marketing and promotional activities, the company can successfully position its new models in the market and regain customer loyalty.

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