What to do when market is already saturated and you need to deploy your items in market to survive?

Maybe the best option is diversificate the product range, do some market tests and see if those are accepted by the consumers. 

You also can try some substitute products from those ones that are in maturate/end life cycle, to generate new demands.

The "differentiation" of beneficts from the competitors products is what the consumers are applying.

More, you can try new distribution channels, where your products are not present. But be carefull, maybe you will find out new competitors with different ranges of prices and offers.

Finnaly, you also can add more "value services"; like pos-sales services or add complementary products/offers.

The supply of any goods can be controlled accordingly to the market segmentation.