At a recent internet auction in the UK a used Pentax FA77mm sold for $662 (at $1.6 to the £). Clearly there is demand for this lens, but there were only seven bidders at a price point I’d consider only just reasonable fora
brand new version.
Currently a new 77mm costs around $1,200 in the UK, and $800 in the US. To me these prices are way too high. It’s a great lens especially for its size and is clearly a classic. However, I’m not going to buy it. Why? Because for the same amount of money in the UK I can buy
all three of the following lenses:
1. Brand new Sigma 70mm (or slightly cheaper new Tamron 90mm)
2. Takumar 85mm 1.8 or 1.9 (or slightly more expensive SMC Pentax 85mm 1.8)
3. Helios 44-2 (or a Pentax M50mm 1.7, if I find a good deal)
What a combination! Unfortunately, not a penny goes to Pentax. Yes, I’d rather like one small new 77mm to carry around, to take AF photos of my loved ones indoors and out, with flash if necessary ….but…I can always justify my non-ownership: CA, and the Pentax AF is not that wonderful indoors and neither is the flash. So why not accept the major opportunity cost of buying one 77mm, and go for three lenses; a seriously good new lens, plus a Takumar classic of near-equal standing to the 77mm, plus another highly entertaining, cheap and fast MF?
And what’s more, the famous three FA limited lenses combined cost a whopping $4,000 in the UK. I hear non-Pentaxians say, “gosh, if you’ve got to spend $4,000 in the UK on just those three lenses, why on earth would you do that, rather than go down another route”? Sadly they do have a point.
This gets me thinking. How many new 77mm do the on-line retailers actually sell these days? The information is not available to ordinary people, but one way of getting a
feeling of how sales are going is to look at the numbers of customer reviews appearing on on-line retailer’s websites. Here are three US sites, showing the total number of reviews for the 77mm, plus the number of reviews for the K-5 and K20D cameras:
B&H: 62 reviews for the 77mm, and 312 for the cameras
Amazon.com: 10reviews for the 77mm, and 209 for the cameras
Adorama: 11reviews for 77mm, and 60 for the cameras (K-5 only)
The more competitively priced (until-recently) FA50mm 1.4 has 129 reviews on B&H, and 89 on Amazon.com. There a strong argument that if the 77mm price went down 25% to $590 it would sell many, many more lenses. And if the three FA limited lenses were re-calibrated with lens mounts for other brands (like Sigma and Tamron do) they could potentially sell loads and loads. Pentax’s unilateral high price-fix strategyhas been discussed on this forum many times before, but their self-cannibalising price points need to be discussed again…and again!
Why haven’t Pentax tried a real price reduction strategy – aside from the rebate/vouchers (coupled with the enforced price rises!!)? Well actually, they have, or at least two UK on-line retailers have. Last year I purchased a DA35mm macro limited for $450. This was 25% less than
all other retailers’ sales prices. I called the retailer and asked: is somethingwrong with you/the lens/Pentax? They said, “No, we’ve been asked to try this price”. It must have worked, because the retailer quickly sold out of the lenses. The price went up again after that and the retailer currently sells the same lens for $600. It’s a good lens but not worth $600 versus the alternatives IMHO.
Another major UK retailer clearly had a big row with Pentax a few years ago. They failed to honour my order for a new Pentax zoom lens at what looked like a good “discount price”, and then told mePentax had not delivered the stock to meet the additional demand. Was Pentax cross at the price discount? The retailer’s head office was definitely crosswith Pentax and told me that they were not going to sell Pentax any more. (As a matter of goodwill, they sent me abetter non-Pentax lens at the same price instead, and in fact now stock Pentax again).
So what isgoing on? (1) Perhaps Pentax cannot produce enough of these older lenses at a low enough unit cost to justify a 25% cut in prices. (2) Perhaps they think it’s better to sell only a few 77mm lenses as “snob goods”
(even though their cameras are not positioned as high-priced snob goods) while manufacturing more, higher-margin DA 70s
. (3) Perhaps their marketing and distribution strategy sucks.
I’m inclined to think a bit of all three, but leaning towards number three, given their old fashioned approach to new on-line distribution channels and the ridiculously large differential in prices between continents. Pentax manufacture lenses in Vietnam (for instance) and distribute them aroundthe world. Why is the 77mm priced so differently around our shrinking world? It can’t all be taxes and currencies. Even if it is, other manufacturers cross-subsidize prices to create and leverage their global brand. Even tiny eBay merchants can do that.
You could argue that all Pentax price-cut experiments will fail because Pentax simply doesn’t have the presence in the market to sell sufficient volumes, to give their distributors/retailers sufficient margin to want to focus on Pentax. But doesn’t the internet allow Pentax to achieve economies of scale in both large and small markets? How hard is it for on-line retailers to include Pentax on their web-site?
Most importantly, these prime lenses are demand-pull, not demand-push products e.g. a lot of knowledgeable buyers waiting for the right price. Not unaware people who need to be sold the idea of buying the lens. You can see this from the two UK on-line retailer examples above, when demand exceeded supply at lower prices. So the stats from B&H should really be: 312 reviewing the cameras, 100 or so reviewing the77mm they buy at $590, instead of 62 at $790. That’s a net gain of $10,020, if my math is right. Potentially, Pentax could sell thousands more lenses at this new price – they are excellent products, and this increases revenues by millions. But nagging at the back of my mind is a voice that says: Pentax really don’t want to sell thousands more lenses like the 77mm. Despite the latent demand, it’s not worth the effort. Too many things to do at too many stages of the supply chain…”we’d be better off trying to build market share with a sexy new product (in sexy colors) in a new sexy area” etc… Ugh, I’ve seen so many businesses in the UK get into this mind-set, and the ending is hardly ever good.
So Pentax, why not try something
old please before more of your market considers the 3-for-1 opportunity cost option and elopes to a non-Pentax partner? 25% off the 77mm in time for Christmas, and the second generation K-5s on the shelves would be just perfect. Sure we all agree! Otherwise, to return to the start of this post, we’ll be seeing a lot more used FA 77mm lenses on the internet soon, as owners sell out and move on before second hand prices drop.
Last edited by utak; 10-12-2012 at 04:29 AM.
Reason: Terrible formating, paragraphs and keyboard pointed out by victordeamorin