I have to break ranks with the "niche" paradigm. Pentax cameras are not niche material; they just aren't. Trying to be "niche" is/was really a horrible plan by Pentax to begin with. Leica is niche. Leica pulls $8K for a rangefinder without a lens. RED is niche. RED pulls $40K for a monochrome "brain".
The Pentax market is, and always has been, a photographic generalist one. Pentax makes damned good cameras with damned good feature sets, at damned good price points and it has a decent enough lineup of lenses to satisfy the needs of the majority of photographers in the world. But John Q Public doesn't even know they exist. Brand recognition and consumer education are what will catapult Pentax forward and fund R&D to carry the brand forward.
If Pentax wants to grow its market then it has to put its cameras into the hands of the public at large. It needs the K30 and K-5 sitting right next to Nikon and Canon APS cameras in the display cases, and it needs camera sales people guiding customers' eyes and hands toward the Pentax labels.
Pentax needs to wake up and grow up. For the past five years all that Pentax has really cared about is their sales in Japan. If that's where they actually want to focus then fine, go be a Japanese camera company. But if they intend to actually participate in the global marketplace then they've got to invest in the global markets.
- Incentivize brick and mortar camera dealers, and the major electronics box store chains, to stock them on their shelves in prominent locations, and train their employees to promote and sell them.
- Set the MAP 10% below the competition so there's enough of a price differential to get some attention. You can gradually raise prices up to "market" value once you start getting some market share.
- Advertise on US prime-time television 2 or 3 days a week, on each major network to start some buzz with a little smack talk.
- Hold workshops and seminars in these same brick and mortar stores to demonstrate Pentax' strengths and dispel the myths.
In other words, put together an actual brick and mortar marketing
campaign and start driving consumer traffic to the brand. Because, it's about time I started hearing people say "Hey, is that a Pentax you've got?" again.