Originally posted by Adam I know that Pentax is pushing an e-commerce marketing strategy in the US. But that doesn't mean they couldn't make their products more visible IRL.
One thing's for sure, they need to make their
brand more visible. Unfortunately in my opinion they have very poor positioning at the moment. Regardless of whether in-store or on-line, people need to know the brand exists to include them in their comparison shopping efforts (most of which IS done online through forums, review sites etc.)
I bought my Pentax based on the features offered, as in my opinion at my price-point they were superior to the competitors; however, I only knew to research Pentax cameras as my Dad used to shoot with one way back in the day. When you say 'camera' to someone the first thing that pops into their head is either 1. Nikkon or 2. Cannon. Ricoh needs to make people aware that there is another viable choice through marketing.
What strategy they would use during marketing efforts is beyond my humble ability to figure out, but it definitely needs a clear direction, AND a bigger budget.
Perhaps differentiate their product as HIP / Cool and target Millennials, while implying Cannon / Nikkon is for old folks?