********
The idea with new products are to expand the base.
*******
I agree, most new products are released for this purpose, but how do you do this if
you don't compete with the major players?
Otis Wright
Pål Jensen wrote:
> Otis wrote
>
> > Do you think the medium to high end "Pentax user base" is sufficiently large
>enough to generate the required threshold product volume Pentax requires or will
>the product need to penetrate significantly into the C****/N**** user/prospective
>user base?
> >
>
> Sufficiently large? The idea with new products are to expand the base. If not, you
>have chicken and egg problem; you can't sell products you don't already have because
>you don't have the customer base - you won't get the customer base because you don't
>have product.
> The idea is to make the product so desirable so that the Pentax users want to buy
>them. Of course, it should desirable enough for other brand users as well. This is a
>bonus. On of greatest mistakes in all marketing, is to believe that you only compete
>with similar products from other manufacturers. You don't. You compete with hi-fi
>companies, computer companies etc. The point is to make the consumer buy a Pentax
>camera (in this case) insetad of a new hi-fi system or bicycle - make the product so
>desirable that the consumer changes his priorities. The market posibility for any
>good product is virtually endless although admittedly Pentax would have a harder time
>than Nikon or Canon because they are more easily recognized brand names. The LX is a
>good case in point. Pentax had no customer base but still the LX created waiting list
>the first year on the market. Likewise, there were no customer base for the original
>6X7 or the Pentax 645 system. Now the former is a long term seller and
> the latter the most sold medium format camera. In the medium format cases they
>created completely new systems from nothing. Now theres close to 10 000 000 K-mount
>lenses out there; a huge potential.
>
> Pål
>
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