Holbein Acryla Gouache: Account Plan

Tanya T FloresADV 121L. Buchwitz11 May 2009

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I. Introduction to Holbein Acryla Gouache

Holbein Acryla Gouache is a hybrid gouache/acrylic paint product. It is manufactured

by a Japanese company, Holbein Works, Ltd., and is imported by an American and a Canadian

distributor, by the name, HK Holbein.

Acryla Gouache is offered in nearly one-hundred different pigments. Each bottle is

labeled with the corresponding Munsell color code, making color matching an easy and

efficient process for the consumer.

Acryla Gouache is unlike other designer gouache paints. Unlike traditional gouache

products, the permanence of Acryla Gouache is not reached with the use gum arabic, a type of

tree sap often used in watercolor paints and postage stamp adhesive, but is obtained with the

help of acrylic polymer resin, a chemical used in lacquers and various high resistant plastics.

This unique difference is what prevents Acryla Gouache from dissolving when in

contact with moisture; but instead, diluting while still keeping the integrity and vibrancy of its

pigments.

The product also adapts well to different means for application—ranging from wood

to canvas, and bristol board. Whereas other gouache paints would soak through the material

or crack once dried, Acryla Gouache dries to a plastic-like matte finish; retaining the same

color quality while dry, as it had while wet.

II. Brand Personality

Holbein portrays itself as traditional, having been a family owned company since its

inception, yet classic with retro undertones. Their presence is one of significance and

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influence. Sharing its name with esteemed artist, Hans Holbein, shows the company's

dedication to craftsmanship. The products featured in their color collection, especially that of

Acryla Gouache, have proved the company to be innovative in its search to create products of

high performance while maintaining expectations of pigment brilliance. Holbein is:

traditional, eccentric, classic, loyal, innovative.

III. Product, Pricing, and Distribution

Acryla Gouache has a team of color chemists that work to achieve the finest color

pigments and highest standards of quality that are a direct match to the Munsell color system,

a system that specifies color by its hue, value and chroma. The corresponding Munsell

numbers are located on ever bottle of paint, guaranteeing to those familiar with the system, of

the quality and expectation of the color brilliance within each bottle of product.

The wide range of paints, sets consumers at ease and assures them of the availability

of the color they are in search of. They make selecting and finding a prospective color easy,

with their wide variety; which includes not just the basic pigments of the color wheel, but

shades and tints that vary both greatly and even slightly.

Acryla Gouache is priced moderately against its competitors. It's price is not an outlier

to it's competition, but falls toward the upper end of the mean pricing spectrum.

The product is distributed only through art supply stores, and cannot be found in art

and craft stores or hobby shops. Its narrow distribution reflects its market positioning as a

professional quality artists paint.

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IV. Target market

Holbein Acryla Gouache is targeted towards aspiring and professional artists. It is not

created with students or beginning painters in mind, and is not targeted towards craftspeople

or hobbyists; unlike other acrylic based paints.

The product was created with the techniques of both fine artists and professional

illustrators in mind; both of which have had past experiences working with traditional media,

such as original gouache and acrylic paints.

A user of Acryla Gouache is not likely to be the average artist. This is the modern day,

innovative creative, who shares a passion for color brilliance, and multimedia techniques.

This is the artist who willfully steps out of the box, using piano scrolls as canvas, and infant

ear droppers to apply water and gloss to their paints. This is the type of artist that is always

looking for inventive, ingenious ways to express themselves—and Acryla Gouache's unique

capabilities allow them to do so.

There are two types of professional artists: “paint is paint” and “it's all about type.”

Paint is Paint

This user is not loyal to a single brand of paint, because all pigments have different

consistencies across the brand's product. This person is likely to have multiple colors

from different brands, within a single medium. The most important factor in this user's

decision is the quality of the paint (hue, value, chroma) in comparison to its subjective

affordability.

It's All About Type

This user is more particular to a type of paint: watercolor, oil, acrylic, etc.. They are

loyal towards a single traditional medium and are likely to paint landscapes and self

portraits.

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V. Positioning

In Comparison to Like Products

Competitors of Acryla Gouache are primarily hybrid artist paints (regardless of

composition), but also include acrylic gouache, acrylic, and gouache paint products. Other

similar paints do not always come in similar quantities; ranging from fourteen to sixty

milliliter containers. Nor do they all share the similar variety of pigments available; ranging

from thirty-six to ninety-eight varieties offered.

The deciding factor for the products involves the emotional quality or said product

versus palpable product material cost (medium price is approximately 8.75 dollars). Quality is

defined by the vibrancy of the color pigments in correlation with the expected viscosity and

texture of the product. The emotional experience is also included while determining quality,

and represents the consumer's satisfaction while working with the product and whether or not

the product can adapt to fit the needs of the artist.

a) Holbein Acryla Gouache's most prevalent competitors are all positioned as designer

end, artist grade paints.

b) Lefranc & Bourgeois Flashe Vinyl Paint offers the least variety and is made with

vinyl. The paint has a mixture of white pigments in even their darkest varieties (often

used to increase opacity) which depreciates the colors value.

c) M. Graham Gouache is made with a base of gum arabic, which has pure honey added

in order to prevent cracking. The honey is susceptible to dissolving, losing

permanence and causing fading.

d) Daler-Rowney Designers' Gouache hails their use of calcium carbonate in their

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gouache paints. Admittedly adding a smooth texture to the product, the addition of the

chalky substance, in place of pigmentation, makes the finished product's colors appear

dull and less vibrant.

e) Winsor & Newton Designer's Gouache, although ground finely, does not work well on

media other than watercolor papers, or boards and papers designed to hold watercolor

paints, specifically.

f) Schmincke Horadam Gouache is comprised heavily of fine ground color pigments,

making it produce brilliant colors, as well as a smooth textural feel when in use. The

cost of this product is above average.

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In Comparison to All Paint Media

Although Acryla Gouache is looked at favorably against its direct competition, the

likelihood of it being chosen above other paint options (oil, watercolor, acrylic, gouache) is

rather low. In comparing it with other media, the deciding factors are emotion and

recognition. With higher recognition comes familiarity, thus an increase in emotional reaction

towards the medium.

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VI. Situation Analysis and Problem Identification

Being that Acryla Gouache is a hybrid paint product, it receives little to no attention or

emphasis in art courses, or by artists and instructors of art media. It is thought of lastly, if at

all, when the thought of paint types come to mind. The goal is to replace traditional media

(such as oil, acrylic, and watercolor) in the minds of artists, with that of Acryla Gouache; a

superior hybrid paint product.

VII. Message and Creative Strategy

Since Acryla Gouache already fairs positively in comparison to its immediate

competition, the message strategy is to focus on the innovative product as the secret to

creating a masterpiece in the present day. No longer are traditional media the options that lead

to becoming a recognized artist. It is the hybrid, Acryla Gouache that will revolutionize and

innovate the art world from its traditional applications and bring it into a new period of

creationism. Acryla Gouache: The secret of the Gods.

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