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.

1. Holbein Acryla Gouache: Account Plan
Tanya T Flores
ADV 121
L. Buchwitz
11 May 2009
- 1 -

2. 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
- 2 -

3. 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.
- 3 -

4. 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.
- 4 -

5. 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
- 5 -

6. 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.
- 6 -

7. 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.
- 7 -

8. 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.
- 8 -