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Cobra Sales Manual PDF
Cobra Sales Manual PDF
Cobra Sales Manual PDF
Index
Why invest now in water mixable oil colour? Which market position is Cobra targeting? Who is our target group? Cobra How does Cobra meet the end users needs? Support Assortment Packaging Auxiliaries Sets Features & Benefits Cobra and other sellers of water mixable oil colour POS materials Recommended Retail Price list (EU) 3 4 5 7 8 9 10 12 13 16 17 19 20 23
Cobra characteristics: Water mixable Colours can be diluted with water Materials can be cleaned after use with just a little soap and water Easy to use Brush stroke remains unchanged after drying No colour change No allergic reactions for users or people around them No nasty fumes Few environmental objections
Market situation EU 10 9 8 7 6 5 4 3 2 1 1.00- 0 -1 1,00 2,00 3,00 4,00 Lukas Berlin W&N Artisan Grumbacher Maxx Cobra
5,00
6,00
7,00
8,00
9,00
Study quality
Settled Professional Student Frequent user Amateur Starter Occasional user Gift Total
Needs
Self-development
Explanation
Able to continue with the work for longer; further refinement Mastering the techniques of the old masters Technical support on applications of paint + auxiliaries No solvents, odourless, clean with soap and water Can therefore be used anywhere Creamy paint with which more refinements can be achieved Oil colour-like results: brush stroke, degree of sheen, brilliance, etc. Quality product which gives result for life, with materials that put less strain on the environment
Support Convenience
Durability
Market research has shown that the current users of water mixable oil colours:
Are full of praise about the tinting strength, degree of sheen and the distinct brush stroke. It is a real oil paint! Value this product for its wide reach. With water mixable oil colours you can paint in various techniques from water colour technique to all possible oil paint techniques (incl. glazing, alla prima, layered). See painting using water mixable oil colours as a next step to working professionally. Are prepared to study the materials. Have a need for a stable quality product with a uniform degree of sheen and drying time.
Cobra
Cobra water mixable oil colour was named after the post-war artist group of the same name. Cobra, named after the origins of the different members (Copenhagen, BRussels, Amsterdam) was formed in 1948 in Paris and is considered a milestone in the development of abstract expressionism. This avant-garde movement pursued complete freedom of colour and form, basing their working method on spontaneity and experimentation. This pursuit is of a similar extent to what Cobra WMO offers oil painters when it comes to freedom of location, application and expression. Cobra WMO offers freedom to make anything you want the way you want to make it. Freedom to paint anywhere you like, freedom to experience the sensation of oil painting, freedom to apply it in any way you prefer. Cobra offers infinite freedom.
Wants to continue developing and looks for support and practical advice.
Is looking for a clear reference within the technique in the absence of a standard. Wants to be able to use the right colours easily.
Support
Cobra is supported by Royal Talens in three areas: Live Master classes, training shop staff, visits to academies Online Technical explanation through film, up-to-date FAQs, Forum, Gallery, etc. In store Brochures, flyers, colour charts, etc.
Live
Artists selected by Royal Talens will give demonstrations to artists, cultural centres and academies. We also arrange master classes for teachers. With this train-the-trainer approach we can pass on our Cobra philosophy and keep it vibrant.
Online
www.cobra.royal-talens.com is an experience website with a great deal of interactivity. In addition to product information consumers can expect the following: - Own exhibition space in Cobra Gallery; - Following weblogs of well-known artists; - Questions & answers possibilities; - Tips and tricks during painting (with videos).
There is also a retail portal. As a reseller you can login here and have access to the following materials: - Web2Print; an application with which reresellers make their own advertisements accompanied with their own logo and company details incorporated in the Cobra corporate style; - Display solutions; - Video clips for training your shop personnel; - This sales manual; - Information on promotions and other relevant offers; - Order forms.
In Store
See page 20.
Assortment
Zinc white Titanium white Titanium buff Cadmium yellow lemon Permanent lemon yellow Primary yellow Transparent yellow +++ PY128 medium
3 272
2 283
4 271
2 284
Indian yellow
3 222
2 285
4 211
2 266
3 224
Vermilion
4 314
Pyrrole red
3 345
4 306
Carmine +++
PR176
3 318
Madder lake
Primary magenta
Persian rose
3 567
Violet
3 568
3 548
PW7/PB29/PV23
2 562
Ultramarine
Cobalt blue
3 512
Kings blue
3 508
Cerulean blue
2 535
3 570
2 572
Turquoise blue
Yellowish green
2 615
Phthalo green
3 619
3 623
3 620
PG7/PY110/PR264
Chromium oxide
4 668
2 227
2 234
2 411
3 378
3 265
3 408
2 409
The colours illustrated correspond with the real colours as much as possible.
+++ PR101/PBk11
Vandyke brown
2 403
+++ PBk9/PB15/PV19
Paynes grey
2 708
1 701
Lamp black
Silver +++
3 800
PW6/15/20/PBk11
3 802
PW6/20/PR101
3 803
PW6/20/PR101
Product range:
Colours Auxiliaries 70 6 (40 ml, 150 ml aluminium tubes) (9 SKUs)
Colour:
No. of colours Series 1 No. of colours Series 2 No. of colours Series 3 No. of colours Series 4
40 ml
4 20 36 10
150 ml
3 14 13
70
30
Series 1 contains blacks and whites Series 4 contains the exclusive pigments (cadmiums, cobalts, chromium oxides)
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Col. no.
104 105 207 210 211 222 223 224 227 234 244 254 265 266 271 272 275 283 284 285 291 303 306 311 314 315 317 318 330 339 340 345 369 378 389 403 408 409 411 504 508 511 512 517 522 534 535 536 548 562 565 567 568 570 572 577 615 617 618 619 620 623 668 675 701 702 708 800 802 803
Colour name
Zinc white Titanium white Cadmium yellow lemon Cadmium yellow deep Cadmium orange Naples yellow light Naples yellow deep Naples yellow red Yellow ochre Raw sienna Indian yellow Permanent lemon yellow Transparent oxide yellow Permanent orange Cadmium yellow medium Transparent yellow medium Primary yellow Permanent yellow light Permanent yellow medium Permanent yellow deep Titanium buff Cadmium red light Cadmium red deep Vermilion Cadmium red medium Pyrrole red Transparent red medium Carmine Persian rose Light oxide red Pyrrole red light Pyrrole red deep Primary magenta Transparent oxide red Madder lake Vandyke brown Raw umber Burnt umber Burnt sienna Ultramarine Prussian blue Cobalt blue Cobalt blue (ultram.) Kings blue Turquoise blue Cerulean blue Cerulean blue (phthalo) Violet Blue violet Greyish blue Phthalo turquoise blue Permanent red violet Permanent blue violet Phthalo blue Primary cyan Permanent red violet light Emerald green Yellowish green Permanent green light Permanent green deep Olive green Sap green Chromium oxide green Phthalo green Ivory black Lamp black Paynes grey Silver Light gold Deep gold
Price series
1 1 4 4 4 3 3 3 2 2 3 2 3 2 4 3 2 2 2 2 3 4 4 2 4 3 3 3 2 2 3 3 3 3 2 2 3 2 2 2 3 4 3 3 3 4 2 3 3 2 3 3 3 3 2 3 2 3 3 3 3 3 4 3 1 1 2 3 3 3
Opacity
Pigments
PW7 PW6 PY35 PY35/PO20 PO20 PW7/PY154/PBr24 PW7/PY154/PBr24 PW7/PO43/PBr24 PY42 PY42/PBk11 PY110 PY184 PY42 PY154/PO43 PY35 PY128 PY184/PY154 PY154 PY154 PY154/PO43 PW7/PY42/PBk9 PR108 PR108 PO43 PR108 PR254 PR207 PR176 PW7/PR202 PR101 PR254/PO43 PR254/PR264 PV19 PR101 PR264 PR101/PBk11 PY42/PBk11 PR101/PBk11 PR101 PB29 PB27 PB28 PB29/PB15 PW7/PB29 PW7/PB15/PG7 PB35 PB15/PW7 PW7/PR122/PV23 PW7/PB29/PV23 PW7/PB29/PBk9 PB15/PG7 PV23/PR122 PV23/PR122 PB15 PB15/PW7 PR202/PW7 PW7/PG7/PY154 PG7/PY154 PG7/PY154 PG7/PY154 PG7/PY110/PR264 PG7/PY110 PG17 PG7 PBk9 PBk9/PB29 PBk9/PB15/PV19 PW6/15/20/PBk11 PW6/20/PR101 PW6/20/PR101
70 ml 2105.
1040 1050 2070 2100 2110 2220 2230 2240 2270 2340 2440 2540 2650 2660 2710 2720 2750 2830 2840 2850 2910 3030 3060 3110 3140 3150 3170 3180 3300 3390 3400 3450 3690 3780 3890 4030 4080 4090 4110 5040 5080 5110 5120 5170 5220 5340 5350 5360 5480 5620 5650 5670 5680 5700 5720 5770 6150 6170 6180 6190 6200 6230 6680 6750 7010 7020 7080 8000 8020 8030
semi-opaque
150 ml 2107.
1040 1050
3450 3690 3890 4090 4110 5040 5120 5170 5220 5360
7020 7080
transparent
semi-transparent
opaque
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Packaging
Recognizable C on top.
Colour information: colour number, opacity, lightfastness. Pay off: Infinite freedom
Large colour sample area. Represents the real colour well. Orange ribbon: Made in the Netherlands and makes it extra noticeable on the shelf. Aluminium tube; Exudes quality and invokes associations with oil paint.
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Auxiliaries
Mediums 24281091 24301091 24281092 24301092 24061087 24081087 Varnishes 95164103 95164118 95164102 Cobra painting medium 75 ml Cobra painting medium 250 ml Cobra glazing medium 250 ml Cobra glazien medium 75 ml Cobra painting paste 60 ml Cobra painting paste 200 ml Cobra varnish matt 400 ml Cobra varnish satin 400 ml Cobra varnish gloss 400 ml
Cobra auxiliaries
Working with Cobra is even more fun and easy with those mediums and varnishes that are especially geared to (water mixable) oil paint techniques. Mediums affect the properties of the paint and are often indispensable for a durable build-up of your painting. A varnish, for example, can protect a painting for a long time.
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14
15
Sets
21820505 21820510 21820511 Cobra starter set 5 x 40 ml Cobra value pack 10 x 40 ml Cobra gift set 10 x 40 ml + accessories
Starter set
Value pack
Gift set
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Product range
70 colour in 40 ml, 30 colour in 150 ml
Price Series
Further support of the artists quality image and more specialist knowlegde of the reseller -> more added value. Enhances the artist quality image of the shop Higher cash outlay and margin.
Use of exclusive pigments (cobalts, cadmiums, chromium oxides and transparent oxides)
Easy to sell as the next step in getting to the real thing (oil painting) without the usual disavantages. Appealing and contemporary design creates a modern image that new oil painters prefer to identify with. Allows resellers to distinguish themselves by means of quality and added value. Enhances a resellers image of reliability No negative effects when stories about production failures in China occur (i.e. Mattel).
Selective distribution
End user can expect proper advice from skilled and trained staff at the moment of purchase. Guaranteed quality coming from years of experience, extensive R&D and in-depth knowledge of the product. Produced at a reliable source (Royal Talens). Provides after sale support that end users indicated they needed. Advantages of Cobra are clearly explained using different media. Large quantity of information is available (colours, packaging and product-intrinsic specifications).
Massive support available for the reseller for his commercial activities to explain the concept as clearly as possible and be succesful with Cobra.
Product - Colour
Using the product results in an oil painting Retailer can sell what will lead to whatever the end user wishes to achieve: the real thing (his own oil painting). Clear presence of brush strokes after drying as with oil colours. Allows the artist to use specific techniques as if it were an oil colour. By using Cobra the artist can make a genuine oil colour painting without the usual disadvantages. No solvents required when applying the paint Brushes can easily be cleaned using soap and water. Freedom in choosing where to paint - no harmful fumes. Allow artists with an allergy to solvent to keep on producing oil paintings. Faster drying time compared to regular oil colours. Using water mixable oils reduces the carbon footprint and the quantity of toxic waste a painter produces.
Water mixable
Reseller can offer alternatives to banned products (ie. in academies) due to regulations and safety hazards. Water mixable oil colours is the market most likely to expand in the next decade. Stepping in now makes the reseller future-proof. Increasing demand for WMO; better serving your customers. Autonomous growth in turnover without cannibalisation.
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Feature
Versatile paint
35 mono-pigmented colors Similar colour strength and consistency to traditional oil colours Modern and up to date colour pallette Fresh look in the display.
Less need for mixing more contemporary colours. All colours can be expected to behave similarly.
Uniform drying time amongst colours Better product-intrinsic features compared to other suppliers Reseller offers the best value to its customers.
Buy superior product features at a reasonable price point. Available test results provide more confidence at the first time purchase. Users can get information and inspiration through a wide range of comprehensive videos which can be watched or downloaded from the Web and will be regularly updated. A summary of these videos, along with key illustrations, can be downloaded and printed for offline use during painting. No need to operate a computer when painting.
Reseller can offer this support to his customers at point of purchase, leaving the artist in trusted hands. Support leads to more use and as a result to repeat purchases from the end user.
Auxiliaries
Comprehensive range of auxiliaries is part of the concept Reseller offers a complete solution in one brand. Users can adjust colour specifications to their own specific needs using painting medium, glazing medium or painting paste. Dedicated WMO varnish is available in gloss, matt and satin. Freedom to use it anywhere they please. Solvent allergy does not stop the ability to make oil paintings. Freedom of choice between more economic purchases or smaller quantities.
Offer more value and choice to the end users. Comprehensive and compact range; no unnecessary items that will not sell. Great feature to sell varnish on.
No nasty fumes when applied. Although this seems to be not in line with the Cobra water mixable principle, this choice was made because water-based varnishes need more agressive solvents to be removed than these types.
Select the varnish type you prefer. The use of spray cans is perceived as convenience.
Packaging
The label on the tube shows an accurate representation of the colour inside. Specific Cobra cap More shelf power by stronger presentation (we sell colour, not tubes). Clear representation of the colour - what you see is what you get. Easier to recognize the Cobra tubes amongst other types of paint. Increased recognizability of the Cobra section. Easy to recognize Cobra in the shop. Enhances the quality proposition (Made in NL by Royal Talens).
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Pigmentation W&N Artisan Holbein Duo Aqua Oil Lukas Berlin Cobra ++ = very good ++ ++ ++ ++ + = good
Explanation: the colour intensity of a pigment determines how much of this pigment is needed to achieve a certain colour concentration. Furthermore, the grinding of a pigment affects the tinting strength of the paint. Pigments are ground in a binder. The finer the grinding, the greater the colour intensity.
With which paint on the whole did you enjoy painting most? Cobra Lukas Berlin Holbein Duo Aqua Oil W&N Artisan 0% 7% 36% 57%
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POS materials
Cobra water mixable oil colour - colour card
70 original colour samples Sturdy quality paper (350 g / m2) Size: 30 x 63 cm, folded to A4 Art. no. 88390030
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21
22
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Display solutions
The Cobra range is suitable for various display solutions. All possibilities are based on the Royal Talens wooden display system. Below are three configurations:
Article group Cobra auxiliaries Cobra water mixable oil colour 40 ml Cobra water mixable oil colour 150 ml
Components required Cobra header 89 cm 2 Wooden cabinets 45 cm (left & right) 4 x 88008961 3 x 88008999 1 x 88008019 2 x 88007176 1 x 88007009 1 x 88009020 88009019 88009020 1 x 88009017 Shelf rack tube 40 ml Shelf rack tube 150 ml Union shelf / base 89 cm Back panel 44,5 cm Wooden shelf 89 cm Cobra colour chart Carrousel Foot Cobra colour strip set
30 (36 facings**)
** 105 + 702 3X
Number of colours 7 facings 70 (72 facings*) 88009021 88007005 8 x 88008964 88009019 1 x 88009017
Components required Cobra header 44,5 cm Wooden cabinet Shelf rack tube 40 ml Cobra colour chart (carrousel) Cobra colour strip set
* extra facing; extra titanium white 105 * extra facings: extra titanium white 105
Article group Cobra auxiliaries Cobra water mixable oil colour 150 ml
Components required Cobra header 44,5 cm Wooden cabinet Shelf rack tube 150 ml Cobra colour chart (carrousel) Cobra colour strip set
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No. of colours
4 20 36 10 3 14 13
RRP*
6,95 7,75 9,95 14,95 14,75 16,45 19,95 40,00 70,00 82,00 6,55 13,55 6,55 13,55 8,60 18,00 14,45 14,45 14,45
Bundle
3 3 3 3 1 1 1 1 1 3 5 1 5 1 3 1 6 6 6
21070
21820505 21820510 21820511 24281091 24301091 24281092 24301092 24061087 24081087 95163103 95163118 95163102
* subject to change
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ROYAL TALENS, P Box 4, 7300 AA, Apeldoorn, the Netherlands .O. www.cobra.royal-talens.com