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Thursday, 10 December 09
ENVIROCOAL REGISTERED IN 33 COUNTRIES
 PT Adaro concerned to register the brand overseas
PT Adaro Energy Tbk has registered the Envirocoal trademark for its coal products in 33 countries around the world to protect the product in export destination countries.
President Director of PT Adaro Energy Tbk Garibaldi Boy Tohir explained that the trademark registration is part of the company’s product marketing strategy.
"PT Adaro has a stake in the Envirocoal trademark registration in foreign countries, especially in export destination countries and in countries the potential for marketing of coal," he told the Business, recently. There is a sale price and premium price value for coal products that goes with the brand registration.
The Envirocoal brand, Tohir said, showed that Adaro’s coal has low levels of ash and sulfur.
The Envirocoal brand has been marketed in 18 countries in Asia, United States, Europe, China and others.
Approximately 70% of the company’s production is aimed at export markets, while the rest is for domestic market.
Adaro’s decision to register its trademarks in foreign countries and domestically showed the importance of intellectual property rights (IPR) protection. "We do not want the Envirocoal brand to be used by others," he said.
Up to now, many companies engaged in coal mining have registered its brand both at home and abroad.
"People usually mark the coal according to its place of origin, for example Ombilin coal means the product comes from Ombilin [West Sumatra]. Not many entrepreneurs use their own brands," he said.
As an example, the number of brands applications from Indonesian businessmen to the United States is far below that of neighboring countries like Malaysia, Singapore and Thailand.
Not difficult
According to data from the United States Patent and Trademark Office (USPTO), in the last year brands from Indonesia to the United States only numbered 62, whereas in the same year Malaysia applied for 119.
PT Adaro experienced no difficulty in registering the brand name overseas because Envirocoal is its own creation. He explained that the process of building Envirocoal into a well known image among consumers took long enough. "It took time for us to build up Envirocoal image as what it is like now," he said.
“In the fashion business there is Gucci, whereas in coal there is Envirocoal. That is how famous the Envirocoal brand is overseas," he said.
Registration of brands, he said, has been made since 1995, including domestically. It was expanded overseas and up to now it has been registered in 33 countries.
"Our strategy is to first register the brand in the country that will be Envirocoal’s market to avoid it being use by other parties," he said.
"In the 90s, selling Adaro's coal products is relatively difficult because of its low calories," he said.
The corporate management mulled over the product’s advantage. "It is low in terms of calories, but the advantage of Adaro’s coal is the low ash and sulfur content," he added.
The brand showed these advantages, which is environmentally friendly because of the low ash and sulfur. "It turned out to be a successful branding strategy."
Boy Tohir explained that there are companies in Hong Kong and Italy, which can not operate without Envirocoal because of the environmental policies of these governments.
Source: Bisnis Indonesia
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Monday, 07 December 09
CHINA COKING COAL PRICE MAY RISE 14% ON DEFICIT, CITIGROUP SAYS
Coking coal prices in China, the world’s biggest steel producer, may rise 14 percent next year because of a supply deficit, Citigroup Inc. sai ...
Monday, 07 December 09
JSW STEEL TO SELL MOZAMBIQUE COAL MINE FOR RS 300 CRORE
JSW Steel may sell its coal mine in Mozambique to sister company JSW Energy as the mine has become commercially unviable for the steel producer, a t ...
Monday, 07 December 09
BLACK RIDGE MINING ENTERS AGREEMENT WITH INDONESIAN COAL PRODUCER
Australian-listed Black Ridge Mining has entered into an exclusive dealing and non-circumvention agreement with Indonesian coal producer PT. Inmas A ...
Sunday, 06 December 09
THE ECI / CHINA (S7) ROUTE SOFTENED AND WAS AT US$ 25,275 PER DAY - VISTAAR
COALspot.com (Singapore): "The market was bit soft in the beginning of the week, however towards mid week that market started to pick up and th ...
Sunday, 06 December 09
NEW MANGALORE PORT GETS UPCL'S FIRST COAL PARCEL FROM INDONESIA
The Lanco Group-promoted Udupi Power Corporation Ltd (UPCL) has received the first parcel of imported coal from Indonesia at the New Mangalore Port. ...
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