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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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Friday, 04 December 09
CHINA'S COAL IMPORTS PREDICTED TO DECLINE IN 2010
China's eye-catching coal import figure s are unlikely to extend into 2010 given the predicted narrow-down of the coal price spread between the hom ...
Friday, 04 December 09
SUBHASH PROJECTS BEGINS MINING AT INDONESIAN COAL BLOCK
Kolkata-based infrastructure company Subhash Projects and Marketing (SPML) has begun mining at its coal block in Indonesia and will begin despatchin ...
Friday, 04 December 09
DRY BULK MARKET IS ON THE RISE AGAIN
Proving rather resilient, compared to previous behaviors, the dry bulk market has been on a rebound mode once again, after a two-week fall, which su ...
Friday, 04 December 09
INDONESIA'S BUMI EYES MARKETING DEAL FOR BERAU COAL
Reuters reported that, Indonesian coal miner PT Bumi Resources Tbk said on Thursday it is in talks to be the exclusive marketing agent for coal prod ...
Friday, 04 December 09
KALIMANTAN GOLD AGREES TO SELL IBP COAL CONCESSION
COALspot.com ( Press Release): Kalimantan Gold Corporation Limited ("KLG" or the "Company"), which undertook drilling and had an ...
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