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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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Thursday, 03 December 09
PROLONGED COAL MARGIN SQUEEZE AHEAD - WESCOAL
Mining Weekly reported that, Coal junior Wescoal foresees a continued margin squeeze ahead. The JSE AltX-listed company's gross margin was reduced ...
Tuesday, 01 December 09
COAL DEMAND REBOUNDING FROM DOWNTURN - U.S. MINING EXECS
The coal industry is slowly rebounding from last year's recession with demand and prices inching upward, although inventories at U.S. power ...
Tuesday, 01 December 09
INDONESIA COAL OUTPUT SEEN LIFTED BY CHINA, INDIA
Reuters reported that, Indonesia's coal output is expected to grow by as much as 12 percent in 2010, boosted by demand from power hungry China and ...
Monday, 30 November 09
NTPC SCOUTS FOR MORE COAL BLOCKS IN INDONESIA
State-run National Thermal Power Corporation (NTPC) today said it has identified three more coal blocks in Indonesia for acquisition.
"We ha ...
Monday, 30 November 09
THE FUTURES FOR THREE YEARS (2010-2012) WAS SOFT COMPARED TO LAST WEEK - VISTAAR SINGAPORE
COALspot.com (Singapore): BDI continued to drop this week and touched below 4,000 mark level. The drop in BDI was almost 12 pct and closed at 3,975 ...
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