Borobudur cement enters Jakarta

BANDUNG (JP): Publicly listed cement producer PT Semen Cibinong started on Wednesday the marketing of its Borobudur brand in West Java and Jakarta.

Semen Cibinong marketing director Rusli Setiawan said that the launching of the Borobudur brand was part of the company's marketing strategy to protect its own Kujang brand.

He said that the competition in the cement market had become much fiercer now due to an oversupply.

"We will not lower the price of Kujang brand although the market is tight," he said. "But we will sell the Borobudur brand at a lower price to enable us to increase our market share despite the keener competition."

The Borobudur brand, which is produced by Semen Cibinong's wholly owned subsidiary PT Semen Nusantara in Cilacap, Central Java, was previously sold only in Central and East Java.

PT Semen Cibinong also has four cement factories in Narogong, West Java, with an installed capacity of 5.6 million metric tons. Its subsidiary Nusantara operates two factories in Cilacap with an installed production capacity of 4.1 million tons. (05/25)