Eternit’s products are distributed to more than 16,000 retail sales outlets spread throughout Brazil, from resales
agents and home centers, to small stores. To improve its relationship with these partners and strengthen the
credibility of its brand name, the Company carries out structured initiatives in alignment with its sales strategy,
such as carrying out a straw poll research at retail outlets to gain an understanding of consumer habits and
the consumer profile in each region, thus facilitating the supply of products and increasing the profitability
of the businesses.

To access all these sales outlets more frequently, Eternit has expanded its sales structure by hiring new staff and
reformulating aspects with respect to segmentation. At the end of 2012, the Company had 180 professional
staff in this area, with 36 full-time sales staff as specifiers, 121 non-exclusive representatives, 8 managers,
7 supervisors, 1 technical coordinator and 5 technical specifiers.

The Company’s showroom located in São Paulo as for auditoriums, a meeting room, and a training center where professional training courses are held for sales teams, assemblers and users of construction systems, bathroom chinaware and metal grids.

One noteworthy initiative among those recently implemented is the mobile showroom. Vehicles of the Fiat Dobló type circulate in the main consumer centers equipped with exhibitions of vitreous chinaware and lavatory seats. This initiative, in addition to creating a different marketing approach in the sector, permits adaptation of the portfolio to be publicised so as to be in keeping with local customer and consumer preferences.

The mapping of consumer profiles in these centers also provides support for Eternit’s marketing operation. Focused on initiatives for store promotions, this strategy helps to increase the turnover of the retail outlets due to the availability of products more suited to local demand, as well as strengthening the Company’s brand name through publicity material, product displays and sales promotions.

Eternit also invests in the training of professional technicians to avoid problems arising from the installation of its products. These teams are distributed throughout the Country to provide customers with a flexible service.

The same competence and seriousness of approach in the winning of new clients is reflected in the Company’s after sales service. In 2012, Eternit invested in the structuring of a Customer Call Center (SAC) with the hiring of professionally qualified staff to provide a rapid response to customer queries. On average, 80% of queries made through this channel were resolved immediately. Pases of greater technical complexity are forwarded to regional centres, where the customers’ problems are resolved within up to 48 hours.

At subsidiary Tégula, since the fourth quarter of 2011 a new sales channel has been available, a virtual retail store focused on the end-consumer. The customer enters the site submitting registration details, and a resales agent enters in contact to finalise the order. The idea is to facilitate consumer access to the Company’s products and information so as to contribute to the buying decision making process, and thus leverage sales.

The Company adheres to internal standards with respect to marketing and communications, in accordance with the terms of CONAR (National Council for Publicity Self-Regulation) and the concept of the Brazilian Association of Advertising Agencies, among other sector entities.

Eternit’s sales strategy is also complemented by the promotion of knowledge between professionals in the sector and students. Through seminars and training sessions at education institutions, the Company holds presentations of its products and applications.