1. Develop and consolidate leadership positions in the markets in which we operate.

2. Excel in managing customers and distribution channels so as to maximize profitability.

3. Be low-cost producers, while ensuring competitive quality.

4. Promote product and service innovation, and create brand value.

5. Achieve scale and group synergies through the transfer of best practices and the development of shared services.

6. Diversify markets, including the development of businesses in low-income segments.

7. Apply a management model that integrates the economic, social, and environmental areas, in order to create value.