US beverage giant PepsiCo has targeted 6 countries in Asia out of 29 world wide that it says it needs to be among the top-selling brands in 2002.

Asian markets targeted are China, South Korea, Thailand, India, the Philippines, and Vietnam.

According to Ron McEachern, president of PepsiCo Beverages International (PBI) Asia, "...Operations in those countries will get significant support from us, including marketing budgets and product development..."

He highlighted three strategic opportunities -

1. Moderate economic growth in Asia would lift consumer spending
   
2. Cola consumption in the region had room to grow
   
3. The price of soft drinks was cheap compared with other beverages such as juice.
   

Mr McEachern said that soft drinks accounted for only 20% of beverage consumption in Asia, unlike in North America where they were the most popular drink.

Diversification is also a strategy - Pepsi-Co aims to become a 'total beverage' operation, introducing not only new soft drinks but also other products. One example is the launch of Tropicana brand fruit juice later on this year.