Elements of a positioning statement

This question deals with positioning.

a.       The course you are completing uses the 5Cs, STP, 4Ps model for marketing planning.  Discuss “P” – Positioning:   how do companies consider and undertake this aspect of marketing planning (according to the course readings there are four elements of a positioning statement that you should consider here)? That is, what are the 4 components of positioning statements? (Discuss this in the generality and not specifically for Coca-Cola).

b.       Now write a positioning statement for Coca-Cola that would be appropriate for its early years. Assume that you are an advisor to Asa Candler who has just taken ownership of the Coca-Cola Company. Note that the positioning statement is not necessarily the “tagline” (the core customer communication of the positioning statement that often appears just beneath the brand name such as “I’m loving it” for McDonald’s) but rather the strategic intent of the company in respect of positioning.  The positioning statement should employ each of the four elements of the positioning statement considered in class and which you discussed in (a) above.  Explain your answer.

c.       Based on the positioning statement you have discussed in (b) above, provide a tagline for the Coca-Cola brand (a tagline is not the same as a positioning statement). Your tagline should derive directly from your positioning statement in (b) above. Do not use current taglines but rather develop one that would be appropriate from your positioning statement described in (b) above.