DATE
18/10/2021
TO
Chief Marketing Officer
FROM
[Enter Your Name]
SUBJECT
Campaign Proposal for [iOS 16]
A. PRODUCT OR SERVICE DESCRIPTION (Include Core Function and Key Features)
Regardless of the size of the business, product/service description is important for
luring potential customers. Good product/service descriptions can potentially influence the
purchasing decision of customers and this is the reason why marketing campaigns should
value them (Regan, 2021). As the Director of Marketing at Apple Inc., the marketing
campaign product of choice is iOS 16. iOS is the operating system that is used in iPhones
smartphones, Apple Inc.’s main product. The objective of iOS is to give iPhone customers a
seamless, easy, and enjoyable experience with their gadgets. There are several features that
will be integrated into iOS 16 to accomplish the above objective. These include:

Interactive widgets- the operating system will be interactive and easily resizable. As it
currently stands, the widgets are not interactive as the users would like and the
company will correct this phenomenon to ensure that they have the best user
experience.

App library home screen icon- the app library home screen icon will be movable to any
location. Currently, the user has to swipe on the final home screen to get to this app
and iOS will make it movable and therefore make it easy for the user to interact with
the phone.

Background sounds app- iOS 16 will have a sound app created separately on the phone
for easy accessibility by the user. Currently, the sound app is hidden in the accessibility
setting and in the new operating system, it will be created as an independent icon, that
can be discovered easily from the app menu.
B. BUYER PROBLEM
Consumer Need
Abraham Maslow in his theory of needs explains that human needs are
Addressed by
hierarchal such that some are more important than others. physiological
Product or
factors like food are the most important, followed by safety needs, love
Service
and belonging, esteem and self-actualization (Chartrand, 2021). iOS will
target love and belonging and self-actualization needs. It will allow users
to easily build relationships by networking through their smartphones. It
will also allow the users realize their potential and what they can
accomplish in their lives through their smartphones.
Core Results
The customer problem addressed by iOS 16 is convenience. The operating
that Buyers are
system will make the iPhone easy, seamless, and quicker to use. In
Seeking
general, iPhone users will find it less hassle to use the gadget.
C. TARGET AUDIENCE
Key
The target audience for iOS 16 is iPhone users. These are mostly youths
Demographics
and working professionals between the ages of 18 and 35 and can afford
and
high-end phones (Tien, 2019). These customers are conscious of the brand
Characteristics
and style, love new gadgets and improvements made on them, and will be
of the Target
the target market for iOS 16.
Audience
Does the Target
The target audience has several market segments. These include youths
Audience consist
and working professionals between the age of 18 and 35. The audience
of more than one also consist of high income earners who can afford high-end smartphones.
segment? If so,
what are those
segments?
D. VALUES AND BELIEFS
Underlying

Unique value proposition- Customers believe that they need to get
Values and
a service and product that will convince them that they have
Beliefs of the
realized value for their money.
Target Audience

Better customer experience- Customers believe that they are
entitled to a product that is easy, seamless, and quicker for use.
How will
iOS will provide value proposition to the customers in that it will make
Campaign
them realize value for their money. It will also create better customer
Connect Product experience, in that it will make the iPhone easy, seamless, and quicker for
or Service with
use. The campaign will use facts to convince the customers why they need
Buyer Values?
to adopt iOS 16.
E. MARKETING MESSAGE
Top three
Product/service differentiation makes the company better than the
Product or
competitors and this puts it at a better competitive edge. It is so because
Service
better differentiation provides customers with superior value (Priority
Differentiators
Metrics Group, 2016). iOS will be differentiated from competitors’
products in ways including:

Functionality: the customers will easily, seamlessly, and quickly
use the iPhone, yet it will have the functionality of a phone,
portable media player and a computer in a single device.

Security: the customers will not worry that the new sound App
will make their gadgets insecure. Close checks and frequent
updates will keep the devices secure.

Stability: iOS 16 will be stable and will only give customers the
most important features and apps while avoiding those that are
unnecessary and unimportant. Therefore, the users will never
worry that their devices will crash.
Value
Ease of use, fewer unnecessary features, and better accessibility will
Proposition for
differentiate iPhone’s iOS unique and better to other smartphones’
the Campaign
operating systems. The benefits that come with iOS 16 will assure
customers value for their money.
F. References
Chartrand, J. (2021). How Maslow Can Help Your Marketing | Men with Pens. Menwithpens.ca.
Retrieved 18 October 2021, from https://menwithpens.ca/maslow-marketing/.
Priority Metrics Group. (2016). 6 Ways to Differentiate Your Business from the Competition.
Blog.marketresearch.com. Retrieved 18 October 2021, from
https://blog.marketresearch.com/6-ways-to-differentiate-your-business-from-thecompetition.
Regan, B. (2021). How To Write Product Descriptions To Grow Online Sales. The
BigCommerce Blog. Retrieved 18 October 2021, from
https://www.bigcommerce.com/blog/perfect-product-description-formula/#writing-aproduct-description-to-grow-sales.
Tien, N. H. (2019). International distribution policy comparative analysis between Samsung and
Apple. International journal of research in marketing management and sales, 2020(1), 2.