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Principles of Marketing. 2nd Term Exam.

Sofia Sanchez Londoño

“Don’t push people to where you want to be; meet them where they are” Meghan Keaney Anderson.
See Sound by Wavio definitely achieve to find their consumers desires and satisfy them in the best way,
but behind this a lot of strategies and investigations had to be done. “SEE SOUND is a revolutionary
home device that identifies and distinguishes critical and convenient home sounds using Al-learning
sound models. Once a sound is identified, SEE SOUND alerts you via your smart devices in real time.”
(WAVIO, s.f.). In this essay I am going to talk about the different strategies Wavio used to launch both the
product and the campaign of SEE SOUND. More specifically I will be describing the buyer behavior, the
segmentation, targeting, differentiation, and finally products and branding development.

The consumer buyer behavior is “the buying behavior of final consumers-individuals and households
that buy goods and services for personal consumption” (Kotler & Armstrong, Principles of Marketing,
2018). When we are trying to understand how our consumer behaves and what will be better for them, we
need to look also to the insights. First it is important to determine that the targeting market of SEE SOUND
are deaf people, as the campaign makes it clear the insights of their consumers is to really know what is
going on in their houses, if they don’t see what is going on they would not even notice (magazine, 2019).
For making a great product and campaign/marketing strategy they first needed to really understand what
their consumers need, “Lack of situational awareness can be disorienting and dangerous for the Deaf &
hard of hearing. Current accessibility products on the market are extremely limited with nothing to
distinguish between sounds. It would take literally millions of sound samples to create a machine-learning
model that could report with any level of accuracy. And that’s exactly the problem we solved.” (WAVIO,
s.f.). In my opinion they did an excellent job determining exactly what segment of the market was the more
attractive for them. As we can see in the case study actually this is a new product and they are targeting
US deaf people and from what I can see is mostly for families (with children) or people who live alone in
the US and are deaf.

Furthermore, after the company had established the segmentation, they now need to decide what
market targeting strategy they are going to use for promoting and launch their product to the market. In my
opinion with the campaign as the biggest example they decided to go with a micromarketing strategy.
Micromarketing is “tailoring products and marketing programs to the needs and wants of specific
individuals and local costumer segments; it includes local marketing and individual marketing” (Kotler &
Armstrong, 2018). I think SEE SOUND decided to go with this strategy because it is clear that their main
objective is to help deaf people, but beneath that we can see is specifically in the US, and also another
variables like age, income, lifestyle or personality are being taken into account. For example we can see
this is mostly for people in the age 18-40 because there is needed to use some other technologies, mostly
families were there are children and big houses so we can also infer this product is a little bit expensive,
“We are trying to keep retail price per See Sound unit around $99, so users can afford to have four or five
units per home” says Tim Howkey, creative chief at FCB Health Network shop Area 23, which devised the
product with software startup Wavio (Gianatasio, 2019).

One of the biggest strategies I think they achieved with this product and this campaign is
differentiation. We can see differentiation in many ways, but I think with SEE SOUND it is more evident
trough the value proposition and the positioning statement. The value proposition is the mix of benefits
and the promise the brand is making to their customers (Kotler & Armstrong, 2018), in this case it is
evident that due to the fact there is no similar product in the market they are promising the market they will
end with the danger and because all the investigations and advances they have maid (YouTube sounds)
they will have a lot of benefits and no product or service is like SEE SOUND. “Wavio is the market leader
in sound recognition technology. Founded in 2015 by 3 Deaf entrepreneurs, the company strives to
transform the way we think about sound recognition and sound contextual awareness, capitalizing on
artificial intelligence and machine-learning technologies” (WAVIO, s.f.). Concluding with the positioning
statement of SEE SOUND by Wavio, I think that the company has made a great job differentiating from
the market and specifically with this campaign they have aboard a lot of strategies for understanding in the
best way the market and assessing their consumers in the best way. In my opinion even though it is a new
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brand, thanks to the product and brand development their consumers recognize them and see a big
difference.

References

WAVIO. (s.f.). SEE SOUND|WAVIO. Obtenido de https://www.see-sound.com

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Vol. 17). Pearson.

magazine, a. (Dirección). (2019). SEE SOUND | WAVIO [Película].

Gianatasio, D. (30 de June de 2019). Muse. Obtenido de CLIO: https://musebycl.io/health/inside-

visionary-smart-home-device-helps-deaf-people-see-sounds