• Case Study
    Ampro Industries

    The Challenge

    Memphis-based Ampro Industries, the manufacturer of African-American hair care products, has enjoyed a leading position in its industry for years. Ampro’s ProStyl gel has been used by generations of African-American women, who prize ProStyl for affordability and reliability.

    African-American hair care is changing. The market is becoming crowded with new products that appeal to all niches. Ampro has tried to diversify, to offer new products with the Ampro name, but none have been as successful as ProStyl. Ampro wanted to innovate to stay competitive in a fast-growing market, but wasn’t sure what the right move would be.

    The Work

    Assets

    To help, Southern Growth Studio launched its most comprehensive Big Dig yet. The analyst team toured Ampro’s manufacturing facility, and accompanied Ampro sales team members through Memphis’s barber and beauty salon supply shops. Southern Growth studied years of Ampro’s past advertising and all its competitors. The team interviewed distributors, conducted online polls, analyzed the competition’s positions and value propositions, and combed through market data and statistics to make bold conclusions.

    Most extensively, the team conducted on-site market research in four major metropolitan areas with large African-American populations: Memphis, Atlanta, Washington, D.C., and Baltimore, complete with photographs and in-depth surveys.

    The Results

    Through the Big Dig process, Southern Growth Studio identified an underserved niche in the African American hair care market, recommended a more refined position and marketing strategy for existing products, and laid out a road map for new product development. Armed with this solid data and real-world feedback, Ampro is ready to develop new products and strategically target underserved or untapped markets in a systematic, efficient way.

    “Southern Growth gave us invaluable insight into our customers and a clear strategy for the future,” said Tricia Snead, Ampro’s Brand Manager. “Their thoroughness was impressive and their professionalism was very much appreciated by our team.”

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