Pillsbury Challenge Essay Example

Pillsbury Challenge Paper The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insights team to conduct market research studies that will shed light on consumers and their attitudes, behaviors, and preferences towards the product. The goal is to understand how marketers can make better decisions, based on different types of consumer research, show how the relevant customer insights can help to determine strategies and explore the ways to improve business performance. Its that we are going to explain during this study. Firstly, we will see the company overview, then the consumer insights and their implications (the key learning) and to finish, we will do some recommendations for the Pillsbury Cookie Challenge. One of the worlds leading food companies, General Mills operates in more Han 1 00 countries and markets more than 100 consumer brands, such as Hypoxia, Pillsbury, Hagen-Dads, Nature Valley, Green Giant, and more. Headquartered in Minneapolis, Minnesota, the company operates in three segments: IIS Retail, International and F-DOD service. Representing 69 per cent of total sales, the US Retail segment is the largest of the three. General Mills Canada Corporation (CM) is a subsidiary of General Mills. With annual sales of IIS$ 566 million, CM is a leader in the Canadian packaged foods market and the second largest division within the International segments. The Canadian division is split into four business units: breakfast, baked goods, meals and snacks. We will write a custom essay sample on Pillsbury Challenge specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Pillsbury Challenge specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Pillsbury Challenge specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Part of the General Mills portfolio, the Pillsbury brand is the leader in the refrigerated baked goods category with a full range of products, including cookies, biscuits, breads, pizza and pie crusts, sweet rolls The Pillsbury refrigerated cookies is available in multiple flavors and two aromas (chub and ready-to-bake), with seasonal cookie special for Halloween, Easter, Valentines Day and Christmas. The cookies are sold between $2. 99 and 34. 99, according to the cookie format, the type of retailer and the region. The RUG products can be buy in all major grocery retailers such as Metro, Lobar, Sobers and club stores in Canada. About the marketing strategy, there is not a strategy specific to the Canadian market. Indeed, its the US advertising, which is adapted to the Canadian market, for example. In terms of the market, Pillsbury was the most profitable segment of General Mills Canada, with refrigerated cookie dough owning 62% of ready-baked- goods sales and yielding 75% category profit. Pillsbury held 85% of the market share and Was carried by all major Canadian retailers. However, volume growth, household penetration, and cookie segment growth were all flat. THE RUB COOKIES SOOT How the RUB cookies category is on the market? How to better take into account its weaknesses and threats? Here, we are going to draw up a SOOT analysis in order to better sharpen our recommendations, and thus, solve the problem raised by this case. In order to find some solutions for the Pillsbury challenge, its interesting to have an overview about the Pillsbury cookies weaknesses, strength, opportunities and threat. The goal is to take into account the opportunities and strength of the product and to spread out it. Contrary to that, we will do suggestions, which both resolve the issues and will try to remedy the weaknesses. In a nutshell, we are going to use and exploit the weaknesses and threat through the consumer insights in order to bring strategic and relevant recommendations, with a view to the Pillsbury problem. Pillsbury Doughy is an advertising icon and mascot of the Pillsbury company) THE PROBLEM STATEMENT RUB in Canada branch performance were not satisfied over the past two years whereas refrigerated cookies had always been the most profitable product line of its category. Indeed, the volume growth between 2004 2006 had remained nearly flat at 1 % and the household penetration had fallen to 24% from previous years. The goal is to understand the possible reasons of decline in cookie sales, through the Consumer insights (taste, advertising, Current brand messaging Of the Pills bury). For this purpose, the marketing manager Guile wants to see the difference between consumer markets of Canada and that of United States in order to design a marketing strategy according to it to boost the sales as well as profit of this category. HOSTED ANALYSIS In order to understand these cultural differences here are the Hefted framework: Power distance Interdependence among its inhabitants Value placed on egalitarianism Canadians value a straightforward exchange of information individual Allis Individualistic culture people look after themselves and their immediate families Employees are expected to be self-reliant and display initiatives Masculinity Moderately masculine society Work-life balance and are likely to take time to enjoy personal pursuits, family gatherings and life in general uncertainty avoidance Uncertainty accepting. Easy acceptance of new ideas, innovative products and a willingness to try something new or different, whether it pertains to technology, business practices, or consumer products Pragmatism Normative society Strong concern with establishing the absolute Truth; they are normative in their thinking Great respect for traditions, a relatively small propensity to eve for the future, and a focus on achieving quick results Indulgence Indulgent Willingness to realize their impulses and desires with regard to enjoying life and having fun Higher degree of importance on leisure time, act as they please and spend money as they wish. 1 . CONSUMER INSIGHTS What are consumer insights? Definition: the collection, deployment and interpretation Of information that allows a business to acquire, develop and retain their customers. Process of collecting and analyzing customer feedbacks toward a product or a brand. Who use it? Internal marketing teams and a 3rd party research firms to conduct nonuser research. What types of business challenges can benefit from consumer insights? Gathering Consumer Insights helps to understand the preferences, attitudes and behaviors of consumers for business decisions and for new product development, brand message and promotional actions. It also helps to localize where a product can be improved or repositioned. How are consumer insights obtained? Quantitative research: based on the measurement and analysis Of relationships between variables. Questionnaire web survey. Qualitative research: gather a more in depth understanding of behavior. Focus group: owe cost, quick turnaround time. Marketing research tool where a small group of people engage in a moderate roundtable discussion on particular topics of interest D obtain the groups opinions about, or reactions to, specific products or marketing-oriented issues. Concept test: image, price, preparations, and benefits to see purchase intent. Used for new product development and to help develop brand messaging. Most concepts include an image of the product, along with pricing information, preparation instructions and a summary of key benefits. Presented to consumers in verbal or visual form ND quantitatively evaluated by consumers by indicating their degree Of purchase intent. Creative testing: evaluating the effectiveness of ads, testing the advertisement. The goal of both types of tests is to optimize advertising and packaging so that more consumers purchase the product. Usage and attitude study: survey that focuses on the frequency of product purchase and use, desirable attributes in products and product strengths and weaknesses. Quantitative study The Usage and Attitude study What? Ask consumers about their perception of the product:  «The frequency of product purchase and use  »  «The desirable attributes of the products  »  «The strengths and weaknesses Of the products  » Why? To find the right profile of the product user. To obtain insights and ideas about new products or current products Qualitative study The In-Home immersions study: Four two-hour visits at 2 lapsed users and 2 brand champions home. Why? To observe, rather than interview, the world of the consumer when theyre baking.  « To develop a real life and dynamic view of the consumer-brand relationships The discovery workshops study: 26 moms: lapsed and current users categories CLC shared thoughts, feelings and experiences. Why? To understand relationship and behavior regarding the Pillsbury brand 2. KEY LEARNING This part of the analysis will allow us to understand the difference and the similarities between the Canadian and the US market. First of all, we can make some observations about the Pillsbury Cookie Case: It is clear that the Family structure and consumer demographics are similar in Canada and in US as well as the frequency of RUG cookie baking. However, there is a big difference of preferences between scratch, refrigerated, and mix baking in both countries. Finally, we also can notice that the kid-request has a age impact on parents purchase especially in Canada. N this case, some researches are led: a quantitative one and a qualitative one. The results of theses studies are the following ones: The results of the quantitative study show clearly that Canadian people prefer the scratch baking. Indeed, 56% of Canadians VS.. 22% of Americans bake only from scratch. Another important thing to highlight is that there are similar purchase drivers in both countries but not in the same weight: -Top 1: Convenience -TOP 2: Taste -Top 3: Quality (12% less Canadians than Americans think it is high quality). Top 4: Kid- request: (10% more  « like to eat cookies  »13% more  « fun activity with kids  » This study also demonstrates that Purchase is impulsive and that the use of refrigerated cookie dough increases particularly in household with kids. The second research uses qualifications. Here, the results indicate that for mothers, baking experience is very important. With Pillsbury Cookie, this experience is relatively easy, quick, practical, affordable and pleasing to children. The most important thing is that baking is the opportunity to share memories and happy nonentities hillier and to put a smile on everyones face. For the children eating cookies the most important even if they participate, most of the time, with enthusiasm and involvement. What is enough surprising is the lack of interest of mothers and children toward nutritional values It does not matter because Contraindications really love Pillsbury. Baking and eating them represent a kind of magic, something special and it is better than a ready- made product because it is seen as an act of generosity because it asks some efforts to cook. And to finish, with Pillsbury, sometimes consumer has the impression of cheating or to keep a little secret that make him feel good. . RECOMMENDATIONS Now that we knotted Canadian consumers insight and the key learning from the usage and attitude study, we can develop several recommendations for Pillsbury into the Canadian market in order to increase the products sales: Commercials focus on children CM could use stimulus factors into the advertising in order to let the brand into the Children and mother memory. To do that they can play on several marketing aspects: Size, Intensity, Attractive visuals, Color and movement, Position, Isolation, Format, Contrast and expectations, Information quantity. Thus we recommend communicating on TV with attractive and colorful commercials. Emergency should place some printed adding front of schools, food retailers and bakery. These decontaminations on the convenient, quality and tasty side of the product. Create a Family bounding experience: In order to build a global relationship with the brand and give some future flashbulb memories, CM should focus on the brand experience for consumers. In order to add value for the moms the company could offer a baking experience with cooking classes. It would be a great moment to share between moms and children. Thanksgiving and Christmas are periods that have to be targeted in the calendar as both are about giving and sharing. Create a new product for Canadian consumers: We saw that Canadian moms love cooking. Therefore, CM should launch a cookie baking kit. This kit could be a box including all the necessary ingredients to bake cookies at home. It would be convenient for moms who have busy lifestyle and look for convenient solution to share time with their children. This kit could have a value added for children: 1 mould offer In each it, Minnie Mouse shape,Heart shape, Pumpkin shape, ghost shape, Snowman shape Focus on Emotion and well being association: In order to influence the attitude of the mother and their children about the brand, they can use testimonies on their website and social networks (Youth, faceable, Mainstream). Monthly newsletters with cookies recipes During special events such as: Halloween, Easter, Birthdays, Christmas, CM should share some customers recipes by emailing. Bake-off contest CM should create some Baking contest where customers will win Coupons and deals. These contests should be very attractive with music and a any attractions for children and moms. Make this day a real experience. Presentations and webzines to provide home-styles recipes We have seen that lappers and users are mothers keen on cooking and bringing joy and happiness all over the household. As webzines are web- based presentations, they would fit perfectly with the convenience sought by customers. As in the BIB industry, mothers (and potential fathers) would only have to switch on their computers or smartness to attend the webzines. Moreover, both moms and children would be able to improve their cooking skills from industry experts. Smartness APS and partnerships with high tech leaders CM could partner with smartness applications specialist in order to reach moms in new way. This would be the opportunity for consumers to connect deeply With the brand. Strategic partnerships with Tim Horton As the Canadian purchase drivers are taste for children and convenience for busy mothers, building a partnership with brand like Tim Horton would reinforce Pillsbury position and desire to connect with kids. Canadian people are in love with the restoration brand Tim Horton because its the most famous Canadian one. Moms always pick up there coffee there in the morning and get some bakeries for their children at the end of the day. For instance, like brands such as Kit or Ms did, Pillsbury could partner with one of childrens Tim Horton favorite dessert: the Tomtits. Sponsored events Shelf allocation and Point-of-sale display Pillsbury product should be situated on the lowest levels of the shelves in supermarkets in order children to kick them up and draw their mothers attention. This sales form of sales promotion located next to checkout counter would draw customers attention, and particularly childrens attention. It would be an efficient strategy to promote new Pillsbury products, or special offers according to relevant periods of the year e. G. Back To School, Halloween, Thanksgiving, Christmas, and Easter. Timeline for recommendations In order to implement these recommendations, we believe Pillsbury should build a timeline all over the year. Therefore, the marketing team would focus on specific events or period matching the customers expectations. This timeline shall bear witness of the complete understanding of consumers insights and behavior.

Sample Essay on Health Informatics Using Dependent Clause and Independent C

Sample Essay on Health Informatics Using Dependent Clause and Independent CSample Essay on Health Informatics Using Dependent Clause and Independent C is one of the simplest ways to add variety to an essay that would otherwise sound like one huge blob. In order to do this, you must first define your topic. Once you've done that, then comes the fun part where you lay out the essay in paragraphs.Dependent Clause This clause describes a condition or symptom of the health problem that is the subject of the essay. It includes a description of the thing, the event, or some condition that produced the health problem. For example, if you're writing an essay on finding a place to eat, then the dependent clause should be 'I recently had trouble finding a restaurant'my family is looking for a new restaurant to eat at.' The dependent clause needs to be short and descriptive.Independent C This is the main component of the sample essay on health informatics using dependent clause and an independen t c. It must include the main message that the essay is about, and it should make the reader interested in what you have to say. For example, if your topic is finding a place to eat, then you should begin your Independent C by writing 'It was recent that I had trouble finding a restaurant.' If you want your Independent C to be interesting, you should begin your Independent C with a strong statement that catches the reader's attention.At the end of the Independent C, you should provide one of two possibilities. First, you can list the advantages and disadvantages of the situation. Second, you can use a dichotomy or compromise solution. When writing in this way, you want to keep the reader guessing and coming back to the Main Point of the essay.Note: The dependent clause in Sample Essay on Health Informatics Using Dependent Clause and Independent C is optional. If you do not use it, then you will want to leave a space after the Independent C to fill it with a Main Point of your own. S o, in other words, your sample essay does not require you to use a dependent clause in the Main Point.Your Sample Essay on Health Informatics Using Dependent Clause and Independent C can be as short or as long as you want it to be. You can add the dependent clause as a natural part of the flow of the essay. Also, you can choose to use the independent clause only in the Main Point.In order to get the most out of your sample essay on health informatics using dependent clause and independent of, you need to find the best resources that will help you enhance your essay. These resources will help you build the writing skills and enhance your writing in a way that will allow you to incorporate dependent clause and independent it into your Essay on Health Informatics Using Dependent Clause and Independent C with success.

How to Find the Draco Constellation

How to Find the Draco Constellation Draco is a long, winding constellation easily visible to northern hemisphere observers. Its one of those star patterns that actually does look somewhat like its name, tracing out the long body of an exotic dragon across the sky.   Finding Draco Constellation Locating Draco is pretty easy in clear, dark skies. The best way is to first locate the north star Polaris, or look for the Big Dipper or the Little Dipper. They are on either side of the long body of the celestial dragon. Its head is at one end, near the constellation Hercules and its tail is up near the bowl of the Big Dipper.   This chart shows Draco in relation to nearby constellations of Ursa MInor (the Little Dipper) and Hercules. Click to enlarge. Carolyn Collins Petersen Draco Constellation Mythology The ancient Greeks envisioned Draco as a serpent-dragon, which they called Ladon. They placed it close in the sky to the figure of Hercules. He was their mythical hero who, among many other notable actions, killed the dragon as one of his twelve labors.  Over the centuries, the Greeks spoke of Draco going after heroines, particularly the goddess Minerva, as well as his adventures as the son of the Titan Gaia. In contrast, the ancient Arabic astronomers saw this region of the sky as home to two hyenas attacking an infant camel who is part of a mother group of older camels. The Stars of Draco Constellation Draco has fourteen brighter stars that make up the body of the dragon, and many others that lie inside the official IAU-designated region for the constellation. Its brightest star is called Thuban, which was our north star at the time the ancient Egyptians were building their pyramids. In fact, the Egyptians angled certain passageways inside the pyramids to point directly at Thuban. Thuban existed in a region of the sky that they believed was a gateway to the afterlife.  Therefore, if the passageway pointed there, the soul of the pharaoh would have a direct pathway to his reward. The official IAU chart showing the region of the northern hemisphere sky that contains constellation Draco. IAU/Sky Publishing. Eventually, due to the procession of Earth on its axis, Thubans position in the sky changed. Today, Polaris is our north star, but Thuban will be the pole star again in about 21,000 years. Its name is derived from the Arabic term that means snake. This chart shows how Earths north pole precesses as Earth wobbles on its axis. The result is that the pole appears to point at different stars over the course of 26,000 years. Right now it points at Polaris, but in the past (and in the future) Thuban is a target. Based on a graphic provided by Tauolunga, via Wikimedia Commons Attribution Share-Alike 3.0 license.   Thuban, also called ÃŽ ± Draconis, is a binary star system. The bright one we see is accompanied by a very faint star that orbits very close to its partner. The second-brightest star in Draco is called ÃŽ ² Draconis, with a familiar name of Rastaban. It is near the bright star ÃŽ ³ Draconis, which is also called Eltanin. Interestingly, Eltanin is actually the brightest star in Draco.   Deep-Sky Objects in Constellation Draco This region of the sky has a number of faint deep-sky objects that require binoculars or a telescope to see. One of the most famous is the Cats-Eye Nebula, also known as NGC 6543. Its a planetary nebula that lies about 3,000 light-years away from us and is the remains of a sun-like star that experienced its final death throes some 1,200 years ago. Before that, it gently blew off its material in a series of pulsations that formed concentric rings around the dying star.   The Cats Eye planetary nebula, as seen by Hubble Space Telescope. NASA/ESA/STScI The unusual shape of the nebula is due to the clouds of material blown away from the star by a fast stellar wind. It collides with material that was ejected earlier in the stars aging process. The cloud of material is mostly hydrogen and helium, mixed with other materials. Astronomers suspect there may have been a binary companion star involved, and interactions with it may have caused the complex structure we see in the nebula.   Viewing the Cats-Eye Nebula requires a good small- to medium-sized telescope, since its actually quite dim. The nebula was discovered by William Herschel in 1786 and has been observed by many professional astronomers using both ground-based instruments, the Hubble Space Telescope and the Chandra X-ray Observatory.   Observers with good telescopes can also spot several galaxies in Draco, as well as galaxy clusters and colliding galaxies. Its well worth a few evenings of exploration to ramble through Draco and spot these fascinating objects.

Diagnostic essay Example | Topics and Well Written Essays - 500 words

Diagnostic - Essay Example There are certain aspects of advertisements that ensure consumers get the message of products. This paper will look at some of the aspects of advertisements that make them intriguing, and how that enables organizations to get to consumers. The first aspect would be the social aspect. The question most advertising agencies ask is if the advertisement is socially acceptable. This may present the firm with an avenue to know what time to incorporate their advertisements in most of the programmes on air. It is through this analysis of the intended market that many organizations exploiting. The social aspect that is often exploited is the materialistic nature that is created among consumers. Once consumers notice this is happening, it becomes a problem for the manufacturers and advertising agencies (Shimp 209). An example of an advertisement that may bring about societal concerns may be the use of sex to bring out the intended message. The car and sport industry may be largely responsible for this as they are known to incorporate models in their commercials. Another aspect is the economical aspect of advertisements. Organizations may want to engage in activities that are economically viable. Paying for advertisements in media outlets without the consumer’s knowledge of the product may prove useless. No advertisement is more powerful than one that makes the consumer feel something. Making a consumer feel that they need the product or service being advertised is the best way of creating an advertisement. This is where creativity comes in to ensure whoever is keen gets the message. Organizations must check to ensure the contribution they are placing on society through their products is being felt. This pushes consumers to want to listen, or look at to some of the advertisements that make it through media outlets (Shimp 211). An example of an advertisement that may reach to a consumer might

Abortion Ethical Issue Essay Example | Topics and Well Written Essays - 1000 words

Abortion Ethical Issue - Essay Example Abortion, to the pro-life supporter, is simply without a doubt, murder. Millions of people feel that it is unethical and immoral. When you watch TV and you see stories about children that have been beaten or killed by their parents, relatives, or even by a complete stranger. People become completely upset and outraged and want to know how something like this could happen? Thousands of people are crying for those poor innocent, defenseless, unborn children. But yet, when it comes to abortion everybody is quick to say that it’s not murder because the child is not born yet. Those who are against abortion would disagree, they believe that from the moment of conception the embryo or a fetus is full of life and then consider a living being. People don’t realize how these babies are being destroyed. For instead one form of abortion is to cut out the fetus into pieces with serrated forceps before being removed. Then piece by piece is removed by a vacuum aspirator. Another form of abortion is to bring the fetus feet first into the birth canal, only to puncture its skull and sucking out the brain tissue. Then the body parts are removed being labeled as letters instead of being called what they really are. Then the remains of the fetus into plastic bags and then thrown in a dumpster to be disposed of. Then, on the other hand, you have a pro-choice supporter. They believe that women have the right to do to their body whatever she sees fit. Obviously, people will never agree on the abortion issue. They will either be Pro-Life or they will be Pro-Choice. Whatever they decide it will always be hot issues to debate-lifers believe that each human being from the time of fertilization to natural death has immeasurable dignit y and an unalienable right to life. An embryo is distinctively human life so should be provided the equivalent respect, moral status, esteem and dignity given to an infant, child or adult.  Ã‚  

Discuss the theme of ladies' ball Essay Example | Topics and Well Written Essays - 750 words

Discuss the theme of ladies' ball - Essay Example A softer version of the game was developed and called â€Å"Softball†. Still the same game, just a different set of rules as applicable to women. In Richard Cumyn's novel â€Å"Ladies Ball†, we discover the story of David and his unknown reasons for falling out of love with baseball. Richard Cumyn never clearly stated what year the story was unfolding in, so I am choosing to believe that the story had been set in the era after World War II, when men were coming back from the war and were reclaiming their right to the great game of Baseball. Cumyn as an author creates an internal conflict for this main character, David. However, it is an internal conflict that seems to have no beginning and no resolution. Instead, he used this conflict in order to successfully depict a man who comes to the realization that by letting go of something that he loved and enjoyed as a child, he has also lost an understanding of a portion of himself as a person. When his wife, Joan, is invited to join the local informal ladies baseball league, he believes that she won't have any interest in joining the local team for a game that night. Mostly because she is more of a cycling person than a â€Å"baseball† person. However, it slowly becomes clear to the reader that Joan was simply humoring her husband when she first refused to play with their new neighbors because of the way that David reacted to the invitation extended to her. He decided that she should not play the game. He did not allow her to make the decision for herself. But events on their first night in their new home conspire to allow Joan to try her hand at â€Å"ladies ball†, or softball as their neighbor Grace preferred to call it. However, what David believes and what is true are two different things. Contrary to his belief, Joan did not want to â€Å"get away from this neighbor† but instead, actually wanted to participate in the game. The passage from the book is clear: â€Å"[he] [decid es] that they [need] a way to escape gracefully from [the neighbor].† Thanks to the clever manipulation of their children and an extremely hot summer night, she got the chance to do something that she knew her husband was dead set against her participating in. Somehow, David has chosen to channel his dislike of baseball and his fear of having to play the game that he no longer likes through his wife. His thoughts, actions, and conversation with her that night as they passed the local baseball diamond showed his insecurities about baseball and left him feeling highly uncomfortable and torn between allowing himself to enjoy the female version of a game that he loved, and walking away from the game because it was now being played by women. David is truly uncomfortable with the way that Joan had defied him in order to play the game, making him look like a fool and party killer in front of their new neighbors. He had expected her to decline politely when she was invited to play yet again. He never expected her to suit up and get out on the field, ready, willing, and able to play. When he leaves her to put their children to bed, he can't help but return to the field to see how his wife participates in the game. He does this from the shadows as he is still reluctant to show her and their neighbors that he has started to enjoy the game and watching his wife play â€Å"ladies ball†. Having his wife catch the winning ball only adds to David's inner conflict about the game that he gave up on. His lonely excursion into the baseball mound to get a whiff of the game yet

3 negros :: essays research papers

In the period after Reconstruction the position of African Americans in southern American society steadily deteriorated. After 1877 the possibilities of advancements for African Americans disappeared almost completely. African Americans experienced a loss of voting rights and political power created by methods of terrorization such as lynching. The remaining political and economic gains that were made during reconstruction were eventually whittled away by Southern legislation. By the 1900s African Americans had almost no access to political, social, or economic power. Shortly after this Jim Crow laws began to emerge, segregating blacks and whites. This dramatic transition from African American power to powerlessness after reconstruction gave birth to two important leaders in the African American community, Booker T. Washington and W.E.B. DuBois. Although these two remarkable men were both in search of a common goal, their roads leading to this goal were significantly different. This is most evident in the two most important documents of the men’s careers: Booker T. Washington’s, â€Å"1895 Atlanta Exposition Speech† and W.E.B. DuBois’ response to this, â€Å"The Souls of Black Folks.† These two men were both dedicated to solving the difficult problems African Americans experienced in the post reconstruction south. Both DuBois and Washington wanted economic prosperity for African Americans but they differed on what would be done to achieve this. Both men focused on education as a key to the improvement of black life but they differed on the form education should take. The true difference in these men’s extremely different routes to better the lives of African Americans after reconstruction was a product of their extremely different backgrounds. In this essay I will examine the documents, â€Å"1895 Atlanta Exposition Speech† by Booker T. Washington and W.E.B. DuBois’, â€Å"The Souls of Black Folks† in order to determine the paths that each of these men took towards the advancement of African Americans, and the reasons behind these methods. DuBois and Washington came from extremely different backgrounds. These differences are essential to understanding why each of these men went about trying to achieve progress for their race in the way they did. DuBois, the son of free parents, was born a free man and grew up in a white environment with more privileges and advantages than the majority of African Americans living in the United States at that time. He suffered neither severe economic hardship nor from repeated encounters with racism. In contrast, Booker T.