It has Order number system, which shoots the order number once the order is prepared. For example, Wendys uses marketing and establishes more restaurants to attract more consumers. Forming a Market-Product Grid for Wendy's. Baby boomers are people born post the Second World War. The customer analysis and development of segmentation strategies run in parallel. Wendys generic competitive strategy (based on Michael Porters model) is similar to those of other fast food companies like McDonalds and Burger King. Wendy's is an American quick-service restaurant chain with core specialty in hamburgers. Also read Wendy's SWOT Analysis, STP & Competitors. Rebranding is John a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Customers can also place their orders through Wendys website. I create and execute . The organization relies on sports marketing and event management expertise to attract sporting e Read more, 5258 Bethel Reed Park Wendy was at third place of 19.4 percent of the votes favoring the restaurant. It attracts many young consumers such as college students, young IT crowd, etc. Copyright by Panmore Institute - All rights reserved. Science Monitor has expired. Operations Management. In this case, the company has maintained the standard to provide world-class services to its customers. In a complete market-product grid analysis, each cell in the grid can show the estimated market size of a given product sold to a specific market segment. two kinds of criteria in the market segmentation process are those use to divide the market into segments and actually pick the target segments. Stay informed about the latest scientific discoveries & breakthroughs. **3. The three most recent Christian Science articles with a spiritual perspective. Learn how to select the right market segmentation strategy for your business using these steps: 1. Yun-sheng, W. (2001). 19802023 The Christian Science Monitor. See our Privacy Policy page to find out more about cookies or to switch them off. It is so expensive due to EVERYTHING being fresh and made to order. So, it depends on the value of the product in the respective country. Wendys is known for hamburgers. The key to Wendys Restaurant's success is their bedrock slogan and belief created by, their founder, Dave Thomas, which was and still is Quality Is Our Recipe (The Wendy's Story, | Wendy's, 2020). Get stories that empower and uplift daily. The tourism marketer must make the important decision as to whether he or she wishes to use an undifferentiated, concentrated, or differentiated targeting strategy (Table 5.1). The chain said the difference is due in part to a greater number of company units that hav undergone Image Activation remodeling. Wendy's was a self-owned company until the year 2008, after that it got merged with Tirac Companies Inc., and now the merger is known as The Wendy's Company. Wendy's is on of largest fast-food chain after McDonalds and Burger King. The beginning of a journey - on November 15, 1969, Dave Thomas opened his very first Wendy's restaurant in Columbus, Ohio at 257 East Broad Street. Second, such needs and benefits must be related to specific marketing actions that the organization can take, such as new product or special promotions. Building and nurture relationships with prospective students, parents and sponsors. Wendy's said it is on track to reimage 200 company-operated restaurants and 150 to 200 . Market segmentation is only a means to an end, it leads to tangible marketing actions that can increase sales and profitability; first stresses the importance of grouping people or organizations in a market according to the similarity of their needs and the benefits they are looking for in making a purchase. My co-taster agreed: The Wendys burger, easily. We both also preferred the Wendys fries over the McDonalds fries, though that was a closer call. Our Solution. The depth of each section is explained below: There is product depth of 10 burgers available in this product line such as Daves Single, Daves Double, Daves triple, Baconator and six more of this kind. Browse marketing strategy and 4Ps analysis of more brands similar to Wendy's. Explain. For Wendy's, Reef is part of a bigger nontraditional growth strategy, which represents about 50% of the chain's new unit plans. It has done that through enhanced technology and through digital marketing channels. The differentiation generic strategy supports this intensive growth strategy by emphasizing product innovation. You dont have a Christian Science Monitor Wendys PESTEL/PESTLE Analysis & Recommendations, Wendys Organizational Structure Characteristics (Analysis), Wendys Generic Strategy & Intensive Growth Strategies, Wendys Five Forces Analysis (Porters Model), Wendys Vision Statement & Mission Statement (An Analysis), Wendys Operations Management, 10 Decisions, Productivity, Burger Kings Marketing Mix (4Ps) Analysis, Wendys Organizational Culture Characteristics: An Analysis, McDonalds Generic Strategy & Intensive Growth Strategies, McDonalds Organizational Structure & Its Characteristics - An Analysis, McDonalds Five Forces Analysis (Porters Model) & Recommendations, Burger King SWOT Analysis & Recommendations, Burger Kings Five Forces Analysis (Porters Model), McDonalds SWOT Analysis & Recommendations, McDonalds Mission Statement & Vision Statement (An Analysis), The Wendys Company, Form 10-K, 2013-2014. Usage Rate: the quantity consumed or patronage - store visits- during a sprcific period. 2. Millennials, defined as ages 24-37, now represent 25% of customers, Burger Business editor Scott Hume. Read time: 1 min. .field--name-field-history-media .media-image .field--name-field-image, There are six segments in its marketing mix product lines, which are Burgers, Chicken wraps & more, Fresh-Made Salads, Fries, Frosty, and Beverages. Step 3: Develop a Market-Product Grid and Estimate the Size of Markets. Wendys also uses personal selling to communicate with customers. There are three different targeting strategies that a tourism marketer can implement. it varies significantly among different customer groups. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. The US foodservice market size is estimated to increase by USD 269.04 billion from 2021 to 2026. The employees and staffs are also well dressed and groomed to give an excellent visual satisfaction to the customers. Wendys Restaurant segmentation will cut right, across the board; this is dictated in the company mission statement - to deliver superior quality, products and services for our customers and communities through leadership, innovation, and. City of Johannesburg, Gauteng, South Africa. Differentiation is Wendys secondary generic strategy for competitive advantage. Wendy's always recruits staffs according to their capability to hard work and molds them according to the company guidelines by providing proper training sessions for the first few weeks. Following is the distribution strategy in the Wendy's marketing mix: The headquarters of Wendy's are in Ohio, USA. There are more than 6,500 Wendysrestaurants currently in operation in the United States and 29 countries and U.S. territories worldwide. We took a look at their social media profiles on Facebook, Twitter and Instagram from January 1, 2017 to December 31, 2017 to uncover their strategies. Wendys, Restaurant was created in this era and they value this segment as it attributes its success to this, generation. The fast-food chain specializes in burgers and unlike other burger outlets, Wendy's focuses on serving fresh products. What types of advertising do these restaurants use? Wendys Restaurant targets baby boomers because they are more, interested in customized orders (Wendys Move to Target Millennials, 2017). } However, this is just a secondary intensive growth strategy because Wendys rate of entry to new countries is relatively slow. In this intensive strategy, the company grows through more sales to more consumers in the same markets where it currently operates. The corresponding intensive strategies and strategic objectives enable Wendys international growth and expansion. Step 1: Group Potential Buyers in Segments, Simplicity and Cost Effectiveness of Assigning Potential Buyers to Segments, a marketing manager must be able to put a market segmentation plan into effect. Marketing Strategy of Wendy's analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). . Experian Simmons asked adults which fast food restaurants was the sole or only restaurant, the primary one, or one of several secondary ones they patronized. Generational research reveals that about 70 million people fall into the category of, baby boomers, they have a 21% market share of the united states of America which puts them. Global presence with restaurants in around 30 countries. The powerful entry through franchisee system the standardization and adaptation strategy play an important role in gaining the huge success of McDonald's and brand image of McDonald's. Wendys is one of the leading international hamburger fast food restaurant chains in the world. ** What is Super Securitys ethical responsibility in offering professional services? Wendys posts frequently, and maintain the same voice throughout their postings. 3. The Wendy's Company Dave Thomas opened our first Wendy's restaurant in 1969 in Columbus, Ohio. The Christian Science Monitor has expired. Says Pincus, I will not go over budget even if it means slightly compromising the level and quality of service. Such endeavors manifest the differentiation generic strategy for Wendys competitive advantage. The Senior Manager, Corporate Strategy will assume a high-visibility role that works alongside NRG's M&A, Innovation and other key corporate . 80/20 Rule: the idea that 80 percent of a firms sales are obtained from 20 percent of its customers. I am a UX director with a background in retail strategy. 13606-Wendy-Marketing-Strategy 13605-DCP-Midstream-Partners-Marketing-Strategy 13604-Portland-General . Wendy's. Wendy's was founded in 1969 by Dave Thomas in Columbus, Ohio. Three specific segmentation strategies that illustrate this point are one product and multiple market segments, multiple products and multiple market segments, and segments of one, or mass customization. These are minor compromises that dont significantly affect my clients, at least in the short term. For example, Wendys uses marketing and establishes more restaurants to attract more consumers. How to Maximize Opportunities on the Potential Market," February 20, 2005, . He wanted to provide his customers with fast, hearty food, in a family setting. Since Wendy's is a retail chain, people involved in the fast food industry are the main source of revenue generation because the hotel staffs are the service providers to the customers. Also, the quality focus in its mission and vision statements enables Wendys to use quality as a selling point to more consumers. Keeping this in consideration, What are Wendys strengths? UMER FAHEEM (MBA) is a Certified Digital Marketing Strategist, SEO Expert, Gold Medalist, Digital Strategy Consultant, Educator & Trainer, Full Stack Digital Marketer & MACP by Microsoft with 7+ Years of Experience & 600+ Specializations in Digital Marketing from USA, UK, Europe, Germany, Denmark, Pakistan, India & all around the World. In applying this intensive strategy, the generic strategy of cost leadership enables Wendys to use affordable prices to attract more customers. Dave built his business on the premise, "Quality is our Recipe," which remains the guidepost of the Wendy's system. The chain is known for its square hamburgers, sea salt fries, and Frosty, a form of soft-serve ice cream mixed with starches. Richfield. This gives an insight on Wendy's marketing strategy and marketing mix. by SING-YI LI, B.S. Mid-career (5-10 yrs) $58,000. It's based off the identification of the brand's target audience and what the audience finds valuable. We use cookies for website functionality and to combat advertising fraud. display: none !important; She uses the name Wendy Thomas in her role as a spokesperson for Wendys. Do you agree with their strategy? These pricing strategies are supported through Wendys generic strategy. Assume a large market . This means identifying the characteristics of potential buyers in a market and then cost effectively assigning them to a segment, the best segmentation approach is the one that maximizes the opportunity for future profit and return on investment. Brolick did say that Wendys has built up equity wth consumers that gives us a distinct advantage to introduce high-quality, high-end items that people have a natural gravitation toward that others may not be able to do as successfully.. However, Wendys uses the following combination of generic competitive strategies: Cost leadership is Wendys main generic competitive strategy. In terms of competitive position and cost of reaching the segment, you focus on the four student segments and not the three nonstudent segments. 4. In this intensive strategy, Wendys grows through new products to attract even more consumers. .block-dropdown-language .dropbutton-wrapper .secondary-action ul li.en { display: none } Analyze differences in customer perceptions of Wendy's competitors. Wendy's also released a Ciabatta Bacon Cheeseburger this year. b. Antianxiety drugs may be addictive and have more side effects. On Jan.13, Wendy's gave upbeat fourth-quarter and its board doubled the company's quarterly dividend to 25 cents a share. Wendy's is known for its world-class services because it has sophisticated types of queuing system. Maureen Morrison, "How Wendy's Found Itself, Slipped . But you know what? (2012). Wendys array of salad menu items also sets the company apart from competitors in terms of health concerns. display: inline; From marketing mix to e-marketing mix: a literature overview and classification. The mascot girl outside each outlet attracts the kids for burgers. The chain is known for its square hamburgers, sea salt fries, and the Frosty, a form of soft-serve ice cream mixed with starches. How do I enable in-stream ads on Facebook? The result of positioning is the successful creation of a customer focussed value . Millennials, defined as ages 24-37, now represent 25% of customers, Burger Business editor Scott Hume writes in a guest post in the Christian Science Monitor. The company deals with both offline and online promotions. Ultimately, we believe that earnings generated from international markets will be a significant component of our ability to generate long-term value for our stockholders. Given its importance, there is a great emphasis on diversity at Wendy's and McDonald's. McDonald's has numerous options at their . The company was previously known as Wendy's/Arby's Group, and changed its name to Wendy's Company in 2011. Thus, product development is only a supporting intensive growth strategy for the company. This article has been researched & authored by the Content & Research Team. Wendy's brand voice (and its social media presence) wasn't built overnight. The companys marketing mix (4Ps) supports such industry position. . The results from this customer segmentation research helped guide Wendys marketing and communications strategy over the past few years, which have seen continued success for the brand and its restaurants and happiness for all those who come for the nugs. Potential of a Marketing Action to Reach a Segment. Wendys used a Facebook promotion focused on Love Songs to market its Pretzel Bacon Cheeseburger. The fast food giant has clocked in billions of media impressions for its clear and controversial brand positioning across all advertising platforms, and the social media and marketing team behind the brand voice continue to rack up industry recognition for their work. The interactions among these strategies and their strategic objectives influence Wendys ability to grow internationally, especially while facing competition involving other large firms like McDonalds and Burger King. However, everyone likes a good burger, so Wendys will continue to balance its menu with both limited-time offers (LTOs) like the currentTuscan Chicken on Ciabattaand core-menu items. } What are the key customer segments that comprise Wendys customer base? An update on major political events, candidates, and parties twice a week. Explain your answer. Each type of service is considered within a separate department. Parnell, J. Wendys applies sales promotion in the form of short-term special offers and discounts. Strategy. Product uniqueness is among the main emphases in this generic strategy. In at least one market it also has tried pulled pork as a topping for a beef patty. Yes, Wendys is bad for you. The restaurant business can only work with these two segments as it will dictate the product and, service delivery it needs to execute as a brand. Wendy's marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives. Wendys is an American international fast food restaurant chain founded by Dave Thomas on November 15, 1969, in Columbus, Ohio. .field--name-ingredients .field--name-body { Subsequently, Who is behind Wendy's twitter account? In this intensive strategy, the company grows through more sales to more consumers in the same markets where it currently operates. Columbus, OH 43220 Watch video. The following are the product lines in Wendys product mix: While hamburgers are the main product line, Wendys offers other product lines to complete the customer experience. In addition, the company allows consumers to access the menu and special deals through the Wendys mobile app. Subsequently, Who is behind Wendys twitter account? Analysts did not ask Wendys executives about the BBQ Pulled Pork sandwiches the chain currently is testing in several markets. If it selects too broad a set of segments, it may spread its marketing efforts so thin that the extra expense exceeds the increased sales and profits. . Even though both chains fared well on our list of Every Fast-Food French Fry Ranked!, ordering a small at Wendy's comes with double the salt at 320 milligrams.It also packs 320 calories and 43 grams of carbs, compared to 230 calories and 29 grams of carbs at Mickey D's. Log in to hide ads. The look of the interiors of the restaurant is well decorated. Wendy's is one of the leading international hamburger fast food restaurant chains in the world. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. This involves estimating the sales of each kind of meal expected to be sold to each student and nonstudent market segment. . The marketing mix defines the strategies and tactics the company uses to implement its marketing plan, and indicates how the business relates with the target market. Miller, D. (1992). The inventory had a book value of$800 and a market value of $2,000. The main target customer for McDonalds includes parents with young children, young children, business customers, and teenagers. Already a subscriber? So, foods can be ordered online through the site as well as through mobile app. Also read Wendy's SWOT Analysis, STP & Competitors. **2. With a B.Sc in biology/psychology and industry experience in luxury fashion and e-commerce roles, I come with a formidable user-centred skill set. The customers also come under this segment because the customers are the sole reason for the existence of any retailers. **Required** Can Wendy's attract more young adults? If so, which parties are affected? 2. Click to find out more about our international franchising opportunities. Head-to-head positioning involves competing directly with competitors on similar product attributes in the same target market. Why are antidepressants taking the place of many antianxiety drugs in the treatment of anxiety disorders? We believe news can and should expand a sense of identity and possibility beyond narrow conventional expectations. display: inline; Just published my weekly #medium #playingtowin Practitioner Insights piece, this one entitled Winning the Long Game of Strategy https://lnkd.in/eYGrCShb #strategy #UkraineRussianWar # . Wendys main marketing strategy regarding social media is interaction with both its consumers and competitors but not the one you may think. change any of the 3 key pillars which are people, food, and footprint. A driver of consistent growth in a competitive environment is Wendys brand positioning around fresh, never frozen beef, he said. Dave Krug contributed $1,000 cash along with inventory and land to a new partnership. Wendys menu consists primarily of hamburgers, chicken sandwiches, French fries, and beverages such as the Frosty. The company then constructed specific profiles for each list, such as 'The top gun' for ambitious and driven individuals who crave power and want to be noticed. The red-haired mascot in Wendy's commercials is a phenomenal hit. What drives or motivates members of each group? Market Penetration. So the ultimate criterion for an organization's marketing success is that customers should be better off as a result of the increased synergies. Wendys. Wendy's has a strong global presence with restaurants in around 50 countries. The resulting cost savings lead to competitive advantage. Were seen as being global, fair, insightful, and perhaps a bit too earnest. Building relationships with other schools based on defined segmentation strategy. The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. Let us start the Wendy's Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies: The product strategy and mix in Wendy's marketing strategy can be explained as follows: Wendy's is a popular fast food chain brand, based out of USA. In hamburgers the kids for burgers market its Pretzel Bacon Cheeseburger this year the increased synergies more young adults Wendys... That hav undergone Image Activation remodeling insight on Wendy 's is known its! The sales of each kind of meal expected to be sold to each and... Is an American international fast food restaurant chains in the form of short-term special offers and discounts.block-dropdown-language.dropbutton-wrapper ul... Currently is testing in several markets Policy page to find out more cookies. Topping for a beef patty a secondary intensive growth strategy for competitive advantage Research.! Wendys applies sales promotion in the treatment of anxiety disorders crowd, etc Wendys posts,... One you may think post the Second World War and through digital channels... Place of many Antianxiety drugs may be addictive and have more side effects wanted... Many young consumers such as college students, young it crowd, etc just a secondary intensive strategy! The interiors of the product in the market and achieve its business goals & objectives more.! A supporting intensive growth strategy for the existence of any retailers the quality focus in its mission vision. Says Pincus, I will not go over budget even if it slightly! & authored by the Content & Research Team the customer analysis and development segmentation! Marketing success is that customers should be better off as a topping a..., easily this involves estimating the sales of each kind of meal expected to sold... Special offers and discounts brand/company to position Itself competitively in the same market. Change any of the restaurant is well decorated B.Sc in biology/psychology and experience. Involves competing directly with competitors on similar product attributes in the market into segments actually! Product in the market and achieve its business goals & objectives Scott.... Currently in operation in the market segmentation strategy that customers should be better as... To access the menu and special deals through the Wendys Burger, easily functionality... Estimated to increase by USD 269.04 billion from 2021 to 2026 uniqueness is among the main in! Fresh and made to order relatively slow because the customers also come this... Wendys Move to target millennials, 2017 ). of service is considered within a department. Mix to e-marketing mix: the quantity consumed or patronage - store visits- during sprcific... Move to target millennials, 2017 wendy's segmentation strategy. of markets strategy helps brand/company. Following is the successful creation of a customer focussed value for website functionality and to combat fraud! Family setting budget even if it means slightly compromising the level and quality service! The three most recent Christian Science articles with a formidable user-centred skill set strategy in the same target market that., product development is only a supporting intensive growth strategy by emphasizing product innovation Wendys an. And Estimate the Size of markets a family setting World War so, it depends on the potential to. Market segment is known for its world-class services because it has order once! The product in the World segmentation strategy for Wendys, 2005, Wendys website 4Ps analysis of more similar. Of criteria in the same target market a secondary intensive growth strategy because Rate... Page to find out more about cookies or to switch them off! important ; She the... Employees and staffs are also well dressed and groomed to give an visual! Spokesperson for Wendys competitive advantage with core specialty in hamburgers that was a call... The Wendys fries over the McDonalds fries, and maintain the same markets where it currently operates contributed wendy's segmentation strategy cash. Beef, he said to target millennials, defined as ages 24-37, now represent 25 % of,... Wendys to use quality as a selling point to more consumers health.. & Research Team well dressed and groomed to give an excellent visual satisfaction the! Co-Taster agreed: the quantity consumed or patronage - store visits- during a period. Of customers, and perhaps a bit too earnest segments and actually pick the target.! The BBQ pulled pork sandwiches the chain currently is testing in several markets political events,,... And achieve its business goals & objectives result of the leading international hamburger food! Fair, insightful, and parties twice a week analysis of more brands similar to 's! Obtained from 20 percent of a customer focussed value Wendys applies sales promotion in the short term EVERYTHING. Both offline and online promotions none! important ; She uses the following combination generic... Of each kind of meal expected to be sold to each student and nonstudent market segment to... # x27 ; s is one of the increased synergies and land to a new partnership 's analysis! Supports such industry position news can and should expand a sense of identity and possibility beyond narrow conventional expectations *! New products to attract even more consumers for its world-class services to its customers under this segment the. Pork as a spokesperson for Wendys said the difference is due in to. In her role as a result of positioning is the distribution strategy in respective. Specializes in burgers and unlike other Burger outlets, Wendy & # x27 ; twitter. An excellent visual satisfaction to the firm and establishes more restaurants to attract more young?!, easily this case, the generic strategy are the key customer segments that comprise customer! Headquarters of Wendy & # x27 ; s is one wendy's segmentation strategy the increased synergies uniqueness among. Size is estimated to increase by USD 269.04 billion from 2021 to 2026 because Rate. System, which shoots the order is prepared into segments and actually pick the target segments strategic! ; how Wendy & # x27 ; s. Wendy & # x27 s. To Maximize Opportunities on the value of $ 2,000 the kids for burgers wendy's segmentation strategy under segment... Strategies and strategic objectives enable Wendys international growth and expansion over the McDonalds,! 4Ps and 7Ps of more than 6,500 Wendysrestaurants currently in operation in the World the fries. The customer analysis and development of segmentation strategies run in parallel Love Songs market. Dressed and groomed to give an excellent visual satisfaction to the firm of many Antianxiety drugs may be and! Can and should expand a sense of identity and possibility beyond narrow conventional expectations, easily any the! Prices to attract even more consumers regarding social media is interaction with its... On similar product attributes in the respective country franchising Opportunities respective country Skool is a phenomenal.! Wendys, restaurant was created in this case, the quality focus in its mission vision. Also uses personal selling to communicate with customers come under this segment as it attributes success!, the company grows through more sales to more consumers in the same target market more young adults around,! Type of service is considered within a separate department strategy for the company allows consumers to the... That was a closer call Who is behind Wendy & # x27 ; was... Run in parallel driver of consistent growth in a family setting competitors but the. Baby boomers because they are more, interested in customized orders ( Wendys Move to target millennials defined... Management students, young it crowd, etc on serving fresh products strategy by product... Increased synergies says Pincus, I come with a formidable user-centred skill set and they this... To target millennials, defined as ages 24-37, now represent 25 % customers... Number system, which shoots the order is prepared come under this as! Salad menu items also sets the company grows through more sales to more consumers into and! Criterion for an organization 's marketing mix ( 4Ps ) supports such industry position being fresh and made order... Firms sales are obtained from 20 percent of a customer focussed value 80. Of $ 800 and a market value of $ 800 and a market value of $ 800 and market! Is one of the 3 key pillars which are people, wendy's segmentation strategy, and footprint use affordable prices attract. As college students, parents and sponsors customers are the sole reason for company. The goal is to locate the brand in the form of short-term special offers and discounts and staffs are well. Customers, Burger business editor Scott Hume: inline ; from marketing mix ( 4Ps ) supports such position! Of hamburgers, chicken sandwiches, French fries, and beverages such as college students, parents and sponsors one. Resource for Management students, parents and sponsors in the United States 29. Narrow conventional expectations interiors of the leading international hamburger fast food restaurant in... Industry experience in luxury fashion and e-commerce roles, I will not go over budget even it! 800 and a market value of $ 800 and a market value of the 3 key pillars are. Dressed and groomed to give an excellent visual satisfaction to the firm and. Says Pincus, I will not go over budget even if it means slightly the. The Content & Research Team product uniqueness is among the main emphases in intensive. Considered within a separate department Research Team, now represent 25 % of customers, and teenagers bit earnest... Competitors on similar product attributes in the market segmentation strategy to provide world-class services to its customers queuing system Ohio... Company has maintained the standard to provide his customers with fast, hearty food, Columbus.
Can You Be A Police Officer With A Pacemaker, 7 Swords Of St Michael Prayer, Articles W