Starbucks Iceland

COM 4040

Peggy Davis
Amanda Harren
Moriah Lail
Corey Baker








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Product: Starbucks Coffee
Country: Iceland

Individual Country Environmental Analysis:

Starbucks has been making a name for itself internationally since 1996 when it opened
its first international coffee shop in Tokyo, Japan. Since then, Starbucks has established
5,500 other coffee shops in 50 different countries.
Iceland is the perfect country to advertise a new and lovely coffee chain that respects
other cultures.

Economic Factors: Icelands Scandinavian-like social market economy combines
a capitalist structure and free-market principles with an extensive welfare system.
Due to the global financial crisis in 2008, the value of the Krona depreciated. Before
the crisis, Iceland had achieved high growth, low unemployment, and an even
distribution of income. The economy relies heavily on the fishing industry which
provides 40% of export earnings (more than 12% of GDP) and employs nearly 5% of
the work force. The economy is sensitive to declining fish stocks as well as
fluctuations in world prices for fish, fish products, aluminum, and ferrosilicon. Within
the last decade, Iceland has been diversifying into several manufacturing and
service industries, including the fields of software production, biotechnology, and
tourism. Abundant geothermal and hydropower sources have attracted substantial
foreign investment in the aluminum sector. This has boosted economic growth and


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sparked interest from high-tech firms looking to establish data centers using
inexpensive green energy, but the financial crisis has put several investment
projects on hold. The economy is now beginning to stabilize again, recovering from
the economic crisis of a few years ago. The current and improving state of Icelands
economy bears high potential of success for the new Starbucks location in Iceland,
especially in large cities such as Reykjavik. The GDP per capita in Iceland as of
2012 was an estimated $39,900.

Demographic Factors:
Population: 315,281
Age structure: 0-14 years: 19.8% (male 31,675/female 30,852)
15-24 years: 14.6% (male 23,364/female 22,821)
25-54 years: 40.9% (male 65,018/female 63,903)
55-64 years: 11.4% (male 18,229/female 17,767)
65 years and over: 13.2% (male 19,140/female 22,512) (2013 est.)
Our target market for age is the 15-54 age range.
Nationality: noun: Icelander(s) adjective: Icelandic
Ethnic Groups: homogeneous mixture of descendants of Norse and Celts 94%
Population of Foreign Origin: 6%
Urbanization: Urban Population: 93% of total population (2010)
Rate of Urbanization: 1.5% annual rate of change (2010-15 est.)
We are targeting the urban population because its easier to reach more people that
way and more frequently.


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Geographic Factors:
Major Cities - population: REYKJAVIK (capital) 198,000 (2009).
Climate: temperate; moderated by North Atlantic Current; mild, windy winters;
damp, cool summers. The annual cold temperatures in Iceland will help fuel sales of
hot beverages.

Educational Factors:
Iceland is a well-educated country with a ratio of enrollments in primary education
programs of 98.3 in 2009.
School life expectancy, SLE, from primary education to tertiary education in Iceland
is 17 years for men and 20 years for women.
In 2009, expenditures in Iceland on education was 7.8% of the GDP
Icelands ratio of those enrolled in primary education is very similar and only slightly
lower than the average for countries in the Organization for Economic Cooperation
and Development (OECD).
Given the high Structured Learning Experiences (SLE) in Iceland, a marketing
strategy toward those in higher education (tertiary) like those having been successful
in America should do well in Iceland as well. Its important that we appeal to our
customers in ways that value their region as intellectual and educated.

Political/Legal/Regulatory Factors: Iceland is a constitutional republic that uses a
civil law system that is influenced by the Danish model. The right to vote is granted


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at age 18 and is universal to all who are legal residents. The chief of state is
President Olafur Ragnar Grimsson and is followed by the head of government,
Prime Minister Sigmundur David Gunnlaugsson. The Prime Minister appoints the
cabinet. The president is elected by popular vote and serves a four-year term in
office. In the United States, the president is both the chief of state and head of
government, but in Iceland these two jobs are given out separately. Iceland currently
has no military force. Icelands defense is a NATO commitment and Iceland actively
participates in international peacekeeping missions. Starting a business in Iceland
takes about five days and costs about 3 percent of the level of average income.
There is a high level of unionization. The tariff rate is approximately one percent, but
trade restricts meat and dairy products. Banking is the greatest avenue of financial
stability in Iceland. The Constitution of Iceland states that no one may be obliged to
surrender his property unless required by public interests and that such a measure
shall be provided for by law and full compensation be paid. A committee reviews
cases for the legality of expropriation. If the committee finds the case to be legal, it
will determine the amount of compensation that is agreed upon by all parties. Under
the EEA Agreement free ports or free trade agreements are not allowed. We will
acknowledge Icelands public policies and customs so that there will be a mutual
respect between ourselves and the local Icelanders, and so that we will know what
to do in case legal action is brought against our establishment.





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Cultural Landscape:
Hofstedes Cultural Dimension of Iceland:
Cultural dimensions are used to determine how well a product will do in a country based
on the countrys cultural values. Geert Hofstedes Cultural Dimensions of Iceland
explains culturally why certain behaviors occur and how decisions are made within
Iceland in the graph presented below:

Iceland has a very low score of 30 for Power Distance. Managers and employees share
information and consult frequently. Hierarchy is established as a formality, and the
managers value the opinions and knowledge of their employees. This information would
be most helpful when determining a plan for employees in our Starbucks stores in
Iceland and for making sure the employee/manager structure coordinates with this
countrys standards in power distance.
Icelands high score of 60 implies that they are an individualistic country. Icelanders
exhibit a strong sense of individualism by looking after their own needs and the needs of


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their immediate families. In businesses, employees are expected to be self-starters and
to be able to rely on their own abilities and knowledge to get their job done correctly.
Hiring and promotion is based on merit and what is deserved.
A score of 10 in masculinity proves that Iceland is more of a feminine country. The
people of Iceland care about others and their well-being. They like what they do and
take pride in those things. They believe in negotiation and compromise. Social status
does not seem to be as important in Icelandic culture as it is in other countries.
Icelanders value free-time and being able to be flexible with work schedules and
personal lives.
Icelands uncertainty avoidance score of 50 indicates that they are not worrisome about
the future. Icelanders are known to be planners. Iceland has a more relaxed culture and
is not known for taking risks. Even though Icelanders do not tend to take risks, they are
always looking for innovation and a way to make things more efficient. They are always
willing to try something new or different. The use of a chain coffee store in Iceland will
take some adjusting for this culture because they have so many different cafes that
specialize in coffee, but will be a step in an innovative direction for efficiency and a
change from the norm that they seem to crave. Other cultural dimensions in which
Iceland scores high is indulgence. They tend to cave to impulses and desires while
striving for personal happiness.






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Symbols, Icons and Images:

The most important image for this brand is the green siren that represents all of
Starbucks. This universal symbol has evolved over time. In 1971, there was a lot of
question about the marine life; a 16th century Norse woodcut of a twin-tailed mermaid,
or siren, was found in a book that sparked the thought of a new logo.
The siren had something about her; she was interesting and had a seductive mystery
mixed with a nautical theme. When designing this logo, the interpretation of the siren is
to be different for everyone. The overall interpretation being that the siren represents
indulgence, irresistibility and the allure to Starbuckss one-of-a-kind coffee. This notion
will translate to Icelands image of the Starbucks brand resulting in a successful port of
Starbucks to Iceland.

The coat of arms of Iceland displays a red cross on a blue shield which represents the
Icelandic flag. There are also four protectors of Iceland standing on a block of lava. The


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protectors include a bull, eagle (or griffin), a dragon, and the rock-giant, Bergrisi. This
coat of arms was adopted July 1
st
, 1944.


The Lady of the Mountains is another icon or symbol of Iceland. She was drawn by the
German painter J. B. Zwecker, who drew the description provided by Eirkur Magnsson
from a folktale. The English translation of his description is this image of a woman is
intended to represent Iceland, since she wears on her head a crown of ice from which
flames dart upward. On her shoulder is a raven, Iceland's most characteristic bird
!inn's old comrade, the favorite of the poets, a bird of prophecy, exceedingly wise. A
gull hovers above the water and across the seething ocean of time and history
runestaves drift ashore into the woman's grasp; one of them is already in her hand.
They are intended to represent our country's literature and history. Above the woman is
a night sky with stars and a moon. Behind her are mountains, their summits washed in
moonlight.



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The flag of Iceland was set out on June 17, 1944, the day that Iceland became a
republic. We propose to put this flag on every coffee sleeve that we dispense for
Starbucks coffee. Starbucks takes pride in working with countries internationally in
different cultures.

Starbucks also plans to incorporate Icelands national symbol, the gyrfalcon in their
dcor in the future upcoming stores of Iceland.

High/Low Context Cultures:
Low- Iceland bases their business etiquette in a low context culture. Iceland believes in
punctuality, corporate social responsibility, gift-giving, and professional business dress
attire.
Iceland values positivity and social encouragement. Icelanders love positive attitudes
and people who are going to work hard for them.


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Starbucks is known for their happy attitude and their willingness to serve others.
Starbucks always considers that its consumers have limited time and busy schedules,
respecting that they do not want to wait all day for coffee. Starbucks has clean dress
attire that is conservative and does not distract from its product. Starbucks respects
social responsibility in every country and adapts to work with local businesses to ensure
proper usage and stewardship of natural resources. Starbucks is a fashionable brand,
and Iceland is very up to date on their fashion. Starbucks boasts clean-cut packaging
and a one-of-a-kind look that will be appreciated by all coffee consumers. Fashionable,
aesthetic packaging makes product placement and word of mouth advertising quite
efficient which will be an successful strategy in the Icelandic market.

Humanity and Nature:
Humanity:
There is a very high unemployment ration in Iceland (13.6%) according to the CIA.
Starbucks would help alleviate that problem by providing more jobs for the Icelandic
people. If a campaign was to begin that would help provide extra jobs for Icelandic
people, then a positive, relevant cultural relationship would be established with
consumers, leading to increased enthusiasm for the Starbucks brand. Starbucks will
provide jobs, warm, superior coffee, and increase environmental awareness (there are
some issues with water pollution in Iceland, and Starbucks has a clean water fund,
Ethos).




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Nature:
In Iceland, the temperature is often low which causes for cold weather most of the year.
According to the CIA, ice fields and mountain peaks are a large portion of the terrain in
Iceland. These cold temperatures allow a lot of marketing angles to introduce specialty
coffee product lines into the general market. We intend to market Starbucks as a
product that alleviates the icy plague of cold frigidity. We intend to make Starbucks into
a symbolic solution to the problem of cold weather. The cold weather can be comically
turned into an abstract villain if extreme ideas wish to be taken or perhaps for humors
sake in marketing strategies and tactics.

Dimensions of Time:
Punctuality is highly valued in Iceland. It is preferable to arrive in advance so that we
can prepare for the meeting. This will be important to starting our business in Iceland
when meeting with the local bank, advertising agencies, new employees, and potential
customers.
It is important that appointments are scheduled in advance and we will utilize a 24-hour
clock when making appointments to avoid miscommunication, which is apt to happen
when communicating with foreign countries. Stores will be open on time and close on
time with emphasis on proper punctuality.

Consumer Dimensional Profile:
Our specific marketing segment includes Icelanders in the capital Reykjavik, ages 16
through 65, both male and female. These people speak Icelandic, a North German


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language. Product packaging will include both Icelandic and English print. Icelanders
love poetry and rhymes, so these will be included in marketing efforts. It is not custom
to tip in Iceland. You will not find tip jars at our Starbucks Rekjavik location. Our target
market is made of fashionable people; however, due to economic hardships, the people
are not generally wealthy so we want to market our brand as an affordable luxury.
100% of Icelanders have access to Internet, so our marketing efforts will be heavily
involved on social media networks.

Product Analysis:


Description:
Starbucks products sold in Iceland will include various baked goods, including
sandwiches and Paninis.
Various coffee types such as blend roast, medium roast, dark roast, specialty flavored
coffee, espresso shots, and seasonal flavors offered during specific times of year only.
Hot chocolate and a variety of brewed hot teas will also be available.
A Grab n Go coffee system of purchasing coffee will be available for coffee-drinkers
who dont have time to enjoy the indoor Starbucks atmosphere. The Grab n Go system
will allow customers to give their coffee order to Starbucks first before they pay so time
can be efficiently maximized during the shopping process. Grab n Go will also feature a
call-ahead order placement system so the coffee can be ready upon the consumers
arrival. Drive-through order placement also increases time management efficiency.
Another promotion that will be offered as a way to increase brand loyalty and perpetual
product placement is one that allows consumers to purchase high-quality, reusable


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coffee thermoses that can be refilled at a 20% discount on normal coffee prices when
the Starbucks reusable coffee thermoses are brought into the store. This promotion will
be marketed as a savings program for consumers and as a green promotion to lower
the amount of paper waste generated by the previously exclusive use of paper coffee
cups.
Starbucks logo apparel will be offered for sale to consumers: short-sleeve t-shirts, long-
sleeve t-shirts, and hooded pullovers with Starbucks logos and Reykjavik printed on
them will be offered at this store.

Starbucks Coffee & Hot Chocolate Drink Sizes:
Tall 12 oz.
Grande 16 oz.
Venti 20 oz.

Espresso Sizes:
Solo 1 oz.
Doppio 2 oz.

Price Point
Iceland is described as a little big town such as St. Louis, Missouri, so I am basing
prices on the Icelandic currency Krona (kr) in the equivalent of what the products would
cost there. Due to economic hardship and to gain a following, we will also offer an
option of buying a refillable Starbucks Logo Mug 12oz that patrons can refill at a 20%


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discount of a disposable paper cup. This also promotes our objective of leaving as
small of an impact on
Merchandise
Starbucks Logo Reykjavik, Short Sleeve T-Shirt (S, M, L and XL) kr 163.99 ($25
U.S.)
Starbucks Logo Reykjavik, Short Sleeve T-Shirt (S, M, L and XL) kr 226.31
($34.50 U.S.)
Starbucks Logo Reykjavik, Hooded Pullover (S, M, L and XL) kr 327.99
($50 U.S.)
Refillable Starbucks Logo Mug 12 oz kr 98.40 ($15
U.S.)
Standard Beverages
Item Tall Grande Venti
Hot Brewed Coffee Kr 9.51 ($1.45
U.S.)
Kr 10.82 ($1.65
U.S.)
Kr 11.48 ($1.75
U.S.)
Iced Brewed Coffee Kr 11.81 ($1.80
U.S.)
Kr 13.78 ($13.78
U.S.)
Kr 16.07 ($2.45
U.S.)
Hot Chocolate Kr 15.09 ($2.30 Kr 16.73 ($2.55 Kr 18.37 ($2.80


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U.S.) U.S.) U.S.)
Green Tea Kr 8.86 ($1.35
U.S.)
Kr 11.48 ($1.75
U.S.)
Kr 12.14 ($1.85
U.S.)
Herbal Tea (Variety of
flavors
Kr 8.86 ($1.35
U.S.)
Kr 11.48 ($1.75
U.S.)
Kr 12.14 ($1.85
U.S.)

Specialty Beverages To test in the market
Item Tall Grande Venti
Caramel Frappucino Kr 21.32 ($3.25
U.S.)
Kr 24.60 ($3.75
U.S.)
Kr 27.88 ($4.25
U.S.)
Mocha Frappucino Kr 21.32 ($3.25
U.S.)
Kr 24.60 ($3.75
U.S.)
Kr 27.88 ($4.25
U.S.)
Coffee Frappucino Kr 21.32 ($3.25
U.S.)
Kr 24.60 ($3.75
U.S.)
Kr 27.88 ($4.25
U.S.)
Salted Licorice
Frappucinio
Kr 21.32 ($3.25
U.S.)
Kr 24.60 ($3.75
U.S.)
Kr 27.88 ($4.25
U.S.)

Baked Goods (muffins, bagels, breads, cakes, & Kr 16.40 32.80 ($2.50 5.00


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pastries) U.S.)
Paninis and Sandwiches Kr 29.52 55.76 ($4.50 8.50
U.S.)

Espresso Shots
Solo Kr 10.17 ($1.55 U.S.)
Doppio Kr 12.14 ($1.85 U.S.)

Packaging:
Starbucks packaging is very important when enhancing sales of these other items in
their stores as well as their hand-crafted coffees. Starbucks prides themselves on their
consistent clean-cut logo and easy to read/understand packaging. Why the change in
packaging? To better reflect the artistry that goes into each coffee and to bring their
individual stories to life. Each coffee is very different in every aspect from the flavors to
the stories behind them.
Iceland requires companies who sell products in their country to list a full and honest list
of ingredients, and information on their nutritional value. Starbucks complies with this
and list their ingredients in their coffee products. Starbucks lists both American English
and Icelandic on their packaging.
Starbucks also lists product size, quantity, package color on their pre-packaged goodies
that they have in their store. Their whole bags of coffee sold are a little more modern.


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They list what type of coffee they will receive, a brief description about the coffee and
the flavors and also a short how-to brew the best coffee.
Starbucks also makes their packaging recyclable in order to give back to society in a
small way and to reduce their environmental footprint. Iceland takes things like this into
consideration when considering the impact of future businesses on their society.

Standardization & Adaptation of Product:
We would have a combination of standardized and adaptation of Starbucks into Iceland.
The product line offered will be standardized, along with the quality of the product. As
previously mentioned, the packaging will include the Icelandic language, and will also
have the language of our country of origin America, English. Starbucks purchases
beans from all over the world and use our own oils to flavor the beans. In 2013, we
purchased coffee beans from farmers from 27 different countries economically, which
has been established from the Coffee and Farmer Equity Practices. Our main
competition in Iceland, Kaffitar, currently purchases their beans from farmers in
America, Brazil, Nicaragua, and Guatemala. Coffee beans are not locally grown.
Another standard service offered by Starbucks that we would bring to Iceland is the free
Wi-Fi offered to Starbucks customers. Kaffitar does not currently advertise this used in
their coffee shops and will be a great addition to this country.
For the items that would be adaptations, like the specialty drinks such as Frappuccinos
and smoothies, we would first have a test market of these items to see if these are
items worth keeping on the menu. To be economically conscious, we would like to add


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options for Iceland that are cost-conscious. One of those being an option to purchase a
Starbucks mug and reuse this cup to refill at a discounted rate of 20% off.
Statistics Icelandic reported an increase of .7% from 1995 to 1997 of the total
household expenditures for hotels, cafes and restaurants, while in-home coffee
purchases remained at .5%. Iceland is historically open to American franchises and are
used to the standardization of their products. Meeting the needs and wants of this host
country will lead to customer satisfaction and will help to build a successful brand image
to assist with sales.


Distribution and Sales Channel:
Manufacturing flow and process: The coffee beans are imported from many different
countries from farmers who agree with our policy to have the highest quality beans that
are grown responsibly and ethically traded. Our company invests in loan programs for
our coffee farmers around the world to be able to afford to continue to grow our beans.
The beans are imported from the various farmers around the world and then roasted at
our Amsterdam Roasting Plant for our European, Middle Eastern, and African stores.
After they are roasted to perfection, they are then shipped to the stores in these
locations, including Iceland. For all of our EMEA locations (European, Middle Eastern,
and African), Starbucks has a regional support center, which houses a central hub for
all of these locations for marketing, legal, logistics, and human resources. Distribution of
products will be sent from Amsterdam and the United States via air since it is the most
efficient route of transportation. The international airport is located on the Reykjanes
Peninsula, which is the capital city.


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Export (indirect, direct): Starbucks in Iceland will be a direct export that will be foreign
country-based. There will be a foreign-based branch, sales subsidiary, distributors and
agents and representatives.
Joint venturing (licensing, management contracting, contract manufacturing,
joint ownership):
Starbucks is not a franchised organization. Starbucks opens its own stores and
manages them. The law of Iceland dictates that foreign ownership of businesses is
unrestricted, other than in the fishing, energy, and aviation industries. Iceland is also
open to foreign investment.
Direct investment (assembly facilities, manufacturing facilities):
Direct investment for the new business venture of opening a Starbucks in Reykjavik will
include buying the property where the retail store with be. This will include the store,
property, renovations, and supplies to make the business functional. All of the goods
that go into the product will be bought as needed with limited storing capacity on
location.

End sales to consumer (chain retailers, local merchants, specialty stores, new
builds, etc.):
Starbucks is part of a chain retailer and sells directly to the customer. We are a wholly
owned subsidiary and a Greenfield investment. We will build a new location or renovate
an old building for our store.


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Flow chart of entry to market:


Creative Strategy and Execution:
Target Market:
Our target market is all current coffee drinkers in Iceland and young to middle-aged
adults who live fast-paced daily lifestyles.
Standardization & Adaptation of Message:
Starbucks has enjoyed much success marketing toward young adults and specialty
coffee enthusiasts in the United States for many years. Since the target markets in both
the United States and Iceland are quite similar, it seems logical to use the message to
the United States market in the Icelandic market as well. The message will be slightly
adapted by emphasizing the warmth of coffee, a product that eases the chill of the frigid
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Icelandic climate. Otherwise, Starbucks will be marketed in Iceland just as it is in the
United States, as a sophisticated specialty coffee product that leads the industry in
quality products and service.

Executional Style & Media Channels:
Our executional style will be lifestyle marketing. Our target market demonstrates a very
fast-paced, busy lifestyle. Starbucks products, especially coffee, meet practical and
social needs of our target market. A better coffee product that offers a time-efficient
purchase process and distinguished, sophisticated product lines are the two major
benefits that Starbucks is offering its Icelandic target market. We intend to use lifestyle
marketing to assimilate Starbucks into the daily routine of every Icelander in the target
market.
Our primary media channels for marketing will be
-Radio Advertisements
-Internet Advertising
-Outdoor Advertising
-Newspaper Advertisements
According to the CIA, only about half of Icelanders even have multi-channel Television
subscriptions. Iceland has only four commercial television channels, but numerous
privately owned radio stations as well as government-owned radio stations that have


"#

advertisements. Television Advertisements would be a waste of money and a bad use
of our budget upon the launch. However, the CIA also indicates that approximately 95%
of Icelanders use the Internet, which makes Internet advertising the best media channel
by quite a large margin. Outdoor advertising is great in the larger cities that use public
transportation; the larger cities also happen to be the cities that are more densely
populated by members of our target market so outdoor advertising will be excellent in
those areas. Newspaper readership is extremely high in Iceland. There are several
different newspapers that are highly used in Iceland. The main two newspapers are
Morgunblaoio, which has a subscription based clientele and Frettablaoio, a free
newspaper to those in the capital. Since this is still such a widely source of information
in Iceland, we will have Advertisements in these two publications.


Advertising Form:
Our advertising form will incorporate displays and drama. Coffee is a nonessential
product. However, if nonessential products are marketed as socially desirable or even
necessary, then consumers may purchase them with priority over essential products.
Social brand positioning will be important for positioning Starbucks as superior to
competing coffee lines and for establishing the need for Starbucks among the target
market. Use of dramatic elements will bolster the aura of sophistication around
Starbucks as well as occasionally providing entertainment and humor. Outdoor
advertising and Starbuckss distinguished in-store atmosphere will greatly benefit from


"$

unique and appealing displays. Marketing Starbucks coffee as a partially symbolic,
partially practical solution to the cold Icelandic climate creates some opportunities to
innovate effective guerrilla marketing campaigns as well.
Value segments of consumers:
The value that our customers present astonishes us. We pride ourselves in knowing
that Starbucks is for everyone, even the people who may not be as enthusiastic about
coffee as we are. We offer non-coffee drinks, teas and baked goods as well. Starbucks
attracts the strivers, altruists, intimates, fun seekers, artists, and the creative. We know
that every customer that comes into Starbucks is different and we love the diversity.
Global approach to marketing message:
We plan to engage and keep with local customs in Iceland. We plan to spend time
understanding the local culture, customer-based needs, and behaviors. We also plan to
look into the more successful and less successful marketing approaches. Its important
to us that we establish close relationships within our local marketing agencies and
wholesalers. By understanding the local market we plan to launch our marketing
message to Iceland about our company.
Agency selection:
We plan to work with Icelandic wholesalers and agents that are local and know the ins
and outs of the Icelandic culture. By working with these local agents, we are insuring
our success and avoiding any misunderstandings with our potential markets.



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Ideas/concepts for advertising campaign:
Direct marketing in Iceland is different from typical direct mail marketing in the United
States. Icelanders typically are accustomed to leaflet handouts that are delivered to the
home. Even though Icelands direct marketing is a little behind the times, they have full
access to all types of advertising including: television, radio, newspapers and of course
the internet. Our advertising campaign in Iceland will be cohesive with the advertising
we maintain in the United States. We plan to advertise in local newspapers and
encourage social media in Iceland. Starbucks currently has an app that acts as your
Starbucks debit card. Its easy to use, quick to reload with cash when youre on the go
and promotes usage to gain stars per every purchase; when a certain level of stars are
reached consumers gain membership access to free re-fill and half-priced baked goods.
This will be implemented into the marketing campaign in Iceland.






















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References

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