While many manufacturers are focused on reducing the price of their products, Yeti focuses on issues such as extending the life of the ice inside the customer's cup and making sure their lids are 100% leak-proof (“Frequently Asked Questions,” n.d.). According to Saporito (2016), price is an important factor in the Yeti's attractiveness, as evidenced by his statement. “Yeti is the Range Rover of cold weather. Its oversized Sherpa coolers hit the market in 2006 at between $250 and $300 a piece, an astonishing premium – “10X,” as Roy likes to label it – over the average Igloo or Coleman” (par . 4). The attractive price of the Yeti is consistent with most luxury items sold, the consumer associates a higher price with a higher quality product. Promotion of the Yeti brand occurs through various avenues, but the most successful marketing has come from customer testimonials and YouTube videos demonstrating the strengths of their products (Cooper, 2013). Therefore, customer reviews demonstrate a more authentic feel. Finally, the positioning of the Yeti brand is found in places frequented by those who spend a lot of time outdoors (Saporito, 2016). The marketing angle was initially aimed at rural feed stores, but then quickly moved to large outdoor chains to cater to the outdoor sports market (Saporito, 2016). Marketing is an ever-evolving field, just as the four Ps have changed, so must Yeti