While many manufacturers strive to lower the price of their products, Yeti focuses on issues such as extending the life of the ice inside a customer's cup and ensure its lids are 100% leak-proof ("Frequently Asked Questions," n.d.). According to Saporito (2016), price is an important factor in the appeal of the Yeti, as demonstrated by his statement. “The Yeti is the Range Rover of the cold. Its overbuilt Sherpa coolers hit the market in 2006 at a price of between $250 and $300 apiece, a staggering premium – “10X,” as Roy likes to call it – over the average Igloo or Coleman” ( para. 4). The Yeti's price appeal is consistent with that of most luxury items sold, with the consumer associating a higher price with a higher quality product. Yeti brand promotion occurs through a variety of avenues, but their most successful marketing comes from customer testimonials and YouTube videos that demonstrate the benefits of their products (Cooper, 2013). Therefore, customer reviews demonstrate a more authentic feel. Finally, Yeti brand placement is found in locations frequented by those who spend a lot of time outdoors (Saporeto, 2016). The marketing angle first shifted to rural food stores, then quickly shifted to large outdoor chains to bring together the outdoor sports market (Saporito, 2016). Marketing is an ever-changing field, just as the four Ps have changed, so must the Yeti.