Yeti Coolers has done a tremendous job of branding their product over the last few years. Yeti Coolers has marketed their product of coolers used for purposes such as hunting, fishing and other outdoor activities. This company has branded their products as high quality, seamlessly indestructible and catered to fit the needs of hunters and fishermen. However, they have begun to reinvent their brand imaging. “Yeti helped launch the premium cooler category when it debuted its first high-quality, hard-case model six years ago. Its smaller models start around $250 and prices can climb into the thousands depending on size and style. Its best sellers are small and medium hard-case coolers that fit in the back of a truck or car” (Rodriguez, 1). Also, Yeti’s VP of Marketing, Corey Maynard states that, "Yeti reinvented a major part of this category and treated the cooler as more than a disposable product," (Rodriguez, 1). The company had changed its primary focus towards creating a product that would be very durable, long - lasting and used frequently - price was not a big factor. However, although price has not been a primary focus of the company, their products range from around $250 but can climb well into couple …show more content…
Yeti has chosen over the years to use a pull marketing approach. Yeti has been communicating directly to consumers. The majority of Yeti’s marketing has been done through social media. “The brand leverages its sponsorships to get endorsements from outdoor celebrities like hunter Jim Shockey, fisherman Flip Pallot and Aaron Franklin, owner of the Austin-based Franklin Barbeque (Rodriguez, 1). As a result, these people have acted like brand ambassadors and marketed Yeti Coolers to their followers in their own way. This style have marketing has proved to be more personal and also more reliable as a