Santé Au Naturel: Healthy to the Core

Name: Santé Au Naturel: Healthy to the Core (English version)
SKU: 9B17A069

Robert Mackalski; Marc Ducusin

Product #:9B17A069

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:Canada, 2017

Details:Case (PDF) • 7 pages • 2017-12-21 (Rev: 2020-01-27)

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Santé Au Naturel was a natural health boutique in Montreal’s downtown core. The company was off to a strong start in a growing market, but as its best-selling products became more mainstream, large retailers were entering the market, stealing customers, and driving down margins. In early 2017, Santé Au Naturel's owner reflected on further differentiation of her offering and targeted marketing; she wanted to improve her marketing mix to grow sales and protect margins.

Learning Objectives

This case is appropriate for use in an introductory marketing class at the undergraduate level. It focuses on differentiation, segmentation, and the marketing mix. The case has three key learning objectives:

To better appreciate the marketing challenges facing entrepreneurs and small business owners.
To better understand the relationship between segmentation, targeting, differentiation, and the marketing mix.
To create a relevant differentiation strategy in a challenging marketplace.

Santé Au Naturel: Healthy to the Core

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Learning Objectives