Sante Au Naturel: Healthy to the Core
Sant 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, Sant 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. Robert Mackalski is affiliated with McGill University.