Let\'s say I have 10% off coupon code.
This coupon is applicable only to Product B
A customer have in its cart :
Go to your shopping cart rules in Admin Panel of Magento. When you create new rule, under conditions tab you have great options to set.
For example you can that this rule will apply only to products of a one category, or product which has defined attribute.
You should check those option, because Magento has many possibilities here.