Disable the default email notifications under Admin > Workflows > Email notifications as these are global and not completely product specific. 

Use the automation rules that run on ticket creation and ticket updates to send out email notifications for new tickets and replies respectively. Choose Condition as 'Product is' and Action as send 'Email to requester'.

You will also find product-specific placeholders that you can make use of in the email that you are writing at the action end of the automation.