Case ID: KEL400
Solution ID: 17736

Merck Pricing Gardasil Case Solution

Case Solution

Allison Watkins, senior director of Merck's Vaccines Division, required to select the pricing of Gardasil, Merck's latest vaccine and among the company's most significant product launches of the season. The outdoors talking to firm she'd hired to recommend a cost for Gardasil had recommended a cost of $120 per dose (or $360 per person, as each individual needed three doses over six several weeks to attain sufficient immunity). The Gardasil marketing team could not agree relating to this suggested cost some think it is clearly excessive, whereas others stated it had been lacking. The second group contended that Merck could be missing a significant chance by setting the cost at this type of low-level. Watkins now required to decide whether or not to stick to the talking to firm's recommendation in order to set another cost.

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