Allison Watkins, senior director of Merck's Vaccines Department, needed to decide on the pricing of Gardasil, the latest vaccine of Merck and one of the company's most important product launches of the year. The external consulting firm she'd hired to advocate a price for Gardasil had proposed a cost of $120 per dose (or $360 per person, as each person needed three doses over six months to achieve satisfactory immunity).
The Gardasil advertising team differed about this recommended cost; some believed it was definitely not too low, whereas others said it was too low. The latter group asserted that Merck would be missing a major opportunity by setting the cost at such a low degree. Watkins needed to decide whether to follow the recommendation of the consulting firm or to set an alternate cost.
PUBLICATION DATE: February 23, 2009 PRODUCT #: KEL400-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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