Allison Watkins, senior director of vaccine company Merck, needed to make a decision on pricing Gardasil, Merck vaccine newest and one of the most important products of the year starts. Outside consulting firm she hired to recommend a price for Gardasil suggested price of $ 120 per dose (or $ 360 per person, as each person requires three doses over six months to achieve adequate immunity). Gardasil marketing team agreed to this recommended price, and some thought that it was clearly too high, while others said that it was too low. The latter group argued that Merck will be missing a great opportunity to put a price on such a low level. Watkins now need to decide whether to follow the recommendation of a consulting firm or set different prices. "Hide
by Tim Calkins, Megha Vora Source: Kellogg School Management 10 pages. Publication Date: February 23, 2009. Prod. #: KEL400-PDF-ENG
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