Gardasil: Growing a New Market

by: John Branch

Publication Date: December 7, 2015
Length: 4 pages
Product ID#: 1-430-475

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management

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Teaching Note

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Gardasil from Merck was approved for the prevention of cervical, vulvar, and vaginal cancer as well as genital warts caused by various types of human papillomavirus (HPV) for girls and women ages 9-26 in early 2006, and through highly successful marketing campaigns has virtually saturated the U.S. market. Its makers are looking to scale the product to emerging markets and to males ages 9-26 for the prevention of genital warts. The student’s task is to find marketing solutions that will help the company tap these new markets.

Teaching Objectives

After reading and discussing the material, students should:

  • Apply critical concepts to define a solution to the case.
  • Critically analyze and discuss other responses and solutions to the case.
  • Draw lessons from the case analysis.
  • Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study.
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