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.
Gardasil: Growing a New Market
by: John Branch
Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management
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