VerifyMe, Inc. (VRME): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to get a clear picture of VerifyMe, Inc.'s real market position as we head into late 2025, right? It's not enough to just watch the stock; you need to know how they're actually fighting counterfeiting across pharma and luxury goods. So, I've broken down their core strategy-the four P's-to show you exactly what they sell, where they sell it, how they talk about it, and crucially, how they price their anti-counterfeiting tech, which directly impacts their reported Annual Recurring Revenue. Honestly, this four-part engine is what separates a good investment from a risky bet. Keep reading; we're mapping out the specifics now.

VerifyMe, Inc. (VRME) - Marketing Mix: Product

The product portfolio of VerifyMe, Inc. centers on brand protection and supply chain integrity solutions, with a clear operational focus shifting as of late 2025.

Digital authentication solutions for brand protection.

VerifyMe, Inc. offers solutions that help brand owners secure products and packaging against counterfeiting. The company's offerings historically combined physical authentication technologies with cloud-based software. The Authentication segment saw a revenue decrease primarily due to the divestiture of the Trust Codes Global business in December 2024.

Track-and-trace software for supply chain integrity.

The core of the current offering appears to be within the Precision Logistics segment, which accounted for 99% of VerifyMe, Inc.'s consolidated revenues for the three months ended September 30, 2025. The track-and-trace capabilities are delivered through software known as VeriPAS(TM), which works in conjunction with physical security features.

Invisible ink and security label technologies.

The physical component of the brand protection suite includes proprietary security inks and pigments, which are used on packaging and labels. While specific revenue contribution is not itemized, these technologies are integral to the end-to-end track-and-trace solutions offered to customers.

Licensing of patented anti-counterfeiting technology.

The search results do not provide a specific revenue figure for the licensing of patented anti-counterfeiting technology for the period ending late 2025. The company's overall consolidated revenue for the third quarter of 2025 was $5.0 million, a decrease from $5.4 million in the third quarter of 2024.

Integrated platform for consumer engagement and data.

The company provides brand enhancement solutions alongside brand protection. The CEO noted a new partnership with a major US parcel carrier, which is expected to drive organic growth. The product strategy is setting the stage for organic revenue growth in 2026, accompanied by a higher margin profile.

The financial performance in Q3 2025 reflects the current product mix, heavily weighted toward Precision Logistics, showing margin improvement despite a revenue dip:

The improvement in gross margin to 41% in Q3 2025, up from 35% in Q3 2024, is primarily due to a decrease in costs within the Precision Logistics segment. The net loss for Q3 2025 was ($3.4) million, which included $3.9 million of one-time goodwill and intangible asset impairments.

Key operational and product-related financial data points include:

• The company employed 30 people as of the Q3 2025 announcement.
• Operating expenses decreased to $1.7 million in Q3 2025 from $2.5 million in Q3 2024.
• Cash balance as of September 30, 2025, was $4.0 million.
• The revenue decrease of $0.4 million in Q3 2025 was mainly due to a $0.8 million decrease from discontinued services for two customers in Proactive services.
• The company received its first quarterly interest payment on a $2.0 million short-term promissory note.

The product strategy involves continued focus on operational efficiencies, as evidenced by the third consecutive quarter of improved gross profit. Finance: draft 13-week cash view by Friday.

VerifyMe, Inc. (VRME) - Marketing Mix: Place

The Place strategy for VerifyMe, Inc. centers on delivering its specialized logistics and brand protection solutions through established and developing channels, heavily weighted toward its core logistics operations as of late 2025.

Direct B2B sales model to large enterprises.

VerifyMe, Inc. operates with a clear business-to-business focus, evidenced by the structure of its revenue streams. The Precision Logistics segment accounted for 99% of revenues for the three months ended September 30, 2025. This segment, which handles time and temperature-sensitive logistics, is inherently geared toward enterprise clients requiring high-volume, specialized distribution services. The company is setting the stage for organic revenue growth in 2026, suggesting a continued focus on securing and expanding large enterprise contracts.

Global distribution via strategic channel partners.

Distribution relies significantly on carrier relationships. VerifyMe, Inc. announced a new partnership with the other major parcel carrier in the US in Q3 2025. Historically, the company has relied on one key strategic partner for shipping services within its Precision Logistics segment. The strategy involves diversifying these relationships, with plans to expand to additional airfreight carriers/3PLs to reduce single-carrier dependency. The company is actively looking for strategic acquisitions to complement its services, which could also expand its distribution footprint.

Focus on high-value sectors like pharmaceuticals and luxury goods.

The core offering of time and temperature-sensitive logistics directly targets sectors where product integrity is paramount, such as pharmaceuticals and potentially luxury goods requiring secure handling. While the company provides these specialized logistics and brand protection solutions, specific revenue attribution to the pharmaceutical or luxury goods sectors is not publicly itemized in the latest reports. The overall consolidated revenue for Q3 2025 was $5.0 million.

Digital delivery of software-as-a-service (SaaS) platform.

The brand protection and enhancement solutions component of VerifyMe, Inc. operates through a digital delivery model, often associated with SaaS. The Authentication segment reported revenue of $26K in Q1 2025. The company is focusing execution efforts on e-commerce platform integrations, such as Shopify/WooCommerce, which speaks to the digital nature of this service delivery.

The following table summarizes key financial metrics that reflect the scale of operations supporting the Place strategy through Q3 2025:

The distribution and operational focus for the near term includes specific financial management actions that impact capital available for channel expansion:

• The company deployed $2.0 million into a nine-month promissory note at a 16% annual rate as of Q2 2025.
• Adjusted EBITDA improved year-over-year, reaching $0.8 million in Q3 2025, up from $0.2 million in Q3 2024.
• Management expects to remain cash flow positive for the full year of 2025.
• The company has long-term financial aspirations of generating annual revenues between $50 million and $60 million over the next five years.

VerifyMe, Inc. (VRME) - Marketing Mix: Promotion

You're looking at how VerifyMe, Inc. communicates its value proposition to the market, which is critical when the underlying financials show both resilience and transition. The promotion strategy centers on reinforcing the brand protection and logistics capabilities while managing investor expectations through the shipping partner shift.

Industry-Specific Trade Shows and Conferences

VerifyMe, Inc. places a clear emphasis on direct engagement through industry-specific trade shows and conferences. This tactic supports the stated goal of boosting sales and marketing efforts, which management noted partially offset revenue declines in Q3 2025. While specific event attendance figures aren't public, this channel is where the company showcases its Precision Logistics segment, which accounted for 99% of revenues in Q3 2025. It's the ground game for securing the organic revenue growth they project for 2026.

Public Relations Focused on Combating Global Counterfeiting

The public relations narrative for VerifyMe, Inc. is anchored in its brand protection solutions, a core component of its business. This focus is especially relevant following the $3.9 million one-time non-cash impairment recognized in Q3 2025, which included goodwill and intangible assets related to the authentication business. A strong PR push helps reaffirm the market on the necessity of their anti-counterfeiting technology, even as the company navigates internal structural changes. They are communicating that the need to combat global counterfeiting remains a strong driver for their services.

Investor Relations to Communicate Growth and Technology Adoption

Investor relations activities are highly structured, evidenced by the scheduled Third Quarter 2025 Investor Conference Call on November 17, 2025. The communication here is about translating operational improvements into shareholder value. Management highlighted achieving $0.8 million in Adjusted EBITDA for Q3 2025, up from $0.2 million in Q3 2024, and expecting to remain cash flow positive for the full year of 2025. Analyst coverage from firms like MAXIM GROUP and BARRINGTON RESEARCH dictates the level of detail required in these communications.

Here's a quick look at the Q3 2025 financial context that drives the investor narrative:

Content Marketing Detailing Case Studies on ROI from Brand Protection

Content marketing efforts are designed to translate the improved gross margin into tangible ROI for potential clients. The company achieved a gross margin of 41% in Q3 2025, up from 35% year-over-year, partly due to better negotiated supplier rates. This operational efficiency, coupled with a reduction in operating expenses (excluding impairment) to $1.7 million in Q3 2025 from $2.5 million in Q3 2024, forms the basis for case studies. You'd expect content to detail how brand protection services contribute to cost alignment and margin improvement.

Key elements emphasized in communications include:

• Gross margin improvement for three consecutive quarters.
• Operating expenses falling 28% year-over-year in Q1 2025.
• The goal to be cash flow positive in both 2025 and 2026.

Strategic Alliances with Printing and Packaging Companies

The most significant promotional element tied to a strategic alliance involves the logistics side of the business. VerifyMe, Inc. is actively transitioning its Proactive services from a previous shipping partner to a 'new Proactive shipping partner,' which management believes offers a 'substantially better platform for sustained organic growth.' This transition is a major communication point, as management anticipates a material revenue impact in Q4 2025 and Q1 2026. Furthermore, the Board approved the continuation of the share repurchase program until December 31, 2025, allowing buybacks up to $500,000, which is a capital allocation strategy communicated to investors as a way to create shareholder value.

VerifyMe, Inc. (VRME) - Marketing Mix: Price

You're looking at how VerifyMe, Inc. translates its services into dollars on the customer side. Pricing for a company like VerifyMe, Inc. is a blend of recurring software access fees and transactional elements tied to physical security features. Since specific tier dollar amounts aren't public, we look at the results of that pricing strategy.

Tiered subscription model for SaaS platform access.

While the exact dollar amounts for the tiers aren't disclosed, the overall revenue stream reflects the success of this model. For the trailing twelve months ending June 30, 2025, VerifyMe, Inc. recorded revenue of $22.07 million. This top-line number is the aggregate result of all customer payments.

Per-unit licensing fee for physical security features.

The revenue generated from physical security features is bundled into the overall sales figures. The company's Q3 2025 revenue came in at $5.0 million, a slight dip from the $5.4 million reported in Q3 2024. However, the gross margin improved significantly to 41% in Q3 2025, up from 35% year-over-year, suggesting better cost control relative to the price captured for those units or services.

Project-based pricing for initial integration and custom solutions.

Custom work and initial integration costs are absorbed into the overall revenue stream. The company's cash balance as of September 30, 2025, stood at $4.0 million. This liquidity is what supports the teams doing that initial, often non-recurring, integration work.

Value-based pricing reflecting the cost of brand erosion and liability.

The premium placed on VerifyMe, Inc.'s authentication services is intended to reflect the avoidance of brand erosion and liability costs for clients. The company's adjusted EBITDA improved to $0.8 million in Q3 2025, up from $0.2 million in Q3 2024, which shows operational leverage is being achieved, potentially validating the value captured.

Annual recurring revenue (ARR) as a key financial metric.

Although VerifyMe, Inc. doesn't always report a specific ARR figure, we can look at the revenue trajectory. Analysts project quarterly revenue by December 31, 2025, to be $11 MM. For context, the annual revenue for the last reported full fiscal year, 2024, was $24.21 million.

Here's a quick look at the financial outcomes tied to the pricing strategy as of late 2025:

The market's view on the future value, which is an external factor influencing current pricing power, is captured in analyst targets. You should note these points:

• Average 12-month analyst price target: $1.25
• Highest 12-month analyst price target: $1.50
• Lowest 12-month analyst price target: $1.00
• Analyst consensus rating: Buy (based on 2 analysts)

If onboarding takes 14+ days, churn risk rises, which directly impacts the realized value of those initial project fees.

Finance: draft 13-week cash view by Friday.