VMS (Vertical Marketing System)

A Vertical Marketing System (VMS) is an organized approach where a manufacturer, wholesaler, and retailer work together as a unified system to efficiently get products to consumers. Instead of each entity acting independently, they coordinate activities, share responsibilities, and align goals to streamline distribution, reduce costs, and improve market coverage. This collaboration ensures better control over the product flow, enhances customer experience, and often results in stronger brand consistency. VMS can be administered through ownership (like a company owning multiple levels), contracts, or formal agreements, creating a seamless supply chain from production to sale.