A marketing strategy defines how a company will reach potential consumers and hopefully turn them into customers. The market strategy integrates various market components together in a cohesive manner. This includes branding, messaging, product packaging, advertising, and the marketing plan.
The marketing plan is different from the marketing strategy. The marketing strategy is a vision of how the company will present itself to potential and existing customers. The market plan contains details on how to execute that vision. For example, what ads should the company run, and when should specific marketing campaigns begin. The lifespan of the marketing strategy may last across several market plans, as the marketing vision continually evolves with its customers.