Importance of Communication at Tele2

 TABLE OF CONTENTS INTRODUCTION 3 1. COMMUNICATION AND IMAGE 1.1. Communication 4 1.2. Image 6 2. COMMUNICATION MEANS OF SERVICE PROVIDERS AND USERS 2.1. The main means of communication 8 2.2. More sophisticated means of communication 14 3. COMMUNICATION GOALS IN DIFFERENT SERVICES CONSUMPTION PHASES 3.1. Before comsumption 16 3.2. Using services 16 3.3. After the service consumer 17 4 TELE2 Corporate Communication and Image formation 4.1 About TELE2 17 4.2 TELE2 Market and competition 18 4.3 TELE2 Image formation 19 4.4 Tele2 target market 22 4.5 Tele2 SWOT analysis 22 CONCLUSIONS 24 REFERENCES 25 INTRODUCTION With the development in the new socio - economic structure, accents in conventional mutual relations is changing, new priorities develops. If a company or organization is generally able to adapt to new economic relations and develop a successful business, with great satisfaction we can say that those leaders of these companies or organizations embraced the need to develop the company image, i.e. distinguish from many similar ones, to make the company more aware, gain a reputation. To implement all this company needs to have good communication management. Leaders try to draw attention to specific groups of investors, shareholders, partners, customers and other vital sectors of society. If we would like to emphasize the importance of communication in organizations existence, it could be said that communication is the life blood of the organization. Inefficiency or lack of communication organization responds very badly. After all, the organization is created from people working together and seeking some purposes. Their quality of work and the results are highly dependent on the smooth and positive communication process in organization. Marketing communication is not a simple method of dissemination where information is exchanged between a sender and recipient. Marketing communication, whatever its nature - a process which requires the audience reached, it is the transmission of information to a properly selected communication channels in due course. From appropriate communication with customers depends on the organization's profitability and success in the market. Today's image-building and governance issues are very relevant to only to public relations, marketing, management specialist but also within organizations and their leaders. For this reason, choosing a company Tele2 and general discussed of its activities, we will try to analyze the means and forms of communication going on between the company and its clients, also how the telecommunications company is forming its image. The paper's goal - to present, discuss and assess the organization's communication and the importance of image building and techniques to assess what is the essence of the company's image and key areas of its formation. We raised the following objectives: to explore the theoretical material, including communication and image-making in organization, based on this material analyze chosen organization of Tele2 and its formation of the image. 1. COMMUNICATION AND IMAGE 1.1. Communication Communication is understood as a process in which the people transmitting the symbolic messages try to share meanings and senses. In other words, communication is a transmission and reception process. Communication is very important in each organization. Communication - one of the necessary conditions for organization life, if there is the absence of effective communication between parts, organization would not serve very well not anyone's needs. Corporate Communication - the process by which the identity of the company reflect the corporate image building. Corporate Communication brings together virtually everything what is transmitted from the level of managerial to personnel and what reflects the company in external environment. All companies should be aware to identify what are its objectives and especially what is the company vision and mission. The company, controlling the transfer of messages that inform the public about what it is, what it does and how it does it, and thereby reduce the discrepancy between its profiled identity and the public to obtain the image. Given the fact that the leader dealing and providing way of solutions, creates most needed information for other members and leader is one of the most important centers of communication organization. For this reason, the supervisor must be able to operate effectively as an information source and the transferor, and as a maker of consumer information. So communication is important for leaders because of 3 reasons: 1. Communication - is a common management process - planning, organization, command and control thread. Leaders have the plan to communicate with others in your organization and organizing the implementation of the plans have been talking to others about how to better distribute power, and design work. 2. Good communication skills can give managers the opportunity to use all their talents. When confronted with the heads of customs, expressions and meanings that they may seem very strange, they can run away and avoid contact, but may also be a good skipped opportunity. 3. The leaders will inevitably take time appointed for communication - they have to communicate with subordinates, superiors or colleagues, customers or suppliers. Each manager must ensure that the communication company to be effective, because only this will ensure a successful business. Interpersonal communication is also very important. Often very different people work together in organizations who are constantly interacting with each other. They vary in age, mentality, education, temperament, character, etc. It is clear that communication between them is not always smooth. Who is affected? There are four main factors affecting interpersonal communication: different perceptions, emotions and non-verbal (Any claim) communication, distrust. Language differences are often closely related to individual differences in perception. In order to effectively transmit the report, the term shall have the same value, both speaker and listener, or otherwise and the sender and the recipient. The emotional reactions - anger, love, self-defense, hatred, envy, fear, embarrassment - has consequences for our understanding, i.e. as we are aware of other knowledge and the impact we forwarded your information to others. If we have a situation where we feel a threat to its security, prestige or power, then we lose the ability to objectively assess the available information and respond to them aggressively or defending. Our sent knowledge are affected by such non-verbal factors (non-verbal communication) as the body movements, clothing, the distance from the person with whom we speak, our posture, facial expression, eye contact and body movements. Even our known phrase "Good morning" can convey different intentions. Eg, Busy manager, wanting that it would not be hold, he may respond to employee without greeting head from the job table. The main tool of communication to overcome objections - to know about them and watch carefully so as not to be sent confusing messages. Recipient confidence or no confidence in the report is a reflection of the reliability of the sender's mind. In this case, communication is affected by the so-called people in history. If a person repeatedly confronted with unfulfilled promises, in which case the communication between these individuals may be affected. In order to gain confidence, other people must accept personal integrity, honesty and good intentions, but it will take some time. Formal communication in organization Formal channel of communication - a communication tool, approved and probably controlled by the managers. It may be the computer's internal network system, local radio and telephone communications, newsletters, regular reports, interviews and collaborators of official meetings. They act communication effectiveness in two ways. First, they cover biggest distance when organizations grows and expands. Eg., A large retail organization, which units is widely "scattered" is much more difficult to achieve effective communication than a small shop. Secondly, the formal channels of communication disturb the free flow of information between the various levels of the organization. For example, the department staff their problems almost always share with the department head, but not to the company manager. The restrictions adopted by the communication channel system has its advantages (higher-level executives do not stress the information overload) and weaknesses (sometimes information does not reach the higher level management, which they should know). The general structure also has a similar effect on the efficiency of communication in organizations. Taking up the position and power differences in organizations determine what the most convenient way of communication. Position differences also effect communication content and accuracy. For example, a conversation between the company's president and office staff may be polite and formal tense. Job specialization generally facilitates communication within different groups. One group’s members speaks at the same jargon, their work objectives and deadlines, and personal styles are similar. However, excessive labor specialization impedes communication between very different groups. Informal communication in organization In addition to organized (formal) communication processes, there is an informal communication - officially unsanctioned. One of the types is rumors. The information needs in the organization increases when there are any changes. If the official executives do not satisfy their needs (there is no further clarification), it appears spontaneous and fast paced spread of information amongst themselves, people trying to clarify the situation and thus eliminate the uncertainty arising tension and stress. This creates a rumors, which can be defined as follows – information transmitted one people to other people about any ambiguous events whose reliability is unverified. Before the rumors spread are used preventive and active countermeasures. From preventive measures the main is effective leadership. Management should inform workers in advance of their intentions, and to prevent the spread of rumors. Practice shows that the confidence of management reduce the likelihood of rumors. 1.2. Image Different management and marketing specialists has the different definitions of the image. For example, M. Čeikauskienė argue that image - is deliberately designed or spontaneously arising form that reflects a certain object in people's minds. The image usually includes the following distinct characteristics - attributes that are specific to a particular object. Interestingly, these symptoms can exist objectively, or they simply object to assign people. Meanwhile, R. Norman goes far deeper into the enterprise management services and its image as one of the service management system. It defines the image as a model to express our expectations and understanding of the phenomenon. This is not a clearly defined, consistent pattern, and forms a human or any group of people alone. Of course, the individual person or group of people could be different, and sometimes incorrectly, to understand the reality of certain phenomena, but in any case, this awareness is important, since it depends on people's behavior. After all, whether rightly or wrongly, useful or useless, but we act according to our personal understanding. Organization's image - is an independent company of many people and companies management. The impression of the company formed a personal human collision with the firm during the public listening to gossip and reports from various media. Various companies and firms, executives often want to create a favorable, positive image of their companies. Recently, our country has no doubt that one of the most important factors in determining public support for the specific authority of its economic success, is the institution image. People are often more responsive to the image rather than reality. The image does not in itself. This is a permanent, planned, coherent and purposeful activities requiring effort and material resources. Image creation and consolidation - an activity that results do not appear immediately and are not always the result is adequate effort. But sometimes it can be a good investment for the institution's future. Company image is formed, irrespective of whether it wants to wants. It may be that I would be completely contrary, but it still is. At a certain point of view is the image of the weather - we noticed it only when it is particularly good or particularly bad. In all other cases, it just is. Both of them are subject to change on a number of difficult to comprehend (or for a clearly understandable) reasons. 2. COMMUNICATION MEANS OF SERVICE PROVIDERS AND USERS Communication of service providers and users and information about services disseminating main objectives are: • To provide information and lead to customers (consumers) demand for the service and the company; • highlight the benefits and services provided by the differences in comparison with competitors in the same service; • to demonstrate the usefulness of the service users, • develop and maintain the service company's image and reputation; • persuade customers to buy the service and use it. It is understood that the main objectives of the service varies depending on business type and specific service targets mainly depends on market situations. The examination of basic services and customer communication techniques should be first to find out what these methods were intended. We mean not vague but preferred service company’s clients (customers). 2.1. The main means of communication Service providers should be clear about what information should be provided to the consumer, why should you be interested in this information to know for which user information is disseminated. When theris is doubt about these subjects, at best money will be unnecessarily spend, at worst - image of the company will fail again, and need money will be spent unnecessarily again. Private Sale This is the closest service provider and customer interaction with consumers. By the way, and the most expensive. Personal selling is a flexible and effective way to attract customers directly next to the client to communicate with a dealer.There are circumstances where the information is as much or as it is so complicated that if there were no personal selling, other way of sales services would be practically impossible. Knowledgeable, skilled and experienced workers are the enterprises' implementation of the program success factor in any service business. Direct response Phone and e-mails are usually used to measure reaching the direct sale of services or the response reaching to determine the true picture of the market target and get more information from customers. Other communication with customers may include: radio, television, newspapers and magazines. Television Advertising Usually the television is the main communication way with customers of most famous services firms. It may attract more customers than any other service providers to communicate with customers (consumers) method. In addition, the television information is transmitted more rapidly to large numbers of people. This is especially effective for new services, as well as offering services that can not sell without extra effort. Television is especially effective when the service user want to operate as soon as convenient, if necessary, order the service by telephone. TV is often used to create a service company's image. Few examples: TELE2 ad: We Love Cheap. Tele2 Born to be cheap. Tele2 ad: And the Rich people counting money. Radio Advertising Similar like television, radio advertising price depends on the audiences, which reaches the advertisement, the size and frequency of advertising. But TV and radio is very different communication and consumer reaching ways. Many customers may become loyal to a particular radio program. Radio is very effective when organized in direct conversations with listeners, and can almost achieve consumer awareness at all times allowed the music clips. • Advantages of radio advertising - radio advertising can often refer to certain customers. In addition, the cost of 1000 users is not very high. Radio can reach selected customers easily according to the demographic character or lifestyle of the market segments that transmit more information. • Radio advertising weaknesses. In particular, the radio does not transmit video. Radio transmit audio only, i.e. can transmit information orally or musical sounds. For each radio station listener’s audience is limited. Thus, in order to achieve a significant effect on radio ads need to buy more radio stations airtime. Radio advertisement can only make an impression in more time than the broadcast of advertisements on television. Print Ad Print publications such as newspapers, magazines and accessories. Print advertising in particular, is a relatively wide field of advertising. This area can be divided into three components: 1) newspapers, 2) journals, and 3) commercial publications. This is a different ad Representations. Few examples: Tele2 journals ad: Tele2 say I taking for free in TELE2 Outdoor advertising Outdoor advertising is billboards, advertisement boards, advertisements on vehicles, i.e. advertisement that the customer sees out of the house and which is neither printed nor electronic. Outdoor advertising may daily transfer simple information about services provided for many people. Thousands of cars pass daily through the advertising hoardings and someone points them out. This ad’s cost also depends on the size of the advertising platform. Many stand not only the verbal information but also the image in relation to that information. • Outdoor advertising advantages. Outdoor advertising is the leader among low-price promotional tools. It excrete in the frequency of communication. In addition, you can choose a location where your ad will be noticed by the appropriate market segment. • Outdoor advertising weaknesses. Outdoor advertising is not obsessiive. It can be easily ignored, as they cause minimal impact. Ad’s information amount is limited of to time needed to read the information. Advertising hoardings are built at least for a month. So they are not suitable for short programs support. Most of the advertising hoardings are not lighted therefore lost the opportunity to reach clients in the dark. Advertising hoardings one of the unpopular promotional tools among customers. Many customers stand even spoil the mood. Promotional stands should be used only as a means to implement your big supporting campaign. Few examples: Tele2 outdoor ad: Tele2 presenting new plan “Mini” Secondary advertising means Secondary means - is an additional material represented the customers (users) in order to maximize sales volume. Secondary means is such as a range of booklets, pamphlets, stickers of various publications, , flyers and so on. By secondary measures, unlike other advertising media, commerce information is transmitted. Booklets describe the service product in detail. It is very important for the potential customer to become a real client. Services in catalogs are proposed in a certain order. The customer can monitor directories on the basis of outsourcing. Public Relations Public Relations - the communication with customers, which reflects the public opinion about the company. It is a tool to communicate information and develop the company image. Public relations include print publications, workshops and so on. Relations with the public is useful because the press commentators is seeking for information. As today's press information is get from all regions of the country, usually press agents are reliable and forcibly sends the information from business managers. • Public relations benefits. Communication with the public enables the company to provide information about them in article written by a journalist rather than through direct advertising. It can increase its market share. For this purpose money is not wasted. These publications can improve corporate image and increase the sales volume. Thereby, good publication is effective. • Public Relations weaknesses. In particular, the fact that you can not control or publications printing time or way of information presentation. It may happen that you will find nasty things in the article. Article may be written by unwelcoming person for the company. Few examples: TELE2 viral ad: This viral performance in Vilnius with many mobile phones in the tree and they all playing bird ringtone. Internet - The following is a few parts of the ad 1) Banner 2) Online movies 3) charter articles and product reviews Banner - a virtual billboards, web pages. This area is popular and strong like in England in 2008 companies spent more money on banners, than television advertising. Advantages because they can place advertising at only certain pages that you visit the right audience and you do not do it all in line, which often annoys users, and can send users directly to their page where they can find more information about the product. Online videos - Ads that are posted on youtube.com, vimeo.com, and more are being developed at more separate TV and internet advertising. Internet users want an interesting ad, because they have the choice to watch or not watch, send a friend or not. It is also the front-line videos reigns so-called "Viral" videos, which are usually different companies directed movies, of which there filmed the event as fun and shows the hidden client. In this video production can cost very little, and can cost very much, but you do not need to contain the online order placement and placement fee. 2.2. More sophisticated means of communication Support of services sales, event marketing, encouraging of employees provides an additional effect of the whole supplement programme. All these measures are an important additive to means of marketing complex. But they can not be used alone, although a certain point in time, they dominate. How to use these tools, you have to plan strategically, to evaluate their high cost and possible further increases in company revenue. Support of Service Sales (incentives) Support of services sales help to create a unique service business situation. Sales promotion (support) is a short campaign, highlighting the specific proposals or most favorable method of services purchasing. Sales promotion is normally used in season business when planning to increase sales or supply the new service. Sponsorship is an effective because it fixes on attention to offered services and specific, emotionally affects user. Service marketing strategies which balance supply and demand, typically exposed to short-term factors. Support of services sales (incentives) are essentially the short-term measure of marketing strategy, which seeks to attract customers' attention and motivate them immediate action (operation). • Benefits of sponsorship. They allow the to increase sales volume over a short period of time, focus resources, draws customers and service providers focus. • Disadvantages. Incentives do not guarantee a subsequent increase in the sale of services. In addition, it may disrupt other services unassisted sales. Frequently used as an incentives are discounts for loyal customers (airline companies, petrol stations and so on.), buy two pay for one ect., in order to expand the promotion of the concept of customer in the short term. Event marketing and promotion Event Marketing generally coincides with the cultural and sports events (events) supports. It’s purpose is to promote the sale of services, dissemination of information and wish to create a positive company image and improve its reputation. Event marketing advantages are due to the fact that in most cases it is seen as a charity, rather than direct service support goals and implementation reaching. Event marketing is always risky. If you support the event and it will fail or it will monitor the little people, the potential negative impact on company image is possible. Event, marketing cost can be extremely high, because, without support, other incentives are used, which costs as well are included in the total expenditure. Employee’s incentive Employee’s incentive is use in order that service providers or customer service staff to become an integral part of the sponsorship program and it would be an incentive to increase service sales. Employee’s incentive is essential if the company sells services to other businesses not through intermediaries, and through its employees. Analyzing methods of sales promotion employee’s incentove opportunities can not be forgotten. Workers can be encouraged by cash items, a free service (eg, allowing free travel), using games and racing elements. Promotional tools and methods are selected depending on the situation and purpose. Employees incentive is an important program of support for success, but only if the promotion is well aware of the staff, where its closely aligned with the purpose and carefully controlled. It may cost a lot, but give relatively little benefit. It is advisable to find a professional consultant to advice on how to implement staff incentive schemes. 3. COMMUNICATION GOALS IN DIFFERENT SERVICES CONSUMPTION PHASES Communication can affect any level of consumption process: consumer decision-making, administration and evaluation of the administration. Traditionally, the main goal of communication is associated with the choice, i.e. it is wanted to allow more users to select a specific product. However, providing an important communication services in all three phases. Service consumption process is divided into 3 phases. 3.1. Before comsumption Consumers have not yet chosen one or more of the services offered by organizations. Particularly difficult for consumers to decide for the first time. Organization's image, reputation and service quality can help to reduce consumer exposure to the risks associated with service use for the first time. User attracts attention and positive feedback about the service, and its provider. In addition, users first when establishing contact with the service provider may be unaware of what is expected of them, so one of the communication objectives of this phase is to increase consumer awareness. It is necessary to information about the user functions of the service process, and service suppliers proposed conditions. This will avoid unrealistic expectations and there will be assumptions made for quality service. To take advantage of service, consumer education is a necessary condition. Prior to the use consumers will try to reduce the risks that may result from using the service. Risk - a combination of factors and uncertainties. The main objective - to ensure that the organization's services are seen as the least risky alternative. For example, in order to mitigate the financial risk of the user highlights the possibility of failure to recover the money, social - shows the number of satisfied customers using the service, etc. Despite all the tools, services, user opinion, leads to a greater risk than commodities. Advertising and other communication tools can be used to maintain a situation that is conducive to the organization. Consumers should be reminded that the organization is successfully employed in providing such important services to users. 3.2. Using services Service delivery and consumption - the simultaneous procedure, so that the staff often interact with customers and explain how the service will be supplied, what will happen to the consumer and so on. Provider’s and the user's communication affects the functional relationships and the quality of the user's satisfaction or dissatisfaction. Communication can improve the image of the organization, to promote consumer and continue to use the service, develop its loyalty and create the conditions for successful long-term relationships. Inadequate communication has negative consequences not only for consumers but also the organization's employees. Consumer dissatisfaction reduces employees motivation and job satisfaction. The most common reason why there are consumer and employee communication difficulties are too great promises created by means of communication. 3.3. After the service consumer User satisfaction is due to the level of expectations comparison with the actual service provided, and consumer expectations depends on a number of factors, one of them - advertisement. Advertising, affecting the behavior before consumption (purchase), generate a user's expectations for the future quality of service, so their formation may be a major service organization's promotional strategy accent. Often the most important source of expectations formation is the service providers. This is - realistic expectations, which is formed by the staff providing the service. They can greatly enhance the former consumption expectations or modify them. In this case promises are very important (for example, ordered meals in restaurant for your will be delivered in five minutes) or the employee's behavior, speech tone. Often these expectations are created unconsciously, for example, when the employee promises to return soon. Such a phrase you can understand how as a liability or goodbye. Communication enables to understand what people do or should do that provided service would give satisfy for the consumer and the provider. 4 TELE2 Corporate Communication and Image formation 4.1 About TELE2 Tele2 is well-known telecommunication services company. Currently, Tele2 provides pre-and post-paid mobile services, as well as fixed line, internet and cable television services. Owners - Swedish telecoms group Tele2 AB. Tele2 is always working to offer the best prices. The organization provides simple to use, not expensive telecommunication in Europe. Tele2 has 29.4 million customers in 25 European countries, divided into six market areas. The company is expanding and looking for new markets, while increasing the quality and offering new services in telecommunications. The company is second-largest mobile operator. Mission and Vision Tele2 Vision - to become the strongest alternative telecommunications services provider in Europe. Tele2 most important mission: to deliver cheap and simple telecom services to all Europeans. Tele2 values - not just words out on paper, they support it reflected in their daily work. Tele2's mission in Lithuania - Lithuania to make mobile communications accessible to everyone. Job Characteristics • Flexibility. Tele2 is formed a clear picture of their customers' needs and determine what leads to a significant turnover. • Openness. Friendliness to a customer passes straight answers to all Tele2 operations. • Reasonable prices. We are doing everything simple and inexpensive, saving, investing as much as possible and then investigate all the costs. • Copying. We are not afraid of copying what’s good and never change what is working. • Challenge. We can do what’s almost impossible to do by taking the already known ways. • Action. Focusing on the decision, but not to the same problem. Products and Services Tele2 is trying to meet customers' need for cheaper and more streamlined service. Tele2 always lead when it comes to price leadership. Product range: • Fixed telephony • Mobile telephony • Internet via the telephone line (dial-up internet) • Broadband Internet connection (Broadband) • Pre-paid calling calls • Cable TV 4.2 TELE2 Market and competition Tele2 offers the same high-quality services as their competitors, but at much more acceptable price. Tele2 is able to do it very well because it is very efficiently working company and experts in terms of price reductions. This is really very simple: We need to create a large customer base in one area (such as telephone repair), and then combine it with another service. A successful method to enable them working on a new shop area. Mature and well-known shop "Tele2 is able to create long-lasting and stable relationship with the customer. This means that clients which use Tele2 services (eg, telephone repair) will receive an attractive offer for other services. When Tele2 enters into a new market where the competition has just started and customers are not yet introduced with new product or service, Tele2 immediately concentrates on the promotion of goods based on price difference. Then people who are not yet Tele2 users, sees the company which offers good quality at low prices. The equivalent competition The European telecommunications market is open to competition. Although consumers and companies pay unnecessarily high costs for their telephone services. Tele2 is interested in only one - win customers by offering affordable prices for a quality product. It also seeks to dominate. The Customer is King Although it sounds like a banal phrase, but for Tele2 customer is very important. Much attention will provide a significant advantage over other companies. Customers are requested to send their complaints and compliments, which later Tele2 exploit new ideas to implement. Tele2 has nearly 28 million clients, so it must work hard to preserve its reputation and gain a greater confidence among consumers and new customers. Offering the customer a good price and product are very important. Tele2 make all efforts to provide quality of a high level. It is important that the company will try to answer all calls and even e-mails. It is as if they are inexhaustible source of knowledge, which provides consumers. For Tele2 most important thing is to get information first hand, what do customers and consumers really need. 4.3 TELE2 Image formation As forms of communication, Tele2 uses personal (employee and customer relationship TELE2 outlets, by telephone, etc..), And non-personal communication. Impersonal communication company Tele2 - such as written information about new services, their formats, pricing, and so on. Non-personal communication takes place through various means of communication such as direct marketing. Tele2 client communication is providing information and facts about the service or the organization. Tele2 is keeping all the news open about new services and products, their prices by the shares. The press release can be found, with the annual turnover rates, organized or supported events, and so on. For example, last 2005 October 17th. Press Release about the fixed-line telephony market, "Lithuanian Telecom" dominates in that market so after half a year the company tried to compete but finally Tele2 had to retreat from this business. The same decision was taken in Latvia and Estonia, where the fixed line market is also dominated by the Scandinavian telecommunications company TeliaSonera. Tele2 is communicating with potential and existing customers through multiple ways of communication. • Press and TV Press and television can often find more and more ads Tele2, which is a short, clear and informative, but also a colorful and fun. Media research and advertising monitoring leader in Lithuania, TNS Gallup data found TELE2 in 2nd place among 10 other major advertisers. TOP 10 largest advertisers (TV, radio, print, outdoor ads, outdoor video advertising, cinema advertising) 2005 January-August 1st PROCTER & GAMBLE 2nd TELE2 3rd Omnitel 4th Reckitt Benckiser 5th BITE 6th TV MARKET 7th VP MARKET 8th Beacon UTENOS BEER 9th COCA-COLA 10th BERLIN-CHEMIE • Private Sales. Tele2 customer service personnel communicates directly with prospective or existing customer in always friendly attitude to help - they will provide information and technical assistance on a daily basis. Tele2 customer service and sales outlets currently operates eight major Lithuanian cities. Tele2 now has more than 100 shops/offices in Lithuania. • Direct response. In order to push sales of services or providing the latest information to customers, Tele2 is mainly used by telephone and mail. SMS or call with an operator. Tele2 users get information about their account balances, current rates, invitations to events, technical assistance, from 7 to 23 hours. TELE2-mail subscribers receive a monthly mobile phone bill for local or international calls, SMS and MMS messages. With this data arrives advertisements, plans, rates, and discount coupons. TELE2 official website provides assistance to the user where he can e-mail to ask a question in the same way and get an answer. The most common and important questions with answers are posted on the site. • Outdoor advertising. Many by-passes passes through thousands substantial advertising hoardings showing the Tele2 service advertisement shows not only certain details (new offers, tariffs and services) but also interesting and fun picture. • Public Relations. Tele2 provides not only the cheapest communication services, but also to endeavor to provide plenty of fun organizing mass events to its’ customers and people of Lithuania. The company arranges couple large-scale events. It has become a tradition of summer concerts to meet agreed to during the summer with Tele2, beaches and fun organized by Lithuanian "Tele2.Ibiza Party. Spring of 2005, Tele2 hosted an Open championship in 2005 DJ Lithuanian, as well as Fireworks Championships with fun music, lights, sound and light show. The new work - a Mrs Adamkienė and "Tele2" project "Alma Adamkienė Foundation and Tele2 Business School, where students of the province will be provided with access to business and politics, to meet interesting and famous people. • Events (events) Marketing and promotion. Tele2 has consistently promoted its service through marketing and sponsorship of events. At the same time improving its reputation and creating a favorable image of the company. • Employee promotion. Interested in increasing sales of services, TELE2 is promoting for its’ employees for well-executed projects, offering significant discounts for products and services, TELE2 staff holidays, weekend attractions, fare bonuses. 4.4 Tele2 target market According to the target market Tele2 belongs to differentiated marketing, because it offers mobile communications and Internet services. Company chooses attributes, which divides the market into separate segments. • Geographic segmentation. Tele2 launches its services in major Lithuanian cities, because there is most of potential. At first access to Tele2's services in a remote places of Lithuania weren’t very convenient because of the lack of quality. Given the fact that Tele2 prices are lowest people in more remote regions showed interest in using Tele2 services so company decided to invest in making better quality out of the cities. That gained success. • Demographic Segmentation. It is necessary to adapt its services to both young and older people, families, and living alone. Tele2 has prepared different plans for different groups of people. For example pre-paid service "The Kid" for young mobile users who want to talk or text with the same service users and who need only basic mobile communications services. Pildyk is TELE2s prepaid service oriented as well as their younger users' group has also recently introduced a new payment plan for a student. The prepaid service is available without any contracts or commitments, and what is important for customers without or with low level of income. Tele2 also distinguished business people and consumers who have a regular income - they spend the monthly payment plans. Recently, Tele2 introduced a new version of its service to "Family” where all family members will have access to mobile services with lower tariffs. These plans are very positively received among mobile users. For Tele2 it is necessary to create plans that meet different people's wants and needs. • Psychographic segmentation of the market or the behavior of the user does not have a significant impact on Tele2's customer numbers increasing or decreasing trends. 4.5 "Tele2" SWOT analysis SWOT analysis plays a significant role in the company existence. Strengths and weaknesses of the company's strategy includes the key development factors, which become apparent as a result of the analysis of resources. Opportunities and risks include basic strategy elements, which become apparent as the company's external environment analysis result. S - Strength (Internal factors in the organization) Strength - what the organization is doing or what is appropriate. What are our advantages? What we are doing well? • Low prices of service • New Technology • Products and abundance • Knowledge of market needs • High and stable market position • Production and quality • Better payment terms • Effective Advertising • Effective web site • A wide network of branches and • Preparation and shares plenty of events W - Weakness (Internal factors in the organization) Weaknesses - what is missing, or what organization it performs less well than others in the same action in the field of organizations and whether the conditions which weaken the organization. What is wrong? • Poor communication and quality in more remote regions • Incomplete output spectrum O - Opportunities (External factors in the market) FEATURES - a realistic look to the future prospects of the organization's potential to develop strengths. In which areas can we achieve more? • Service quality improvement • Feedback and improvement of company • Image and training • Growth Prospects • The advent of new network - a growing market Expanding telecommunications company Tele2 continually actively seeking to improve the quality of the mobile phone network planned and carried out development works T - Threats (External factors in the market) threats - external environmental factors, which may result in the organization. What obstacles do you face? • Competitors and price reductions • Emergence of new competitors • Penetration of foreign companies • Unstable country's economic situation CONCLUSIONS There are no doubt that one of the most important factors in determining public support for the specific authority of its economic success, is the image. People are often more responsive to the image rather than reality. The image does not do it itself. This is a permanent, a planned, coherent and purposeful activities requiring effort and material resources. Image creation and consolidation - is an activity that results do not appear immediately and are not always the result is adequate for an amount of made work. But sometimes it can be a great investment for the future of the institution and may be quite effective in the potential to influence the behavior of client services. As for the image, we can not forget and communication. Each organization, communication is very important. Communication - one of the necessary conditions for life organization. It’s like a split into two parts paper. The first is the theory that provides a detailed explanation of examples. Information can easily be understood and use for their personal work. The second part is the organization of communication and image analysis. Writing about popular telecommunications company providing services to Tele2. Detailed description of the organization's history, the owners of its mission and vision to. It is also widely discussed, and the competition's image problem. The most we analyze the image and communication. The paper contains a number of specific examples, which are convinced that Tele2 is a company which has a really strong image and is able to communicate and interact with their customers, giving them the opportunity to choose from. Thus, communication and image are inseparable elements, which helps an organization to exist and compete, as well as keep customers and expand its market position. REFERENCES 1. KINDURYS Liber. Services Marketing. Theory and Practice. Vilnius: Vilnius University Press, 1998. P. 113-132 ISBN 9986-19-322-2 2.BAGDONIENĖ, Lyudmila, Lector, Ilze. Services Marketing and Management. 468 p. ISBN 9955-09-579-2 3.The concept of integrated communication and application possibilities. [Interactive]. [Views 2005. October 2d.]. Access via the Internet 4.PRANULIS Vytautas. et al, Marketing, Vilnius: Eugrimas, 1999. 418p 5.About Tele2. [Interactive]. [Views 2005. October 4th.]. Access via the Internet

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