| Abstract [eng] |
Nowadays telecommunication market is being certainly very competitive. Fast development of information technologies and their possibilities are not a competitive advantage for companies anymore. Nowadays the importance of good image and reputation is becoming of a critical importance. That is why the author has chosen the topic of master thesis – image communication of mobile telecommunication companies‘. This master degree thesis presents the analysis of three the biggest competitors in mobile telecommunication market in Lithuania - Omnitel, Bite Lietuva and TELE2. The object of the paper is the corporate image creation and the importance of positioning of these three companies. Moreover, the key topic is to find a free niche for new mobile operator X, and describe possible image, communication lines and positioning strategies. The author uses descriptive – analytical method for the overview of the literature. For the key analysis of Lithuanian mobile operators’ image and positioning, she uses content analysis. She analyzes press releases and commercials of these companies‘to describe, determine and envisage, what kind of positioning each of the companies follow. The author excludes from analysing subrands (all pre-paid cards brands) of these companies. The author also makes analysis of foreign telecommunication market. She describes five of Great Britain‘s mobile operators positioning and one of their success story. In this way trying to clear out what can be the fourth possible mobile operator’s niche, positioning in Lithuanian mobile market. The research shows that all three Lithuanian mobile operators have followed specific positioning and image creation campaigns. Omnitel communicates itself as the leader of quality and its main values are trust, easy to use services, and confidence. Thought Bite started to clear out its new communication strategies, which show that it is now positioning more on innovation, possibilities, new services and creating emotional bonds with costumers. TELE2 continues the most easiest and evident positioning – the leader of lowest price, though it has started to emphasize quality values, which earlier were not enough emphasized. The main finding is that the new mobile operator has to be a challenger in the market. It has to follow new emotion based image creation strategies, be charizmatic and friendly brand. |
