I'm pretty sure the person who wrote this has never run pricing research for a brand. Short answer, they can ignore Gabor-Granger because their cost base is so low compared to their revenue, so they'd be looking at Van Westendorp's Price Sensitivity Meter to set a benchmark for where the pricing probably lands, and a conjoint study to understand the value of different elements for segmenting different versions of the product at different price levels.
Obviously positioning, who they're positioning against, how they communicate that, the level to which they're known amongst the market etc all feed in to this, but that'd be a decent starter for ten.
This is an overly simplistic version of where to go with pricing for a brand like this, but that's where I'd begin with creating pricing for them.
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