You won't have to create such a column, but it is quite easy way to solve this.
You could create formula which would use for example Loc() to get the index of MATCHED PRODUCT and then use that to get value from Mean(Normalized) column. For example something like this:
:Name("Mean(Normalised)") - :Name("Mean(Normalised)")[Loc(:PRODUCT << get values, "MATCHED")[1]]
I suggest you take a look in the formula menu and see what subexpressions return or break the example into multiple formulas to understand properly what it does (and for example why there is [1] after Loc).
-Jarmo