Intially you should change your Query Property... "Auto Group & Summarize" to "NO", then it wont summarize any values.. will just present as how they were in ur Database.
And the other thing a crosstab will always shows Data in a 2 dimensional grid.. means when you add Year in Column and Product in Row Level.. then your measure.. will shows data for every Product in that Perticular Year...
Thanks,
Gollapudi.