You can use transformations to achieve this. You will most likely need to use start/end routines in your transformation to achieve the desired result. In a nutshell, any transformation logic is possible using ABAP... but it might not be the best design.
How many products and source table columns do you have? My concern would be that there would be a lot of "hard-coding" in your transformation logic (ex. if Product XYZ, then result = (column D) etc).
The best practice would be to have a source text table with the product id as the key and the description as the text (stored in short, medium, long) and a language identifier field.