The article examines marketing research related to product management. A study on brand name products which enjoyed significant increases in sales between 2005-2007 is discussed. The study indicates that brand penetration, which is the number of consumers who purchase a product at least once in a calendar year, is more indicative of the potential for expanded sales that is Average Weight of Purchase (AWOP), which measures how many units of a product are purchased by a consumer in that same period of time. Implications for product management and marketing management are considered.