Bayern have ended the last two campaigns empty-handed, despite reaching the final of the Champions League and DFB-Pokal last term.
The appointment of Matthias Sammer as their new director of sport is intended to herald a turnaround in their fortunes and Rummenigge says he wants to get his hands on the Bundesliga trophy once again.
"Our aim, and we are not making any secret of it, is to win the title," he said. "We are not going to make any understatements - we want to win the league."
Defeat in the Champions League to Chelsea remains a lingering memory for Rummenigge, which he says only triumphs next season can properly erase.
"The Champions League last year and the defeat at home was painful," he admitted in a video on Bild.de.
"But we have also got to accept the criticism that we did not win that game despite our dominance and despite having the chances to do so."
The appointment of Sammer, who won the Bundesliga title with Borussia Dortmund at the age of 35 and has been praised for his work with the Germany national team over recent years, is intended to change that, and he now has a big input in the club's fortunes.
He will be joining the team on a training camp in Trentino for the next week and, even if the eight Germany internationals of the squad will not be present as they remain on holiday after Euro 2012, the 44-year-old says Bayern will be ready when the season gets underway.
"There is no reason for any alibi for not being in the right condition to live up to the expectations of Bayern," said Sammer at a press conference.