We consider the pricing and hedging of exotic options in a model-independent set-up using \emph{shortfall risk and quantiles}. We assume that the marginal distributions at certain times are given. This is tantamount to calibrating the model to call options with discrete set of maturities but a continuum of strikes. In the case of pricing with shortfall risk, we prove that the minimum initial amount is equal to the super-hedging price plus the inverse of the utility at the given shortfall level. ...