A a set-valued optimization problem minC F(x), x ∈X0, is considered, where X0 ⊂ X, X and Y are normed spaces, F: X0 ⊂ Y is a set-valued function and C ⊂ Y is a closed cone. The solutions of the set-valued problem are defined as pairs (x0,y0), y0 ∈F(x0), and are called minimizers. The notions of w-minimizers (weakly efficient points), p-minimizers (properly efficient points) and i-minimizers (isolated minimizers) are introduced and characterized through the so called oriented distance. The relation between p-minimizers and i-minimizers under Lipschitz type conditions is investigated. The main purpose of the paper is to derive in terms of the Dini directional derivative first order necessary conditions and sufficient conditions a pair (x0, y0) to be a w-minimizer, and similarly to be a i-minimizer. The i-minimizers seem to be a new concept in set-valued optimization. For the case of w-minimizers some comparison with existing results is done.